Why Use Google Shopping Ads For Your Business

By Joel Dobson

Digital Marketing Specialist

September 2023

With shoppers looking to eCommerce more than ever before, it’s important to understand how best to promote your products to online shoppers.

With Google Shopping, you can promote your online and local inventory, boost traffic to your website or local shop, and find better-qualified leads.

Let’s explore what Google Shopping ads are and how you can use them:

What are Google Shopping ads?

Google Shopping ads appear at the top of search results when you search for a product or in the ‘Shopping’ tab under the search bar. They also appear across the Google Display Network such as Youtube and other 3rd party sites.

Shopping ads consist of a product photo, title, price, shop name and more.

Unlike other Google Ads that use keywords, Shopping ads use the product data to decide how and where to show your ads. Google uses this data to match users’ searches to your ads and ensure you are promoting your most relevant products.

Google has also recently introduced Performance Max Shopping ads, which leverage AI to find more customers and reach campaign goals by analysing campaign inputs, such as your budget and your product feed, and optimising accordingly.

Why use Google Shopping ads?

  • Better engagement
    With Shopping ads, shoppers can browse, interact, and engage with the products that attract them; giving them a better sense of the product before they even open the ad.
  • Better leads
    By featuring product information to help users make informed purchase decisions, you’re more likely to receive quality ad engagement and conversions. By the time a user reaches your website, they have already sussed out competitor products and pricing and are more likely to make a purchase.
  • Broader presence
    More than one of your Shopping ads can appear for a given user search at a time. This means if you have other Google campaigns running, such as Search and Video, these ads can appear at the same time and hammer home your message, doubling your reach on a single search.
  • Powerful reporting & data
    See how your products are performing at all levels, such as which product sells best or has the highest ROI. Use this benchmarking data to get insights into your competitive landscape and identify growth opportunities.

When do Google Shopping ads work?

Online shoppers buy what they want, when they want, from whatever retailer provides the best experience in that moment.

For your ads to do well on Google Shopping, you need to be confident that your product stacks up against your competitors.

You have likely heard of the 4P’s of marketing: product, place, price, and promotion. All of them are equally important in making your campaign a success. Shopping ads place your product right next to others so if your price, for example, is less competitive than others it will likely reflect in your campaign results. 

However, if you get this right, you can achieve great results with Google Shopping.


Learn how you can leverage the no. 1 search engine with Google-trusted partners:

As Certified Google Partners, we’re accredited to set up and manage your Google Ads cost-effectively, whilst measuring conversions to suit your business objectives.

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