Google Shopping is a service by Google that allows users to search and compare a range of products online. Google Shopping is now a must have for online retailers. By utilising both Google AdWords and Google Merchant center, eCommerce businesses can now put their products in front of potential customers as soon as they begin their search.
Google Shopping ads appear in search results just like standard ads. However, the key difference is that the ads show specific products from online businesses. Product information such as the product name, price, colour, size, availability as well as a picture of the product are now shown. Google Search users who see these ads can directly purchase the product straight from Google search results.
Google Shopping uses Google AdWords and Google Merchant center to show your products to search engine users. In order to setup Google Shopping, you need to upload your product information into the Google Merchant center. Once you have uploaded your product information, you can use your Google AdWords account to manage where your ads will show. Google ads will appear when a search query contains your targeted keywords.
Early research has shown that Google Shopping ads are generating higher click through rates and higher conversion rates, all while being at a reduced cost per click compared to other traditional pay per click advertising methods. Some businesses are experiencing a huge 40% increase in conversion rates.
Google Shopping ads are also excellent for grabbing the search users attention. The use of product images at the top of the SERP works as an anchor and draws the users attention. If a user is searching for shoes and they see a clear image with pricing information, that can more compelling versus traditional text ads.
In order to take advantage of Google Shopping, a business needs to have an eCommerce website setup that can take purchases. The Google AdWords Policies also apply and there are specific restrictions regarding counterfeit goods.
If you are familiar with SEO, you may realise that many SEO principles can be directly applied to your Google shopping ad campaigns.
Titles are crucial signals that are used to match search queries with your ads. Incorporating product information such as the brand, product type and product attributes can drastically improve your chances of ranking.
The product description is also a key ranking factor. You have 5,000 characters available so take advantage of them! Use meaningful and rich descriptions that describe the product in detail. You can write about the product specification and key features.
Google Shopping is a must have for every eCommerce business. Google Shopping gives eCommerce businesses the opportunity to feature their products in front of their potential customers as soon as they search. Get ahead of your competitors and add Google Shopping to your digital marketing strategy.
Our team of Search experts already manage plenty of successful Google Shopping campaigns for a range of eCommerce clients. Contact our team if you would to discuss how we can implement Google shopping into your digital marketing strategy.
11 August 2017