20 Google Shopping tips - Trustpilot

 20 Google Shopping tips

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Google Shopping is a Google Price Comparator where the user can search for products that match the terms used, but in an attractive format with the necessary elements to compare all the offers available on the Internet.

How can I improve my Google Shopping campaigns?

Google Shopping also offers many benefits to the advertiser because it’s a very visual ad that a potential buyer can see right away: product image, product name, price, and who to shop from. So this is an ad very similar to the product description, but it is widely sponsored and distributed to users on the Internet.

In addition, and most importantly, these ads appear first in search engine results, before any regular results and before search ads. They can also occupy more prominent positions, as they appear on the right side of the screen, being a strategically positioned position that guarantees good click-through rates. And if that were not enough, this advertising method has its own section on the search engine, so that more advanced users can perform their searches directly on the shopping guide, where all advertisers have the possibility to view and display their products.

On the other hand, although Google Shopping is not as advanced as the advertising method like Google Search, due to the much less elements and variables in the advertiser bar that can be used for optimization and controlled targeting, it does offer many benefits for online store advertisers. Because it guarantees the best conversion rate, which is why Google has improved it so much recently to become one of the main tools for any e-commerce soon.

How does Google Shopping work?

For this reason, we must take into consideration the most important thing: distinguishing the competitors, not only in the results of purchases, but also in the top positions of the page. It should be remembered that the defining characteristic of Shopping ads is price and therefore it is equally important that they appear in the first results of the first page of a search engine in high positions, in order to increase audience participation in order to ensure a good CTR and CTR. Good conversion rate.

In order for our commercial ads to stand out and appear in the top positions on Google, it is necessary to work on SEO on our online store page, because if we take into account our catalog classification, titles and descriptions when users search online, the quality of our ads will be bigger, which means it will be easier and cheaper to expand and win the desired positions.

PrestaShop or Magento

If we work with units such as PrestaShop or Magento, we must take into account not only the tree of categories, titles, images, descriptions and product files for our products and, therefore, the entire structure of our online store, but also our discount and shipping policy costs and combine our categories with those determined by Google.

However, there are other alternatives, such as working with manual feeds (CSV files with specific columns for Google Merchant), which allow us to work with more attributes and fields to add value to our product descriptions. The fact is that an advertiser who can actively work on his product spreadsheets with maximum information and quality will eventually take the lead and get a position, along with a good CPC on each bid made in real time, allows you to receive clicks. Users looking for their products on the Internet.

Therefore, product descriptions must be as complete and effective as possible to be in a better position and stand out from our competitors, whether created with a CSV file or by your CMS unit.

How do I create a product page on Google Shopping?

As we already know, the product description is very important to appear in the user's search results. The basic idea is to classify our online store based on what a potential buyer is searching for on the Internet. Taking the furniture business as an example, it may be interesting to fill in the Product_type attribute of our product summary based on the Category Tree, which we previously developed based on keywords with search volumes, such as the terms "dining tables", "Nordic style chair" or "soft chairs".

On the other hand, we also need to categorize the data flow by Google categories. As such, Google will give priority to our store to display the results as we provide more information to the search engine.

There are three main elements to consider when optimizing your shopping feed:

Product names: They must contain the words and specifications used by the user in the search. If we continue the example with the furniture trade, it is important to add in the title of our article what is the material of the product, in what style or for the dining room, the kitchen, etc. Our idea is to have a very good relationship between what is relevant to the user and to define our heads.

Description: They are the key. This helps us to make our products relevant. Therefore, it is very important that our descriptions include all the characteristics of the product so that they are unique. We must keep in mind that they will serve the user not only to get an idea of ​​the product we are selling, but also to understand the level of service that will be found in the store. In these texts it is equally important to convey those additional values ​​that we consider most important for our online store.

Photos: it is another important factor. Nowadays, images have become very important for the transmission of any information, especially when it comes to online shopping. Therefore, we must not be content with an image, but we must appear more. You can upload up to 10 photos in your feed. The more we use images, the better the quality of our data flow.

