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The most important yet challenging part of advertising is to target a potential audience that are relevant and interested in the business offerings. For e-commerce, it’s intriguing to experience the different reasons, depending on the business’s goals and the audience the business wants to target. So, if you struggle to maximize your online advertising efforts using Google Ads, this blog is for you. Two types of ads attract most of the user’s attention: Google Shopping Ads and Google Search Ads. They both have distinctive relevance and help businesses make informed decisions that boost marketing impact and lead the campaign toward success.
Google Shopping Statistics
- Google searches account enables 36% of product discovery featuring shopping lists on top among search results.
The shopping ads must drive 76% of search ads for the ecommerce industry towards a large number of clicks and investing over large proportions.
Shopping ads generated 85.3% of clicks, combining Adwords and Google Shopping.
Google Shopping Ads Benchmark
The average CTR ad for Google Shopping Ads is 0.86%.
The average cost per click (CPC) of Google Shopping Ads is $0.66, yielding enormous brand profits.
The average conversion rate from Google Shopping Ads is 1.91%.
The average Google Shopping budget is $770.41, depending on diverse industries.
Google Shopping & User Behaviour
Mobile devices are responsible for 65% of paid Google search results clicks.
70% of smartphone users enable people to buy something using high-intent user advertising and actively participate in purchases.
83% of shoppers can ease returns that are important and decisive for purchasing from Google Merchant Center.
Google Shopping Ads v/s Google Search Ads
Google Shopping Ads
Google Shopping Ads, or Product Listing Ads, employ appealing images to attract attention and make the products look admirable while focusing on them. The ads include the product images, title, price tag, brand name, and a tag that mentions free delivery or minimal charges. These listings also reflect ratings and reviews.
Google Search Ads
These ads, also known as text ads, include ad copies that contain the description and cut short the relevance to build relevance for the audience. They also include a catchy headline, description, links, contact information, and store hours. Google search ads appear at the top and bottom of the search results, triggering the keywords and allowing users to type into the search bar.
Google Shopping Ads | Google Search Ads |
Bids on the Products | Bids on the keywords |
More control over product information and outlook | More control over Ad copy & Targeting |
Lesser conversion rate | Higher conversion rate |
Usually Less Expensive | More Expensive |
Appears in Google Shopping Tab | Appears under Ads Label |
The Usefulness of Google Shopping Ads & Google Search Ads
Google shopping ads and Google search ads both play a crucial role in online marketing and offer unique business benefits, including visibility and driving business sales.
Uses of Google Shopping Ads

Google shopping ads and Google search ads both play a crucial role in online marketing and offer unique business benefits, including visibility and driving business sales.
1. Visual Appeal: The Google shopping ads showcase the product images, prices, and store names, keeping the elegance and appeal intact. They help users capture attention and enable buyers to pursue potential.
2. Targeted for E-commerce: Google shopping ads are designed for online retailers. They help them display their products in a relevant market and expect higher click-through rates.
3. Price Comparison: Users can seamlessly compare products and prices, driving up qualified traffic and site shoppers and leading to a further buying process.
4. Mobile Optimization: The shopping ads are driven towards optimization, catering to growth, using smartphones for making purchases, and meeting the needs of growing buyers.
5.Performance Optimization: Google provides built-in analytics, enabling business analysis to track performance, adjust strategies, and optimize campaigns effectively.
Uses of Google Search Ads
1. Broad Reach: Google Search ads appear on keyword searches and help businesses target a wider audience actively seeking products or services.
2. Keyword Targeting: Advertisers use targeted keywords to match relevant queries, increasing the chance of attracting qualified leads.
3. Text-Based Messaging: Text-based ads need catchy and appealing lines that allow businesses to communicate through promotions and unique selling propositions and to utilize the best call to action.
4. Brand Awareness: Google search ads help businesses develop robust brand awareness, ensuring that the business appears on top search results, whether the user clicks through the ad or not.
5. Flexibility: Businesses can adjust the bids, budget, and ad copies in response to data performance, securing search placement and making relevant changes considering market conditions.
When Should You Choose Google Text Ads?

