Success with Google Shopping Ads, Part 1: Getting Started

Success with Google Shopping Ads, Part 1: Getting Started

They can appear for precise keyword searches — e.g., an exact product make and model — making them very effective in matching products to buyers. As a result, due to little competition, click prices in these new locations can be as cheap as $0.01 (1 cent), making the sales from those ads highly profitable. Because some highly specific product searches use relatively low volume keywords, regular text ads may not even show when Google Shopping ads do, giving your products extra visibility they may not otherwise have had. How Shopping Campaigns Work Unlike regular Google text ads that are based on the keywords you select and ad copy you write, Google Shopping campaigns require no keywords and no ad copy. It also means that careful product segmentation and negative keywords are a critically important way of controlling and optimizing Google Shopping campaigns from showing the wrong products for user searches. When a user searches for a product, Google compares the search term to the signals your products carry. For well-optimized product data and specific searches, Google is surprisingly accurate at matching products to user searches, making Google Shopping potentially a reliable source of buyers. Follow the Money The key to success in Google Shopping — for all ecommerce merchants — is to track sales and profit to the penny. Sales and profit are the most important things to monitor. Not every merchant will get the same results, however.

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Google Shopping ads appear in search results as pictures above or alongside the text-based ads and organic listings. But unlike text-based ads, Shopping ads always carry an image, price, and other descriptions.

This is the first installment in my series on using Google Shopping ads to grow your ecommerce businesses.

Shopping ads are becoming more prominent and versatile. They can appear for precise keyword searches — e.g., an exact product make and model — making them very effective in matching products to buyers.

Google Shopping ads can dominate the search results for physical products.
Google Shopping ads can dominate the search results for physical products.

To use Google Shopping campaigns, you need a Google Ads account as well as a Google Merchant Center account to which you must be able to export your products from your ecommerce store.

As with Google text ads, it is free to show your ads. You only pay when a user clicks on them.

Google Shopping was first introduced in the U.S. in 2009. But unlike Google Ads, Shopping is not yet universally available worldwide. It is still rolling out into new countries.

As a result, due to little competition, click prices in these new locations can be as cheap as $0.01 (1 cent), making the sales from those ads highly profitable.

You can use Google Shopping campaigns alongside existing text ads or independently of them. You can serve several of your products at the same time in Shopping ads. Thus your products can occupy a significant part of the search results page, giving you maximum sales opportunities.

In this example from Google search results, The Raw Honey Shop has two Shopping ads (
In this example from Google search results, The Raw Honey Shop has two Shopping ads (“Raw Organic Multifloral Honey” and “Raw Spring Mountain Honey”) as well as a text ad.

Because some highly specific product searches use relatively low volume keywords, regular text ads may not even show when Google Shopping ads do, giving your products extra visibility they may not otherwise have had.

Moreover, Shopping campaigns are an important source of keyword and negative keyword research for use in text ad…

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