How To Sell Products Using Google Shopping
Google has recently launched its Shopping program. It helps sellers integrate into the online world and empowers them to sell their products.
At first, this capability was just a tab on the site’s page. However, now it’s a full-fledged digital e-commerce platform that’s used by businesses all over the world.
Read on to learn how to sell on Google Shopping and increase your store’s revenue.
Google Shopping: What Is It And How Does It Work?
Google Shopping is a well-known digital e-commerce platform that gives retailers access to millions of shoppers and also provides several controls to refine audiences for highly targeted campaigns.
Anyone who searches for a particular item will see results come up as little boxes. Similar to an online shop, these boxes contain images, prices, and vendors of a specific product.
Even though this feature isn’t an online store, it allows you to display your merchandise to a global audience who use Google’s search engine. Store owners can utilize this platform to increase their reach, thus driving more traffic to their store, which in turn will boost sales.
Its listings showcase your items for sale at the top of the site’s SERPs (search engine result pages). This allows your online store to reach millions of viewers. You’ll just need to attach details to your products such as reviews, special discounts, and pricing.
Advantages Of Google Shopping
The main advantage of this platform is that it works without you having to pay a single penny for it. The listings provide consumers all the information they need at a glance and the results will appear on the top of the search engine rankings page.
Therefore, it’s very likely that your merchandise has a higher chance of attracting customers who are on the verge of completing their purchases.
Many customers directly use the shopping tab under the search field, which has become just as important as the tab for images or maps or videos.
Most importantly, you get access to a free marketplace to list your products on the largest search engine. Moreover, the platform’s default reputation allows eCommerce store owners to enjoy higher click-through rates at no additional cost.
Why Should You Invest In Google Shopping Ads?
Everyone starts their search on Google. Advertising on this site allows you to be present wherever your potential customers are.
Here are some of the benefits that make investing in Shopping Ads worth it:
- Enhances your brand’s presence. When the buyers search for your products, they land on your online store
- Allows you to estimate the number of visitors who’ll visit your store
- These ads help you advertise your items for sale through the search engine and Shopping feature, thus giving you more visibility to potential buyers
- Helps to multiply the conversion ratios and increase AOV (the customer spend per conversion)
- Improves audience targeting
- Increases your ROI over text-based ads
- Simplifies product management
Steps To Sell Products Using Google Shopping
- Set Up Your Google Merchant Center (GMC) Account
Before you start selling your merchandise, the first thing to do is to sign up for a Google Merchant Center (GMC) account.
This account serves as the command center for managing your products and their respective metadata. You can set up campaigns through AdWords through this dashboard as well.
- Connect Your Product Feed
You now need to insert your product data. This feed must inform browsers about your items and their attributes, including summaries, availability, and cost.
The intent of the product feed is to match the displayed merchandise to the user’s search intent. The feed can be generated by using an extension, tool, or app, or even by uploading a formatted spreadsheet.
- Create Your First Shopping Campaign
Once you’ve listed your merchandise, the next step is to create a shopping campaign to advertise your items for sale.
Start by clicking on ‘Create a Shopping Campaign’. Then, insert the advertisement name, country of sale, and the budget. Once you press “create,” you’ll be prompted to manage the campaign through AdWords.
- Click on "Create a Shopping Campaign" in your GMC account
- Add different attributes like advertisement name, budget, country of sale, and other pertinent details
- Press "create" to be redirected to the "AdWords" page
Before creating an ad, you’re required to choose the right goal. You can set this purpose as generating sales, leads, or website traffic. This feature is used to tailor the ad to its objective. Accordingly, it’s important to accurately define the intention.
- Sales options help drive online or in-store sales
- Lead ads attract more leads by guiding shoppers to complete the action
- Choosing website traffic will increase the number of interested people on your product pages
After you choose your objective, you’ll have to set the campaign type as Shopping. Additionally, you’ll have to make sure that your merchant center account is displayed and your country of sale is properly denoted.
- Optimize Your Campaign
When your campaign is up and running after construction, you need to evaluate ways to optimize it continuously.
