With Google Shopping campaigns, you reach the shoppers who matter most — the ones searching for what you sell. If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local shop and find better qualified leads. More than one of your Shopping ads can appear for a given user search and, if relevant, a Shopping ad and a text ad can also appear at the same time. This means that your reach with shoppers for a single search could double
You will need a product feed and a Google Merchant Centre. Shopping ads use your existing Merchant Centre product data, not keywords, to decide how and where to show your ads. The product data that is submited through Merchant Centre contains details about the products that you sell. Google use these details when it matches a user’s search to your ads, making sure to show the most relevant products. Google Shopping ads appear alongside Google search results, when people search for the products you’re selling
Think about billboards: Advertisers pay for billboard space based on how many people might see their ad as they drive past, whether those people actually notice the ad or not. Internet ads are different: Viewers click on your ad when they want to know more. When they click, you know that they saw your ad and liked what they saw enough to click on it. With CPC bidding, you pay by the click and only if someone clicks. If 100 people view your ad and 3 click it, you pay for the 3 clicks, not for the other 97 times someone saw the ad.
As a merchant, you can increase the quality of your leads by featuring product information directly in your ads to help shoppers make informed purchase decisions. This makes shoppers more likely to complete a purchase on your website. For example, when Sarah does a Google search for “iphone 7,” she might see Shopping ads from merchants selling iphone 7s . She can tell which merchant suits her needs just by looking at the picture. She can also quickly see whether the fproduct fits her budget by looking at the price. This means that by the time Sarah has clicked on the ad, she has a good sense of the product and its cost, which puts her further down the purchasing funnel compared to the average web user.
You can see how your shopping campaigns containing your products are performing at varying degrees of granularity. For example, you can see how many clicks a particular brand that you sell and how many sales and revenue that has generated. Google also provide benchmarking data to get insights into your competitive landscape, which can be used to identify growth opportunities. You also can access impression share data which will give you an idea of scalability. This can allow calculations and business cases, through pivot tables for example to be drawn up in advance and assess whether likely expenditure will provide the best ROI, or to invest in other product promotions via google shopping.