The second most popular PPC platform is shopping. With this type of campaign, advertisers bid for space in the same way as PPC for search. The difference is that you can only use shopping ads to advertise individual products.
But there are several benefits to using shopping ads. Firstly, the ads are both image and text-based which can greatly improve click-through rates compared to standard PPC ads.
Secondly, shopping ads show up in the search listing above both standard PPC ads and the organic search listings. This makes them an incredible tool if you have individual products to promote.