The Complete Guide to Google Shopping Ads in 2023

The Complete Guide to Google Shopping Ads in 2023

Date & Time
June 19, 2023
Reading time
6 mins
Author Icon
Lopamudra Barik

You must use every resource at your disposal as the owner of an online store to increase the number of leads. What if we told you that you might appear in the Google SERP' stop results?


It is indeed feasible! Even in a highly competitive field, Google Shopping Ads enable your company to reach millions of clients without naturally ranking on the first page. The platform for attracting traffic that converts and benefits your business, Google Shopping Ads, is amazing.

You will need to put some work into getting started, though, as there are numerous crucial procedures and advice to take into account while building up your campaigns on the site. Alright, let's begin .

Google Shopping Ads

How do Google Shopping Ads work?

Have you ever used Google to search for anything and seen a variety of product recommendations? Have you ever questioned what those items are that appear at the top of the SERP (Search Engine Results Page)?


Google Shopping Ads are the search results that are shown above the organic search results in the form of images.

When a customer searches for a product using keywords across Google's search engine platforms and Google Shopping, Google Shopping Ads or Product Listing Ads (PLAs) are various product-relevant adverts displayed over Google's search results.


Technically speaking, Google Shopping Ads is a platform for search engine marketing that displays results for various e-commerce sites depending on keywords. With the use of this platform, Google gives various eCommerce store owners the opportunity to reach millions of clients without interfering with the naturally occurring SERP pages!

Relevant product information (picture, merchant name, and price) is included in the ads that appear on Google Shopping. Shopping Ads are displayed by Google utilizing algorithms built using various product data parameters submitted through Google Merchant Centre.

How Do You Use Google Shopping?

Google Shopping Ads run on Google Shopping Feed, which is supplied through the Merchant Centre Account. Product feeds are a crucial component in the creation of your Google Shopping campaigns.


Your product feeds are a collection of various pieces of data (description, image, price, availability, etc.) that give Google's search engine optimization algorithm ideas for whereto display your advertising when populating search results.


You start by putting s above the SERP using Google Shopping Ads. You must upload the feed to Google Merchant Centre in order to give Google all the necessary product information before you can advertise your products on the site.


The platform consults all the product feeds present in its database whenever a specific user conducts a search using the Google search engine in order to highlight a pertinent result.

In this case, Google emphasizes the results over SERP and other pertinent Google Display Network and YouTube if the user's search query fits any of the descriptions provided in your feed. That is the proper method!

How to Add Items to Google Shopping

Let's discuss how to list your goods on Google Shopping. We'll go over how to manually set up your account in the sections below. A Google Shopping data feed tool may make this process simpler if you have a large number of products.

1. Create an account with Google Merchant Centre

You need to register for a Google Merchant Centre account to have your products displayed in Google Shopping results.

You can basically use Google Merchant Center as your home base for your products and product information because it's straightforward to set up and explore.

2. Optimize your product imagery

Google Shopping pulls the featured photos from the relevant retail sites while indexing search results using uploaded product feeds. Because of this, before you advertise your products on Google Shopping, you should optimize the product images and listings on your own website.


The Google Shopping experience is quite visual. Possibly the most crucial aspect of your listing, your product photos help customers decide which item to click on and purchase.

Google is aware of this and will actually reject Google Shopping campaigns if the photographs are of poor quality in order to give customers a nice shopping experience.

We advise adhering to Google's image standards right away if you want your products to appear on Google Shopping:

  • Use a uniform background that is white, gray, or a light hue.
  • Use uniform, clear illumination.
  • Display the item that is being sold plainly.

Using shadows to enhance depth, showcasing your product from different perspectives, showing real people using it, and showing apparel products on-body are further great practices.

3. Gather and enter the product data flow

It's time to construct your product data feed now that your photos have been adjusted. Google is informed about all of your products by your product feed. This information is crucial because it enables Google to discover and show your products when user senter specific product phrases or qualities.


Navigate to your Google Merchant Center account to configure your product feed. After selecting Products > Feeds, click the blue "+" button.

Enter your language and country first. This information is crucial because it decides which demographics will view your products.

Next, give your product feed a name and decide how to enter the details of your products.


If you decide to make your own spreadsheet, make the column headings your preferred product qualities. Fill in the pertinent information, giving each product an own row. Leave a cell blank if an attribute doesn't apply to a particular product. Once finished, just upload the file to Google Merchant Center.

4. Associated with your Google AdWords account

The Google Shopping results you see after conducting a product search are essentially advertising.


Yes, you must pay to have your products listed on Google Shopping. While Google Merchant Center is where Google obtains information about your products, Google AdWords is where customers can view them through Shopping campaigns, which we'll cover next.


You must link your Google AdWords account in order to advertise your goods through Google Shopping. Enter your Google Merchant Center login information. There are three vertical dots in the upper right corner.

5. Develop a Google Shopping campaign

You can start a Google Shopping campaign and promote your products after your Google AdWords account is connected. There are several methods for beginning.


Through your Google Merchant Center account, you may build a Google Shopping campaign. You ought to be able to access your Google AdWords account from the same location after attaching it via the Account linking page. Simply click Create Shopping Campaign from there.


The campaign name, selling country, and daily budget should then be entered. You'll be prompted to continue managing your campaign using Google AdWords after clicking Create.


The alternative method is to use Google AdWords to establish a Google Shopping campaign. Enter your Google AdWords account information. Click the blue "+" icon next to the Campaigns tab on the left-side menu, then select New campaign from the drop-down menu.

Online or offline sales are driven by marketing activities. Lead generation campaigns encourage customers to take an action, which results in leads and other conversions. Campaigns to increase website traffic attract the ideal visitors to your website. Choose the campaign that is most appropriate for your company because Google customizes each one to fit your objectives.

