How Google Shopping ads offer unique value to brands & retailers

What are Google Shopping ads?

Google Shopping ads are perhaps most known for appearing in the organic SERP listing of Google searches. They can be served in branded, unbranded, or even local searches. They also appear in Google Shopping and on Google Search Partner websites like YouTube. In the past, they have been called product ads, Google Product ads, Google Product Listing ads, Google PLAs, and… that’s mostly it.

How do you use Google Shopping ads?

Google Shopping ads require the use of two separate tools: Google Merchant Center and Google Ads (previously known as AdWords).

Where do ads appear on Google?

Google ads are most known for appearing in the SERP. When a user googles an item, the related product ads can appear either above the search results as images or to the side, separate from the text ads. However, they can also appear in Google Shopping, in participating countries, and in Google Search Partner websites like YouTube.

Google Hotel ads

For Google, the fundamental differences between retail and travel ads are when and where they appear. Retail Google Shopping ads appear at the top of SERP results or in the network. Google Hotel ads surface when a user is specifically looking for hotels. These ads appear in the SERP. According to Google, 60% of leisure travelers and 55% of business travelers use the search engine when planning their trips. This means Google plays a very unique, and powerful role in the travel ecommerce space.

Google Shopping feeds & specs // How do I create a Google Shopping feed?

While Google Shopping makes it very easy to generate and deliver personalized ads, it does require one little thing to get started: a tailored product data feed.

Your Google Shopping campaigns

You can create campaigns in either Ads or Merchant Center. In Google Merchant Center: you need only go to the Ads tab and click Create Shopping Campaign. From here, enter a campaign name, country of sale, and budget. Though the Merchant Center is the faster method, the real work will happen in Google Ads. To start within Ads: just click + Campaign and then select Shopping. Here you can determine bidding, budget, locations, and other usual campaign settings.

Meet image requirements

It’s important to note that, especially for Google, not just any image will do. Be absolutely certain to follow their ad image requirements.

Google Shopping ad image rules

Choose ad type

You’ll need to choose an ad format before you can launch your Google Shopping campaign. Product Shopping Ads feature just one product per ad. This is most useful when users are searching for more specific items.

Conversion tracking

Google Manufacturer Center

The Manufacturer Center was designed to help marketers in brand manufacturing firms leverage how their brand and products are presented across the Google ecosystem.

Further reading on Google Shopping

Get an in-depth understanding, practical steps and expert tips about Google Shopping in our guide.