- Brand Awareness & Engagement: Text ads are supported for campaigns that build brand awareness, allowing storytelling, emotional engagement, compelling headlines, and descriptions.
- Information-Based Campaigns: Text ads are preferred if your goal is to provide information about a service or product. They highlight the benefits and unique selling propositions.
- Search Intent Targeting: Text ads excel over search engine marketing, enabling the active looking of specific information targeting keywords and text ads to capture high-intent traffic.
- Budget Flexibility: Budget flexibility is more easily shown in in-text ads, especially in PPC (Pay-Per-Click) campaigns. Text ads could be a good choice if you have a limited budget and want to prioritize cost-effectiveness.
When Should You Choose Google Shopping Ads?
Visual Appeal: Shopping ads are visually driven and ideal for e-commerce businesses that showcase product images, prices, and ratings directly from the ad. They are designed to grab the user’s attention and entice clear visual representation.
High Purchase Intent: These ads allow users to work on the well-framed buying mindset and focus on consumers actively searching for specific products. Shopping ads can effectively drive conversions.
Product Comparison: The shopping ads allow potential users to compare multiple products at a glance. If the products are balanced in a competitive market, the ads can highlight some offerings over others.
Easy Price Discovery: Price is a significant factor in shopping ads for the target audience, enabling easy targeting and upfront pricing. This maintains transparency and leads to an increase in click-through rates and conversions.
Shopping Campaigns and Search Campaigns: What’s the Difference?

There are two specific kinds of ads within the Google environment, designated as the shopping campaigns and the search campaigns, and they are quite different in the kind of advertising they offer to the clients and their structure. Here’s a breakdown of the key differences:
1. Format and Presentation
- Shopping Campaigns: These ads include product images, titles, prices, and store names visible right in the search results section. They are attractive and appropriate for product advertising.
- Search Campaigns include plain text ads that pop up depending on search queries. These are a headline, display URL, and description with the primary goal of the text being to lure the observer into a click.
2. Objective
Shopping Campaigns: They aim to display and advertise products for sale to users, target audiences who are in a purchasing mode.
Search Campaigns: Can cover more general goals that are related to increasing brand recognition, collecting contacts, and using the target audience as the audience for the website.
3. Data Requirements
Shopping Campaigns: We need a where the advertiser inputs product details (photos, descriptions, price), which Google uses to create the adverts.
Search Campaigns: It depends on the keywords that advertisers want to reach. The keywords need research and must be optimized, as there is no product detail information.
4. Bidding and Targeting
Shopping Campaigns: The bidding usually occurs at the campaign or product group level, while the ads appear following product searches.
Search Campaigns: Advertising is traditionally campaign-based, but advertising is developed where the ad campaigns are activated via specific keywords or phrases to which the advertised link is connected.
5. Ad Placement
Shopping Campaigns: Most of the time, it shows up at the top of the search network or in the Google Shopping tab, which helps it get some nice visual real estate.
Search Campaigns: Text ads can appear at the top or bottom of the Google search results page, depending on their position rank and competition.
6. User Experience
Shopping Campaigns: From here, customers can easily overview the different products they want and their prices, which provides a great opportunity to compare prices.
Search Campaigns: Customers may have to visit the site on the Internet to get more information, which will take them some more time to make the decision that they are making.
How do Google Shopping Ads & Google Search Ads work?
Google shopping ads and Google search ads are two directive advertising formats within Google Ads. Each serves a different purpose and functions uniquely.
Google Search Ads Process
1. Keyword Research: Advertisers can effectively search the keywords relevant to the products and services to identify potential customers to focus on.
2. Ad Creation: Google search ads need a headline, description, and display URL, allowing users to employ an ad extension for more direct information.
3. Setting Up Campaign: In this ad campaign, the target audience must be selected based on location, budgeting, and the bidding strategy.
4. Bidding: Advertisers place bids on selected keywords, indicating the maximum amount they are willing to pay. Google uses bidding to determine the ad’s quality score, which determines the ad’s placement and relevance.
5. Ad Auction: When the user searches for a keyword, Google runs an auction among all the advertisers bidding on the keywords. The combination of a bidding amount enables the quality rank to determine where the ads need to be shown and the expected order.
6. Ad Display: The user can see the text ads depending on their search relevance, and the winning ads are displayed above and beyond the organic search results.
7. Click & Conversions: If users can click on the ad, they can go directly to the landing page. Here, advertisers charge for that click, and the conversion is used to measure effectiveness.
Google Shopping Ads Process
1. Product Feed Creation: In this, advertisers need to create a product feed using data structuring, product titles, price, description, image link, and availability.
2. Feed Submission: The product feed needs to be submitted to Google Merchant, which involves data checking governed by compliance and Google policies.
3. Ad Creation in Google Ads: Once the product feed is approved, advertisers can seamlessly run the merchant center using Google ads.
4. Bidding: Advertisers set the bids for individual products or the group of products. Similar to other search ads, the bids indicate how much the advertiser will pay per click.
5. Ad Auction: The user can seamlessly search for the product, and Google can perform auctioning based on the product’s relevance and the advertiser’s bidding.
6. Ad Display: Shopping ads appear prominently on SERPs, showing product images, titles, prices, and store names. This helps the user sort through multiple choices at once.
7. Click & Purchase: Users can click on shopping ads by visiting the advertiser’s product page. Advertisers can charge per click, regulate conversions, and monitor sales generation from shopping ads like search ads.
Best Practices for Google Shopping Ads

