When running Google Shopping Ads, one of the biggest challenges advertisers face is low click-through rates (CTR). With thousands of competing products in the search results, making your listing stand out is essential to drive more traffic and sales.
At R31 International, we’ve tested and optimized Google Shopping campaigns for years, and one of the most effective strategies we’ve implemented is switching from standard product images to lifestyle images and leveraging crossed-out pricing for sales promotions.
In this guide, we’ll break down these proven techniques along with additional strategies to boost your Google Shopping CTR and ROAS (Return on Ad Spend).
1. Use Lifestyle Images Instead of Standard White Background Product Photos
One of the most impactful changes we made to improve CTR was replacing the generic product images with lifestyle images in Google Shopping ads.
Why Lifestyle Images Work Better for Google Shopping Ads
✅ They Catch Attention: Shoppers see dozens of similar-looking products with white backgrounds. A lifestyle image instantly stands out in the search results.
✅ They Show the Product in Use: People connect better with products when they see them being used in real-life scenarios.
✅ They Build Desire & Emotion: A happy person wearing the product or a product in a natural setting creates an emotional trigger that increases the likelihood of a click.
💡 Example:
📌 Instead of displaying a plain image of a water bottle, show someone at the gym actively drinking from it.
How to Implement Lifestyle Images in Google Shopping Ads
- Ensure High-Quality Images – Google prioritizes ads with clear, professional, high-resolution images.
- Test Different Angles & Scenarios – If possible, try multiple lifestyle variations to see which one performs best.
- Follow Google’s Image Guidelines – Google still has some requirements for product images, so ensure that your lifestyle images meet compliance standards.
2. Utilize Crossed-Out Pricing to Create Urgency & Drive More Clicks
Another game-changing strategy we used to boost CTR on Google Shopping Ads was leveraging crossed-out pricing to highlight sales.
Why Crossed-Out Pricing Increases Click-Through Rates
✅ It Creates Urgency – Shoppers feel they’re getting a limited-time deal and are more likely to click.
✅ It Boosts Perceived Value – Seeing a higher price slashed down makes the new price seem like a bargain.
✅ It Helps You Compete with Amazon & Other Marketplaces – If shoppers see your discount vs. competitors’ full price, they’re more likely to choose your offer.
How to Enable Crossed-Out Pricing in Google Shopping
1️⃣ Ensure You Have a “Sale Price” in Google Merchant Center
- In Google Merchant Center, add a “Regular Price” and a “Sale Price” to your product feed.
2️⃣ Meet Google’s Discount Criteria - The sale price must be at least 5% lower than the regular price.
- The sale should last no longer than 6 months to remain eligible for the crossed-out effect.
3️⃣ Monitor the Performance Impact - Track changes in CTR, conversion rates, and overall ROAS after implementing sale pricing.
📌 Pro Tip: Pair crossed-out pricing with lifestyle images for maximum impact!
3. Optimize Your Product Titles & Descriptions for Higher Clicks
Even if your image and price strategy is perfect, you need optimized product titles and descriptions to attract more clicks.
Google Shopping Product Title Optimization Tips
✅ Include Primary Keywords – Place your main keyword early in the title (e.g., “Men’s Running Shoes – Lightweight, Breathable, Non-Slip”).
✅ Add Key Product Features – Mention size, color, material, or unique selling points.
✅ Avoid Keyword Stuffing – Keep titles readable and natural.
💡 Best Structure for Google Shopping Titles:
[Brand] + [Product Type] + [Key Feature] + [Size/Color]
Example: Nike Men’s Running Shoes – Lightweight, Breathable, Black, Size 10
4. Use Smart Bidding to Adjust for High-Intent Shoppers
If you’re already using lifestyle images and crossed-out pricing, the next step is to improve bidding strategies to drive even better CTRs and conversions.
Best Bidding Strategies for Google Shopping Ads:
✔️ Maximize Clicks – Prioritizes getting more traffic, useful when testing new product listings.
✔️ Target ROAS (Return on Ad Spend) – Adjusts bids based on historical conversion data to get the best return.
✔️ Enhanced CPC (eCPC) – Google automatically adjusts bids for higher-converting audiences.
📌 Pro Tip: If you’re launching a new product, start with Maximize Clicks, then shift to Target ROAS once you have sales data.
5. Use Audience Targeting to Show Shopping Ads to the Right Customers
Even with the best images and pricing strategy, showing your ad to the wrong audience will hurt your CTR.
How to Improve Google Shopping Audience Targeting
🔹 Use Retargeting (Remarketing Lists for Search Ads – RLSA) – Show Shopping Ads to people who have already visited your website.
🔹 Create Similar Audiences – Target people similar to your previous buyers.
🔹 Segment High-Intent Shoppers – Focus on users who searched for similar products in the past.
📌 Pro Tip: Use Google’s Audience Signals in Performance Max campaigns to increase CTR & conversion rates.
Final Thoughts: Increase CTR & Get More Sales from Google Shopping Ads
By making small but powerful adjustments, you can significantly increase CTR, get more qualified clicks, and improve overall ad performance.
Key Takeaways:
✅ Switch to lifestyle images to stand out from competitors.
✅ Utilize crossed-out pricing to create urgency and increase click-through rates.
✅ Optimize product titles & descriptions to improve search relevance.
✅ Use smart bidding strategies to maximize traffic & conversions.
✅ Leverage audience targeting to show ads to high-intent shoppers.
If you want expert help optimizing your Google Shopping campaigns, let R31 International take your Google Ads strategy to the next level!
📩 Email: renno@r31international.co
📞 Call/Text: +1 714-987-9031
🚀 Let’s drive more sales with better Google Shopping ads!