Google Shopping ads

Google Shopping ads are visual product ads that appear at the top of the search results with a photo, price, title and store name. Unlike text ads, here you show the product itself, so someone already knows what they get and what it costs before the click.

How do Shopping ads work?

Shopping ads do not run on keywords that you set, but on a product feed that you manage in Google Merchant Center. Google automatically matches the data from that feed, such as title, description, price and image, to relevant searches. Your control therefore lies mainly in the quality of your feed and in your bidding strategy via smart bidding, not in individual keywords. A well-filled, accurate feed is the foundation for good results here.

Why it works

Because the price and image are immediately visible, you mainly attract people who genuinely intend to buy and are already looking at a specific product. That usually makes the traffic more targeted, which has a positive effect on your ROAS. The SEA discipline that Shopping falls under rewards relevance, just as with text ads.

Shopping for B2B

Shopping ads are often associated with webshops, but B2B companies with a defined product range, think of machines, parts or materials, can use them just as well. The goal does differ: not a direct webshop sale, but a qualified request or quote as the first step in a longer journey. At Customer Impact we therefore look beyond the clicks to what those ads deliver in real leads and revenue, not at impressive impression figures. A Shopping campaign that generates many clicks but no requests is not a success.