Google Shopping has quickly become one of the most popular and effective ways for businesses to sell their products online. In my conversations with online merchants, Google Shopping repeatedly comes up as one of the most profitable advertising channels. Across our agency, we regularly see 600% and higher returns from this platform for our clients. For every dollar spent with Google Shopping (also known as Product Listing Ads or PLAs), merchants can see $6 or more in sales. But what exactly is Google Shopping, and how does it work? This comprehensive guide will answer these questions and provide the information you need to leverage this powerful platform for your business.
What is Google Shopping?
Google Shopping is a service that allows users to search for and compare products from different online retailers. When a user searches for a product on Google, Shopping ads often appear at the top of the search results page, above or alongside text-based ads. These ads are highly effective because they capture buyer intent by displaying product information directly in search results. They typically include an image of the product, its price, the retailer's name, and other relevant information.
Two platforms power Google Shopping ads:
- Standard Shopping: This platform has been around for a long time and gives advertisers more control over their campaigns. While it requires more manual testing, it allows you to disable online placements, add negative keywords, and appear only in the shopping section and search results.
