Are Google Merchant Center Ads Good for Shopify Dropshipping?

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How to Effectively Use Google Ads for Dropshipping?

Outside of Facebook, there is a whole world of traffic that many drop shippers seem to lose out on.

Facebook is an excellent traffic source and one that will not go away anytime soon. Still, it is surely NOT the only game in town, and sites such as Google Advertising can also drive better outcomes based on the type of eCommerce shop you are operating and the items being sold. Now let’s dig into how Google Advertising for dropshipping can be used efficiently.

If you’ve never used Google Ads before, it’s important to realize that there will be a very wide learning curve. The Google Advertising site, in my view, is much more stable compared to Facebook largely because, of the capacity of several different platforms to reach them.

You can create commercials that run on Google Search, the Google Display Network (GDN), Youtube Advertising, Google Shopping Campaigns, and even Gmail Campaigns from a single Google Ads account that only exist in people’s inboxes.

If you’re like most people, you undoubtedly felt the anxiety kicking in when you read that last line, but you have no fear. I’m going to detail some tactics below that will place you on the right track for optimized Google Advertising usage for dropshipping.

Getting Started With Google Ads for Dropshipping

It’s important that you first set up and install the Google Remarketing pixel on your website before working on Google Ads. You would still want to set up Conversion Monitoring, too.

I’m not going to go into specifics about how to do this stuff because it’s outside the reach of this post, but if you don’t have this set up already, here are some links from Google’s support center on the subject.

  • Tag your site for remarketing
  • Set up conversion tracking for your website

It’s also important that you build the requisite remarketing lists/audiences in the Google Audience Manager after setting up the Google Remarketing tag on your website.

I made a short video explaining the Google Audience Manager and making the right Remarketing Lists here.

Google Shopping

Google has a particular campaign form named Google Shopping for dropshippers and eCommerce stores specifically. In my view, if you own an eCommerce shop with several different items in it, this is the simplest and fastest form of a campaign to get started with.

First, you’ll need to set up a Google Merchant Center account and create sorted product feeds for all the products in your store to get started using it. The beauty of Google Shopping campaigns is that you don’t have to create any advertising because Google only takes the necessary material (image and headline) right from your Merchant Center account’s current product page.

They’ll look like this as Google serves the ad to a prospective client…

There are some different ways you can target them in terms of setting up the campaign, but I would suggest you start with first and foremost going after remarketing lists. You’ll have a much better chance of attracting people who visited but left without buying to come back and finish what they began by only running shopping campaigns for individuals who have already visited your site.

It is not rare for anyone to visit your website, look through, but then quit and go to Google first to do some analysis before making a purchasing decision. Running your shopping campaigns on your remarketing lists means that your prospective clients remain top-of-mind. All who see you again and click to revisit would be far more likely to shop this time around.

You can do much, much more with Google Shopping campaigns, of course, but it might be a whole article or collection of articles all on its own. I wanted to send you an easy and productive plan to get moving and easily begin to see any outcomes.

Branded Search Campaigns

A Branded Search Campaign is another easy but very successful form of Google Advertising campaign that you should be running. This is a promotion where you are practically bidding on your terms for Branded. Stuff like the name of your corporation/website and variants thereof.

Let’s presume, for starters, the name of your site was “Awesome Blue Widgets.” You would at least like to bid on the following search terms:

  • Awesome Blue Widgets
  • Awesome Blue Widgets Reviews

Over time, there are other variants you might throw in there, so by bidding on certain types in Large Match, Word Match, and Exact Match, you can make sure that your brand is shown prominently for anyone looking for it on Google.

“If you’re new to all this, you might think… “Why would I bid and pay to run advertising on my advertised search keywords when my website could already appear in the organic search results? That’s a legitimate question, and three times is the biggest justification for doing so.

  • Next, with your brand, you want to secure as much virtual property as you can. Having an ad and an organic listing running simultaneously uses up all of the website’s accessible Google listings, meaning that you conquer the page while users are searching for something similar to your brand name.
  • Second, you will begin to see all the items that individuals currently type into Google relevant to your brand name by bidding on large and phrase-matched words. These raw search details you can find in the report on search terms will help you understand what individuals want to hear about your brand. In your web and marketing messages, you will then answer these things. You obviously won’t get the data based purely on organic data.
  • If you don’t bid on your terms, your rivals most certainly will. Since Google Search ads almost always appear above the organic results, it will be possible for any rival to take the #1 spot on the page and snatch some of your traffic if you did not bid on your own branded terms.

Competitor Search Campaigns

Competitors will bid on your advertised search keywords to view advertisements when people are searching for you, as I said. Then guess what!?! … You’re trying to do the same thing.

There is no reason why you cannot build independent strategies to bid on their branded terms and instead siphon their future buyers over to your shop if you know who your rivals are.

There are also perfect clicks to go for, and it is most likely that they are still in the market for something you already have to sell if they are hunting for your competition. It’s kind of like remarketing on the list of your rivals… Haha!

Dynamic Remarketing Campaigns (GDN)

Dynamic Remarketing promotions use the versatility of Google’s Dynamic Product Listing advertising. Ads for Dynamic Product Listing are something you already do in Google Shopping promotions, but you use them instead on the Show Network in this situation. Much as for Google Shopping campaigns, you have to have a Google Retailer account already set up with product updates from your website to use them efficiently.

The purpose of these is to view advertisements on the Display network to individuals who have already visited your site, like any other remarketing campaign. However, what’s different is that Google will also show them the things they accessed while on your website. This is the same idea if you have used Facebook’s Dynamic Product Ads for remarketing before.


I might list some other campaign tactics above, but I didn’t believe now was the time to dive into them in an attempt not to confuse you. The five mentioned above are more than enough to help you use Google Advertising for your eCommerce company effectively.

Also, please don’t believe that you have to do any of these to begin seeing results.


Although I think you’ll eventually want to add any of them, it’s important only to choose 1 or 2 at most to get started with and work on making them good campaigns before any of the others are introduced.

Finally, I decided to leave you with the video below that goes through a few advanced tricks and secret settings inside Google Advertising’s platform that will help you excel with your campaigns. Many people never take the time to find out or look at this sort of thing, but when it comes to optimizing your Google Ad campaigns for full benefit, it can be very important.

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