Google Shopping is a type of Ads campaign that allows you to advertise your online store products on Google. Google Shopping, in fact, is a product aggregator of online stores.

There are three levels of checkout in Shopping:

1 level. First page of search: Google Shopping ads on the Google Search Network.

The ad contains:

• photo;
• price;
• store rating;
• name of shop;
• title + additional information.

2nd level. Shopping Page – Google Shopping.

This is a marketplace where sellers list their products, and buyers can find them, go to the seller’s website and make a purchase there. Its advantage is a lower cost per click compared to ads on the search network.

3rd level. Product page – Google Shopping.

On this page you can read a more detailed description of the product model and compare its price in different stores.

In addition, shopping ads are shown on YouTube. You can see ads on the homepage and in search results.
Shopping ad serving algorithm
For the user. When a user enters a query, Google searches the advertisers’ product feeds for that query. If the information is available, the service automatically generates relevant results with sellers’ ads.

A feed is a tabular file with detailed information about all products in an online store: name, cost, discounts, availability (in stock or out of stock) and more.

For us. Shopping campaigns are created through another Google service – Merchant Center. There you need to create data feeds from which ads will be generated. When they’re ready, you can integrate Merchant Center with Ads and set up your campaign in the usual way.

Let’s go through the algorithm briefly before getting into the details:

Company registration in Google Merchant.
Creating a product feed.
Create a Shopping in Ads campaign.
Shopping campaign optimisation.