Combining Text Ads and Shopping Ads to Deliver Search Marketing Results

Over the last few years, search marketing has seen explosive growth in terms of budgets, conversion rates, ad formats and more. Shopping ads or product listing ads that made their entry in 2012 have now become the mainstay of retail search campaigns worldwide. However, the old favorite – text ads – have not disappeared from retail ad programs. According to the State of Paid Search 2015/2016, released by PPC Hero, 90% of advertisers still say that text ads are the most proven ad format for their business.

Customer Challenge

A leading retail client managed their text ad campaigns completely separate from shopping ad campaigns. Shopping ads were seen as more complicated than text ads requiring the development of product feeds and a deeper knowledge of product data taxonomy. In our experience, running mutually exclusive campaigns for the same retailer / brand via text and product ads typically results in a gross waste of resources.


Through this case study we show you how this retailer won huge revenue gains by combining their text ad and shopping ads into a unified program. With a 75% increase in daily orders from the consolidated campaigns, this retailer has cracked the code on building search marketing campaigns that deliver.

Read on to learn more.