What is a Google Shopping ad?
A Google Shopping ad is a product listing ad that presents the product with its price and photo. You
can add promotional prices, reviews and much more to increase conversions.
Google Shopping ads appear before organic and paid search results. So this is the first thing you see
in your search results.
Google Shopping has been active in major overseas markets since 2012. Shopping ads are different
ads than usual. For starters, I am writing that, unlike Google Display and Search Ads, there is no
keyword bidding for Shopping ads. But that does not mean that there is no bidding at all. Bids must
be set for a single product category. All ads are based on a unique product feed stored in the Google
In the beginning, that was enough. But that changed between 2017 and 2018, when the competition
for Google Shopping ads became clear. Advertising spend increased by 17.85% and average cost-per-
click increased by 6.67%. This made Google Shopping Ads one of the wildest battlegrounds in the
Google Shopping is now available in Hungary! What can you expect?
Google Shopping has tremendous potential. Increase your sales with efficiency. Google Shopping ads
allow you to compare offers, and the bigger and better known the brand, the more likely they are to
choose it. Therefore, it is important that we start with a good strategy for Google Shopping ads.
The situation is not hopeless for smaller businesses either. In niche markets, there can be real
success where there are no major competitors. Here you can build a strong brand.
Everyday problems with Google Shopping
1. Non-Approved Products
You have to add everything if you want to win, but unless you have a large number of products
approved, you may not be able to grow with Google Shopping. There are many possible reasons why
your products are not approved, starting with the basics like incorrect or broken links. If you can't fix
it alone, seek the help of professionals!
2. Incorrect data in product feed
Unfortunately, checking your product feed data is not an exciting task, but it is definitely necessary.
The data must be credible and complete. If these are not the best, they may not be approved or
worse; your products are coming up with bad searches, which can cause you to lose a lot of money
or suspend your account.
3. No product strategy
If you have only a few products that you sell for about the same price, you will probably have a few
low value products, some high value, some that you make more money, some that are less, some
that are competitive, some that are not, some that are a lot you want to sell, some that you just want
to keep the level and some that you don't really want to sell. You have to decide from the above
what you want and focus on it, bid on it, make an effort for it. It's amazing how many people are
starting to create Google Shopping campaigns these days without a product strategy.
4. Incorrectly optimized product names and descriptions
Google Shopping does not work on keywords. Product names and descriptions are the only and best
way to ensure your products are matched in the right searches. For example, if you have an oak
dining table, make sure to include the term in the product name and description if you want it to
appear in your search. You'd be surprised if you knew how many people forget about it. If your
product description or product name contains irrelevant text, you may appear for searches that are
not related to your business at all.
5. Under-optimized or not optimized product feed
Feed is the component that drives your campaigns and you should keep this in mind. You need to
work out what's working, what's not working, where your problems are, what opportunities you
have and how to use the feed to get the most out of your investment. There is no easy solution, and
neither does Google provide all the information and resources. Use your tracking skills, and it's true
that it takes a long time, but optimizing your feed is key to the success of your campaigns.
6. Unorganized account, campaign structure
As you develop your product strategy, your shopping campaigns need to be designed to manage and
optimize in the simplest way possible. There are many campaigns with only one campaign and one
7. Incorrect use of negative keywords
While you can't use keywords in your shopping campaigns, you can use negative keywords to
precisely exclude keywords and phrases that aren't relevant to you. This can be extremely useful, but
keep in mind that what is not relevant to one of your products may be good for another. For
example, people use the words free or reviews as common negative keywords - this can exclude
people who want to get your products for free or who are looking for reviews. But if you want to sell,
for example gluten-free products or books that have a review in the title, you won't appear in search
because of negative keywords.
8. There is no difference when bidding on mobile
Although you are not allowed to separate your bids between your laptop and tablet, you can
increase or decrease your bids on mobile devices. You need to know how people buy your products,
how your competitors behave, and adjust your bids accordingly. There are products that many
people buy via mobile, for example if you need them urgently while there are products to look for on
a mobile, but since the purchase process is more complicated or involves more everything, the result
will be that the order is placed over a laptop. It's important that you analyze your customers and
users based on their behavior so you can better target on mobile.
9. There is no bidding difference per location
The lack of local bidding is a major problem. Analyze the market, the areas, even the times, to set
your bids accurately. This way you can show up at the times and locations that are relevant to you,
and don't attract customers you might not be able to ship to.
10. No ad scheduling
There are different hours of the day when people buy more online, and there are times when people
search for and buy products. Analyze the times when your products are on sale, research, and
optimize your bids to show off your products at the best times.
11. Ads that do not perform well will exhaust your budget
This is a symptom of any problem, but it is a telling sign. When analyzing your Google Shopping
campaign, if you have products that are doing very well, but also some that are very bad, they may
be consuming your budgets.
12. No use of customer reviews
Customer reviews can be very important when your new customers are before you buy. Google
offers a free add-on to show your ratings with those beautiful gold stars.
13. Incorrect use of Google product categories
Google Product Taxonomy is expanding its product categories and can sometimes become very
complex, confusing users. Things we use on a daily basis, such as hand towels, dishwashing sponges,
are often ignored, while products that are not so important to us appear.