Shopping Ads Certification

Shopping ad

Promote your products, share details about your inventory, and boost traffic to your online or physical store.

Promote your in-store inventory

let local shoppers know that your store has the items they're looking for - at the moment they search on Google.

Consideration-focused bidding strategies

Goal - clicks - Maximize clicks

True or false? Shopping ads use product data to determine how and where to show ads.

True

True or false? Shopping campaigns can help promote online and local inventory.

True

Bring your local store online

Use the Google-hosted local storefront as a robust, ready-to-use online storefront experience, or use the merchant-hosted local storefront to manage the shopping experience directly on your website.

Complement your print marketing goals

Use the same creatives (image and text) and product selection that you use for print ads (like catalogs, flyers, and circulars). You can also control the order in which your products appear.

These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network.

Video

Conversion-focused bidding strategies

Goal - conversions - maximize conversions & target cost-per-acquisition & enhanced cost-per-click

Revenue-focused bidding strategies

Goal - revenue - target return on ad spend (target ROAS)

Key benefits of Local Inventory Ads

- Promote your in-store inventory - bring your local store online - measure the performance of your ads

Smart Shopping campaigns simplify campaign management by automating which of the following?

- targeting - ad creation - bidding

In partnership with Google, you can:

- Accelerate your business with insights, tools and data - Connect with shoppers at each step of the journey in a brand first way - Drive action with frictionless, convenient experiences on site, in store, and across the web

Key benefits of showcase shopping ads

- Differentiate your brand, website, or merchandise - Drive users down the purchase funnel

Additional features of shopping ads

- Google customer reviews - product ratings - merchant promotions

Drive action

- Offer an easy checkout process - Save cart items for purchase at a later time - Enable quick mobile site speed - Provide relevant and up-to-date information, such as store address, hours, locations, and in-stock products - Let shoppers buy online and pick up in store

Key benefits of smart shopping campaigns

- Simplicity - performance reach

Key benefits of shopping campaigns

- better engagement - better qualified leads - easy, retail-centric campaign management - broader presence - Powerful reporting and competitive data

How can Google Ads help you advance your business goals?

- by driving online, in-app, in-person, and over-the-phone sales - by building awareness of your brand - by influencing consideration of your products and services

Optimize your campaign

- device targeting - locations and language targeting - bidding and budget setting - ad extensions

Consumers want to buy from brands that help them:

- discover new things - find what they need - have seamless experiences

Advance your business goals

- drive sales - get leads - increase website visits - influence consideration - build awareness - promote your app

Key benefits of local catalog ads

- feature your product inventory - complement your print marketing goals - measure and optimize your ads

Specialized campaign types

- local - hotel - discovery

What are some of the benefits of leveraging Google Ads automated bidding strategies?

- machine learning - auction-time bidding

Benefits of google ads automated bidding

- machine learning - time saved - auction-time bidding - depth of signals used and cross analysis

Key factors of automated bidding

- performance - auction - user journey complexities

What can Local Catalog Ads do?

- promote store deals - drive store visits - reach mobile shoppers

Google ads campaign types

- search - display - video - shopping - App

Accelerate

1. Enhance your predictive decision making, from marketing to pricing to merchandising, by tapping into data (yours and Google's), and by using machine learning to help make sense of it. 2. Personalize the customer experience across channels, from product recommendations to dynamic homepages and more. 3. Transform and optimize operations and your workforce with tools and technology that help you scale and operate more efficiently.

These ads drive engagement, app installs, and in-app purchases. They appear across the Google Search and Display Networks, as well as on Google Play and YouTube.

App

App

App campaigns run ads across Google's largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customers find you. With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

Machine learning

Automated bidding uses machine learning to algorithmically help you set the appropriate bid for each and every auction. This takes much of the heavy lifting and guesswork out of setting bids, so you can meet your performance goals more efficiently and accurately.

Performance

Bids influence how visible your ads are and the amount of interaction you get in each unique moment. If you don't bid efficiently, you could miss valuable conversions.

Showcase Shopping ads allow a retailer to engage people early in the purchase journey, when they're discovering what to buy and where to buy it. Where do Showcase Shopping ads generally appear?

Broader queries

Time Saved

Cross-referencing audience data with context to establish intent and set the appropriate bid is a complex and time-consuming task. Automation offers a way to alleviate this strain on marketing resources.

Search ad

Drive action on your site when users are searching for similar products or services.

