Okay, so you want to increase eCommerce sales. You’re thinking about using Google Shopping Ads, but you’re unsure if they’re the right choice. After all, there are other options out there like Search Ads. So, which one should you choose?
The answer, of course, is that it depends on your business and goals. However, we can take a very close look at both Google Shopping Ads and Search Ads to see which might be better for eCommerce businesses.
Shopping Campaigns and Search Campaigns: What’s the Difference?
First, let’s start by breaking down shopping campaigns versus search campaigns.
What Are Google Search Ads?
Search ads drive users to specific pages on a website, have text extensions, and are specific to keywords and modifiers to determine when they appear. They can also be remarketed to people who have visited your website before.
What is remarketing?
Remarketing is the process of targeting ads to people who have already visited your website. This can be done with a pixel or tag placed on your website. You can also make custom audiences, groups of people with similar characteristics.
What are custom audiences?
Custom audiences can be created in a number of ways, including:
- Uploading a list of email addresses
- Targeting those who have engaged with your content on social media
- Targeting people who have visited your website
What is top-of-funnel prospecting?
If, on the other hand, you want to target people who haven’t visited your site yet, you might use top-of-funnel prospecting. This is the process of targeting ads to people who have not yet visited your website. Again, this can be done by targeting keywords and interests.
What Are Google Shopping Ads?
On the other hand, shopping ads are images requiring a Google Merchant account or shopping feed. They show up at the top of the results page when people make relevant searches for the products you’re selling. Pricing and sales need to be updated regularly in the feed to ensure accuracy. In summary: shopping ads appear on Google search results pages, but product searches instead of keywords trigger them.
Branded vs. Non-Branded Google Shopping Ads
There are two types of shopping ads: branded and non-branded.
- Branded shopping ads feature your brand name, product title, product image, price, and other relevant information. These types of ads are superb for boosting brand awareness and recall.
- Non-branded shopping ads don’t feature your brand name. Instead, they focus on the product image, price, and other relevant information. These types of ads help increase traffic to your website and drive sales.
What is Google Merchant Center?
Now, let’s get back to Google Merchant Center. This is a tool that allows you to upload product data and images to Google. This is how Google Shopping Ads get their information.
First, you’ll need to create a Merchant Center account and link it to your Google Ads account.
How to Set up a Google Merchant Account
To set up a Merchant Center account, you’ll need to:
- Create a business profile
- Add your website URL
- Verify your website
- Add your product data feed
What is a product data feed?
A product data feed is a file containing a variety of information about your products, including the product name, price, image, and other relevant information. You can create this file yourself or use a tool like Google Sheets to do it for you.
How to Create a Product Data Feed in Google Sheets
Creating a product data feed in Google sheets is simple. First, you’ll need to create a new sheet and add all of the relevant information about your products. Then, you’ll need to save the file as a .csv file.
To do this, go to File > Download As > Comma-separated values (.csv).
How to Set Up a Shopping Campaign
Once you’ve set up your Merchant Center account and created your product data feed, you’re ready to set up a shopping campaign.
To do this, go to the “Campaigns” tab in Google Ads and click on “Shopping.” Then, click on the “+ Shopping campaign” button.
From there, you’ll need to:
- Select your country and language
- Choose a campaign subtype
- Enter a campaign name
- Set your bid strategy
- Add products
And that’s it! You’ve now created a shopping campaign.
What’s the Difference Between Google Shopping Ads and Search Ads?
Now that we’ve gone over both Google Shopping Ads and Search Ads, let’s take a look at the differences between the two.
Again, Google Shopping Ads are images that are triggered by product searches. Therefore, they require a Google Merchant account and shopping feed.
Search Ads, on the other hand, are text ads that are triggered by keywords. Therefore, they don’t require a Merchant account or shopping feed.
Both types of ads can be used to increase traffic to your website and drive sales. However, each has its own strengths and weaknesses so let’s discuss those next.
Pros and Cons of Google Shopping Ads and Search Text Ads
Here are some of the pros and cons of using Google Shopping Ads:
Pros:
- Great for building brand awareness and recall
- Can increase traffic to your website
- Can drive sales
Cons:
- Requires a Google Merchant account and shopping feed
- Pricing and sales need to be updated regularly in the feed
Now, let’s take a look at the pros and cons of using Search Text Ads:
Pros:
- Can increase traffic to your website
- Can drive sales
- Does not require a Google Merchant account or shopping feed
Cons:
- Less effective for building brand awareness and recall
Ultimately, the decision of whether to use Google Shopping Ads or Search Text Ads depends on your goals. If you’re looking to increase traffic and sales, then both types of ads can be effective. However, if you want to build brand awareness and recall, Google Shopping Ads may be a better option.
But the truth is, the best approach isn’t choosing one or the other—it’s using both!
