Google Shopping is one of the more underutilized PPC strategies for B2B companies, especially those that have an e-commerce component to their online marketing strategy. Why? Because many B2B marketers fail to realize that Google Shopping is now integrated with AdWords, putting this area of prime real estate in search results in optimal paid advertising position.
Because the Google Shopping results utilize photos, they tend to draw more attention than the other text ads on the page. Google Shopping results also send searchers directly to product listings, arguably making the path to conversion easier.