Google Shopping Ads: An Introduction

What is Google Shopping?

Comparison shopping engines give retailers the opportunity to attract new customers, increase sales and compete directly against other online merchants. These engines collect and display product information from participating retailers on a single results page in response to a shopper’s search query. This allows consumers to compare prices, shipping, and services from multiple retailers and to choose the offer with the best overall value.

Google Shopping is one of the biggest and most popular examples of comparison-shopping engines. Products submitted to this engine are also displayed in standard Google search results and integrated with Google Ads – the pay-per-click platform. Google provides retailers with a beta benchmarking tool which shows, on average, how competing merchants are pricing the same products.

Benefits of Using Google Shopping Ads

Google Shopping Ads presents an opportunity for retailers to advertise their products to an audience of highly interested buyers. As is the same for any comparison-shopping site, users have already made the decision to buy and they are searching for the lowest price.

Advertising products with Google Shopping is the only way to rank on top of the Google search results. Because of their visual format, the Shopping Ads attract the most clicks and, thereby, achieve the premium spot above Search Ads and Organic results.

How Does Google Shopping Work?

Google Shopping Ads operate in a different way to regular Search Ads. The algorithms process a product feed that contains all of the retailer’s product data, such as titles, descriptions, images, and prices. Google then uses this data to create the Shopping Ads and to match the retailer’s products to relevant search queries.

From the customer perspective, Google users see the Shopping Ads that are relevant to their search query. They are shown an image of the product, alongside its price and additional information, such as rating or reviews. When a person clicks on a Shopping Ad, they are directed to the product page on the retailer’s website and the retailer is then charged for that click.

An Unmissable Opportunity

As the world’s biggest search engine, Google cannot be ignored in your business’s digital strategy. If your business sells products online, you need to consider using Google Shopping Ads to reach those customers who are ready to buy!

Get expert advice when looking at pay-per-click (PPC) marketing, it can be an expensive lesson if done wrong and the more you try to do it yourself, the more complicated it all becomes.

PPC Marketing thoughts from Yorkshire Powerhouse

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