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Advertise with Google Shopping in 2023

In this blog, we will explain everything about advertising on Google in 2023. We will keep you updated on the latest developments in Google Ads and give you tips and tricks to get the most out of your advertisements in 2023.

Sem Wattez

Written by

Sem – Advertising Specialist

Google Shopping advertentie voorbeeld
Google Shopping ads

What is Google Ads work and does it work?


Google Ads is an online advertising platform developed by Google that allows businesses to display ads on Google and its ad network. Google Ads allows you to create and run ads in a variety of formats, including text, image, and video ads, to reach potential customers on Google Search and Google Maps, as well as on other websites and apps that are part of the Google Ads network. These ads can be targeted to specific users based on their interests and location, and you can track the performance of your ads in real-time.

With Google Ads, you only have to pay for the ads users click on, making it a cost-effective way to reach potential customers and drive traffic to your website.

Why use Google Ads for businesses?


There are several reasons why your business should consider using Google Ads. First, Google Ads allows you to reach a large and targeted audience. With Google Ads, you can place your ads in front of potential customers searching for products or services related to your business, which can increase the visibility of your business and drive traffic to your website. In addition, it allows you to tailor your ads to specific demographics, locations and interests so that the right people see your ads.

Another reason why your business should use Google Ads is that it can help you generate leads and sales. By creating effective ads and targeting them to the right audience, you can increase your chances of generating leads and sales from your ad efforts. Google Ads also provides you with detailed tracking and reporting tools, which can help you understand the performance of your ads and make data-driven decisions to optimize your campaigns and improve your returns.


Google Ads is a flexible and cost-effective advertising platform. You can set your own budget for your ad campaigns and pay only for the ads that users click on. This allows you to control your advertising spending and maximize your budget.


Setting up a Google Ads campaign


When setting up a Google ad, there are several important points to consider to ensure the success of your campaign. Here is a roadmap to get you started:


  1. Determine your goals: Before you begin setting up your ad, it is important to determine what you want to achieve with your campaign. This will help you determine the right strategy and tactics, and it will also help you measure the success of your ad. Some common goals for Google Ads campaigns include increasing brand awareness, generating leads and boosting sales.

  2. Choose your ad format: Google Ads offers several ad formats, including text ads, image ads and video ads. Choose the ad format that is most appropriate for your business and your goals. For example, if you want to showcase your products, an image ads may be the best choice, while a video ad may be more effective for telling a story about your brand.

  3. Select your audience: Google Ads allows you to target your ads to specific demographics, locations and interests. Use this feature to select the audience most likely to be interested in your products or services. You can also use keywords to target your ads to users searching for specific terms related to your business.

  4. Create your ad: Once you have a clear idea of your goals and audience, you can start creating your ad. Use a compelling headline and description to grab people's attention and tell them what your business offers. Include a call to action (CTA) that tells people what you want them to do next, such as visit your website or call your business.

  5. Determine your budget and bidding strategy: Google Ads operates on a pay-per-click (PPC) model, which means you only pay for the ads that users click on. Set a budget appropriate for your business and your goals, and choose a bidding strategy tailored to your objectives. For example, if your goal is to generate leads, you can use a bidding strategy aimed at getting as many clicks as possible within your budget.

  6. Choose your targeting options: Use the targeting options in Google Ads to make sure your ad is shown to the right people. You can target your ad by location, language, device and other factors to ensure it is relevant to your audience.

  7. Check the performance of your ad by logging into your Google Ads account and clicking on the "Campaigns" tab. You can see the overall performance of your campaigns, as well as more detailed information about the keywords, ad groups and locations driving traffic to your website. If necessary, adjust your ad based on performance. For example, if you notice that a particular ad is not getting many clicks, you can change the targeting or adjust the keywords to make them more relevant to potential customers.



What keywords do I use for my Google ad? 


When setting up a Google Ads campaign, it is important to choose the right keywords. These keywords should be relevant to your business and the products or services you offer. They should also be commonly used by potential customers when searching for businesses like yours. To find the right keywords, you can use a keyword research tool to see what terms people are searching for and how much competition there is for those keywords. You can also use the Keyword Planner within Google Ads to help you find and select the right keywords for your campaign. Once you have selected your keywords, you can use them in your ad text and targeting settings to make sure your ad is shown to the right audience.

The Google Keyword Planner


The Keyword Planner is a tool within Google Ads that helps advertisers with keyword research. It allows users to search for keywords and view data on their search volumes and competition levels. This information can be useful for planning ad campaigns and making decisions about which keywords to target. The Keyword Planner is a valuable resource for anyone looking to improve the performance of their Google Ads campaigns. The tool also provides data on estimated clicks, impressions and costs for each keyword, which can help you plan your ad budget and strategy. All in all, the Keyword Planner is a valuable resource for anyone looking to improve the performance of their Google Ads campaigns.

