Executive Summary
How do Google Shopping ads work?
Google Shopping ads use an existing Merchant Center product feed – not keywords – to decide how and where to show your ads. A product feed is a file that is uploaded to the Merchant Center account containing details about the products being sold. Google Shopping ads show a set of relevant products against any given search. The ads appear in their own box on Google Search, separate from text ads, and on Google Shopping.
Why Google Shopping ads are important for Paid Search
Analysis shows that brands using inventory-aware campaigns can improve ROAS by as much as 64% over standard Paid Search campaigns. As a result, inventory-aware campaigns are becoming an essential tool for anyone wanting to run successful large scale ecommerce campaigns across substantial inventories.
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