Develop a Google Shopping campaign


After selecting a campaign objective, select the Shopping campaign type. Make sure your country of sale is listed along with your Google Merchant Center account so Google AdWords understands where to get your product data from.


Decide on a campaign subtype lastly. Note: Conversion tracking is necessary for Smart Shopping campaigns so AdWords can monitor when your advertising result in purchases being made on your website.

All of your Google Shopping campaign options are on the following screen. First, input a campaign name. Then, if you wish to allow local inventory advertisements, establish an inventory filter, or modify your campaign URL options, click Additional settings.

6. Set bids for your shopping campaign

You'll then be prompted to choose your bidding strategy and establish your campaign budget under Google Shopping settings.


You may buy people seeing, clicking on, and interacting with your adverts by placing bids. The search engine giant asserts that "a sufficient bid and high-quality product data will earn your ad a higher rank."


Choose your bid strategy first. With manual CPC (cost-per-click), you can choose the highest CPC for your adverts. An automated bid approach is another option. In order for Google to determine the most effective bid for your products, conversion tracking is necessary for both Target ROAS (return on ad spend) and Enhanced CPC.

Google Ads automatically sets your bids when you select "Maximize clicks" in order to achieve as many clicks as you can within your budget. To set a spending cap on each advertisement, you can define a Maximum CPC bid restriction.


Decide on your marketing budget next. This is the average daily spending budget that you have.

Last but not least, you can designate a campaign priority if you are managing many campaigns to let Google know which bid will be used.


7. Plan and target your shopping campaign

Targeting and timing your campaign are the main topics of the final portion of the Google Shopping campaign settings. This step is crucial because it determines when and to whom your product advertisements will be shown.


Networks and Devices are the initial two options, and they shouldn't be changed. In essence, they're merely telling you where your product advertisements will appear.

Plan and target your shopping campaign

Next, decide which areas your advertisement will target. Make sure to just select areas where you can ship to or from where you are located. Although you can modify Google's default target and Exclude settings under Location Settings, we advise you to do so.

Set the beginning and ending dates for your shopping campaign. Don't forget to include an end date in this box as else your advertisement will run indefinitely.

8. Create ad groups

You'll be prompted to create ad groups for your campaign after your Google Shopping campaign settings are complete. Your choice of advertising and the manner in which you will manage bids for them are determined by your ad groups.


You can run Showcase Shopping ads and Product Shopping ads as your ad groups. Ads for "Product Shopping" highlight a particular product. With the new format of "Showcase Shopping ads," you can promote several goods as part of a single lifestyle or product ad that best suits your company or brand.


This consolidates all of your product ads into a single group. You can make separate ad groups for other categories if you want to further filter your products. Set a maximum CPE (cost per engagement) bid and the name of your ad group if you select a Showcase Shopping ad group.

Your campaign is submitted after you click Save. I'm happy to hear that your first Google Shopping campaign was successful. We anticipate finding your goods in the Google Shopping results!


In contrast to the often text-heavy internet purchasing experience, Google purchasing is a wonderful addition. It resembles a digital mall in that customers may enter, conduct product searches, and view a wide variety of brands and product categories on a single screen.

Because of this, a lot of people including myself prefer marketplaces to independent ecommerce websites for their product purchases.

You'll discover how your ecommerce strategy can be highly benefited if you follow this instructions to launch your Google Shopping campaign.


What are Google Shopping Ads?

Google Shopping Ads are a type of advertising format that allows businesses to showcase their products directly within Google's search results. These ads display product images, titles, prices, and store information, making it easier for users to find and purchase products online.

How do Google Shopping Ads work?

Google Shopping Ads operate through Google's Merchant Center and Google Ads platform. Retailers need to create a product feed in the Merchant Center, which includes information about their products. Advertisers then set up and manage their campaigns in Google Ads, where they can control bids, budgets, and targeting settings.

What are the benefits of using Google Shopping Ads?

Google Shopping Ads offer several advantages, including higher visibility for product-based searches, increased click-through rates due to visual product displays, and improved targeting capabilities. They also provide a streamlined shopping experience, allowing users to compare products and prices directly within the search results.

How can I optimize my Google Shopping Ads?

To optimize your Google Shopping Ads, you can start by optimizing your product feed with accurate and detailed product information, including high-quality images and relevant descriptions. Additionally, you can fine-tune your targeting settings, monitor your performance metrics, experiment with bidding strategies, and leverage ad extensions to enhance your ads.

hat are some best practices for Google Shopping Ads in 2023?

In 2023, it's crucial to stay up-to-date with the latest trends and best practices for Google Shopping Ads. Some key strategies include leveraging automation and machine learning features, implementing a mobile-first approach, utilizing audience targeting options, optimizing for voice search, and focusing on providing an excellent user experience throughout the purchasing journey.

How can I measure the success of my Google Shopping Ads campaigns?

Google Ads provides various metrics and reports to track the performance of your Google Shopping Ads campaigns. Key performance indicators (KPIs) to monitor include impressions, clicks, click-through rate (CTR), conversion rate, return on ad spend (ROAS), and average order value (AOV). These insights can help you identify areas for improvement and make data-driven decisions to optimize your campaigns.

Are there any updates or changes expected for Google Shopping Ads in 2023?

While specific updates or changes for Google Shopping Ads in 2023 cannot be predicted, it's important to stay informed about Google's announcements and updates regarding advertising policies, new features, or algorithm changes. Following industry blogs, attending webinars, and staying connected with the official Google Ads support channels can help you stay updated with any relevant developments.


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