google shopping cover

Learn about Google Shopping & how it can boost your sales

Surely if you are here, it’s because you already have an eCommerce or you are interested in the world of eCommerce ads. Either way, you most likely know about Google Shopping but… Do you really know all the details?

In this post we describe what Google Shopping is and the advantages it can bring you. We’ll also discuss why you should put your products on Google Shopping, and above all, how to use this eCommerce platform and the tricks to get the most out of this special kind of Google Ads campaigns.

What is Google Shopping?

Have you ever noticed the products that appear on the first line of Google when you search for something? Those with pictures and prices among other info is, broadly speaking, Google Shopping. These products are highly visible and give a great advantage in selling. 

Those attractive ads are part of Google Shopping, a service offered by the search engine to compare prices.


google shopping example


More specifically, Google Shopping is a comparator of product prices. It is a service that Google offers to its users so that they can find the best price for the item they are looking for. Simple and easy!

Main differences between Google Ads & Google Shopping

We can easily confuse Search or Display Ads with those from Google Shopping because they all come out together. But if we learn the differences we will know how to truly appreciate each type of campaign.

Check out this pic!


google campaign types


In this photo we can clearly differentiate several types of ads: those that have a text with a title and a small paragraph (search), banners (display), YouTube campaigns (video), and mobile application ads, and those from Google Shopping which have a photo of the product along with the main information that the user is interested in, such as the seller or the price.

Another fundamental difference is the bidding system under which they operate. While with Google Ads you bid in order to appear under certain keywords, with Google Shopping you bid for products (although we can add negative keywords).

Main advantages of advertising on Google Shopping

We can imagine that you are already comparing the main advantages of Google Shopping with other ways of advertising your products. Here are some of the best advantages of Google Shopping:

Highly qualified traffic

The user is viewing a product listing with a price. So if the user clicks, they most likely have high purchase intent.

Very visual ads

By including images, these ads stand out more than those of Google Ads that only have text. In addition, they are placed at the top of the page making them easier to notice 

Transactional keywords

These are the ads that stand out the most in transactional keywords, or have a clearer intention to buy (“buy item” or “item price”).

When’s it best to use Google Shopping?

When it comes to advertising your products on the Internet, you always have to take several things into account. This can be the type of target we are trying to reach with our product, which poses the question of when is the best time to use Google Shopping?

Search level

Your product has a lot of Google searches (you can use a free Semrush account or Google Ads to find out).

Transactional keywords

If you have a good amount of transactional keywords (for example “buying an item”), your options to sell are very high.

Conversion optimization pages

If the product page is optimized for conversion, which is important for your ROI. If you generate a lot of traffic but don’t finish the sale, it is not working.

What is needed to create ads for your products or services on Google Shopping

There are four components that will be needed:

Have a Google Merchant account

The first thing you will need to do is create a Google Merchant account. You will fill in all the fields about your online store: name, URL, address, contact information, language…etc.

Fill everything in well because Google can suspend your account if the payment process does not work correctly or if it is not protected with an SSL certificate.

Have a data feed

A data feed is a file (usually .xml or .txt) that contains all the information about your products (name, model, price, description, etc.). The importance of this file is that it is the information that Google Shopping will use to display in the ads. Therefore, the better the information, the better the ad and the higher the chances of selling.

You can do it in a simple excel spreadsheet by following the instructions provided by Google. But remember that when you introduce new products, you will have to update it.

There are also plugins that can help you with this, such as those for WooCommerce or those for Prestashop.

Link your Google Ads account with the Merchant Center

If you haven’t already done this step, you need to do it in order to create any campaign. All you need to do is enter the “Settings” section of your Google Merchant account and click on “Adwords”. Once there, you just have to enter your ID and link the accounts.

Create your campaign

All that’s left is creating the campaign by entering your Google Ads account and in “campaign type” select “shopping”.

On the next screen you only have to put the name of the campaign and the country of sale. In the Merchant Identification Number, your Google Merchant account will appear because you linked them previously.

