If you are an online merchant, the Google Shopping network is to your advantage!
Many people ask what’s beyond the Google Shopping network and how it is used effectively.
So, what is Google Shopping?
Google Shopping is an online platform that allows merchants to market their products right before the eyes of potential clients. Such a platform is also used to complement marketing strategies such as SEO, display ad, search and other types of online advertising campaigns. It also allows consumers to search and compare products from different retailers across the platform.
Google Shopping is also known as Comparison Shopping Engine (CSE). In 2002, Google Shopping (Froggle) can only index product data based on specific terms. Google Shopping shifted to paid advertising in 2012.
From then on, Google Shopping became a branch of Google Adwords, allowing retailer and e-commerce businesses to advertise in Google.
How does it work?
That’s right. Google Ads and Google Merchant Center are both partners of Google Shopping. In simpler terms, Google Ads gives you access to your online store while Google Merchant Center organises your products as to how Google wants it to be formatted. With Google Shopping, your feed, site and bids are used to determine search queries that can drive traffic to your store.
In that way, it can be compared to SEO.
How is Google Shopping used effectively?
The success of Google Shopping is possible through the following: feed creation, bidding and optimisation. Feed creation involves setting up your account through the Google Merchant Center.
There are two ways to create your feed in Google Merchant Center, which can be manually or using an extension.
- Manually creating your feed involves using a spreadsheet (formatted by Google) to enter your product information. On the other hand, you can also use extensions such as app or plugin to get data from your site, which are formatted in a way Google will understand it. Setting up your feed correctly is crucial as it includes all the information about your products. A feed with a good setup can easily show up for right search queries, earn clicks and is easier to manage and optimise.
- Next is bidding. Do not bid too much or too little. Bidding too much or too little lowers the possibility of showing your products for the right search queries. It is essential to determine your bids properly in terms of the product price, profit margin and e-commerce conversion rates. It is also important to decide when to bid up and when to bid down.
- Always check the status of your biddings to get the best result.
Lastly, it is important to examine your bids to ensure that your campaign is working.
There could be updates that you need to reinforce from time to time. You also need to review reports regularly to keep track of your Google Shopping campaign. Always see the product performance report to see which products are selling and not selling at all.
You can also add extensions such as promotional texts, promotional offers and product reviews to generate more traffic.
If you want to get the best result with Google Shopping campaigns, there is a need to study all of its details. The success of your campaign will not happen in a day. It takes time to get the best out of Google Shopping network.
However, if you are fully aware of the ins and outs of the Google Shopping network and how it is used effectively, then you can expect a positive result.
Do you want to incorporate Google Shopping to your campaigns?
Reach out to Perth Digital Edge!