Google Shopping Ad Management: All you Need to Know!

Google Shopping Ad Management

If you are working at an eCommerce industry, you must be knowing what Google Shopping Ads are! They are the best way to get conversions directly from the Search Engine Result Pages (SERPs). These ads are placed at the top of SERPs, which eventually attract shoppers to the products and services you offer. It is hence, important to be specific when running Google Shopping Ad management

Read the blog below to get started!

Benefits of Google Shopping Ads

What exactly are shopping ads?

According to Google, shopping Ads are those that display detailed information of the specific product that you sell. They study your feed, site, and bids to understand the search queries usually triggered by the ads

Where do they usually appear?

Shopping ads can appear along with text ads this is because Google prefers to give shoppers full access to a variety of products that match their search. This helps them search for the best fit for their product even before viewing the ad

Why Shopping Ads are the Best for Marketers?

  1. Shopping ads also add visuals that help customers make their choices
  2. They feature products and services at the beginning of Google’s search engine results page,before organic listings for keywords. They can also appear with text ads, thereby, increasing the reach with shoppers
  3. Shopping ads give additional information that boost ad engagement. This includes: prices, reviews and special promotions
  4. These ads support upper-funnel marketing awareness as well as influence lower-funnel lead conversions

Ways in which Shopping Campaigns Work!

Setting up a promising shopping campaign can be a real task! This is because setting up a shopping campaign is way different from creating a Google search campaign that completely depends on keyword building

However, there are ways in which you could successfully create a shopping ad campaign

What is the Google Merchant Centre? How does it work?

The best tool to help you through creating a shopping campaign is the Google Ads tool

Google Merchant Center is another place most of the campaign gets done. It is a channel that allows one to upload product-related details through something called a product data feed, this can further be used in Google’s product advertising channel

What exactly is a product data feed?

A product data feed contains all the information about the products to be sold that are usually submitted through the Merchant Center

The two common formats that are usually used for uploading data feed are text (.txt) and XML (.xml)

Some important fields of product data feed are:

  • Product ID- The unique ID of your product that helps people to identify the product
  • Title- This carries the name of the product and shows up when the product is displayed
  • Description- This describes the product in detail and shows up when the product is displayed
  • Link- This includes the link to the item’s page on the website
  • Image Link- This includes the link to the main image of the product
  • Availability- Status of the product, whether they are in stock or not
  • Price- Here the price of the product is submitted and matched with the price in the landing page
  • GTIN- The product’s Global Trade Item Number (GTIN)
  • MPN- The product’s Manufacturer Part Number (MPN)

These details are further matched by Google as per search queries to make sure that the most relevant products are displayed

How to Link the Merchant Center with Google Ads

After the Google Merchant Center account is set up, you need to approve a link request between the Merchant Center account and Google Ads. This is done to allow product data to flow from the Merchant Center to the Google Ads

So, by now I hope you’ve got all the necessary details you need to know to relate to shopping ads. Try out this feature for your business and see the wonders it can do for a successful outcome. All the best!

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