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Marketing 101 – What is a Google Shopping Campaign and how does it work?

Over the last 10 years, online shopping has become a dominant force, and businesses need to stay ahead of the competition in order to thrive. One effective solution that has emerged is Google Shopping campaigns. In this blog post, we will delve into the basics of Google Shopping campaigns, explore their inner workings, and highlight the benefits they can bring to your business.

Introduction to Google Shopping

Google Shopping is an online service provided by Google that allows businesses to showcase their products directly within the search engine’s search results. This enables potential customers to easily discover and compare products, making the purchasing process both easy and convenient.

Google Shopping Campaigns are specifically designed for businesses to advertise their products using visual product listings in Google’s search results. These campaigns give businesses greater visibility and enable them to reach their target audience more effectively.

Google Shopping Ads don’t just show in the search results page though! Your ads can be shown in the Shopping Tab, on Google Search (next to or above the search results), on Google Images, on Google Maps (if running Local Inventory ads) and on Google Partner Sites (if you opt in to this).

How Google Shopping Campaigns Work

Google Shopping Campaigns work by utilising an inventory feed, which is essentially a file containing all the relevant product information such as title, description, price, and availability. This inventory feed is then synchronised with Google’s Merchant Center, the central hub for managing product data.

Once the inventory feed is set up, advertisers can create shopping campaigns within Google Ads, Google’s advertising platform. The campaign structure allows businesses to group their products into product groups based on specific attributes such as brand, category, or price. This allows for better organisation and optimization of ad spend.

In most European countries, you need to work with a Comparison Shopping Service (CSS) in order to run shopping ads on Google. Depending on which service you choose, they will either set up and run your Google Shopping campaign, or simply give you the tools to manage it on your own.

Benefits of Google Shopping Campaigns

Implementing Google Shopping Campaigns can bring several advantages to your business:

1. Increased visibility

Since Google Shopping ads appear directly within search results, they have a greater chance of reaching potential customers, thereby increasing your brand visibility.

2. Better qualified leads

Google Shopping ads provide users with detailed product information and pricing upfront, resulting in better-qualified leads who are more likely to convert.

3. Higher click-through rates

The visually appealing nature of Google Shopping ads attracts users and entices them to click on the ads, leading to higher click-through rates compared to traditional text-based ads. You can then turn those higher click-through rates into higher conversion rates.

4. Enhanced user experience

Google Shopping ads allow users to see product images, prices, and other essential details without leaving the search results page, streamlining the shopping experience.

5. Improved ROI

With effective optimization strategies in place, Google Shopping Campaigns can deliver a high return on investment by driving relevant traffic and increasing conversions.


Google Shopping Campaigns are a powerful tool for businesses to showcase their products within Google’s search results. By utilising them, businesses can maximise their visibility, attract new customers, and ultimately boost their online sales. If you’re looking to take your e-commerce business to the next level, Google Shopping Campaigns are definitely worth considering.

Interested in learning more about Google Shopping? Check out our blogs: Boosting Sales with Google Shopping and Dynamic Remarketing for Google Shopping.

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