With Google Shopping Ads at Lower Costs and More Visibility – eCommerce Magazine


Google Shopping has established itself as a large advertising platform for shopping ads that no e-commerce company can ignore today. Google Shopping ads are a high-performance channel that brings customers to their own shop in a targeted manner. They are particularly well suited for campaigns in the run-up to Christmas business because they achieve a higher click-through rate when searching for products than pure text ads.

Depending on the view, the Product Listing Ads (PLAs) appear on the right-hand side next to the classic text ads and above the text ads. Thanks to the product image delivered with it, they lead to significantly more conversions. The price search engine Google Shopping itself can be found as a separate tab under the search mask. It enables online retailers and their agencies to place advertising in a targeted manner. And thanks to extensive filter functions, customers can narrow down the list of results in detail, for example according to numerous features, a product location or price regions. Companies can also play these shopping ads on other partner platforms belonging to the Google ecosystem, such as image search or YouTube. This gives them an enormous reach, which Google is regularly trying to improve with new features.

Synergies through external CSS

It generally makes sense to combine Google Shopping with alternative price comparison portals (CSS) in order to lower the relative costs per click (CPC). In this way, they can take more impressions and clicks with them for the same budget. Alphabet also had to make Google Shopping available to other CSS as a result of a court ruling in 2017 for antitrust reasons. Merchants who start with Google Shopping in Europe have since been listed by default using Google’s own CSS, with a margin of 20 percent of the advertising budget used by Google.

With Google Shopping Ads at a lower cost and more visibility
A CSS partner offers click prices that are up to 20% lower. Image: Smarketer

By switching to an alternative CSS, merchants can save this fee and thus receive more coverage and lower click prices. Also Smarketer As a CSS partner, it has created its own price comparison portal for its customers specifically for this purpose. As a result, it brings companies 20 percent more performance.

The full switch to a CSS partner integrates your own merchant center into the new CSS, but changes neither the advertisements nor the control options over the shopping campaigns. A double listing in which both Google CSS and Smarketer CSS are active is also possible. However, the latter means a significantly higher administrative burden.

Free Google Shopping ads provide an uplift

Since April 2020, as part of the corona crisis, it has also been possible to place free Google Shopping ads on the search engine. The competition between Google and Amazon in particular has stimulated business here – advertising customers can be pleased. However, this only applies to product entries that are located directly under the “Shopping” tab. The ads in the main search remain “Paid Media”. The product listings on the shopping page itself are then subdivided again: In the upper area there are still paid ads, and finally the free ads are placed below. Even if the measure was originally intended to generate new customers, existing customers can also increase their reach by 3 to 10 percent (in individual cases up to 30 percent) without having to touch an additional budget.

Data quality of the feed is gaining in importance

Since the free Google Shopping ads are automatically controlled via the product feed, retailers should pay attention to the data quality of the feed so as not to give away valuable reach through unsuitable keywords. Data quality can be optimized with the help of feed tools such as Products Up. Good advertising service providers pay particular attention to the adaptation of the title for the retailer, the high relevance of the description and compliance with the mandatory attributes specified by Google. In addition, industry-specific settings can be made, which ensure optimal product display in the interests of the customer. This can be decisive, especially in more complex, highly competitive product fields such as clothing and shoes, in order to appear as far ahead as possible.