The way consumers discover and purchase products continues to evolve, and eCommerce businesses need to adapt their advertising strategies accordingly. With Google Shopping Ads opening new opportunities for retailers in Serbia, early preparation becomes essential for building a strong foundation for future growth.
To help businesses understand what is required for a successful start, Coob Ads, the official Google Ads Sales Representative, organised the Google Shopping Ads Business Breakfast: From Search to Sale with Shopping Ads on 10 September 2026 in Belgrade. The exclusive event brought together eCommerce businesses, advertisers, and agency representatives to discuss the key steps behind Shopping Ads adoption – from Merchant Center setup and product feed optimisation to campaign planning and peak season preparation.
Google Shopping Ads in Serbia: New Opportunities for eCommerce Growth
The opening part of the programme was introduced by Nenad Milić, Serbia Country Director at Coob Ads, who presented the broader opportunities created by Shopping Ads and set the context for the discussions that followed.
For years, eCommerce advertising has been built around one fundamental principle: reaching users when they actively search for products or solutions they need. However, product discovery is becoming more visual and data-driven, creating new opportunities for product-based advertising formats.
Google Shopping Ads represent an important shift in how businesses can connect products with potential customers. Instead of relying only on keyword-based advertising, Shopping Ads allow retailers to showcase products directly in high-intent shopping moments. Product images, prices, availability, and other relevant information help users evaluate options and make faster purchase decisions.
For advertisers, this creates a more direct connection between consumer intent and product discovery. By using structured product information from Google Merchant Center, businesses can help Google understand their catalogue and match relevant products with users searching across Google surfaces.
In Serbia, Shopping Ads open a new opportunity for eCommerce businesses to strengthen their product visibility and reach customers in a more product-focused environment. However, entering a new advertising channel requires more than simply launching campaigns. Advertisers need to understand how this format works and how each element – from product data to campaign structure – influences results.
Modern shopping journeys are no longer limited to planned purchase sessions. Consumers compare products, evaluate alternatives, and make decisions across multiple digital environments. For advertisers, this means that being visible at the right moment requires a combination of relevant product information, strategic campaign planning, and an understanding of changing consumer behaviour.
Advertisers that start preparing early will be better positioned as Shopping Ads become a more established part of the eCommerce landscape. Building a scalable approach starts with understanding how different elements of the ecosystem work together.
The Foundation of Shopping Success: Merchant Center and Product Data Quality
While Shopping Ads create new growth potential for eCommerce businesses, achieving measurable results starts with the quality of the product data behind every item in the catalogue. Before campaigns can reach potential customers, advertisers need to ensure that their product catalogue, data structure, and advertising accounts are properly configured.
Milica Vasilijević, Partner Consultant at Coob Ads, introduced the practical part of the session, focusing on the operational considerations behind adopting Shopping Ads.
The Shopping Ads ecosystem connects several elements that work together. A webshop provides catalogue information, the product feed transfers structured data, Merchant Center validates this information, and Google Ads uses it to create advertising opportunities. The accuracy of each element influences how effectively products can be discovered and promoted.
For advertisers, Merchant Center is more than a technical requirement. It provides the foundation for managing product data, maintaining catalogue accuracy, and making products eligible for Shopping placements. However, introducing Merchant Center and maintaining product feeds is not a one-time setup. PPC teams need additional workflows, regular data checks, and close collaboration with eCommerce, development, and catalogue teams to maintain long-term campaign performance.
To run Shopping Ads successfully, businesses need to connect their Google Merchant Center and Google Ads accounts, follow relevant policies, and provide up-to-date product data according to Google’s requirements. Account setup is only the first step. The next challenge is maintaining product information that is complete, accurate, and aligned with Google’s requirements.
Jelena Savić, Serbia Country Manager at Coob Ads, explored additional Merchant Center and feed management tools that help advertisers maintain product information quality and support more efficient Shopping Ads workflows.
Product feeds are the backbone of Shopping experiences across Google surfaces. The effectiveness of a Shopping program depends heavily on the accuracy, completeness, and relevance of the product data provided by advertisers.
Well-prepared product information helps businesses provide clearer signals about:
- Product titles and descriptions;
- Images and availability;
- Categories and relevant attributes;
- Pricing and other essential product details.
