A sneaky tactic to get 2-3x more clicks from Shopping Ads

A while back, I was speaking at an ecom conference about how we run Shopping Ads for clients.

Many people think profiting from Shopping campaigns is easy.

You set up a few campaigns, upload your product feed, and suddenly you’re doing 7 figures.

Not quite.

One of the biggest challenges with Shopping Ads is standing out in the search results.

It’s a unique channel where your ads sit right next to your competitors.

And in most cases, everyone’s selling similar products, with similar images, titles, and prices.

In that environment, having a “good” ad isn't enough

If your listing doesn’t look visibly different, or better than the others sitting in that carousel….

You’re basically hoping to win the click.

So how do you differentiate?

I'll tell you a simple way to do it:

Show up more often than everyone else.

Take a look at these as an example:

They have 2 ads in the top positions.

They’re the same product, pointing to the same landing pages.

That gives this brand 2 opportunities to win the click, while other brands only get one.

You can take this even further…

For certain keywords, you can appear 3-4 times and occupy a large portion of the Shopping carousel.

On top of that, each ad targets a different angle.

The titles and images speak to different pain points and appeal to different audiences.

For the hair spray example above…

One ad focuses on "reducing thinning."

The other emphasizes the "natural, plant-based" formula.

As a result, you’ll be able to attract and convert multiple audiences from the same search.

So that's the benefit.

Now, let me show you how to implement this.

First, use a tool like DataFeedWatch to create 3-5 product feeds.

In each feed, adjust the titles, images, and descriptions so each variation highlights a different angle or selling point, such as:

• Problems or benefits (back pain relief vs knee pain relief)

• Demographics (men's running shoes vs women's running shoes)

• Use cases (office chair vs gaming chair)

Say you’re selling a work desk.

One feed might feature "office desk" in the title with a clean product shot.

Another uses "ergonomic back pain relief desk" with a lifestyle image showing the product in use.

This gives you another benefit that I didn’t mention above.

You’re not just claiming more spots for the “work desk” search.

You’re also expanding coverage into related queries like “office desk” or “desk for back pain.”

That means your ads will both:

• Show up multiple times in the same queries

• Show up in more queries

Of course, these angles must stem from search data.

If no one’s searching for that phrase, your ads won’t rank in the carousel, and you’ll just waste your time.

Then add a suffix to each product ID (like “-office”, “-ergonomic”, “-backpain”).

This tells Google to treat each version as a distinct item.

Once your feeds are ready, treat each one as if it’s a standalone product.

That means applying all the fundamental principles:

• Campaign setup

• Landing page alignment

• Feed optimization

• Negative keyword

• Bidding & Budget

Now, you’re probably wondering…

“Does this violate Google’s policies?”

I’ve seen people calling this strategy “black hat” and “will get your account banned.”

But the truth is…

Google doesn’t care that you’re advertising the “same product.”

It cares whether each listing adds value to the user’s search experience.

If the algorithm interprets these as the same ad…

They will flag it as a policy violation.

That's a very important distinction.

If each listing addresses a specific user need and, as a result, improves their experience…

Google has no problem with it.

We’ve been using it to help our clients scale for years without any issues.

As long as you stay within Google’s T&C, it’s perfectly safe (and incredibly effective).

Jackson

CEO & Founder of Echelonn

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