Connect

Embrace that people are shopping anywhere and everywhere. Connect with them during every step of their shopping journey in a way that keeps you in control of your brand and helps you stand out from the competition. Shoppers know that they can find a specific product or store through Google, but they're also coming to look for inspiration, get ideas, and find out which brands or products to avoid. Make sure your brand stands out to shoppers by connecting with them along their purchase path.

Auctions

Given the dynamic nature of our auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding.

Awareness-based bidding strategies

Goal - Visibility - target impression share - raising awareness

Control

Google Ads gives you complete control over your budget. You choose how much to spend per month, per day, and per ad. Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign.

Google customer reviews

Google Customer Reviews is a free program that lets you collect feedback from people who've made a purchase on your site. Ratings from Google Customer Reviews apply to your seller ratings eligibility. Seller ratings appear on Search ads, in Shopping ads, and on an optional badge that can be displayed on your site.

Display

Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests.Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

Drive sales

Grow online, in-app, in-person, and over-the-phone sales

Feature your product inventory

Help ready-to-buy shoppers discover your products with an easy-to-scroll, mobile layout.

Hotel campaign

If you're a hotel looking to advertise rates and availability, Hotel campaigns are for you! These campaigns display hotel prices and availability on Search, Maps, and Assistant to connect you with the millions of travelers actively searching for you.

ad extensions

Include even more information with your ads, such as location details, links to pages on your website, and your phone number.

Display ads

Increase brand awareness when users are browsing content they're interested in online.

Accelerate Challenge

Increase profitability

Drive action challenge

Increase sales

Better qualified leads

Increase the quality of your leads by featuring product information directly your ads. Shoppers are more likely to complete a purchase on your site if they're better informed before opening the ad.

Connect Challenge

Increase traffic and acquire new customers

Easy, retail-centric campaign management

Instead of keywords, shopping ads use product attribute (that define in your merchant center data feed) to show your ads on relevant searches. You can browse your product inventory directly in Google Ads and create product groups for the items you want to bid on.

Broader presence

It's possible that more than one of your shopping ads will appear for a given search, and a shopping ad and a text ad could both appear at the same time - doubling your reach!

What are local catalog ads?

Local Catalog Ads are a visual, easy-to-browse mobile ad format. You can showcase your products and access the wide reach of Display ads across more than 3 million sites and apps.

How do Local Catalog Ads work?

Local Catalog Ads use feed data from Local Inventory Ads to reach viewers of Display ads. Local Catalog Ads highlight your in-store product availability, pricing, and store information to drive foot traffic to your brick-and-mortar stores. These ads serve the same purpose as your traditional print campaigns, with added audience reach and store visit measurement solutions.

What are local inventory ads?

Local inventory ads display local inventory to people searching on Google. When shoppers click on a Local Inventory Ad, it drives them to a website's local storefront page, which can be either Google-powered or merchant-hosted. The page displays local inventory and prices relevant to the shopper's search terms. It also shows store hours, directions, and more!

User journey complexities

Many signals influence user behavior. Their intent and likelihood to complete valuable actions for your business vary based on location, time, device, and so on. Taking all these signals into account for every auction and bidding can be done through automation.

Hiroko has reviewed all of the available automated bidding strategies,. Which one should she choose, if she's focused on conversions to increase online bicycle sales within her budget?

Maximize conversions

Merchant promotions

Merchant Promotions is a free feature that allows you to distribute online promotions with Shopping ads on Google.com. When you add promotions to products that you sell on Google, shoppers see a "special offer" link (e.g., 15% off, free shipping). This link can increase the appeal of your Shopping ads and encourage shoppers to buy.

Measure and optimize your ads

Monitor and improve the performance of your ads with precise and real-time store visit data.

Measure the performance of your ads

Monitor the impact that your digital ads have on foot traffic and in-store sales

Depth of signals used and cross analysis

Our algorithms integrate a large variety of signals and consider new ones to evaluate user intent. They also go a step beyond traditional signal analysis by recognizing and adjusting for meaningful interactions between combinations of signals while constantly considering new ones.

Auction-time bidding

Our bidding algorithms tailor bids to each user's unique context, using relevant signals present at auction time. This is a unique capability in the market, as it allows for bid differentiation, with a high degree of precision based on the conversion opportunity of each auction.

Results

Pay only for results, like clicks to your website or calls to your business. Our measurement tools make it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of your investment.

Product ratings

Product Ratings show star ratings on Shopping ads and, in some instances, on product listings on Google. These ratings help people with their purchase decisions, driving more qualified shoppers to your product pages. Product Ratings appear as a 1-5 star rating system and as a count of total reviews. These star ratings represent aggregated rating and review data for the product, compiled from multiple sources that include retailers, third-party reviews aggregators, editorial sites, and consumers.