This becomes especially relevant because product-based advertising goes beyond traditional keyword targeting. Instead of relying only on search terms, Google uses product information to understand what businesses offer and connect relevant products with potential buyers.
Regular feed maintenance is also essential for long-term campaign performance. Google recommends reviewing feed health, fixing disapproved products, and improving key product attributes such as titles, descriptions, images, and additional information. Iva Stevović, Senior Partner Consultant at Coob Ads highlighted the role of continuous feed optimisation and the impact that improving product information can have on Shopping Ads performance.
For advertisers adopting Shopping Ads, product data quality directly influences how effectively products can appear across Google shopping surfaces. A well-structured Merchant Center account and accurate product feed give advertisers the structure needed to build scalable Shopping Ads strategies.
Turning Product Visibility into Performance: Campaign Strategy and Optimisation
Accurate product information gives advertisers the ability to participate in Shopping Ads, but successful campaigns require more than a well-prepared catalogue. The next step is choosing the right campaign approach and building a structure that aligns advertising activity with business objectives.
For eCommerce businesses, this means finding the right balance between automation, control, and scalability. The right setup depends on product range, market conditions, and business goals – whether the priority is expanding reach, improving efficiency, or maintaining control over specific product groups.
One of the key strategic decisions for advertisers is choosing the right campaign type. Performance Max provides a highly automated approach with broader reach across Google channels, while Standard Shopping offers more direct control over products, bidding, and campaign management. The right choice depends on the advertiser’s objectives, available data, and preferred level of control.
Once the campaign approach is defined, structure becomes an important factor in managing results. A well-organised setup helps businesses group products effectively, allocate budgets according to priorities, and evaluate which areas contribute the most value.
Mila Dimitrijević, Senior Partner Consultant at Coob Ads, shared insights on how advertisers can approach campaign structure with scalability in mind and align campaign organisation with broader business objectives.
Campaign configuration should reflect business goals rather than exist as a standalone technical setup. Advertisers should consider audience signals, product priorities, and objectives when structuring and optimising campaigns. For some advertisers, the priority may be expanding product visibility and reaching new customers. For others, the focus may be improving efficiency, supporting specific product categories, or scaling proven performers.
Beyond the initial launch, continuous optimisation remains an essential part of Shopping Ads management. Campaigns collect signals over time, allowing advertisers to refine settings, adjust priorities, and make decisions based on real performance data.
Budget planning also plays an important role when entering a new advertising channel. Businesses that define their goals, testing approach, and scaling strategy in advance have more flexibility to respond to periods of increased demand, including seasonal shopping peaks.
The core principle behind successful Shopping Ads strategies is the combination of three elements: reliable product data, the right campaign setup, and ongoing improvement based on results. When these elements work together, advertisers can move from simply displaying products to creating a clearer path from discovery to purchase.
Supporting the Shopping Journey: The Role of CSS
A successful Shopping strategy depends not only on campaigns and product data but also on understanding the additional solutions that support product discovery and advertising.
During the session, Darko Dujič, CEO of Shoptok/ePonuda, shared practical insights into the role of CSS (Comparison Shopping Services) and how these solutions fit into the wider Shopping ecosystem. Knowledge of how CSS works helps advertisers better evaluate the options available within Shopping Ads.
For merchants, CSS represents an additional option within Google Shopping that can support product advertising activities. A Comparison Shopping Service is a company authorised by Google to place Shopping Ads on behalf of merchants, helping businesses participate in product advertising while directing users to the merchant’s own website.
The discussion highlighted one key principle: adopting Shopping Ads is not only about launching campaigns, but also about understanding the solutions that support product discovery, advertising efficiency, and customer acquisition.
For Serbian advertisers, these insights help translate knowledge into practical action. Those who invest time in improving their setup and building a structured approach will be better positioned as Shopping Ads become a more established advertising channel.
Coob Ads supports advertisers and agencies in Serbia with Google Ads expertise, strategic guidance, and educational initiatives that help businesses navigate changes in digital advertising.
Preparing for Google Shopping Ads? Contact Coob Ads to discuss your readiness for Google Shopping Ads and identify the next steps for your eCommerce growth.