Whereas PPC in the usual sense is shown as a text based ad when a user performs a related search, Google Shopping appears as a visual image of the product, along with other product descriptors such as the product title, the price, your website URL and any reviews that your product has had from previous users who have purchased it. Due to the visual nature of the adverts, and also the extent of information displayed, Google Shopping ads are the perfect way to make sure our paid search traffic is more qualified as users clicking through have seen the item and it’s cost prior to their visit to the website.

This is particularly useful for brands operating in a really competitive sector that could work out expensive using traditional paid search methods, or for high end brands who have a higher product cost that could be a potential barrier to purchase when users come to the site through text based ads. This also means that Google Shopping typically drives a better Return on Investment than text ads, as the user sees your products before they click – meaning you don’t spend unless they’re interested.