Google Search Ads vs Shopping Ads: Which Should You Choose?

Google Ads is the go-to advertising platform for businesses wanting to reach customers at the exact moment they’re searching for products.

But with different advertising options available, how do you choose between Search Ads and Shopping Ads? Let’s break down each option and help you make the right choice for your business.

Understanding Google Shopping Ads

Picture a digital store window that appears right in Google’s search results. That’s essentially what Google Shopping Ads are. These ads show up in multiple places: at the top of search results, in their own dedicated Shopping tab, and sometimes even in the Images section. Google Shopping is not to be undermined because the clicks from shopping ads increase with approximately 17.7% each year. Each ad includes a product photo, price, store name, and often user ratings – giving potential customers all the key information at a glance.

For example, if someone searches for “blue running shoes,” they’ll see a row of actual product images with prices, making it easy to compare options before clicking through to a specific store.

To run Shopping Ads, you’ll need to provide Google with detailed product information through the Google Merchant Center. Think of this as creating a digital catalog that includes everything from prices and availability to product conditions and shipping details. Google then matches your products with relevant searches automatically.

Although Merchant Center may seem straightforward to some, it is still considered a complex process to not only provide full and exhaustive information for your products, but the content has to be optimized to maximise ad visibility and effectiveness.

Psst: We can help you with the setup and maintenance of your Google Shopping campaigns. Just reach out and let us know what you need.

Where Shopping Ads Work Best

Shopping Ads shine brightest for e-commerce businesses because they create a visual shopping experience right in the search results. Potential customers can see your products and prices before they even click, which means those who do click are often more ready to buy.

Understanding Google Search Ads

Google Search Ads are the text-based advertisements that appear at the top and bottom of search results. They look similar to regular search results but include a small “Ad” or “Sponsored” label. These ads consist of a headline, description, and sometimes extra information like phone numbers, store hours, or customer ratings.

The key difference from Shopping Ads is that Search Ads rely on keywords – specific words and phrases you choose that trigger your ad to appear. When someone searches using these keywords, your ad enters an auction to compete for visibility.

The Power of Keywords

Keywords are the foundation of Search Ads, and they’re more sophisticated than you might think. You can:

• Target specific phrases people use when searching
• Exclude certain terms to avoid irrelevant clicks
• Analyze which keywords your competitors are using
• See how many people search for specific terms

For instance, a local bakery might target keywords like “custom birthday cakes near me” or “wedding cake baker [city name].”

Key Differences Between Shopping and Search Ads

Visibility and Placement

Shopping Ads can appear in multiple locations across the Google ecosystem, while Search Ads stick to the main search results pages. This broader presence can mean more exposure for Shopping Ads.

Product Focus

Shopping Ads are built specifically for physical products. They’re visual, include pricing, and help customers make quick comparisons. Search Ads, however, work well for any type of business – whether you’re selling products, services, or promoting your brand.

Setup and Management

If you want to set up well-optimized ads that lead to conversions/purchases, you need extensive knowledge in content/product/ad optimization. Both approaches will need your dedication and expertise. If you don’t possess that expertise, you can still run ads. 

However, we would strongly recommend working with an Ads certified independent PPC partner.

In terms of management, based on your budget, you may be assigned an internal Google consultant. However, we’re sorry to say this, but more often than not consultants work prioritizing Google’s interest, suggesting strategies with the sole purpose of increasing your ad spend when that may not be absolutely necessary.

How Ads Match Searches

With Search Ads, you’re in control of which keywords trigger your ads. Shopping Ads work differently – Google analyzes your product information and decides when to show your ads based on what the algorithm thinks is relevant.

Making Your Choice: A Practical Guide

Choose Shopping Ads When:

• You sell physical products that photograph well
• Your prices are competitive
• You can maintain accurate product data
• You want to reach shoppers who are ready to buy
• You have the budget for visual advertising

Choose Search Ads When:

• You offer services rather than products
• You’re working with a smaller budget
• You want to promote your brand or message
• You need to launch campaigns quickly
• You want more control over when your ads appear

Consider Both When:

• You have physical products AND brand messaging to share
• Your budget allows for testing different approaches
• You want to reach customers at different stages of their shopping journey
• You can manage both product feeds and keyword strategies

The Smart Approach

Think of it this way: Shopping Ads help you sell specific products, while Search Ads help you sell your brand. Together, they cover more ground and reach more potential customers.

Remember that success with either ad type comes down to three things:

1. Clear goals for what you want to achieve
2. Regular monitoring and adjustments
3. Understanding what your customers are looking for

Practical Tips if you’re on a budget

The Verdict: Which One Should You Choose?

The choice depends on three main factors:

1. Your Budget
   • Limited budget: Start with Search Ads
   • Larger budget: Use both formats
2. Your Product Type
   • Visual products (clothes, furniture): Shopping Ads are essential
   • Services or complex products: Search Ads might work better
3. Your Business Goals
   • Brand awareness: Search Ads
   • Direct product sales: Shopping Ads
   • Both: Use both formats

Whether you choose Shopping Ads, Search Ads, or both, start small, test what works for your business, and adjust based on results. The best strategy is often the one that you can consistently manage and improve over time.