For offshore e-commerce enterprises, shopping advertising is a very important form of advertising. So what's the difference between shopping ads and search ads? We can see that most search ads are presented as text links with additional information. The shopping advertisement mainly presents the picture, price, product name, store name and details of the item. In addition, we note that no, the location of shopping ads on courseware, on top of search ads, because in Google ads, if a search term can trigger both search ads and shopping ads two forms of advertising, shopping ads appear at the top of the search results page, which can facilitate consumers to make direct purchases.

What are the components of Google Shopping ads? Let's take a look at courseware, first of all, eye-catching product pictures, each product picture below will be marked with the name of the product, price, seller, brand and other information, and sometimes according to the actual situation of the merchant to load some goods preferential information, customer evaluation and offline store inventory, such as this information can also be displayed through shopping ads. What are the advantages of shopping advertising? We can think of a consumer who has a strong desire to buy a product, and when he searches for keywords related to the product, the imaged shopping ad jumps out and shows him the product in real time. Shopping ads can have a powerful impact on a consumer's vision, leading him to click and buy further.

Google shopping ads are how to run, its principle and search ads are the same, but also based on search terms, through the user's search and start the form of advertising, but shopping ads and search ads are different from shopping ads advertisers do not need to actively purchase keywords, but all product information uploaded to the data library. When a user searches, Google automatically looks for a matching product, and when the match is successful, the system uses a similar bidding model to demonstrate the logic and finally determine which items need to be rendered. Google Shopping ads are charged in a similar way to search ads, and are also charged based on the number of clicks on the ads. When a customer clicks on an ad, the merchant will have to pay for the ad.

So how do shopping ads run? Let's take a look at the specific delivery steps. There are about four steps required to run a shopping ad, and first, an e-commerce store that complies with the policy. Second, you need to set up Google's Merchant Center correctly and upload all the product information data to the Merchant Center. Third, link the Merchant Center to Google's advertising accounts. Fourth, in Google ads to create shopping campaigns, the corresponding products to filter, so that shopping ads are established.

Let's take a look at the specific steps.

First of all, set up a business center account number, we according to the system's tips to operate on the line. After the merchant center account number is set up, upload the product data feed. What is a Data feed? Data feed simply said product-related information, we can be understood as an Excel table, as shown in the screen, the table contains all the product information, such as product title, description landing page, picture link, and so on, as well as product inventory, price, brand status and other information. In the case of a small number of items, you can manually add product information to the table. If it's a large number of advertisers, and there are a lot of products that can be solved by technology. For example, API docking, the background and Google do technology association, the system will automatically grab information about the product from the background, according to the changes in the background for real-time updates.

The above basic information is required content, there are some additional columns, due to the different countries and regions covered by the advertisement, the content may also be filled in according to local policies and requirements and so on. This information is intended to give Google a better understanding of the product in order to better present advertising in front of customers. Shopping ads can also correspond to a marketing full funnel from the time they are created to the time they are created to get potential users to click. At first advertisers uploaded a lot of product information, but not all products can be presented in front of customers, some products in the audit process was eliminated, and some products in the establishment of shopping ads targeted by manual screening, and then through the customer search product keywords trigger shopping ads, to the end by the user click to buy, in this process, the number of products will be reduced, the product screening process requires a lot of time and energy. With the development of technology, intelligent advertising can automatically test a variety of images and text combinations, for users to show the most attractive ads, so the effect of smart ads will be more significant, will be easier to use, coverage will be more extensive.

Here's a look at the future of Google Shopping ads. Smart Shopping Campaigns, Smart Shopping Ads have three significant advantages, first, process simplification, and he uses machine learning to automatically test multiple combinations of text and images and show ads that are most relevant to real-time search, making it easy to manage your campaigns. Second, the effect is excellent. Smart Shopping ads can be optimized for the goals you specify, and to maximize the potential value of your ads, he can customize your ad impressions and bids to maximize conversion value within your designated campaign budget.

Third, the coverage is wide, smart shopping ads can display a variety of ads throughout the Google advertising network, at different points in time network users, then how does smart shopping ads work? We look at it in three ways, from a goal perspective, it is based on the business goals set by advertisers, automatically optimize the campaign, as much as possible to maximize the value of conversions. From the process point of view, it is through machine learning automatically locate the crowd, automatic combination of delivery network, automatic matching of products, automatic bidding. In terms of results, he can put shopping ads and marketing ads together, while searching the web, display networks, YouTube and Gmail online customers.

Well, let's take a look at these three aspects in detail.

First of all, from the goal side, smart shopping ads to maximize the conversion value of advertising. Smart Shopping ads are ads that are optimized for your advertiser's business goals, and without exceeding your budget, he'll automatically be optimized for the goal of generating as much revenue as possible. Advertisers can choose to set goals, such as a 300% return on ad spending, which ensures that the goals you specify are met. Let's look at the process, simply say that smart shopping ads are machine learning to achieve thousands of automatic bids. In fact, advertisers in the bidding process to consider a lot of factors, and intelligent advertising will take into account all aspects of the factors, automatically give a price, for advertising management has brought convenience.

Finally look at the results, smart shopping ads can multi-channel large-scale coverage of users, it can cover a variety of channels, such as search network, display network, YouTube, Gmail, etc., for users to match the most appropriate advertising content, thereby improving the conversion rate of ads. Well, in this lesson we learned the presentation principle of Google shopping ads, the delivery steps, intelligent shopping ads related knowledge. In the actual work also hope that you can further deeply understand and apply, for your marketing work to play its due role.

Well, now let's review the learning content of the second chapter, this chapter we learned how to develop advertising strategy according to marketing objectives, and how the non-final click conversion model distributes advertising credit, understand the presentation principle of Google search ads, how to improve the ranking of search ads, that also for you to focus on how to build Google search ads account structure. Finally, we explore the knowledge of Google Shopping Advertising and Smart Shopping Advertising. Here I believe you have a clearer understanding of Google search ads and Google Shopping ads.

In the next section, we'll learn about Google Display Ads, how to target display ads and how to disassemble your materials, and we're welcome to continue your participation in Google's official, overseas digital marketing series. After watching different Google ads dry goods, let's learn some easy content. In Google's growth guide, we have prepared for you career planning step by step, winning the workplace is not a difficult topic class, guide you to explore career opportunities, from perfecting your resume, recruitment tips, to the workplace communication advanced methodology, to give your workplace growth every step of the way more guidance and advice. Google Growth Guide is a free online digital marketing training tool created by the Google team in cooperation with the industry's leading experts. Every 5 minutes of study, more card reading, audio courses for you to choose from, anytime, anywhere.