Posted: Wednesday 10th February 2021 in Paid Media.

If, like me, you have been working in a digital marketing environment for a while (especially in a PPC role), you will be familiar with Google Shopping. It offers a versatile, visual, and cost-effective way to showcase your inventory and reach a more engaged, lower funnel audience. So why is it that as digital marketing professionals, we often take it for granted and choose to invest our time and effort into more glamourous projects?  

Since Valentine’s day is just around the corner, I want to give you my top 5 reasons to fall in love with Google Shopping once again. 

1. Feed Driven 

This has to be one of my favourite features about the Product Listing Ads (lovingly referred to as PLAs) on Google Shopping – they are triggered when a search term is related to information in your feed, rather than relying on keywords like conventional PPC ads. This means that your ads instantly become more relevant and have the potential to show for a much wider range of search terms, too. By ensuring that your feed is kept up to date and optimised regularly, your ads can reach the right users regardless of how they choose to search for a product you are selling. 

Another great thing about the feed-driven nature of PLAs is how easy it can be to add or remove information in bulk from the feed at any given time using a feed management tool such as our very own FeedManager, saving you a lot of time and effort. 

2. More engaging ad format  

Another great thing about PLAs is that they are presented in a very rich, engaging format. PLAs give users the chance to see your product image, name, price, merchant name and any offers or discounts they can get on that product BEFORE they even click on your ad.  

A user can easily compare prices for a variety of other available products at the same time and only click on the listing that best matches their needs, making PLAs a more cost-effective ad format when compared to PPC. 

Which nicely leads us to the 3rd reason to fall in love with Google Shopping… 

3. Better quality leads  

As I mentioned above, users see a lot of information before clicking on your PLA, which means the customers that do click through and land on your website are more informed and are more likely to move further down the purchasing funnel. For example, someone searching for “wellies” will see a variety of welly styles, colours and sizes. That user can tell which style suits their needs and taste just by looking at the picture. They can also see the price and merchant name which will help them make an informed purchase decision.  

Then, after they click on the pair of wellies they like the most, the user will land on a product page where they can choose a size, read more about the product, add it to their basket and check out.  

The fact that the user lands on a product page rather than a category page is very important too, because the golden rule in PPC is that the fewer clicks between a user and the checkout, the better!  

4. Broader presence  

Because PLAs are triggered when a search term matches information from your feed, more than one of your products can be eligible to serve for the same search query.  

Using our welly example from earlier: if someone searches for “ladies wellies” and you sell a variety of products that could match that description, more than one of those options is likely to be shown as a PLA for that search query. This increases your visibility while also showcasing more relevant items from your catalogue.  

Also, if you are using both PPC and PLA ad formats in parallel, there is a very good chance that your PPC ad and multiple PLAs can appear for the same search, which doubles your presence on the search results page and makes it more likely that a user will click on your ad. 

5. Not limited to search result pages 

And lastly, the 5th reason to fall in love with Google Shopping again is how versatile it can be! PLAs are not limited to the search results pages, but can also appear on numerous other platforms across the web such as: 

  • The Shopping tab on Google Search (although this happens in selected countries only) 
  • Google search results page, next to or in a carousel above search results 
  • Google Images 
  • Google Search Partner websites (if your campaign is set to include search partners) 
  • The Google Display Network, which includes YouTube, Gmail and Google Discover 

This versatility will become your best friend, as consistency and presence across multiple platforms are becoming increasingly crucial tactics in reaching your audience more efficiently online. 

There are many more reasons to fall in love with Google Shopping, but in my experience, these are some of the best aspects of using this ad format. If you would like some further information about Google Shopping, digital marketing, or any other service here at Summit, get in touch with us today at [email protected].