Introduction to Shopping Ads
Shopping Ads, or in the Czech version of Google Shopping, is a specific type of search ad that is created automatically based on a data feed (typically an XML feed) and contains a product image, product name, price, and seller name.
You can also commonly see Product Listing Ads. Also very often we talk about PLA or Product Listing Ads, which was a previously used type of campaigns in Google Ads also based on the product feed, but in 2013 replaced just Shopping Ads.
Where your ad appears
On Google, your ad appears either in the top position above classic text ads, up to 6 products (+ expand offer), or on the right, up to 9 products.
Ads appear on both desktop and mobile phones.
Benefits of Shopping Ads
More ad reach – only one link can appear in a classic search ad at a time. However, a Shopping Ads ad can appear alongside a text ad from the same advertiser, and in addition, one advertiser may have multiple promoted products within the Shopping Ads block. If an advertiser has a good ranking for both types of ads, they take up more ad space, increasing their chances of a customer choosing from their offer.
Good clickthrough rate – Shopping Ads are more prominent with the image, attracting more attention
Traffic is more qualified – the user knows what the product looks like before they click, has a clearer idea with the image, and is also more confident that they are clicking on what they really wanted. At the same time, he knows the price, clicks it “accepts” it, reducing the proportion of users who leave the landing page after a click, just because the price was higher than expected.
Complete advertising of the current offer – thanks to the fact that the advertisement is loaded from the data source of all products, the advertiser simply advertises all of its products and automatically updates the newly added products, their prices, etc. daily.
Different forms of Shopping Ads
Show only one or any other count to the maximum. The fewer ads are shown, the more space for advertisers to receive their own text, the full number of ads is typically cropped.