Google Shopping Pagina


How does Google Shopping work?


Google Shopping allows you to create product feeds and submit them to Google. The product feeds contain information about your products, such as images, prices, descriptions, and the name and website of your business. After submission, the feeds are reviewed by Google to ensure they comply with their guidelines.

Once your product feed is uploaded to Google Shopping, there are two ways in which your products can be visible on Google. The first is through the free feed option, which will cause your products to appear in the organic search results of Google Shopping. The second option is through the paid advertisement option, which will cause your products to appear at the top of the search results or on product list pages. Both options can be useful for your business: the free feed can increase your brand awareness, while paid advertisements can drive more traffic and sales to your website.

Is Google Shopping free?


Google Shopping allows you to display your products through a free and a paid option. You can create a feed through Merchant Center, which is free. Once your feed is submitted and approved by Google, it will be displayed among the organic search results. Keep in mind that organic search results have less visibility and reach compared to advertised products. The free option is useful for businesses looking to increase their brand awareness without investing in paid advertising.

Google Shopping Ads


In addition to free Google Shopping feeds, you also have the option to create paid advertisements on Google Shopping. You can create these paid advertisements in the same way as free feeds, by submitting product information to Google through a Merchant Center account. Unlike free feeds, paid advertisements will be shown at the top of the search results or on product list pages, making them more visible and have greater chances of being noticed by users.

In contrast to normal search advertisements, Shopping campaign ads are visually visible. This reduces the likelihood that people who click on the ad have a different intent than what you are advertising for, and the ads are also displayed above the search results, resulting in more impressions.

Paid Google Shopping ads use a cost-per-click (CPC) pricing model, meaning you only pay when someone clicks on your ad. This makes it a more efficient way of advertising, as you only pay for actual interaction with the ad. It is possible to optimize the ad for return on ad spend (ROAS), and the system will then optimize the ad for the desired revenue that you want to achieve from your ad spend. This makes the ad even more efficient and targeted towards your goals.




Why use Google Shopping for your business?


Google Shopping ads can be useful for a wide range of businesses, but are particularly suitable for e-commerce businesses and businesses that sell physical products. Google Shopping can be useful for businesses for several reasons:

  • Increased visibility: Google Shopping ads appear at the top of the search results and can drive more traffic to a company's website.

  • Targeted advertising: Google Shopping enables businesses to target specific demographics and interests, increasing the chance of reaching the right audience.

  • Comparative shopping: Google Shopping makes it easy for users to compare prices and products from different retailers, increasing the chances of a product being selected by a company.

  • Increased sales: By making it easy for potential customers to find and compare products, Google Shopping can increase the chances of a sale.

  • Measurable results: Google Shopping provides businesses with detailed analysis and metrics, enabling them to optimize their campaigns and improve their ROI.

  • Integration with e-commerce platforms: Google Shopping enables easy integration with e-commerce platforms such as Shopify, Magento, BigCommerce and more, allowing businesses to manage their products and sales more easily.

  • Cost-effective: Google Shopping is a cost-effective way to reach potential customers, as payment is only made when a user clicks on the ad.

Setting up a Google shopping campaign


To set up a Google Shopping campaign, you need to create a Merchant Center account, upload a feed and link it to your Google Ads account. Once you have done that, you can create a new Shopping campaign in Google Ads and select the products you want to advertise from your Merchant Center account. Then, you can set your campaign budget, targeting options, and bidding strategy. Finally, you need to create ad groups and ads within your campaign and then start the campaign. It is important to regularly optimize your campaign by analyzing performance data and making adjustments.

How to optimize a Google Shopping campaign?


To optimize a Google Shopping campaign, do this:

  • Use negative keywords: Identify and add irrelevant search terms as negative keywords to prevent your ads from being shown to unqualified customers.

  • Optimize your product feed: Make sure your product feed is up-to-date and contains accurate information, such as product titles, descriptions, reviews, and images.

  • Use targeting options: Use targeting options such as location, language, and device type to reach the right audience.

  • Set a budget: Set a budget for your campaign and keep an eye on your costs to ensure you get a good return.

  • Analyze performance data: Use the data from the Google Ads platform to determine which products, ad groups, and keywords are performing well and which are not.

  • Try different bidding strategies: Experiment with different bidding strategies such as Target ROAS, Maximize Clicks, and Manual CPC to discover which works best for your campaign.

  • Monitor and adjust: Continuously monitor the performance of your campaign and adjust it as necessary to improve performance.