1. Optimize Product Feed
- Quality Data: Your product title, description, and image(s) should be visually pleasing, easy to understand, and free from any misunderstandings. Make sure to incorporate target keywords into headline and description.
- High-Quality Images: Try to select images with a high resolution as well as their reflection of the products. Having a good image can easily make a huge difference with regards to the click through rates.
- Price Accuracy: It is important they have current and fair price currencies as any differences are displeasing to the user.
2. Utilize Product Categories
Correct Categorization: Organize your products correctly categorically in line with Google’s classification system. This helps Google place your ads in front of the relevant searches.
Custom Labels: Treat products as ad groups, create ad groups for specific characteristics of products such as seasonal or locally popular products or best sellers when defining bidding strategies.
3. Bid Strategically
- Smart Bidding: One of the tips is to consider employing the Smart Bidding strategies offered by Google such as Target ROAS (Return on Ad Spend), where the bids are to be automated and set according to various up-to-date performance data.
- Adjust Bids by Device and Location: Alert of performance based on devices and geographical locations so that bids could be tweaked to benefit from noticeable segments.
- Custom Labels: Treat products as ad groups, create ad groups for specific characteristics of products such as seasonal or locally popular products or best sellers when defining bidding strategies.
4. Leverage Negative Keywords
Exclusion of Irrelevant Searches: Negative keywords must be applied to avoid getting a great number of clicks and conversions for unwanted queries.
5. Optimize Campaign Structure
Segment Campaigns: Divide campaigns by a product classification or by performance or margins. This in turn enables effective planning of every budget and formation of better bidding strategies.
Test Different Structures: Try out different campaign formats such as standard campaign format and Smart Shopping campaigns to discover what is good for your enterprise.
6. Monitor Performance Metrics
Track Key Metrics: Other metrics include Click Through Rates , Conversion Rates, and the Cost per Acquisition among others. Use the data to refine your strategies. It contains very important information of value to this research work.
A/B Testing: Experiment in one element (for instance, images, title, prices) to know what might make the particular element perform better.
Dynamic Remarketing: Here is how dynamic remarketing can help: Users who come to your site are shown a set of ads with products that they have already checked, which will make them return to your site.
8. Enhance User Experience
- Mobile Optimization: Make sure you have a mobile-friendly website since people shop using their mobile phones. Quick page download and simple site design is important.
- Clear Call-to-Action: To help the users complete their purchase, one should prominently position call-to-action statements on product pages.
9. Stay Updated with Policies
Ad Compliance: Often you need to read the rules and policies required in Google advertising so you can prevent your ads and product listing from being rejected or your account being shut down.
10. Innovation and Improvement
Market Trends: One of the best ways to stand out successfully within a competitive industry is by monitoring activity within the industry and one’s competitors. To keep yourself relevant, you should then adjust your campaigns as needed.
By applying these best practices you’ll enhance the performance of your Google Shopping Ads which will let more people see your product lists and as a result increase your sales.

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Conclusion
Altogether, Shopping and Search campaigns are fundamental types of Google Ads that serve distinctive advertisement functions. Shopping ads are visually centered, highlighting products with images, the price, and the store name. Some of the best suited for retail business because they appear at the top of the search network or search engine result pages where users are more likely to click because they are searching, and the users are mostly potential customers.
In contrast, Search campaigns use text ads that only respond to selected keywords, enabling the advertisers to appeal to a wider variety of user motives. Because of this flexibility, Search campaigns are appropriate for numerous goals, including raising brand visibility, lead generation, and traffic generation.
The difference between the two is in the structure of the campaigns, the approach to the target audience, and the goals of each. While Shopping campaigns are great for grabbing users’ attention through visuals, Search campaigns allow you to engage users at different stages within the funnel using keyword targeting.
In nutshell both of these campaigns can be very useful when used together for business advertising purposes. It makes the digital marketing agency highly effective in achieving its main objective by being friendly to the target customer while simultaneously delivering equal visibility to all the various needs of the customers who may be marketed. Such a distinction enlightens advertisers on the course of action to follow so as to bring about a successful advertising campaign.