How to make your competitors’ Shopping Ads look worse using price manipulation

Today, I want to share a “sneaky” Shopping Ads tactic we run for one of our clients.

Take a look at the search result below:

There are 2 things worth paying attention to here:

• We're taking up multiple spots in the carousel

• And we're controlling how shoppers perceive price

Let's start with the first one.

We got this brand into the top 3 positions in the Shopping carousel.

That pushes every competitor further down the page and makes our ads the first thing any shopper sees.

If you've been following our emails for a while, you've probably heard me talk about this before.

Basically…

You create multiple product feeds for the same item, each one with different attributes

The goal is to make Google treat each feed as a separate listing that targets a specific user intent.

Usually, that means rewriting the product titles and descriptions.

(e.g, “back pain relief chair” in one feed and “office chair” in another)

But for this brand, we took it to the next level by layering in price anchoring right inside the carousel.

As you can see…

We have 3 different listings with different price points:

$179.90 → $179.90 → $49.95

The 2 higher-priced listings sit at the top and set the anchor.

So when the shopper sees the $49.95 listing from that same brand, it looks like a steal.

And since they've already seen your brand twice before hitting that third listing…

There's a familiarity there… a subtle trust that makes your product feel more appealing than a brand they've never encountered.

So that's the benefit. Now, let me show you how to implement this.

For this brand, we created multiple offers for the same product:

• One-time purchase

• A bundle of 4 packs

• Subscription

It's a subscription brand, but the principle works for any business.

You can build offers around:

• Bundles with different items

• First-time buyer incentive

• Product + free gift

• … Whatever makes sense for your catalog

Each offer can serve as either the high-price anchor or the low-price steal. You decide the story you want shoppers to experience.

Once you have your offers, build a dedicated landing page for each one.

This is what signals to Google that each listing is a real, legitimate offer.

Now, I know a lot of advertisers will say it's against Google’s policies.

But the truth is…

Google doesn't care if you have multiple listings for the same product.

What they care about is whether each listing adds value to the shopper's experience.

As long as you're…

1. Adjusting your feed attributes to serve different needs
2. Backing each listing with a real offer and a tailored landing page

You're operating well within the rules.

We've managed millions in ad spend running this without any issues.

If you want to see whether this strategy makes sense for your account…

Or if you’d like to explore what else is possible with Google Ads…

Grab a call with us here.

We’ll take a look at your account and show you what you can add to scale your brand incrementally.

Jackson

Founder and CEO of Echelonn.

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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