As per the announcement from Google, its Google Shopping results have been free since late April 2020. To be sure, this news is genuinely pleased to hear, particularly for marketers, since Google plans to promote one of their younger advertisement placements and, at the same time, assist firms who are searching for better approaches to grow in the brutal COVID-19 climate.
A well known Google Ads placement whose traffic is high turning out to be free may seem like “it is unrealistic,” yet this gigantic move will not go without expanded competition. Marketers, no matter where they are, will rush to make the most of this chance, so we have put together this rundown to direct you through the necessary steps of outranking on Google Shopping.
1. Keeping up the Google Shopping Product Feed
As a matter of fact, your results from Google Shopping are just tantamount to the product feed you give to Google. Based on your import selection, you will need to refer to the help guide of Google. With it, there should be a guarantee that you have every accessible data field loaded up with vital information. Regardless of whether you are making a planned server fetch, a Google Sheet, a manual CSV file, or even a File Transfer Protocol enabled feed utilizing software tools – one thing is undeniable, if you fill in more data, the higher chance is that Google Shopping will comprehend your products as well as prefer your account. The most significant parameters to hone are Google Product Category, Unique Product Identifier (Global Trade Item Number or GTIN, European Article Number or EAN, and so forth.), your Product Title, and Product Descriptions. Without such critical parameters, Google Shopping will not manage to process your feed file. For your information, here is another useful guide on product data particulars from Google. We suggest you read through it because it will allow you to know what data fields you can incorporate in your feed.
2. Shed Light on Relevant Product Titles
The key is to be the exactness and accuracy, along with having the most appropriate information in your titles. When the data is more applicable – something the user tends to include in their search, the higher possibility is that they are to purchase. Think about revamping the product information of your store in this procedure to guarantee that your campaigns on Google Shopping obviously deliver similar information from your store. With more consistent information in this light, your consumer will have to go through reduced friction. (Bear in mind: Customers will get directed to your domain to checkout from one Ad on Google Shopping)
3. Descriptions of Your Products on Google Shopping
While descriptions of your product are less significant when compared to the product title in terms of shopping result ranking, they are still incredibly important for the experience of your user. In a multitude of product listings, how can you compete? It is the description that can make the impact and let you stand out from your rivals. After thinking from the perspective of your shopper, do not hesitate to incorporate all pertinent product information that you would need to see. With regards to the description of your items, more will be more, so there is no need to hold back! Another trick we recommend is to include your item title toward the finish of the product description, which will be useful for referencing the keywords that your listing is attempting to rank for. Last but not least, review whether your item descriptions have relevant search keywords which you need to show up for – you would prefer not to stuff keywords for it; however, you would like to incorporate them where they apply from a purchaser’s perspective.
4. Coupon Code and Promotions
Having the option to speak for the promotions of your store sit on Google Shopping can be an incredible method to outrank your competition. As looking through items, customers tend to be attracted to listings that deliver an additional incentive in the discount form. This is particularly significant since you act as a marketplace that sells the equivalent or comparable items as your rivals. Fortunately, Google makes this simple with Merchant Promotions.
In case you do not know, Merchant Promotions begins after you present a product feed to Google Merchant Center. As soon as you have an active item feed, you can make a promotion for each sort of advertising you desire to provide. Google will review it after you make the promotion.
Google just accepts the promotions as follows:
- Discounts: Purchase one get the second percent off, purchase one get one free, cashback, or percent off
- Free gifts: Free thing or free gift card for a predetermined worth
- Shipping: Discounted or free delivery
5. Product Category Relevance
Item classifications are fundamental for the experience of Google Shopper. They resemble the navigation on your site – ideally sorted out into applicable groups, optimized for search ranking, aside from being prioritized with the best seller products. Being that Google Shopping is already a well-established marketplace, it is to your most significant advantage to plugging your items into categories that Google has already set. Check the complete taxonomy here. Be as granular as possible as you opt for which classes you need to show up in. The more explicit your classification is, the higher possibility that an engaged customer will look for your classification.
