Google Shopping Campaigns are essential for e-commerce as they effectively target quality traffic and enhance product visibility with detailed ads. There are three main ad formats—product shopping ads, showcase shopping ads, and local catalog ads—each serving unique purposes to attract customers and increase conversion rates. Optimizing these campaigns involves focusing on aspects like search queries, product descriptions, image quality, and performance measurement for better results.

1. What is Google
Shopping Campaigns?
Google Shopping Campaigns are a game-changer
for e-commerce stores. Not only do they target
quality traffic and attract valuable leads, but they
promote your products by showing users detailed
information before clicking the ad.
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Your Go-To Tips and Strategies for Google Shopping Campaigns
Google Shopping Campaigns are a game-changer for e-commerce stores.
Not only do they target quality traffic and attract valuable leads, but they promote your products by
showing users detailed information before clicking the ad.
More relevant information upfront instills more customer curiosity.
In this article, we’ll outline everything you need to know about Google Shopping Campaigns, including a
few tips and tricks to help you gain the best results possible.

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3 Main Types of Shopping Ads
There are three main types of formats for Shopping Ads, each of which can be used to advertise your
product throughout the Google Ads network.
Product Shopping ads – These ads are created immediately after filling out the product description
and information sections in the Merchant Center account.
Showcase Shopping ads – With these ads, advertisers are able to group and show relevant products
for increased product awareness. This helps users compare multiple products and select the best choice
for them. This ad appears when a consumer uses a common keyword on Google such as “jacket”. Google
Ads then shows relevant products together.

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3 Main Types of Shopping Ads
Local catalog ads – These shopping ads use data from local inventory ads to attract consumers on the
Google Display Network. This data helps drive more traffic to local stores by identifying products, prices,
and information on your store.

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How Do Google Shopping Campaigns Appear on Google Ads Network?
You’ll be able to find your Google Shopping Ads in these online locations:
Google Shopping
• Google Search (search results and Google images)
• Google Search Partner sites (YouTube in some countries)
• Google Ads Display Network

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7 Reasons to Use Shopping Campaigns
Google Shopping Campaigns offer a more targeted approach to attracting customers. These campaigns
have great potential, which means integrating them into your strategy is a must if you want to stay
ahead.
Here are some reasons why shopping campaigns should be a key part of your new advertising strategy.
Make Your Products Stand Out – Your Google Shopping Ad will appear at the top of search results,
which makes them hard to miss. Google makes sure your descriptive ads are shown to visitors who are
interested in buying, making them stand out to the right people, at the right time.

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7 Reasons to Use Shopping Campaigns
Grabs More Attention – These types of ads are the only ones with a featured photo. The visual
appeal makes it more likely for buyers to click on your product.
Higher Quality Prospects – Shopping ads are shown to users who are already searching for products
online. Since they are prepared to make a purchase, these Google users are high-quality targets.
Higher Conversion Rates – These ads have significantly higher conversion rates compared to text-
only ads. On average, these ads generate conversion rates which are 26% higher, ultimately leading to a
lower cost per click. This then results in more relevant traffic, and greater return on investment (ROI).

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7 Reasons to Use Shopping Campaigns
Easier to Manage – Google Shopping Ads are a lot easier to manage and come with a simple
workflow. Google matches your product data feed with products searches and allows you to manipulate
product data to optimize ads with your category, product title, and descriptions. No keywords needed!
Broad Exposure – These ads can trigger all of your products as they’re shown in a carousel. This
increases the amount of exposure your most popular products get.
Simple Updates – After you’ve set up your automated product feed, every night the Google Shopping
Campaign will automatically update the inventory. If you add new products, they will also be added to
your feed automatically for the next day.

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Which Industries Can Benefit from Google Shopping Campaigns?
Ecommerce stores benefit the most from Shopping Campaigns. These ads help boost traffic to the store’s
products online, have great potential to increase product exposure, and ultimately, they increase
conversion rates since they target qualified prospects.

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Your Strategy for Google Shopping Campaigns Optimization
While setting up your Shopping Campaign, it’s good practice to focus on these eight aspects to generate
the best results possible.
Search Queries – Exclude searches for discontinued products as they will end up being a waste of
money. You can do this by adding them to your negative keywords so you’re not paying for these
searches. Then, search for high-converting keywords to add.
Product Description – Your product descriptions should be concise. Make sure to add star reviews
and include product prices and remember, your product title is the best place to start for optimization.

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Your Strategy for Google Shopping Campaigns Optimization
Image Quality – The quality of your product image is vital for your shopping ad performance. People
are more likely to click on ads with high-quality graphics. Also, try to add about five images per product
and use a white background to help the product stand out. Always add meta descriptions.
Categorization of Products – Product categorization helps identify product type. This, in turn, helps
Google target your product to the proper audience while adding to the performance analysis.
Adjust Bids By Devices – You should adjust your bids based on their performance. You can determine
the best performing items, then place your bids accordingly. Remember, mobile phones are creating the
most traffic so consider bidding more for mobile.

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Your Strategy for Google Shopping Campaigns Optimization
Use Time and Geo-Targeting – Use the peak targeting hours for your potential prospects and make
sure you review and adjust the peak hours and areas depending on where you’re getting the most
amount of traffic from.
Use the Proper Name of the Product – Remember, the optimum word count for product
descriptions is 500-1,000 characters. Utilize this space well and include the full, correct name of each
product so that Google doesn’t skip past your ad.
Bid more on top-performing products – Bidding on the products that are performing better than
others will drive more conversions. Continue to optimize your core products, constantly.

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Final Tip – Make a Habit of Performance Measurement
Now that we’ve covered everything you need to know about optimizing and enhancing your Google
Shopping Campaigns, it’s time to look at how you measure their performance.
The common question among advertisers is this:
What metrics should be used to measure for performance?
Here are a few options:
• Clickthrough-Rate (CTR) – This is the number of users that actually click your ad. In effect, CTR
tells you how relevant your ads are. So, if you’re ads are more relevant for your target audience, you
have a higher CTR.

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Final Tip – Make a Habit of Performance Measurement
• Cost per Acquisition (CPA) – Every conversion includes a value and this value is then assigned
based on the cost you need to drive a conversion.
• ROAS – Or also known as return on your ad spend, is a vital metric to consider as it measures your
entire campaign’s health and overall performance.
To review and improve your Shopping Campaigns, you should use the advanced and insightful iPDF
reports generated by PPCexpo. This is the most intelligent report generating tool available for campaign
cross-analysis and will surely give your Google Shopping Campaigns the professional boost they need to
succeed.

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