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Google Shopping / Adwords Clarification

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# 1
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Hi, I was wondering if someone could please clarify the Google Shopping and Adwords for me. Despite reading many pages on the help centres and online, I think the section overall is very confusing, poorly explained and I still don't know how it works.

 

Firstly, do you have to be running product listing ads to show on the Google Shopping section of Google? 

 

Secondly, if you do have to be running product listing ads, do you pay per click or CPA? There are two opposite statements on the help sections which I have found - 

 

"Product Listing Ads are charged on a cost-per-action (CPA) basis, which means that you only pay when a user clicks your ad and completes a purchase on your site." - http://www.google.co.uk/ads/innovations/productlistingads.html

 

"We charge for clicks on your Product Listings Ads on a cost-per-click (CPC) basis. Since Product Listing Ads don't use keywords, you'll use attributes in your Merchant Center product feed to define product targets. Then you'll set maximum cost-per-click (CPC) bids for your product targets."

https://support.google.com/adwords/answer/2454022

 

Can you choose which one it is? How would CPA bidding work? Would your Product Listing then show all the time in the Shopping section? 

 

Thirdly, I see there's now Shopping Campaigns which confuses things even further. 

 

Are there any definitive guides out there which I can read which clearly explains how Google Shopping and Google Adwords work together? 

 

Thanks

 

 

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Accepted by Theresa_Zook (Top Contributor Alumni)
September 2015

Re: Google Shopping / Adwords Clarification

Top Contributor
# 2
Top Contributor
Hi Phil,
The confusion probably comes from the fact that Google Shopping ads USED TO BE free. They're not any more. You need to be running PLA campaigns in AdWords for them to show.

Regarding the bidding options you mentioned, you can use BOTH. However the CPA bidding has changed slightly, see here: https://support.google.com/adwords/answer/2472713?hl=en

You can access both of these bidding options in your AdWords account. CPA bidding doesn't mean you'll be 100% in the results, Google will decide what results you'll likely convert from being in. It's NEVER 100%.

Regarding a guide, I'm putting together one. I would recommend some Google webinars but the quality is so dire, it's impossible to watch them. Here's a decent one that I think will cover everything and get you up to speed.

http://www.youtube.com/watch?v=MCobiQyuAO4

Let me know if you have any further questions.

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Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Top Contributor Alumni)
September 2015

Re: Google Shopping / Adwords Clarification

Top Contributor
# 4
Top Contributor
Hey Phil.
No worries.
Here's the 101-301 webinars. All the detail is in there but the quality of the videos is so poor, it's a struggle. I'd recommend glancing over the 201 and 301 webinars. Lots of useful info, especially in the Q&As

101
http://www.youtube.com/watch?v=6t7k5WNVTGw

201
http://www.youtube.com/watch?v=nytZRIyebFQ

301
http://www.youtube.com/watch?v=ORmPpa67MWY

As I said, if you have any more specific questions, please let me know.

View solution in original post

Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Top Contributor Alumni)
September 2015

Re: Google Shopping / Adwords Clarification

Top Contributor
# 2
Top Contributor
Hi Phil,
The confusion probably comes from the fact that Google Shopping ads USED TO BE free. They're not any more. You need to be running PLA campaigns in AdWords for them to show.

Regarding the bidding options you mentioned, you can use BOTH. However the CPA bidding has changed slightly, see here: https://support.google.com/adwords/answer/2472713?hl=en

You can access both of these bidding options in your AdWords account. CPA bidding doesn't mean you'll be 100% in the results, Google will decide what results you'll likely convert from being in. It's NEVER 100%.

Regarding a guide, I'm putting together one. I would recommend some Google webinars but the quality is so dire, it's impossible to watch them. Here's a decent one that I think will cover everything and get you up to speed.

http://www.youtube.com/watch?v=MCobiQyuAO4

Let me know if you have any further questions.

Re: Google Shopping / Adwords Clarification

Follower ✭ ☆ ☆
# 3
Follower ✭ ☆ ☆

Hi Dave, thanks very much for clarifying this, I'll sit down to watch the vid later. 

Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Top Contributor Alumni)
September 2015

Re: Google Shopping / Adwords Clarification

Top Contributor
# 4
Top Contributor
Hey Phil.
No worries.
Here's the 101-301 webinars. All the detail is in there but the quality of the videos is so poor, it's a struggle. I'd recommend glancing over the 201 and 301 webinars. Lots of useful info, especially in the Q&As

101
http://www.youtube.com/watch?v=6t7k5WNVTGw

201
http://www.youtube.com/watch?v=nytZRIyebFQ

301
http://www.youtube.com/watch?v=ORmPpa67MWY

As I said, if you have any more specific questions, please let me know.