Most people immediately think of text ads when they think about Google Ads. But if you run an online store, you would be missing out if you didn’t take Google Shopping into account as it is growing quickly and now accounts for 76% (according to The Google Shopping Report) of retail search ad expenditure.
You’ll discover everything about Google Ads vs. Google Shopping in this article. Let’s start with the fundamentals to learn how each ad type can help your business grow and which one you should pick.
Google Ads and Google Shopping – the differences:
The main distinction can be seen right there in the title: standard Google Ads only include ad copy and no graphics. Google Shopping, on the other hand, emphasises images.
The Product Listing Ads, formerly known as Google Shopping Ads, are quite straightforward. You will upload your product feed after signing up for the Google Merchant Centre. Additionally, you may leverage it naturally by optimising the product and category pages such that they show up in the “Top Products” area.
Google is still experimenting with various positioning strategies for Shopping advertisements. Your ad might appear on YouTube, Google Images, and the typical search engine results sites. The typical Google ads, in contrast, do not support images.
In essence, Google Search ads are text-based, while Google Shopping ads are image-based. This means that they also have quite different metrics.
Google Shopping Ads – explained:
Google searches no longer just provide links to websites. These days, eCommerce products on Google Shopping also show up in a box at the top of the page next to the results. There is also a specific browser tab where you can browse an apparently limitless selection of pertinent products. You can use keywords to find a product with Google Shopping, just like you would with any other Google search. Vendors, however, are unable to tailor their items to specific keywords. Instead, thorough and comprehensive descriptions are used to convey all of the product information.
Google Shopping ads are a big deal because they’re a quick and easy way to promote your product.
Google Search Ads – explained:
One of the most well-liked pay per click (PPC) advertising strategies on Google is using ’s search ads. In this case, you place a bid for keywords in order to rank high in the keyword search results. It’s a method of organically increasing the number of clients and visits.
There is no product description or image with Google search ads. The headline, display URL, and description text are instead included in a search ad. Ad extensions provide the opportunity to add more details. Crafting your ad’s wording, assessing the cost per click, and improving its position are the three main components of being seen through Google search ads.
The number of clients who clicked on your advertisement and then purchased your product is known as the average conversion rate (CVR). However, there are several metrics and criteria to take into account when deciding between shopping advertisements and search ads:
- Customer awareness and product demand
- CPC on average per item
- Competitiveness of products
- Product margin of profit
When to use Google Search Ads VS Google Shopping Ads:
Both Google Shopping advertisements and search ads are equally effective. Both have their uses in specific situations. Knowing when to use which one is key to making the most of Google advertising (or even to use both). Finding the largest audience is important, but you also want to locate the customers who are most likely to buy your goods or services. That is simply the way Google Shopping advertising operates.
You’ll want to use Google search advertisements to direct customers to your website. You don’t just need SEO to bring in organic traffic. Your organic web presence will grow if you use search ads to propel yourself to the top of the results page. Additionally, it enables you to employ keywords to find people who are genuinely interested in your goods and services. High-quality leads are what you want to collect because you pay for each click. Negative keywords can also be used to prevent your advertisement from showing up for certain queries.
Not every company needs to reach a global audience with its message. The majority of businesses are regional. You should only show your advertisement to locals if your business is local. You may limit your ad’s audience to only locals using Google search advertisements, and you can even limit the hours of the day it appears. So, if you target a specific time of day, just that time will see your advertisement. But occasionally Google Shopping advertisements do better.
When your clients wish to view your product, you should use Google Shopping Ads. When clients purchase goods, comparing several models and brands is essential. If it is capable of the task, they will want to know. Additionally, people want to compare pricing and functionality easily. Contrarily, buying clothing is more about style than it is about money. Use a shopping advertisement for the first case, and a search advertisement for the second.
It takes time and money to set up a Google Shopping ad. It’s a terrific passive ad to direct people to your product when they need it, so if you want to retain a long-term presence, use it. Shopping advertisements fill that need after people start looking, just as search ads do when they help them find a demand for your goods.
You will now understand how Google Ads and Google Shopping Ads work – but don’t be misled into thinking you need to make a decision to use either exclusively! Showcasing your product through both search and shopping ads is often the best course of action. In fact, Google even conducted some research – retailers who ran both types of ads made shoppers more likely to go to the retailer’s website and at the end of the day, that’s your main aim.