Paid Campaigns (PPC)2 minutes of readingGoogle Shopping – price comparison and product advertising in one tool e-commerce merchant center Pla Paul DaleckiApril 30 2018 (updated December 31, 2025) Contents ContentsYou are now reading:Google Shopping – price comparison and product advertising in one toolWhat does advertising on Google Shopping give you?CloseGoogle Shopping – what is it and why is it worth it? Comparison Google Shopping This is a convenient form of advertising accessible through the search engine for users of the AdWords advertising system. This is where so-called Product Listing Ads (also known as Product Campaigns or PLAs) are displayed. How does the comparison tool work for both the search engine user (potential customer) and the advertiser? We'll try to answer these questions! 1. Using Google Shopping Comparison After entering any product-related phrase into the Google search engine, we will usually see two types of ads – the well-known text ads and product ads. Product ads appear to search engine users in a convenient, scrollable carousel. The carousel is filled with ad slots featuring products from various online stores. This directs customers to the specific retailer that carries the product. Each search query is matched to the assortment available on the websites of various sellers based on the so-called product file. We wrote about it in one of the previous articles.In short, any online store can send information about its offerings to the Google AdWords system, so that the Google algorithm can then decide whether a given product will be displayed in response to a specific query. This solution makes Google Shopping one of the most precise advertising tools, while also boasting a wide reach.2. How to use Google Shopping as an advertiser In order to start displaying ads on Google Shopping Comparison, you must first set up and set up a Google Merchant Center accountOnce the configuration is successful, you'll need to use the same tool to upload a product file containing information about the products you're selling in your online store. Most online store platforms will automatically generate this file based on the information you previously submitted to complete your online store's inventory. Once you have successfully configured your product feed, you need to start configuring your shopping campaign. 3. Google Shopping Requirements A product feed stores information about the products an advertiser wants to use when running Shopping ads. Therefore, it requires submitting basic product information, such as: id [identifier] title description link [link] image_link [link_to_the_photo] availability price google_product_category [google_product_category] brand gtin [gtin] mpn [mpn] condition These are the basic values we can assign in the product feed. Additionally, the file stores a number of optional and additional elements (e.g., color, weight, size) that may be required for some products. In most cases, the attributes will be populated with information that the online store owner has already uploaded to their store platform – if the attributes have been defined correctly, they will be uploaded to the product feed.4. Advantages of using Product Ads Product ads are a great source of targeted and cost-effective traffic. By presenting the product visually (photo) and displaying the price, the store's inventory is displayed in a way that can directly lead to conversions. The ad display algorithm is also different from that used in text ads. Instead of keywords, we use a product feed that matches products to specific user queries. This matching of search results to the user's search phrase generates a very broad and precise reach, which is obviously very beneficial for advertisers.SummaryThe above article covers the following topics:How does the Google Shopping tool work and why is it worth using?Related Articles Does online advertising work in a B2B model? For many companies, the decision to start advertising on the Internet is not based on the belief that it is the right channel, but on […] CPM - what is it and how to calculate it in online advertising? CPM is one of the basic payment models in online advertising, used primarily in campaigns focused on reach and building […] What You Can and Can't Advertise? An Analysis of Regulations and Sensitive Industries Not every product or service can be promoted equally freely. Some industries operate under complete advertising bans, while others are permitted to communicate […] Google Keyword Planner - how to use it in SEO and Ads campaigns? Choosing the right keywords is the foundation of any effective online strategy – both in SEO and paid advertising. […]
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