In this highly competitive eCommerce space, everyone wants to make more and more sales every day. But, only a few can understand the hack to do it successfully. If you, too, are looking for a suitable approach to reach your prospects faster, then you are at the right place. A report from Shopify suggests that all product searches begin on Google or Amazon. While Amazon accounts for 49% of these searches, 36% of these are still dominated by Google. As we talked about in our Google AdWords blog, reaching and connecting with customers is fast and very easy on Google. Let’s explore Google Shopping and see how it can prove to be a useful tool for reaching customers.
What is Google Shopping?
Google Shopping is an offshoot of Google’s advertising initiatives, Google Ads, where eCommerce sellers can showcase their products and take shoppers directly to product pages.
This is a function of two platforms – Google Merchant Center and Google Shopping Ads. Google Merchant Center is where your product listings are stored, and Google Shopping Ads is where you display ads to shoppers.
Even though Google Shopping is a subset of Google Ads, it doesn’t operate on the same functionality. Keywords are not the primary decider of your Ad Rank in this case. To understand this platform better, let’s look at the basics of Google Shopping, and its components.
Google Merchant Center
Google Merchant Center is a platform where you can upload all of your product listings and make them available to all Google users.
Google Shopping Ads
When you want to buy something, a list of options is shown at the beginning of your SERP, and these take you directly to the product page.
This is what they look like –
These are Google Shopping ads that form the face of Google Shopping and help sellers reach customers faster.
How does Google Shopping work?
Google Shopping has a different mechanism than regular Google Ads like text ads, display ads, video ads, etc. Here instead of bidding on keywords, your products are displayed –
- Google Merchant Center Feed
When you upload your product listing to Google Merchant Center, you can optimize your product feed and bid according to the ongoing trends and practices. Based on these factors and the accuracy of the information you provide, Google decides on which search queries your product will be displayed.
How to get started with Google Shopping and Google Merchant Center?
When you’re first trying out Google for your retail business, the process can be messy to figure out. So here’s a step-by-step process for you to get started with your Google Shopping account.
- Google Merchant Center
- Go to → Google for Retail → Get Started
- Then click on ‘Merchant Center’ from the options given below
- Next, click Get started to set up your Google Merchant account
In the next step, fill in your business details like business country, business display name, and time zone. Accept the terms and conditions and proceed to the next step.
Choose programs that can help you with your ultimate objective – for example, increasing reach, sales, etc. You will come up with two objectives –
i) Surf across Google – This is a free program, and you can use it to showcase your products to more people on Google. Your products will appear on Google searches with enhanced information. Currently, Google offers this feature only in India and the United States.
ii) Shopping Ads – These are the Google Shopping ads we are talking about. They are paid programs that help you advertise your products to potential customers and increase sales.
In our opinion, you have to opt for both. But if you have budget constraints and can’t invest in purchase ads yet, you can start with the ‘Surface on Google’ option.
After following these steps, you can upload files to your feed and view your products in the Products section.
A feed is a file containing a list of products from your store. Feeds use different attribute groups to uniquely define each product. These feeds identify products for your ads. Therefore, you should correct these files regularly.
This is what your Merchant Center feed will look like when you create an account –
- via google sheets
- an excel file that you upload manually
- Via a Material API
- Scheduled Fetch that syncs your feed with your website.
- add Adwords account
Once you’ve set up your Google Merchant Center account, you’ll need to link your Google AdWords account to this account. You can go to the Settings tab of your Merchant Center account and click ‘Limit You can do this by selecting the ‘Cooked accounts’ option.
If you have a Google Ads account on the same ID, you can directly click on ‘Link’ and successfully link your account –
After this step, you can start showcasing and advertising your products through Google Shopping.
Tips to Optimize Your Google Shopping Ads to Increase Sales
Google gets your product information from your feed and then triggers search queries directed toward your products. Hence, you must keep updating them with the latest products and correct information. Since the competition at Google is intense, you should experiment with different elements to make sure your feed stays fresh and is complying with Google’s standards.
Here are some elements that you should keep in mind in your feed google official merchandise store –
Review for win
Adding reviews gives your buyer a sense of security that the product has been used before, and is backed by its performance. Displaying reviews in the form of a star-based rating can help a customer purchase from your store. Rating is a useful tool for giving a quicker decision for the customer.
Add special offer
Special offers are the biggest attraction for buyers. For example, if you’re offering your buyers free shipping, you can add it in the Special Offers section. In today’s time, providing free shipping is not a hassle like shipping solutions like Sprocket. In addition, you can also display a price decrease to show a price drop. For example –
use a catchy title
Your title should have the right attributes that accurately describe your products. For example, if you are selling shoes, your title should include relevant keywords and attributes such as brand, gender, color, size, etc. If your title is unique, it will appear in the right search queries, and clicks will be more likely to occur.
Better product images
Product images should match the title you decide on. A good picture shows the product resonates better with the buyer. A report by Justuno points out that 93% of consumers consider visual information to be the key decision-making factor in the purchasing decision. So, make sure your image conveys the right message to your buyer.
Sometimes, people search with a specific intent and also include the names of specific brands. Thus, if you specify your brand name, they will be familiar with your brand very soon. So if you are selling in the market, do not forget to include the name of the market in your brand. This can help you drive consumers to your Marketplace store.
Google Shopping ads are a powerful tool to engage with your target audience. Continuous optimization can help you land the right search queries and perform better. Google is an ever-growing platform with many opportunities; Therefore, utilize its maximum potential to take your business to greater heights!