Google Shopping Feed

There are several ways to upload a product feed to Google Merchant Center:

  • Manual upload of feed: You can manually upload a feed by creating a file in a supported file format (such as XML or CSV) and then going to the "Feeds" section of your Merchant Center account and clicking the "New Feed" button. You can then select the file you want to upload and set your feed attributes.

  • API integration with e-commerce platforms: Many e-commerce platforms, such as Shopify, have a built-in integration with Google Merchant Center. You can set up the integration in your Shopify store by going to the "Apps" section, searching for "Google Merchant Center," and following the instructions to connect your store. Once you've connected your store, your product feed will be automatically sent to Merchant Center.

  • For Shopify, you can do this by installing the "Google Shopping" app from the Shopify app store and then following the instructions on the app page. This will connect your Shopify store to the Google merchant center, and you can start advertising your products on Google shopping.


Google Shopping Reviews

You can add reviews to your Google Merchant Center account through review apps. Review apps are third-party apps that allow you to collect customer reviews and then import them into your Merchant Center account.

Here are the general steps to add reviews to your account through a review app:

  • Install a review app: There are several review apps available, such as Yotpo, Loox, and, that integrate with Google Merchant Center. Choose one that best fits your needs and install it on your website.

  • Collect reviews: Once the app is installed, you'll start collecting customer reviews by asking customers to leave feedback about their purchases.

  • Import reviews: Once you've collected a number of reviews, go to the settings of the review app and export the reviews in a format that's compatible with Merchant Center.

  • Add reviews to your Merchant Center account: Go to the Products section of your Merchant Center account and find the product you want to add reviews to. Click on the product and select the Reviews tab. Then import the reviews you exported from your review app.


Verify and publish: Google will verify the reviews, after which you can publish them.

It's important to keep in mind that Google has a strict policy regarding reviews, and only reviews from verified buyers are accepted. In addition, reviews that don't comply with Google's policy will be rejected.


Keep in mind that it's always a good idea to double-check the merchant center's policy as it can change, and make sure the app you're using is up-to-date and approved by the merchant center.




Advanced strategies for scaling and maximizing ROI

Here are some advanced strategies you can use to scale and maximize the return on investment (ROI) of a Google Shopping ad:

  • Use automated bidding strategies: Google Ads offers several automated bidding strategies, such as Target ROAS and Maximize Clicks, that can help you optimize your bids and maximize your ROI.

  • Make use of retargeting: With retargeting, you can target users who have previously interacted with your website or shopping ads. This can increase the chance of conversions and help you achieve a better ROI.

  • Optimize your product data: Optimize your product data by including detailed descriptions, high-quality images, and accurate pricing information. This can help your products stand out in search results and attract more clicks.

  • Make use of Google Surfaces: Google Shopping is now available on multiple surfaces, such as Google Search, Google Images, and the Google Shopping tab. By utilizing these platforms, you can reach a wider audience and increase the chance of conversions.

  • Use customer reviews: As discussed, customer reviews can help improve the performance of your Shopping ads. They can increase trust and credibility, and help your products stand out in search results.

  • Use Google Analytics to track conversions: Use Google Analytics to track how many conversions your campaign generates and how much revenue they generate. This gives you more insights to make data-driven decisions.

  • Use Performance Max Ads: Performance Max Ads can automate your ad creation, targeting, and optimization. This allows you to reach more potential customers with minimal effort.

  • Experiment with ad formats: Experiment with different ad formats, such as Showcase Shopping ads and Gallery ads, to see which format works best for your products.

  • Use product groups: Organize your products into product groups based on characteristics such as brand, product type, and price range to have more control over your bidding and targeting options.

Remember that it is important to regularly monitor your campaign and adjust as needed. These advanced strategies will help you maximize your ROI, but it is always important to test and measure the performance of your campaign to make sure it is effective.

Performance Max Campaign

Performance Max ads is a new advertisement format recently introduced by Google Ads, designed to help businesses maximize their return on investment (ROI) across all their advertising campaigns. It is a machine learning-powered solution that optimizes campaigns in real-time automatically using data from multiple sources such as Google Ads, Google Analytics, and Google Cloud. It also offers more flexibility and control in targeting and bidding management.

It is a good alternative to Google Shopping advertisements as it provides more advanced targeting options and bidding management, allowing you to maximize your ROI. Additionally, you can use machine learning to optimize your campaigns in real-time, which can help you make data-driven decisions and improve the performance of your advertisements.

Google Shopping advertentie zoekresultaten
Google Shopping Reviews

Need help with Google Ads?

Contact us and we will be happy to help you.

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