How to Optimize Google Shopping Ads for Your Ecommerce Store 2024

What are Google Shopping ads?

Google Shopping ads are a type of advertising that allows ecommerce stores to promote their products on the search results page of Google. These ads are visual, making them more eye-catching and effective in driving traffic and sales.

How to set up Google Shopping ads

1. Create a Google Merchant Center account

The first step to setting up Google Shopping ads is to create a Google Merchant Center account. This is where you will upload your product data and manage your campaigns.

2. Choose a campaign type

Performance Max ads (formerly Smart Shopping)

Standard shopping ads

Local inventory ads (LIAs)

Depending on your goals and the type of products you sell, you can choose the campaign type that best suits your needs.

3. Creating a Google Shopping ad

Top feed tips

Product title
Product description
Google product category
Google product type
Product highlights
Sales price annotation
Product details

Optimizing these feed items is crucial for the success of your Google Shopping ads.

Other important feed items

Apparel categories
Manufacturer’s product number and global trade identification number
Sales tax and shipping
Other required information
Custom labels

Ensure that all necessary information is included in your product feed to improve the performance of your ads.

4. Understand Google’s bidding system

Understanding how Google’s bidding system works is essential for optimizing your ad spend and maximizing the performance of your ads.

Types of Google listings

Paid placements

Free listings

Shopping Actions (Buy on Google) US

Knowing the different types of Google listings can help you make informed decisions about where to allocate your resources.

Google Shopping Ad strategies to maximize revenue

1. Set goals and know your numbers

What is your target return on ad spend (ROAS)?

Build a customer or make a sale?

Setting clear goals and understanding your key performance indicators is crucial for optimizing your Google Shopping ads.

2. Set up conversion tracking

Setting up conversion tracking allows you to measure the effectiveness of your ads and make data-driven decisions to improve performance.

3. Add audiences to your Shopping campaigns

Remarketing lists for search ads (RLSAs)

Customer Match lists

Similar audiences

YouTube lists

Adding audiences to your campaigns can help you target the right people at the right time, improving the performance of your ads.

4. Add product reviews and promotions

Promotional feeds/special offers

Product reviews

Third-party ratings aggregators

Adding social proof and promotions to your ads can make them more compelling and increase click-through rates.

5. Leverage your merchant feed to run dynamic remarketing ads

Dynamic remarketing ads allow you to show personalized ads to people who have previously visited your website, increasing the likelihood of conversion.

Google shopping ad examples

Women’s shirts

Organic dog food

Mountain bikes

Coffee tables

Work boots

Examples of successful Google Shopping ads can provide inspiration and insights for optimizing your own campaigns.


Optimizing Google Shopping ads for your ecommerce store can significantly impact your revenue and overall success. By following the strategies outlined in this article, you can improve the performance of your ads and drive more sales.

Shopping Google Ads FAQ

How do I get Google Shopping ads?

Do Google Shopping ads work?

What is the difference between Google Search ads and Google Shopping ads?