The Fundamental Difference
Search and Shopping campaigns look similar in the search results page, but they operate on completely different principles.
Search Campaigns
- • You choose keywords to bid on
- • You write the ad copy
- • Text-based ads
- • Appear above organic results
- • Pay per click
Shopping Campaigns
- • Google matches your products to queries
- • Product data creates the ad
- • Visual ads with images and prices
- • Appear in Shopping tab and main results
- • Pay per click
The core difference: Search campaigns are keyword-driven. Shopping campaigns are feed-driven. This changes everything about how you manage them.
How Search Campaigns Work
Search campaigns are the original Google Ads format. You select keywords, write ads, and bid on placement.
Keyword Targeting
You define exactly which searches trigger your ads. Match types (exact, phrase, broad) control how closely a query must match your keywords.
Ad Copy Control
You write headlines and descriptions. You control the message, the offer, the call to action. Full creative control over what users see.
Granular Bidding
Bid at the keyword level. High-intent keywords get higher bids. Low-value keywords get lower bids or exclusions.
Search campaigns require ongoing keyword research, negative keyword management, ad copy testing, and bid adjustments. They're labour-intensive but offer precise control.
How Shopping Campaigns Work
Shopping campaigns pull product information from your Merchant Center feed. Google decides which products to show for which queries based on your product data.
Feed-Based Targeting
Your product titles, descriptions, and attributes determine which searches trigger your ads. No keywords to manage-your feed is your targeting.
Visual Product Listings
Ads show product image, title, price, and store name. Users see exactly what they'll get before clicking, leading to more qualified traffic.
Product-Level Bidding
Bid by product, category, brand, or custom label. High-margin products can get higher bids. Low performers can be excluded.
Shopping campaigns require excellent feed quality. Your product titles, images, and data accuracy directly affect performance. Less keyword work, more feed work.
When to Use Each
Use Shopping Campaigns When:
- • Selling physical products online
- • Price and imagery are competitive advantages
- • You want to capture product-specific searches
- • Building brand awareness through visual presence
- • Driving direct product sales
Use Search Campaigns When:
- • Targeting branded queries (your brand name)
- • Promoting services or non-product pages
- • Capturing informational queries ("how to..." )
- • Running promotions with specific messaging
- • Competitor targeting campaigns
For most ecommerce brands, Shopping drives the majority of revenue. Search plays a supporting role for branded queries and non-product traffic.
Cost and Performance Comparison
Typical Performance Benchmarks
Shopping typically outperforms Search for product sales because users see the product and price before clicking. This pre-qualifies traffic and reduces wasted clicks.
Running Both Together
Most successful ecommerce accounts run both campaign types. The key is ensuring they complement rather than compete.
1. Separate by Intent
Use Shopping for product queries ("buy red running shoes"). Use Search for informational queries ("best running shoes for flat feet") and branded terms.
2. Avoid Overlap
Add product-specific keywords as negatives in Search if Shopping is covering them. Prevents bidding against yourself.
3. Allocate Budget by Performance
Most ecommerce accounts should allocate 60-80% of budget to Shopping, with the remainder on branded Search and strategic generic terms.
Common Mistakes
- ✗Running Search for products when Shopping exists - Shopping almost always wins for product queries. Don't duplicate effort.
- ✗Neglecting feed quality - Poor product titles and images cripple Shopping performance. Invest in feed optimisation.
- ✗No branded Search campaign - Competitors bid on your brand. Protect it with a dedicated branded Search campaign.
- ✗Same ROAS targets for both - Branded Search converts better than generic Shopping. Set different targets by campaign type.
Frequently Asked Questions
What's the difference between Google Search and Shopping campaigns?
Search campaigns show text ads triggered by keywords you bid on. Shopping campaigns show product listings with images and prices, triggered by your product feed data. Search requires keyword management; Shopping requires feed optimisation. Shopping typically delivers higher conversion rates for ecommerce because users see the product and price before clicking.
Which is better for ecommerce: Search or Shopping campaigns?
For product sales, Shopping campaigns typically outperform Search. They show product images, prices, and reviews directly in results, attracting more qualified clicks. However, Search campaigns are better for branded queries, service offerings, or when you need precise keyword control. Most ecommerce brands should run both.
Do I need both Search and Shopping campaigns?
For most ecommerce brands, yes. Shopping campaigns drive the majority of product sales, while Search campaigns capture branded queries and non-product searches. Running both maximises coverage across the customer journey. The key is ensuring they don't compete against each other for the same queries.
Related Reading
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