Video ad

Reach your target audience at scale and bring your business' story to life.

You're a brand manager with an eCommerce retail company. You're looking to advertise online and measure the volume of sales coming from your digital campaigns. Which of the following benefits of Google Ads could help you accomplish your goal?

Results: Use Google Ads' measurement tools to understand how your campaigns are performing.

These ads show up next to Google search results and on other Google partner sites, like YouTube, when people search for products or services you offer.

Search

Search

Search ads appear next to Google search results and on other Google partner sites, like YouTube, when people look for businesses like yours.

What's automated bidding?

Setting the appropriate bid is a complex but essential challenge.

These ads promote your products by giving users detailed information about what you're selling. They appear on Google Shopping and next to search results.

Shopping

Shopping

Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad. Use a Shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads.

What are Showcase Shopping ads?

Showcase Shopping ads allow you to engage customers early in their purchase journey, when they're discovering what to buy and where to buy it.

Differentiate your brand, website, or merchandise

Showcase Shopping ads give you the opportunity to inspire shoppers through beautiful lifestyle images and custom copy. Curate the header image, headline, description, and destination URL, and choose a category of products to highlight. Of those products, Google will determine the most relevant ones to include in the expanded ad, based on the shopper's search term.

Drive users down the purchase funnel

Showcase Shopping ads influence shoppers at the start of purchase journeys. By using Google's audience products, you can target and re-engage shoppers who interact with your Showcase Shopping ads throughout their full customer journey.

Which of the following is something retailers shouldn't do in a shifting retail landscape?

Simplify by providing minimal information

What are smart campaigns?

Smart Shopping campaigns combine Standard Shopping campaigns and Display Remarketing campaigns to automate bidding and ad placement to promote products and businesses across networks for retailer

Local Inventory Ads allow retailers to promote their in-store inventory and drive shoppers to their brick-and-mortar stores.

True

Discovery campaign

With Discovery campaigns, you can easily engage customers across Google's most popular properties with a variety of rich, unique ad formats. Reach your users across the YouTube Home Feed, Gmail, and Google's Discover Feed — all with one campaign.

How do Smart shopping campaigns work?

With Smart Shopping campaigns, existing product feed and assets are combined with Google's machine learning to show a variety of ads across networks. All you need to do is link to her Merchant Center account, set a budget, upload assets, and let us know the country of sale. Our system will pull from her product feed to test different combinations of images and text. Smart Shopping campaigns will show the most relevant ads to audiences across Google networks.

Video

With Video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content on YouTube and across Google's network of websites and apps. Only pay when people choose to watch your ad. Video campaigns help you bring your business's story to life. They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase.

Better engagement

With shopping campaigns, customers can view and interact with attractive and engaging ads that give them a better sense of the product before they open the ad

Powerful reporting and competitive data

You can monitor how your products are performing at many levels of granularity. - See how many clicks a specific item got just by filtering your products view - no new product groups needed. - Use benchmarking data to get insights into your competitive landscape. - Identify growth opportunities with impression share data and by using the Bid Simulator tool.

Bidding and budget settings

Your bid strategy controls how you pay for users to interact with your ads. Your bid limit is the most that you'll pay per click for ads in an ad group, and your budget is the average amount that you're comfortable spending each day on your campaign. The budget that you choose is entirely up to you, and you can adjust it at any time.

locations and language targeting

Your campaign's ads are eligible to show to customers in particular locations, or to customers who've chosen your selected language as their browser's language setting.

Which of the following is a core benefit of Google Ads automated bidding?

auction-time bidding

Get leads

boost conversions by encouraging people to take action

Target CPA

conversions

influence consideration

encourage people to explore your products and services

increase website visits

get the right people to visit your website

relevance

google ads helps you connect with the right people, at the right time, with the right message, your ads can appear on google search, youtube, and more, just when someone is looking for products or services like yours. You can also customize options, such as keywords and location, to get in front of the most relevant customers.

Local campaign

help you drive important offline metrics — like store visits or in-store sales — by advertising on multiple platforms. Let Google Ads optimize how your ads appear on Search, Maps, Display, and YouTube to maximize your offline performance.

promote your app

increase installs and interactions with your app

build awareness

reach a broad audience and maximize exposure

Device targeting

reach your customers on any device, including desktops, tablets, and smartphones

benefits of google ads

relevance, control, results

Target ROAS

revenue

Maximize clicks

traffic

Target impression share

visibility