6. Significance of Product Images on Google Shopping
In online business, pictures are everything. You should have the best shots of products you need to represent your brand if you expect improved conversions. This particularly holds true for Google Shopping, since Google will review the pictures you utilize and consider whether they are top-notch enough or not. Keep in mind that our item listings are contending, we share real estate with our rivals; thus, we ought not to expect and pray that our present assets will carry out the responsibility. Rather, review your pictures altogether and hone the quality in all cases, if there is an opportunity to get better. Appropriate title labels and alt text are essential information that Google will leverage to determine whether you should rank in contrast with your competition. As a general rule, the brand with more data about the product will outrank those with less. Here is another useful guide from Google on the most proficient method to set up excellent pictures for your item listings.
7. Make Use of Google Seller’s Rating
Ensure your store makes the best use of Google Seller Ratings. It is known as a Google AdWords extension that displays the average star rating of your site alongside your ads. For your information, your Seller Rating depends on information gathered from reviews from customers; that is why having a solid Seller Rating tells customers you are a reliable business. A solid Seller Rating will likewise better the performance of your advertisement campaigns over every Google Ad placement, inclusive of Google Shopping.
8. Make Use of Automation
Innovation is a great thing, and not getting the best out of it is leaving valuable time and cash on the table. Appropriate to campaign management apart from product feed creation, automation enables you to modify your account without the requirement for monotonous manual work. Put an end to the prolonged labor hours and begin automating optimization via APIs. To get familiar with this subject, it would be ideal if you refer to official help documents from Google right here.
In case you make use of an e-commerce platform such as Big Commerce, Magento, and Shopify, you have got the extra benefit of utilizing turnkey plug-ins for extracting your store item feed and incorporating it into your account on Google Shopping. Even better, the plug-in of Shopify can kick off the 1st shopping campaign for you.
For users of Shopify, it would be ideal if you choose to download the Google Shopping channel. There is a straightforward walkthrough on the most proficient method of setting up your 1st Smart Shopping campaign as soon as you have included the channel. In case you run into any issues, the official guide from Shopify can support you.
For users of Magento, unluckily, Google Shopping channel support ended on the 28th of April, 2020 – as referenced here by Magento. Their marketplace is abundant with integrations of the third party; that is why we will still be able to automate a couple of the procedures, for instance, utilizing Google Shopping Feed for extracting information of your store in an automated fashion.
For users of BigCommerce, if it is not too much trouble, make use of the Google Shopping by Sales and Orders integration for checking up your feed. You can find the extra help document created for BigCommerce set up here.
9. Maintenance is of Paramount Importance
Google is continually making changes, and you are continuously making changes – it is important that you make a cadence between the two. Whenever something changes on your site, that related data should likewise become updated on your Google Shopping feed. In case you have an automated product feed, then this will not concern you so much. After all, there is no change to the principle – ensuring our Google Shopping results have the best odds of success. We should be determined and keep steady over each change made over the product feed of our business. Create a schedule for making key updates since they happen, do not await Google to caution you about an issue!
As soon as you have your Google Shopping feed set up effectively and you get results from your 1st campaign launching, it might be an ideal opportunity to think about testing your item listings. Similar to all marketing, setting up the A/B test dynamic is likely the difference between attaining results and accomplishing goals. Testing various parts of your item listing can turn into a breakthrough for you not far off. As we test, we learn, and doing as such will give you important learnings that others might not have – another approach to outrank your competition over the long haul.
In The Bottom Line
Google Shopping is currently free, and you presently have a guide that will assist you with outranking your horrible rivals.
Now is the ideal opportunity to take advantage, to make yourself stand out, and to boost the market share on shopping results.
We are eager to see how this enormous move in the Google Ads platform can shape the eventual fate of marketing.
This post was intended to spread out the strategies made use of for ranking on Google Shopping, yet there is significantly more associated with scaling your Google campaigns. Hence, in case you are a medium or small-sized business that generates over 3M USD in yearly revenue, do not hesitate to contact us for any possible help.