Why You Should Run Both Google Shopping Ads & Search Text Ads
Both Google Shopping Ads and Search Text Ads can effectively increase traffic and sales. However, the best approach is to use both types of ads together.
Here’s why:
Google Shopping Ads are great for building brand awareness and recall. However, they’re not as effective at driving clicks and sales. Search Text Ads, however, are great for driving clicks and sales, but they’re not as effective at building brand awareness and recall.
By running both ads, you can simultaneously increase traffic, sales, and brand awareness!
Branded Searches
When it comes to branded searches, Google Shopping Ads are significantly more effective than Search Text Ads.
This is because Google Shopping Ads are image-based, including the product name, price, and store name. This makes them much more likely to be seen and remembered than Search Text Ads, which are text-based.
Moreover, branded searches make up a significant portion of all searches—around 20%. So if you’re not running Google Shopping Ads, you’re missing out on a significant opportunity to increase traffic and sales.
Non-Branded Searches
Regarding non-branded searches, Search Text Ads are more effective than Google Shopping Ads.
This is because keywords trigger Search Text Ads while Google Shopping Ads are not. So when someone searches for a keyword that’s related to your product, your Search Text Ad is more likely to be seen than your Google Shopping Ad.
What’s more, non-branded searches make up the majority of all searches—around 80%. So if you’re not running Search Text Ads, you’re missing out on an ample opportunity to increase traffic and sales.
Specific Long Tail Keywords
Another advantage of running Search Text Ads is targeting specific long tail keywords.
For example, let’s say you sell women’s shoes. You could target the keyword “women’s shoes” with your Google Shopping Ad. But with your Search Text Ad, you could target the keyword “women’s shoes size 8.”
By targeting specific long tail keywords, you can increase traffic and sales by reaching people who are further down the purchase funnel. And that’s a big advantage of running Search Text Ads. With Google Shopping, Google automatically pulls product data from your merchant center feed to generate keywords rather than allowing you to enter your long tail keywords.
Google Ads FAQs
Before we go, let’s take a moment to answer some of the questions we get asked the most about Google Shopping Ads and Google Search Ads.
How does Google Ads work?
Google Ads is a paid advertising platform that allows businesses to advertise on Google.com and its partner sites.
There are two types of Google Ads: search ads and display ads.
Search ads are text-based ads that appear at the top of the search results page when someone searches for a keyword related to your ad.
Display ads are image-based ads that appear on websites that are part of the Google Display Network.
How much do Google Ads cost?
The cost of Google Ads varies depending on a number of factors, including the type of ad, the keywords you’re targeting, and your competition.
Generally speaking, search ads tend to be more expensive than display ads. This is because search ads are more likely to result in a click than display ads.
How do I get started with Google Ads?
Creating a campaign is the best way to get started with Google Ads.
You’ll need to create a campaign type, set a budget, and choose your keywords to create a campaign.
Once you’ve created your campaign, you can start building your ads.
How soon can I expect results?
The results of your Google Ads campaign will depend on a number of factors, including how much you’re spending, how competitive your keywords are, and many other things.
Generally speaking, it can take anywhere from a few days to a few weeks to start seeing significant results, but in some cases, results come much faster!
Are Google Shopping Ads worth it?
Yes! Google Shopping Ads can really increase traffic and sales. However, they are only one part of an effective eCommerce marketing strategy.
To succeed with Google Shopping Ads, you need a well-optimized website and a strong product offering. You also need to create compelling ads and target the right keywords.
Are Search Text Ads worth it?
Search Text Ads are also an effective way to boost traffic and sales. But like Shopping Ads, they are only a critical part of your eCommerce marketing strategy.
You’ll need a well-optimized website and a strong product offering for successful Search Text Ads. Again, you’ll also need to develop intriguing advertising targeting the appropriate keywords.
What are Smart campaigns?
Smart campaigns are a type of Google Ads campaign that is designed for small businesses.
With Smart campaigns, you don’t need to set a budget or choose keywords. Instead, Google will do that for you. This makes it a wise option for businesses new to Google Ads or don’t have the time to manage a campaign.
What are Google Ads Extensions?
Google Ads Extensions are add-ons that you can use to improve your ads.
There are many different types of extensions, including call extensions, location extensions, and review extensions. Extensions can help make your ads more visible and clickable, leading to more traffic and sales.
What’s The Bottom Line?
The bottom line is this: both Google Shopping Ads and Search Text Ads can be effective ways to increase traffic and sales. However, the most effective approach is to use both types of ads together. By running both ads, you can simultaneously increase traffic, sales, and brand awareness! And that’s the best way to grow your business.
Contact Blue Water Marketing today if you’re looking for help with your Google Shopping Ads or Search Text Ads. We’re a full-service marketing agency with years of experience helping businesses grow. We’ll work with you to create a custom marketing plan that includes the perfect mix of Google Shopping Ads and Search Text Ads to help you reach your goals.
