With all eyes on Google and its new algorithm, we need our website optimized so we don’t lose organic rankings in mobile search. But SEO isn’t the only thing we need to cover: we also need other strategies to stay competitive.
A good bet is Google Shopping.
Right now we could say that Google Shopping is the strategy making the biggest impact among eCommerce businesses, thanks to how effectively it showcases products and its strong sales performance. In this article we’ll look at what it is and how to list your online store on Google Shopping. Shall we start?
What is Google Shopping?
Google Shopping is a Google service that combines the power of the world’s most famous search engine with the ability to compare products across a wide range of eCommerce stores. In a single search, users can see the product, price and terms they’re looking for from online stores selling through Shopping.
You can access it below the Google search box, but for the past few months Google has been boosting this service by giving it visibility in regular search results, gaining ground on organic results and traditional Google Adwords ads.
How do you create a Google Shopping campaign?
Google Shopping is currently available in several countries, each with its own policies. In Spain, you need to meet a few requirements to sign up:
- Create a Google Merchant account with a Google account. If you use Google Adwords, it’s best to use the same account.
- Have an online store that can ship throughout Spain.
- Have prices in euros and the store in Spanish
If all requirements are met, you can list your online store as follows:
- Verify ownership of the eCommerce site and domain through Webmaster Tools or Tag Manager.
- Complete your business profile in Google Merchant Center. A Google Adwords account is created automatically, and the two must be linked to start working with Google Shopping. If you already have an Adwords account, just link them.
- Upload the data feed with the products you want to advertise on Google Shopping. This feed is an Excel or XML file or a URL with the data Google Merchant requires (the format depends on how the advertiser uploads it). Remember to enable automatic product updates in your account settings to keep stock in real time.
- Validate the data feed to check the status of your account and products. From there, Google has 72 hours to verify your account and products. Your campaign will be paused during the review. If errors appear after the review, fix them to bring your account up to the recommended quality level and be better optimized for Google.
- Create the Google Shopping campaign in Google Adwords. Set it up as usual. A good way to start is to create separate ad groups by category, making it easier to monitor results. That said, you don’t need to create ads, because they’re generated automatically from the product feed.
- Optimize keywords. In Google Shopping you can only work with “negative keywords”, meaning the keywords you DON’T want your products to show up for. For example, if we didn’t want to appear when users search for running shoes, we’d add “running” to the negative keyword list. This avoids wasting budget on users who aren’t interested in what we offer.
- Monitor CPCs to get the best performance. Make sure your bids are high enough to compete for your products. Start by letting the campaign run to gather data, then adjust your CPCs based on impression performance and the all-important CTR.
Tips for optimizing your campaign
The secret to a good Google Shopping campaign is a perfectly completed data feed, so you can compete with other online stores and Google shows your products at the top of users’ searches. You should also keep the following recommendations in mind:
- Categorize products as precisely as possible using Google’s taxonomies. This is mandatory for “apparel and accessories”, “media” and “software”. For other categories it’s recommended, though not required for now.
- In the “product name” field, use the word or phrase users will search for, plus the brand and general category. E.g. Fender electric guitar.
- The description should be complete and add value to the item. Remember to include the category to make it easier for users to find.
- Use clear, sharp images where the product takes center stage. White backgrounds are recommended to make the product stand out, and make sure your image SEO is well optimized.
This short guide gives you some pointers to easily bring your online store into the world of Shopping.
Are you ready to try Google Shopping for your business?
