Who needs on-page SEO when you have Google Shopping? We’re joking, obviously, but with oversaturated results and growing competition, Google Shopping has become a powerful eCommerce tool for businesses wanting to diversify their ranking opportunities.
You’re intrigued by the statistics, and we don’t blame you; Google product listings account for 36% of all discovery online. Learn how to stock your products on Google’s digital storefront in our latest guide below.
What is Google Shopping?
Google Shopping is a powerful online platform the search engine giant provides that allows e-commerce businesses to showcase their products. The service offers simple product comparisons for customers, taking the hassle out of online shopping. You have likely come across Google Shopping; it’s the carousel of products at the top of the results page.
Why is Google Shopping important for e-commerce businesses?
Google Shopping makes it easy for businesses to promote their products and customers to purchase items online. Rather than list items on separate websites, companies can target customers with visually appealing listings and drive sales straight from the search results page. As product listings are prioritised above website links in the SERPs, it is vital for outperforming your competitors.
How do I access Google Shopping?
E-commerce businesses can access Google Shopping through their Google Merchant Center account. You can upload pictures of your products as well as write catchy titles and detailed descriptions to attract customers. What’s better, connecting your Google Ads account allows for product synchronisation across your feed.
Setting up Google Shopping for your eCommerce business
With a Google Merchant Center account, setting up Google Shopping listings is quick and easy. It only takes a few simple steps!
(What if I want to leave it to the professionals? It’s a valid question, one we often hear from our clients. Get in touch to find out what we offer.) Alternatively, book a FREE discovery call now.
Step 1
First, create a Google Merchant account. Head over to Google’s dedicated page, sign up using your Google account details and follow the instructions to complete your page. It is important to provide the correct information for your business to give your shop front the best chance of being promoted to users.
Step 2
Next, you need to configure the general settings. Once you have logged in, navigate to the “Settings” tab and review the options, like currency, language and target country. Here’s where you can add your contact information and website URL, connecting your listings to your online business.
Step 3
You can then set up a data feed. In the Merchant Center, travel to the “Products” tab, select “Feeds”, and click the plus symbol to create a new feed. Select your desired option and fill in the required information.
Step 4
You must submit your data feed for review and verification – Google has specific criteria. Google will then flag any errors or warnings, or, best case scenario; your feed passes the review process the first time.
Step 5
With your feed ready to use in Google Shopping, you can link your Merchant Center account to Google Ads. To do so, head to “Settings”, click “Linked accounts”, and follow the instructions.
Step 6
Over halfway. You need to create your Google Shopping campaigns, so open your Google Ads account and click the “Campaigns” tab. Create a campaign using the plus symbol, select your goal, and choose “Shopping” as the campaign type. It will give you a selection of configuration options; then, you can choose the product feed you created.
Step 7
Create ad groups within your Google Shopping campaign and organise your products based on attributes like brand and category. You can assign bids and set priority levels to different groups based on performance, giving up complete control.
Step 8
With your products created, you can write catchy, keyword-rich titles and descriptions. Make sure to include all relevant information and research popular search terms so you know what your customers are searching for.
Step 9
After posting your products, monitoring your campaign’s performance and adapting to changing customer needs is essential. Regularly review impressions, clicks, conversions and return on ad spend using Google’s analytics tools. Making data-informed decisions will keep your metrics moving in the right direction.
Step 10
Many don’t consider this step, but it is so important – stay up to date with Google’s policies and best practices. They are ever-changing and can make or break the success of your online shop. Stay informed and update your campaigns to comply with the latest guidelines.
Takeaways: Leveraging Google Shopping in E-commerce
It’s time to stock Google’s digital shelves with your products. But crafting the best Google Shopping listing is an art form, and with Google’s guidelines constantly changing, it can be hard to maintain that top spot. That’s why we provide bespoke SEO services and work closely with you to boost your business. Interested? Get in touch to start a conversation!
BONUS: 5 Top Tips for Creating a Succesful Google Shopping Campaign
- Maintain your brand strategy across each product listing
- Always use high-quality product images to showcase the item
- Regularly update pricing and availability in line with demand
- Identify irrelevant search terms to prevent wasted ad spend
- Use structured data to provide additional information