- Split ads can help you optimize the campaign by projecting targeted ads
- Create a “bid stack” using different match type bids
- Always test your landing pages and add text to improve conversion rates and click-throughs
- Follow Up On Your Product Feed
Your product feed is the primary component that drives your ad campaigns; therefore, it needs to be kept intact. Follow up on your product feed and make sure it’s always up-to-date.
You’ll be able to create primary and supplemental feeds. However, submitting and managing your products using the primary feed is highly recommended. Once you’ve run the ads and matched your inventory, export your product feed, review the required changes, edit them, and re-upload them for your next campaign.
- Track Your Google Shopping Performance
Google Shopping campaigns ease project management while accompanying reports help you analyze your campaign performance. You can identify the product categories that drive the most traffic and purchases. This information can help you adjust your budget and bidding.
There are two ways to track this information:
- You can use Google Ads to track the number of clicks
- You can use separate URLs in your Merchant Center feeds, including attributes like canonical_link, mobile_link, ads_redirect, etc.
Google Shopping Terms Glossary
We’ve put together a glossary for the most important terms a Google Shopping user should know:
- Google Merchant Center
Google Merchant Center is considered the brain of the entire operation. It’s a backend destination that gets your brand registered before assisting with campaign management and syncing with AdWords.
- Product Identifiers
Product-level identifiers are preset product groupings for all categories of products other than accessories, apparel, software, and media that can be selected.
- Product Feed
The Product Feed includes information about your items and their attributes, such as description, availability, and cost. You can choose to have either automatic feeds or manual feeds.
- Target Attribute
This qualifier helps create rules for the attributes of any Product Feed.
The microdata on your product landing page helps pull real-time data from your website. This data can then be deployed to deliver a cohesive and consistent user experience.
The Most Common Google Shopping Errors
Here’s a rundown of the most common Google Shopping errors encountered and ways to mitigate them.
Discrepancies In Shopping Feed And Landing Pages
If there’s a discrepancy in the shopping feed between what the ad shows versus the product’s landing page display, there’s a possibility for the product to be removed or suspended.
Even the smallest differences can lead to your entire store getting suspended. For instance, if the user sees a particular mobile phone in the Shopping Feed, and on the landing page is an entirely different mobile phone, it could be confusing and problematic. These discrepancies can mess with the trustworthiness of your business.
Some common data inconsistencies include the following:
- Mismatched prices
- Incorrect availability
- Incorrect product specifications
- Mismatched URLs
The best way to avoid this error is to turn on Automatic Item Updates on your GMC account. Ensure that you link the title attribute to colors like red or green to make the link to the product landing page more obvious.
Keyword stuffing In product_type
Stuffing keywords and promotional text make your product title look impractical and weird. You can insert keywords into product type attributes but not in the Feed. The product type category in your Feed doesn’t support adding repetitive information, and marketers need to follow the rules to avoid account suspension.
Other Common Errors
- ID Not Unique – Make sure each product in your feed has a unique ID, or you’ll receive this error
- Capitalization in Product Title(s): Keep your product titles under 150 characters
- Invalid Characters In Descriptions: All product descriptions should be under 5000 characters and in proper formatting
- Incorrect Domain: Make sure your domain linked to the Merchant Center is verified
- Special Characters And White Spaces: No matter which application you use, some text strings end up with certain characters (∀∅ ♠ ) that aren’t recognized. We recommend using a HTML editor like Notepad++ to remove these characters and white spaces before submitting
- Dynamic Pricing Error: Integrate microdata so your product prices can be updated dynamically Empty Product Categories: Google already provides you with almost 6,000+ product categories. If you don’t use the right ones, ads may not reach the right customers. Accordingly, using at least three levels of categorization is recommended. For instance, Clothing & Apparel > Men’s > Sweatshirts
Other typical data inconsistencies include:
- Mismatched product prices
- Incorrect product color on your website’s landing page(s)
- Incorrect availability of products
- Mismatched URLs (usually linked to incorrect web pages)
The easiest and most-effective way to avoid most of these errors is by exporting your product data feeds regularly. You can turn on the Automatic Item Updates option within your Merchant Center account to ensure that all changes are reflected correctly in your live product feed.