Lastly, you’ll establish the daily budget that you want to spend and the cost per click.

Tricks to optimize your Google Shopping campaigns & sell more

Now you know what Google Shopping is used for, its benefits, its advantages, and how to advertise with it. To wrap things up, here are a few tips that will help you optimize your campaigns and increase your profits!

  1. Create the perfect title & make it as descriptive as possible.
  2. Try to get good reviews, comments and recommendations from your customers.
  3. Use negative keywords to unlink your product to things you don’t want associated with it.
  4. Start with your most powerful products.
  5. Choose the best pictures.
  6. Add custom labels.

Leveraging Google CSS for better Google Shopping results

Google CSS (Comparison Shopping Service) is a program that allows merchants to promote their products on Google Shopping through a certified CSS partner. This program is designed to help businesses achieve better results and reach a wider audience on Google Shopping.

One of the main benefits of using Google CSS is that it allows merchants to access lower cost-per-click (CPC) rates compared to regular Google Shopping campaigns. This is because CSS partners receive a fee from Google for running campaigns, which they can use to offer discounted CPC rates for their clients. By taking advantage of these lower rates, merchants can potentially save money on their advertising budget while reaching a wider audience on Google Shopping.

In addition to cost savings, partnering with a certified CSS provider can also provide merchants with additional benefits, such as access to data insights and optimization strategies. CSS providers may offer specialized tools and analytics that can help businesses better understand their Google Shopping performance, identify areas for improvement, and make data-driven decisions about their advertising strategy.

Overall, by leveraging Google CSS, merchants can potentially achieve better results on Google Shopping while saving money on their advertising budget. Whether you’re a small business just getting started with Google Shopping or a larger retailer looking to optimize your performance, working with a certified CSS partner could be a valuable investment for your business.

Strategies for Google CSS

  • Cost savings: Google CSS offers lower CPC rates compared to regular Google Shopping campaigns. This can help you save money on your advertising budget.
  • Access to tools and analytics: CSS vendors can provide specialized analytics and tools to improve your strategies.

Working with a certified CSS partner can be a valuable investment to improve your Google Shopping results.

Recent Google Shopping updates

Google Shopping is a constantly evolving platform, and it’s critical to keep up with the latest updates. In the current year, Google has made significant changes that can affect your eCommerce strategies. Some of the notable changes include:

    • New Ad Features: Google has introduced new features to Google Shopping ads, such as improved ad formats and more precise targeting options.
  • Ad Policies: Google’s ad policies are constantly changing. It’s important to stay on top of updated policies to ensure your ads are compliant with Google’s requirements.
  • Changes in CPC rates: Cost-per-click (CPC) rates can vary based on competition and keywords. 

Keep an eye on updated rates to adjust your budget effectively.

Staying informed about these updates will allow you to tailor your Google Shopping strategies more effectively and get the most out of the platform.

Strategies to compete in an evolving market

The eCommerce marketplace is dynamic and constantly evolving. To compete effectively in this environment, it is essential to adjust your Google Shopping strategies. Here are some key strategies for the current year:

  • Mobile optimization: Given the growth in mobile traffic, make sure your website and your Google Shopping ads are optimized for mobile devices.
  • Focus on the customer experience: provide an exceptional shopping experience, from navigating your website to the checkout process.
  • Accurate targeting: use targeting based on demographics and shopping behaviors to target your audience more effectively.

Adapting your strategies to current trends will help you stay competitive in the ever-changing e-commerce marketplace.

Tips for optimizing campaigns in changing times

Optimizing your Google Shopping campaigns based on current events or market trends is essential for success. Here are some tips:

  • Shopping seasons: make the most of shopping seasons, such as Christmas or Black Friday, by adjusting your strategies and budget.
  • Personalization: use ad personalization to adapt to changing consumer preferences.
  • Tracking and analytics: constantly monitor your campaigns and adjust your strategies based on current data and performance.

Adopting these tips will help keep your Google Shopping campaigns effective in an ever-changing environment.

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