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In case you missed last week’s Google Ads Masterclass organized by our partners Google and Spaceboost – here’s a quick but useful summary of what we covered during our presentation on Google Shopping campaigns, brought to you by our Key Account Manager and Google Shopping expert Gonzalo Pérez.

What are Shopping Ads (aka Product Listing Ads)?

When users search for products on Google, the first ads they encounter on top of the SERP are Shopping ads (also known as Product Listing Ads). They are easily recognizable, as they feature a picture and the price of the product, and they are one of retailers’ favorite ad formats to reach potential customers.

What is Google Shopping?

Google Shopping is an essential tool for any advertiser who wants to boost their digital business. It’s mainly powered by two platforms: Google Ads and Google Merchant Center. Google Shopping has some peculiarities: it works as a price comparison tool, which makes it very easy for the user to choose the best option when looking for a product, and for advertisers to bid for products, not for keywords.

How does it work?

Once your eCommerce is live, you need to create your Google Merchant Center Account and verify your page data. Then, you should upload your product feed to Merchant Center and link the account to your Google Ads account. At this point, you are ready to run your Google Shopping Campaigns.

How to structure a Shopping campaign?

Subdividing is key

In order to have a good control of your daily spend and of your optimization goals, it’s essential to structure your campaigns by defining your business’ relevant criteria. Every advertiser needs to know their strengths and take the most advantage of them. So, imagine you’re an online furniture store and you know that the 80% of your sales and revenue are chairs. Out of this 80%, the great majority are chairs with a sales price between 100 and 120 euros. When it’s so clear which your top products are and what their price range is, you need to do something about it. You have to be able to create a structure that allows you to boost these categories, and that will also let you find new growth opportunities to consolidate the rest of your catalogue.

Custom Labels

Add Custom Labels to your feed. Custom Labels are used to subdivide your products on Google Shopping campaigns using values you choose. They can contribute to enrich your campaign structure, and will help you choose the correct optimization criteria for each subdivision. They really make a difference!


Take care of the customer journey on your website. Create an audience funnel, using data from all the users that visited your site to get deeper into it: users that reached a page of you site, users that viewed a product, users that added to the cart but didn’t convert, users that were on the checkout process and didn’t purchase, etc. Also, don’t forget to use bid adjustments. You can be more aggressive with users who are closer to a purchase, while you should go easy on the users who only visited your site when you try to re-engage them.


We’re living in the mobile era. If you’re not playing it right, you’ll be out of the game soon. Optimize your site to be mobile friendly, analyze your conversion rate on all your devices and make sure your bidding is adapted to each device performance.


Combine your Manual CPC bidding strategies with Google’s Smart Bidding. The more insights you can compare, the better information you’ll have to make correct decisions.


This is all for now, more actionable insights coming soon – stay tuned and reach out to us if you have any questions!

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