What differentiates Google Shopping from Google Search? Well, there are many differences between them, starting from the fact that they essentially – but arguably, depending on the type of business you run – have different campaign objectives, as the shopping campaigns present a much more direct path from impression to purchase.
From a technical perspective, the main difference is that search campaigns are triggered by user searches and the keywords you are targeting, relevant to those searches but Google Shopping campaigns don’t work this way. Alternatively, you upload your product feed, set your bids and Google sort of takes it from there.
Shopping campaigns are one of the best ways of promoting your products, as they provide users detailed information about them, without having to click on your ads. This is good both because it makes users’ life easier and because giving all this information before a click happens means that you get more relevant clicks, higher conversion rates and waste less money on unwanted clicks.
We don’t recommend you spending money on Google Shopping unless your website is suitably optimised for sales. Having said this, once your site has been properly configured for e-commerce, whether you are using Magento, Shopify, Prestashop or a bespoke platform, we can help you set up and configure your Google Merchant Centre account, set up your feed and start showing and selling your products in Google Shopping.
We will offer advice on how to optimise your landing pages for relevance and conversions and we will take the time to understand your products and objectives. It’s key that you are familiar with your own targets for cost per acquisition so that we can tailor campaigns to achieve them.
As a Google Premier Partner, we have access to the latest features and betas from Google AdWords, so we can apply these to eligible accounts, optimising the chances of making our clients’ ads stand out over those of their competitors’.