Google Shopping ads (formerly Google Product Listing Ads or PLAs) have been growing in importance and scale withinADWORDS
search.
Though shopping ads are closely related to search ads, they’re not exactly the same. The controls are different, the way you bid is different, and the product feed is its own entity.
Given these differences, some brands hire shopping-specific technology companies to manage their shopping query campaigns, and the brands manage their search engine marketing (SEM) campaigns separately. But, is that really a good idea? Probably not.
While search and shopping ads don’t necessarily overlap, they certainly mingle. Therefore, it makes sense for SEM and Google Shopping campaigns to run together…
Why You Should Run Your Search Marketing and Google Shopping Campaigns Together
