What are Google Shopping ads?

Short answer

Google Shopping ads show a product photo, title, price and store name in search results, the Shopping tab and Google Images. They use your Merchant Center product data, not keywords, to decide when to appear. They suit ecommerce stores selling physical products. Service businesses cannot use them.

In this answer

01What you need
02Your feed is your targeting
03Shopping vs text ads
04Feed habits that help

What you need

Setting up Shopping ads

Merchant CenterCreate an account and verify your website.
Product feedUpload titles, prices, images and stock data.
Link Google AdsConnect the two accounts to share data.
CampaignCreate a Shopping or Performance Max campaign.

Your feed is your targeting

Shopping ads have no keywords. Google reads your product titles, descriptions and attributes to match searches. A title like "Women's Waterproof Hiking Boots, Brown, Size 8" matches far more searches than "Trail Boot X2."

Shopping vs text ads

Shopping vs search text ads

Shopping

Shows a photo and price
Matched by product data
Only for physical products
Compares you with other stores

Text ads

Shows headlines and text
Matched by your keywords
Works for any business
Sells on your message

Feed habits that help

Keep prices and stock in sync with your site.
Write titles with brand, product type and key details.
Use clear photos on a plain background.
Fix Merchant Center errors before they block products.

Good example. A pet supply store rewrites feed titles with size and flavor. Its Shopping clicks grow and the cost per sale drops.

Bad example. A store lets prices fall out of sync. Google disapproves products and sales stop during peak season.

Our Google Ads management includes Shopping feeds for ecommerce clients.

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