What shopping campaigns are
Shopping ads present your products visually, with a photo, price and your shop name, directly in search results and the Shopping tab. They're powered by a product feed in Google Merchant Center rather than by keywords you choose manually.
How they work
You upload and maintain a product feed — titles, descriptions, images, prices, availability — in Merchant Center. Google matches your products to relevant searches automatically. Your job (and ours) is to keep the feed accurate and well-optimised, since the feed effectively replaces keywords.
- Product feed quality drives which searches you appear for.
- Merchant Center holds your catalogue and must meet Google's data rules.
- Bidding can be manual or automated toward a return-on-ad-spend target.
Advantages
- Visual & comparable: shoppers see the product and price before clicking.
- Qualified clicks: people who click already know roughly what they'll pay.
- Catalogue coverage: a single feed can promote your whole range.
Where it fits
Shopping is the default starting point for online retailers. It works best when your feed is clean, your product pages are strong and your pricing is competitive. It often runs together with Performance Max for fuller coverage.
What we do for you
We help set up and optimise your Merchant Center and feed, structure shopping campaigns, manage bids toward your targets and monitor for the data issues that commonly cause products to stop showing.