It’s All About The Product Feed
Unlike text ads that primarily use keywords for Google to find you, Google shopping campaigns target ‘product groups’. Essentially, Google has access to all of your products information in Google merchant centre and Google determines when your ad will appear based on the product information in your feed and it uses the bids you make on your product inventory rather than on keywords to determine which search queries prompt which ads.
What To Include In Your PLA (Product Listing Ad):
- Informative product tile with relevant keywords
- URL of business
- Promotional Text
After you enter your keywords into Google’s search bar for what you want, Google crawls through the Google merchant centre to find the most relevant ad to suit your search query. The keywords Google looks for are used in the description and titles of the products, which is all found in Google’s merchant centre. In this sense, Google shopping shares many similarities to organic SEO. Here is an example below:
Keywords entered in Google’s search bar: ‘Women’s Joggers’
Google Shopping result shows the keyword ‘women’s in the title, hence why it’s extremely important to put product relevant keywords in the title so Google can find your ad.
When you click on the ad, it then takes you to the website where both keywords ‘women’s joggers’ appear in the ad’s description.
The keywords used can be continuously optimised through Google Ads in order to stay ahead of your competition through keyword research. Google also has the ability to rank your ads based on elements such as reviews and user activity. Google can pick up negative reviews and rank you down hence affecting your ability to achieve clicks.
Shopping campaigns, as well as text ad campaigns, use ad groups in order to target specific product categories, set negative keywords and to have the ability to change bids based on product groups, rather than on every single product under one campaign.