If your products are not already advertising on Google Shopping, then you are missing out.
But what is Google Shopping?
Also known as Google for Retail or Comparison Shopping Engine (CSE), it’s a Google service that allows retailers to use the Google platform for advertising their products. Google Shopping not only gives retailers access to shoppers in the millions but also provides lots of controls in terms of refining audiences for highly targeted campaigns.
Unlike regular search, Google Shopping, however, has no “organic” search results and everything is paid for.
Setting up Merchant Center Account
The process of selling your products on Google Shopping doesn’t have to be too taxing.
To ensure your online store maximizes this new marketing opportunity, you will need to sign your store with the Google Merchant Center. For those who are not already signed up, you will need to complete the onboarding process.
Google has a comprehensive guide to help you set up your Merchant Center account if you don’t have one already.
Linking your AdWords Account
For your products to be visible on search results, you will need to pay for your Google Shopping listings – just like AdWords.
How does it work?
Google Shopping links your Google Ads account with your Merchant Account. Therefore, you need to sign in to your Google Ads account if you want to create a Shopping campaign.
While Google uses Google Merchant Center to gets your product information, your consumers get to see your products through Google AdWords.
Creating a Data Feed
After signing up for a Merchant Center Account and linking your AdWords Account, you’ll be automatically prompted or nudged to create a “data feed.” Essentially, this is a product inventory. Google has a great instructional video on this.
For each feed created, Google asks for some basic targeting questions such as what area or part of the world you are attempting trying to sell in. The significance of this lies in helping Google not only determine where your ads will be seen, but what language is used as well as the units for your product prices.
Ensure that you regularly monitor the health of your data feed. Regular checking ensures you encounter no warnings or errors that would potentially prevent your products from getting listed.
You can submit this information in several different ways, but the simplest approach is to utilize the pre-prepared Google Sheet form provided by Merchant Center. Remember, if your sheet is not formatted right, Google will reject it.
There are basically 8 categories of information to fill, depending on your product(s).
- ID – Unique product identifier
- Product availability
- URL link
- Product image link
Optimizing your Shopping List
You will get the max from your ads if you optimize your Google Shopping listing. Always remember that Google Shopping ads work like any standard AdWords ad. Your Cost Per Click (CPC) is not just decided by your bid but also by how relevant your ad is, your CTR, among other factors.
Google Shopping is an excellent way of reaching new buyers at the right time when they need your products the most. The immense reach of Google and its targeting capabilities are two attributes that make it a very effective channel for customer acquisition
However, to achieve the maximum out of Google Shopping, it will take hard work, time, and patience, unless, of course, you opt to use automate Google Shopping.