Shopping ads are similar to other search or social ads, but they feature product listings instead of regular text or image content. This is why they’re sometimes called Product Listing Ads (PLAs).
On search engines like Bing and Google, shopping ads are triggered by someone typing in a query. In regular search ads, you’d choose keywords, and if your keywords are present in the query, your ad comes up. But with shopping ads, the search engine uses your product titles, descriptions, and other product information to know when to show your ads. Because of this, it’s so important to have clear product titles and descriptions.
Social media advertising also includes shopping ads. In this case, you would upload a catalogue of your products for the ads to use that information to create content. Social platforms will also track when people buy, view, or add certain products to the cart. It does this by matching the product information on your site with the product information in your catalogue. In this way, you can target people based on the products they’ve viewed before.
Finally, some shopping ads occur on digital marketplaces. A common one here is Amazon Ads. There are many ways to target your ads, but it still all begins with a list of your products. In many marketplaces, you can let the platform target automatically, or you can choose audiences or keywords to help target your listings.