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Digital Marketing

What You Ought To Know About Shopping Ads on Google

You’ve probably seen a few shopping ads when searching for products on Google. These ads are conveniently placed a the top of the results to make the customer journey even shorter and lessen the number of clicks needed from search to purchase. If you have an ecommerce store, you’re probably thinking about how you can leverage these shopping ads and whether they could impact your sale numbers. Here’s what you need to know.

What are Google Shopping Ads?

Shopping ads, otherwise known as product listings, appear at the top of a Google search result and display a range of products related to the keywords used in the search. The Shopping Ads also appear in the Shopping tab of Google. Here, you can filter items based on their price, brand, material, features and many other qualities.

Merchants can launch shopping ads through Google Ads and Google Merchant Center. 

In Google Ads, you can specify budgets, manage bids, conduct optimizations and generate insights. Meanwhile, Google Merchant Center stores your product feed, shipping details, and sales tax.

Elements of a shopping ad 

So how can you make your product ad stand out amongst the crowd?  Let’s take a look at the components of Google shopping ads. 

Product title

Product titles are one of the feed attributes that when enhanced have an immediate impact on the performance of your ads. There have been dozens of cases studies done around this topic, but still, many e-retailers dismiss the importance of this attribute. The more keyword-rich your product titles are, the higher percentage of CTR you can expect to see.

Product description

If shoppers are taking the time to read the description, they have seen the image and title and are likely interested in learning more about the item. The description gives you the opportunity to list out product features, technical specifications and give shoppers a reason as to why the product can benefit them.

The optimal count for full-length product descriptions is between 500 and 1,000 characters, so you can communicate your product USP’s whilst not bombarding the customer with too much information- which they most likely won’t take the time to read. 

Google Product Category 

The product classification of items (i.e. apparel, mobile phones, software subscription). Google has its own system of categorisation or taxonomy. By using your product’s data like titles, descriptions, and GTINs, Google will now automatically assign a category for each product you submit. In the past, the google_product_category attribute was required. But in order to simplify the categorization process for its merchants, Google implemented automated categorisation. Even though this attribute is optional, it still has a big impact on your Shopping campaign performance. For this reason, it is essential to get it right.

Google product type 

A free form field that can include top keywords for the item. Use > to separate multiple levels in a category. Also, include a space before and after the > symbol. For example: Home > Women > Dresses > Midi Dresses.

When you submit a product_type [product_type], to help Google better understand what you’re selling, when they understand what you’re selling, they can help connect users with your products. Plus, you can also use the values that you submit to organise your Shopping campaign by values of your own choosing.


Include photos of the product you’re selling. Make sure to have high-quality product images to attract shoppers. 

Product features 

Bulleted list of features or characteristics of the product. 

Sales annotation

Google will highlight the price drop when an item is on sale. This requires a shopping ad to have a base price for at least 30-non consecutive days. To get a sales annotation, the sales price must be at least 5% less than the original, but the discount should not exceed 90%. 

Product details

Additional product information such as technical specifications, compatibility, and product dimensions.


Pricing may be based on your target market. If your product is for high-end consumers, its premium features may warrant a higher price point. Meanwhile, if you’re targeting bargain shoppers, lower price points will be advantageous for your online store. 

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.