At least two characters: GTIN, BRAND and Part number, depending on the manufacturer.

Another important point to keep in mind when shopping on Google is that you cannot post products that do not have an EAN (GTIN on Google). Therefore, if our product does not contain this EAN, we must disclose our internal product code or part number according to the manufacturer and the brand of that product. Therefore, we must define at least two of the three attributes: GTIN, trademark and part manufacturer number.

Finally, the last factor to consider is shipping costs. It is very important that it is understandable to the user and we can personalize it through Merchant Center (Google’s middleware platform where we have to upload our product feed in CSV format, among other formats, for approval before being used as promotional material), therefore and through the e-commerce unit with which we work.

In addition to improving your product feed, it is also important to create a data synchronization method to ensure that prices and inventory are consistent between the ad and the products available in the online store. Therefore, product feeds must be synchronized in a schedule that is updated daily to ensure consistent pricing and inventory in our store.

Usually cron is programmed on the server to update the feed overnight, although there are other ways to make it less automatic, but just as efficient.

How do I improve my Google Shopping campaign?

At this point, we already know the main factors for effective sales with Google Shopping. We must implement it systematically and without saving time and effort not only to improve the SEO of our store, but also to improve search results and position ourselves above consumers when we invest in advertising to publish our product catalog through Google Shopping

If you want to go further and make the most of the Google Shopping experience, we recommend that you follow these tips:

Prices: set your rates and reduce them in one week. In this way, we will be able to differentiate our products with cross price, selling price and stand out from the competition.

Terms of delivery. We may include special delivery terms in our ads, for example, "24 hour delivery" or "Free shipping". This will help us improve our clickthrough rate (CTR) by standing out from the competition.

Customer testimonials: As you already know, they offer testimonials from customers who have already purchased your product. You need to activate the program with the supplier and hire a customer evaluation service (we recommend TrustedShops, although there are many other stores on the market). These reviews help Google and are therefore beneficial to our online business because they help us better position ourselves in user searches and stand out from the competition as opinions in ads appear as stars, giving shopping more credibility and class. Advertising.

Once our AdWords campaign has already launched on Google Shopping, we need to check that our ads are paying off. To do this, we can only be guided by three parameters in the Adwords for advertisers dashboard:

Click-through rate (CTR) for pay-per-click (CTR) rate. If the relative click-through rate (CTR) is above the average of our competitors, it means that we have the right impression / click rate and the quality of our data flow is adequate.

Maximum link cost per click. In this case, if it is less, it means that with the same experience as our competitors, we are paying a lower price. This means that we are also on the right track, thanks to the quality of our ad inventory, that we pay less for ad bids than our competitors.

Percentage of the search network and absolute percentage of search impressions.

This is the number of times our ad appears on featured channels on the Google search page in relation to the number of potential existing placements. If the odds are less than half, we need to improve the quality of your feed or increase your bids or CPC because we were not getting enough visibility. Ideally, it should be more than 90% to guarantee your preferred channels and, therefore, an ideal clickthrough rate.

Finally, if we want to add another touch to online store ads, we can further improve our campaigns by following four very simple steps:

Divide your campaign at the beginning: campaign priority and bid type.

Customize the columns in your feed, such as calculating the absolute margin between the recommended retail price and the wholesale price, so that you can target campaigns based on the sales margin for each product to ensure a positive ROI.

Negative traffic: It’s normal for a lot of low quality irrelevant traffic to appear after an ad is posted, so it’s important to improve our impressions by eliminating low quality traffic.

Automation: We can create smart Shopping campaigns so that ads can be viewed on channels like YouTube, the Display Network or Gmail, not just the Search Network or the Shopping tab. We will always look for these mechanisms.

 

We need to know that in order to run smart Shopping campaigns, it is important to have a large and reliable history, that is, not only small conversions, but also a sufficient number of conversions / transactions in your Google Ads account. It is also interesting to know that campaigns created in Shopping cannot be adapted for Smart Shopping, but must be recreated.