February 21, 2018

Shopping Ads

Summon Digital - Google Shopping Image

Google Shopping | Shopping Ads | Product Listing Ads

What is Google Shopping Ads?

Are you a retailer with a large inventory of products? Google Shopping Ads is a great way easily promote your products at scale whilst keeping all of your information up to date and accurate.

Google Shopping allows you to advertise your product with images and live pricing. These ads are different from your standard search text ads. Shopping Ads are powered by two platforms; Google Merchant Center and Google Ads. Merchant Center allows you to store all the latest information on your products, such as pricing, offers, descriptions and materials. This helps you present all of your inventory to the world. Through Google Ads, you can create and manage Shopping campaigns using this data. Thus simplifying the process of ad creation and targeting.

The Benefits of Google Shopping

If you have an Ecommerce businesses with a large inventory, you’ll realise that Shopping Ads are a valuable tool for promotion of your products. It’s recognised as a great way to get visibility of a product in front of key audiences. Here are some of the key benefits of Shopping Ads

Increased Traffic

Using Google Shopping Ads is proven to help you attract more potential buyers. You can quickly deliver relevant ads at scale to those who are searching for products you offer. Many businesses experience higher clickthrough rates using Google Shopping in comparison to standard text ads as a result of the more impactful format and prominence of the ads.

Qualified Effect

Would you buy a product you had never seen? The chances are the answer to this question is no. It’s for this reason that Google Ads can give you that extra edge, as the clicks have come from someone who has seen your product & price and wants to know more. They have qualified themselves as being interested which reflects in conversion rates. On the flip side of this, those who have seen your product picture or price and feel the product is not for them don’t tend to click, saving your valuable advertising budget for those more likely to convert.

Extended Presence

Google Shopping is an engine in itself, so if you don’t take part you’re leaving this space to the competition. Not only this, Google Shopping Ads are not limited to just one listing per advertiser like you are with text ads. You can show multiple products on a single user search, increasing the exposure of your products & brand to those who have shown an interest in what you offer, whilst getting ahead of your competition.

High Quality Reporting

With Google Shopping campaigns you can see your performance data by product. Performance metrics are associated with each line item in your inventory, hence you can segment and filter data by your products as well as product attributes. This helps you analyse performance to a highly granular level, providing important insight which can inform you bid decisions and budget allocation

Increased ROI

The benefits of using Google Shopping are highlighted above, but ultimately you want to use this platform to increase your return on investment. For many retailers, Google Shopping is one of the key drivers of sales revenue due to it’s scalability, reach & high relevance.

Our Google Shopping service

Create a google Merchant account

At summon we can help you create your merchant account by registering with your email address as well as registering your website domain with the Merchant Center.

Setting Up Shopping Campaigns

Setting up a Google Shopping ad is quite different from a PPC text ad. Text ads contain campaigns and ad groups as well as keyword lists and ads. Shopping ads are highly automated, so the structure is much more reliant on the feed which must contain:

  • The title of your product: This is the name you give to your product
  • Brand: you need to specify name of the brand whether is your own brand or if you are re-selling another one
  • Link to the Image of your product
  • The description: A text that describe your product and that customer will see when they click on your ad
  • Your product type: Which you will decide
  • Your product category: In this case you will have to choose the best category you believe best suit to your product from a predefined list of categories choose by google
  • Link to the item page on your website
  • Whether the item is in stock (availability status)
  • Price
  • Custom Labels: You can also add some custom labels which might be useful for you to segment, examples would be bestsellers or products on offer. There are 5 custom labels available

At Summon we will help you set up, manage and optimise your shopping feeds lists, with the ultimate aim of helping you be more successful by connected your products with those looking for exactly what you offer.


Your bid and your feed are essential elements of your shopping campaign as they determine whether you will show up for a query as well as the profitability of your campaign. Therefore, at Summon we curate your bid strategies by using in depth analysis of what’s delivering a strong return and what isn’t, focussing your budget on the areas that are going to deliver more business.

Optimisation and monitoring

We ensure optimal performance through rigorous testing and in depth reporting, ensuring you are clear on how your campaigns are performing to a very granular level. We show you the data and explain the actions we plan to take based on our analysis of the data, so everyone is clear what’s being tested and why.

Our process

So how can we help you get the full benefit of this opportunity. At Summon we have vast experience of working with large retail clients with complicated feed structures, so we are in a good place to help you make the most of yours.

With Shopping it’s not really one size fits all, we help you produce a feed which delivers for your business and helps you meet your goals. We can then adapt the feed to showcase the right products to potential customers and maximise your ROI

Why work with us?

We have been managing Google Shopping ads for clients for several years now, so we can share our experience and enhance your business performance. We help you ensure your activity is delivering increased revenue and profit.

Whether is your first step into Google Shopping, or if you already have a current campaign that you need someone to maximise, Summon is here for you.

If you have any questions drop us an email or give us a call. We would be delighted to chat to you about Google Shopping. We promise not to confuse you with technical jargon

Reason customers come to Summon for Google Shopping

  • Strong Feed Optimisation Experience
  • Tech Managed Bid Optimisation
  • Advice on Custom Labelling
  • In Depth Reporting

 Contact us to see how we can help you or call 02087983804