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Why should you be running Google Shopping Ads if you sell online?

By Jacqui Gage-Brown, Feb 25 2022

Propelled forward by the year that was 2020, it’s no surprise that e-commerce continues to grow from strength to strength. Businesses have surged online, with some companies jumping on the bandwagon quickly, and others sitting around wondering what all the fuss is about.

If you run an e-commerce business or are looking into your online selling options, it’s time we let you in on a little secret: Google Shopping Ads.

What are they, and why should you and your e-commerce business use them? we’ve explored the ins and outs, so you don’t have to.

What are Google Shopping Ads?

Google Shopping Ads, previously known as Google Product Ads, are a way to promote your online products, boost traffic to your website and qualify leads.

They’re relatively easy to set up if you are familiar with Google’s back of house (the logistics can take a little know-how!). Google Shopping Ads require an image library of your products and services, set up in a Google Merchant centre (we promise, it’s less scary than it sounds). From here, you create a Google Ad Campaign to display them within Google’s interface.

As a certified Google Partner, we understand how hard it can be to understand the process in practice, however, as this is part of the training required to obtain a Google Partner Badge, we can help!

How do they work?

You’ve probably seen them without even knowing it! Google Shopping Ads work in the same way as Google Ads (and technically fall within the Ad classification). They’re the recommended products that come up under the search station, placed at the top in a more visual format. You know the ones and if you don’t, quickly Google a product and we’re sure you’ll see them.

Google Shopping enables shoppers to directly see and compare products on the Google Platform, displayed based on your image terms. Not only is it a smart piece of visual real estate due to their placement, but they can be seen as more convincing to consumers as they do not look like normal search ads.

What are the benefits of running Google Shopping Ads?

There are many advantages to using Google Shopping Ads, but here are HGB’s top five:

  1. Images are more effective than text. The added visual element attracts the eye more than any segment of text in a typical search ad.
  2. Products that link to your feed. We all love efficient processes, that’s why Shopping Ads link information directly from your Google Merchant Centre.
  3. They help to increase conversions. Shopping Ads are placed higher than organic and traditional search ads.
  4. Ads aren’t limited to images. You can include more information for users that could drive sales – it all depends on what you want to achieve.
  5. They help to reduce cost-per-click (CPC). It’s simple math: better quality leads mean an increase in your click-through rate (CTR) and a decrease in your CPC.

Find out how Shopping Campaigns and Ads work

When it comes to Google there are many moving parts you need to understand to ensure you make the most of the opportunities available on the platform.

If in doubt, contact our team of certified Google Partner team members to help guide you on your journey into Google Shopping Ads. We’re here to help!

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