Key Takeaways:
Learn which Shopping Ad platforms—Google, Meta, TikTok, and Pinterest—fit your retail goals.
Find out how to get started with holiday ad setup.
It might barely be fall, but the holiday shopping season is here. If you haven’t set up your Shopping Ads yet, don’t panic. There’s still time to get started.
Shopping Ads are one of the most effective ways to meet customers where they’re already browsing and guide them straight from discovery to purchase. They remove friction from the buying journey, which is especially valuable this time of year when people want fast, simple, and stress-free shopping. Here’s what you should know to help you decide which types of ads will work best for your brand and how to set them up right the first time.
“Shopping Ads are built to create a direct path to purchase. Customers can often complete the transaction without ever leaving the app or site they’re on. That means fewer bounces and more sales.”
– Courtney Dumont
Senior Marketing Strategist & Analyst, Technology Therapy® Group
Why Use Shopping Ads?
Unlike traditional display or text ads that require multiple clicks, Shopping Ads are built to create a direct path to purchase. When a shopper sees your product in a Shopping Ad, they can often complete the transaction without ever leaving the app or site they’re on. That means fewer bounces and more sales.
In short, these ads are designed for efficiency. They let your products shine with images, pricing, and details right up front, making it easy for holiday shoppers to act quickly.
Shopping Ad Platforms
There are plenty of places where you can run Shopping Ads, and each has unique strengths. Choosing the right mix depends on where your customers spend their time. Let’s look at the most popular platforms for retailers:
Google’s Shopping options are a staple for most eCommerce businesses. (Bonus: Check out our free downloadable on Google Search Ads basics.)
- Shopping Ads
These appear on the Shopping tab and at the top of search results as sponsored product listings. To run them, you’ll need to link your product feed from Google Merchant Center. - Performance Max Ads
These expand your reach by combining Shopping Ads with Search, Display and other placements within a single campaign. As with Shopping Ads, you’ll need to link your Google Merchant Center account to start showing products with Performance Max campaigns.
Meta
Meta, the umbrella for the Facebook and Instagram platforms, offers one of the most versatile approaches to Shopping Ads.
- Advantage+ Sales Campaigns
Formerly called Advantage+ Shopping, these optimize for purchases by delivering your ads to the people most likely to buy. - Varied Ad Formats
You can deploy multiple formats such as dynamic product carousels, video ads, static photos, and Instant Experiences within Advantage+ Sales campaigns, as well as campaigns using other objectives, such as traffic. Carousels are especially useful since they allow you to pull product info like titles and pricing straight from your catalog. - AI-Powered Technology
Meta’s system relies on AI to optimize campaigns in real time, automatically adjusting to match products with audiences most likely to convert.
TikTok
TikTok continues to grow as a shopping platform, particularly for younger audiences.
- Video Shopping Ads
These let you add clickable product options directly into videos. - LIVE Shopping Ads
Use these ads to promote your products during real-time livestreams. - Product Shopping Ads
These ads leverage information from your product detail pages to create ads tailored for TikTok users.
Pinterest is where many shoppers go to get inspired, which makes it an ideal place to promote products during the holidays.
- Standard Shopping Ads
These use single static images matched to user interests. - Video Shopping Ads
Great for showcasing products in short clips, these ads help users imagine them in real life. - Personalized Collection Ads
These ads combine a lifestyle image or video with supporting product images for a curated feel. - Carousel Shopping Ads
As their name implies, this type of ad highlights multiple products or features in one ad. They’re perfect for telling a story or showcasing a collection.
Set-Up Considerations
Getting shopping ads running isn’t difficult, but success depends on good preparation. Before you hit “publish,” walk through these steps:
- Check Your Product Feeds
Make sure titles, pricing, stock, descriptions and other pertinent details are all accurate. Missing or incorrect details can prevent products from being shown in ads. - Confirm Integrations
Platforms like Shopify make it simple to push products to Google, Meta, or Pinterest. WooCommerce and other systems may require more manual setup. We recommend testing them early. - Verify Pixels and Analytics
Tracking needs to be set up properly to measure conversions and optimize campaigns. Without this, you’ll be running blind. - Curate Seasonal Collections
Don’t push your whole inventory. Highlight products that make sense now—like coats and boots in November and gift sets in December—so your ads match customer intent. - Be Aware of Brand Restrictions
Some categories or brands may be blocked from advertising or require separation. Double-check policies to avoid wasted time or spend. - Balance Your Catalog Size
Too few products can starve your campaign of data, but too many irrelevant items can dilute results. So, aim for a thoughtful middle ground.
“When setting up your shopping ads, make sure that they show correct prices, stock availability, and imagery. Even small errors can erode customer trust.”
– Courtney Dumont
Senior Marketing Strategist & Analyst, Technology Therapy® Group
Reviewing, Monitoring, and Tracking Your Ads
Once your ads are live, your job isn’t done. Monitoring ensures your investment pays off. Here’s what to keep in mind:
- Spot-Check Accuracy
Confirm that your ads show correct prices, stock availability, and imagery. Even small errors can erode customer trust. - Watch AI-Generated Enhancements
Platforms like Meta may auto-generate backgrounds or creative tweaks. While some look fine, others can appear “off-brand” or unpolished in live feeds. So, review them carefully. - Preview in the Wild
Don’t rely only on the ad manager preview. Check how your ads actually appear in Google Shopping results, Facebook feeds, or TikTok videos. Sometimes discrepancies pop up only in live environments. - Track Key Performance Metrics
Monitor clicks, engagement, conversions, and return on ad spend. These numbers tell you what’s working and where you need to adjust. - Iterate as You Go
Use what you learn to refine product selections, creative, and targeting. Shopping Ads benefit from ongoing optimization, especially during the fast-moving holiday season.
Now is the Time to Launch Your Shopping Ads
While Shopping Ads can boost sales year-round, they’re especially powerful during the holidays when competition is high and shoppers are eager to act. Get started now, and you’re on your way to your strongest holiday sales yet.
Need Help Setting Up Your Shopping Ads?
Our digital ad packages can help you launch, manage, and optimize Shopping Ads across platforms this holiday season.
