Thanks to their strategic placement and visual format, Google Shopping ads are an effective and affordable way for e-shops to advertise. Thanks to Shopping ads, e-shops can attract the attention of customers, get better traffic and achieve more conversions. However, Google Shopping ads are completely different from Search ads and require implementing and setting up different strategies and specific tactics to be successful.

In this article, we’ll show you how to set up and optimize your Google Shopping campaigns for the best results.

What are Google Shopping ads?

Ads on Google Shopping are a type of pay-per-click (PPC) ads that appear on the Google Shopping platform as well as on standard Google search results pages.

Ads on Google Shopping are much more visual than standard Google text ads. This is because they are intended solely to promote products. Products appear in Google Shopping when the keywords in their product names match the user’s search query.

Google Shopping is currently free (Free listings). However, you can pay for your ad to see your product in the Shopping tab at the top of the page.

How do ads appear on the Google Shopping tab?

Ads on Shopping may appear in multiple places on Google, but most often, they will appear on:

  • General search tab

  • Shopping tab

Shopping advertisement requires the use of two default Google platforms: Google Ads and Google Merchant Center. In Google Ads, you manage your campaigns, set your budgets, manage bids, collect statistics, and perform campaign optimizations. Google Merchant Center on the other hand is the hub, where your product feeds with all the data such as name, description, color, product type are being stored.

Tips and tricks for setting up ads in Shopping

1. Organize the Merchant Center correctly

The Google Merchant Center is at the heart of the Shopping ads. With Google Shopping ads, you don’t bid on keywords, but on the products themselves. It’s important to ensure in the Google Merchant Center that your product feed is up to date, as this information is a big part of Shopping ads. Merchant Center contains a list of all the products you sell, and various product attributes, such as name, description, product category, product type, availability status, and price, are stored in a special format.

If your feed doesn’t provide accurate information, Google won’t show your shopping ads.

2. Carefully examine the keywords to optimize the titles and descriptions

Optimizing product names and descriptions is an essential step for the success of your Shopping campaigns. A good thing to do from the start is keyword research. You can do this via a variety of tools, such as using Google’s own keyword planner, reviewing other high-quality products from competitors, or using other keyword research tools.

The order of the words used in your names can also be very important. Some products are more often searched by brand, others by color, size, or other factors.

It’s also important to remember that Google only displays a certain number of characters, so include the most important words first.

3. Optimize colors

It may not occur to you, but color optimization is a really important step in trying to attract customers to your Google Shopping ads. A lot of users can enter colors when searching, and for this reason, you should include commonly used colors instead of isolated ones in your descriptions.

If you have products that are unusual in color, change them according to which color they most resemble, for example:

  • Change the salmon pink to pink
  • Change the olive green to green
  • Change turquoise blue to blue
  • Etc.

4. Use quality images that contain the product itself

Images are another key aspect of ads in Google Shopping and should be of high quality. Other than the title, pictures of your product are one of the first things that catch the customer’s attention. For this reason, you need to make sure that your images are perfect and at the same time meet the guidelines for Google Shopping.

In addition, it is good to use clear images on a white background, where the product itself stands out. If you use a photo with a background where the product is not clear and visible enough, people may naturally skip them because nothing will attract them enough.

5. Focus on your most powerful products

After a decent period of advertising on Google Shopping, you’ll have enough data to determine which products are the best sellers and are performing well. You should focus more on these products as they can give you the best return on investment.

On the other side, you may want to consider excluding products that make almost no profit from your Ads. This will ensure that your budget is not wasted on inefficient items, and will instead be used on products that are more important and selling better.

6. Edit bids

Bid adjustments can be a very effective way to get more from the same amount of money. You can adjust your bid by schedule, location, or device. A helpful tip is to start with a lower bid than you would use for a search ad. Once you start collecting data, you can adjust your bid as needed to quickly and efficiently improve performance.

If you have products sold in multiple locations, you can use geographic bid modifiers to increase your bid in more lucrative markets and lower your bid in low-volume or low-traffic markets.

You can also follow a similar process by adjusting your bid depending on the device. If most of your conversions come from mobile devices, then you should probably focus most of your bids there and not on desktop computers and vice versa.

Scheduling your bid can also be effective, as your ads perform better at certain times of the day or even on certain days of the week. In this case, you can focus your bids around this time to get the most value for money.

7. Optimize your landing pages

The homepage of your website plays the highest role in online advertising. If your ad on the Google advertising platform leads to a clear and understandable homepage, consumers are more likely to make a purchase. If your site is hard to search on or if it’s unreachable, it may easily discourage potential customers and they might decide to go for another offer from a different e-shop.

You can optimize your landing page in advance. You should ensure that it loads quickly. An overcrowded page generally loads much more slowly, causing you to lose impatient customers.

At the same time, you should make sure that the page is simple and concise. This can greatly influence the Call To Action (CTA). If the customer doesn’t find the CTA quickly and smoothly, they can leave and buy elsewhere.


Advertising through Google Shopping is an effective feature for all businesses today when they want to sell their products online. To succeed, you will have to invest not only time but also a lot of attention while optimizing your ads on Google Shopping. With these tips and tricks, you should be able to successfully improve your ads, save your budget, and work toward more profitable results.