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Google Shopping Product Listing Ads (PLA)

The digital shop window for your online shop

Your advantages at a glance:

  • Present your product at the top of Google with a picture, description and price.
  • Stand out from the competition with creative product images
  • Communicate benefits such as free shipping, discounts or coupons
  • One click takes the user to your product page

The ad format with click potential

Invite your customers to go shopping on Google


One shopping ad – many possibilities

Every online retailer loves their products. A Google Shopping ad goes beyond pure text, because it offers the opportunity to make an impression on the customer with a great product image and other benefits. With compelling images and a successful benefits communication, you invite your customers to shop on your site.

Do you have a discount code or offer free shipping? In this day and age, these kinds of offers are often decisive for purchases. Our Google Shopping experts will help your products gain more visibility, clicks and sales on Google – with precise product titles and the right advertising strategy. We will also be happy to advise you on the various display formats that you can use on Google Shopping.

The different Google Shopping ad formats

Make it easy for your customers to decide


For stationary trade: Google Local Inventory Ads

With Local Inventory Ads, retailers can advertise products from their stationary trade online – and attract customers to their shops in a very “real” way. The system works analogously to Google Shopping: If a potential customer clicks on a local ad, he or she is redirected to the shop’s seller page on Google, where one can find more information about the product and information about the stationary retailer, e.g. opening hours, directions to the shop and availability of the product. The retailer only pays the cost per click. The Local Inventory Ads ad format works even if the retailer does not operate its own online shop.


The shopping experience: Showcase Shopping Ads

If you want to showcase a particular brand or product selection effectively, Showcase Shopping Ads offer the opportunity to promote several similar products together. With Showcase ads, you show potential buyers your product variety by grouping similar items within one ad and presenting them together. For example, if users search for general terms such as “jumpers” or “shoes”, your advertised product selection will be displayed together with an eye-catching cover image. With an emotionally appealing ad design and the large selection of products presented, your showcase ads are particularly suitable for display on mobile devices and offer great potential – especially with regard to the constantly growing mobile traffic. This makes it even easier for your customers to make a purchase decision!


Smart Shopping Campaigns (SSC)

Smart Shopping Ads combine regular Google Shopping campaigns with remarketing campaigns that are played on Google’s display network. Supported by Google’s machine learning, smart ads automate large parts of the optimisation process, e.g. bid adjustments or prioritisations, which advertisers would otherwise have to perform manually. Based on a large amount of user data stored in Google Analytics, the artificial intelligence in smart shopping analyses the parameters of the ad and initiates appropriate remarketing strategies. While some aspects of the ad can also be set manually, the control of the smart shopping ads is up to the artificial intelligence.

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Present your offer directly on Google when customers are looking for your products. Google Shopping is your digital shop window!

Google Shopping CSS


Save up to 20% of your cost-per-click with a Comparison Shopping Service (CSS) like Smarketer. The switch is easy, fast and will get you more traffic for the same budget.

Google Shopping CSS FAQs


Get the answers to all of your questions regarding the Comparison Shopping Service program.