Google Shopping partners with e-commerce platforms to help retailers
Holiday season is going on, and probably this is the best time of the year when you can showcase your products or services in front of maximum people. Many retailers are already doing so with their well known e-commerce stores. However, what about those stores offering a better value, but are lesser known?
Google made an initiative back in 2012 to streamline things by helping retailers get in front of more customers through their best deals. We are talking about “Google Shopping”, originally named as “Froogle” during its launch in 2002, and renaming taking place in 2007 as “Google Product Search”. Since re-branding in 2012, Google Shopping is a service allowing users to search products on different e-commerce websites, and compare prices between them to get the best deal. It is currently a paid model wherein the merchants have to pay Google for listing their offerings using this service.
As per a recent announcement, Google Shopping has partnered with topmost e-commerce platforms like Magento, BigCommerce, and PrestaShop, to make things even simpler, by getting started with Google Shopping. Online stores using these three platforms can submit their product information with great ease to get in front of millions. This is good news for most e-commerce store owners since majority of online shops run on the Magento development platform.
Getting started with Google Shopping this holiday season
Since now you can have your ecommerce shops integrate easily with the Google Shopping service, you can save upon the extra efforts and time investing after marketing campaigns. Make use of Google Shopping campaign and get started integrating your store with this service. Just a few clicks here and there will help you upload product information within your Merchant Center account. By leveraging Google Shopping you can:
- Connect your products with ease to the customers for relevant search queries with commonly used keywords.
- Have your products displayed with apt images accompanied by details. Ensure to have important information such as product type, category, size, price, and color with a clear visibility.
- Minimize the holiday workload, by simply replicating the product or service information on your ecommerce store on to the Google Shopping service.
- Add new inventory by rolling out new products, just by simply adding them.
Ways to escalate Google Shopping Campaigns for holidays
By now, you might have judged the potential of Google Shopping campaigns in uplifting your ecommerce sales and revenue. In order to have Google Shopping work the best way delivering impressive returns, here are six killer tips allowing your ecommerce store to nail it during the festive season.
- Poor performing products should be kept on top priority
It is important to note that the product feed must be well optimized. Ensure to have good long titles within 150 character limit, describing product name, brand, gender, size, and color. This is a good practice that should be followed across all your products for getting yourself differentiated from the cloud. The same logic applies to product description as well with the only difference of 500 character limit letting you explain things in more detail. Keyword research in the key, and hence try to include one tail, two tail, three tail phrases, or more, while drafting both.
- Check for disapprovals and errors for rectification
You have to ensure whether the products do not accompany missing fields with them. Imagine, a scenario, wherein users land upon your products just to find that the details are missing, impacting the store visibility to a great extent. Google Merchant Center helps a great deal not just in summarizing the affected products, but also downloads that specific database as a .csv file. Additionally, you can even set up Feed Rules, wherein the problem gets highlighted if you have missed out on mentioning product category, brand, or other fields.
- High quality well sized images decrease the chances of disapproval
Follow an ideal size of 100 x 100 pixels for non clothing items images, as well as 250 x 250 pixels images for clothing items images. Make sure there are no obscuring marks or text present on the images obstructing the product view. Have alternatives to stock images available from manufacturers.
- Product ratings uplift credibility of the manufacturer
In such a competitive market of product search, it is important to implement techniques making your products stand out from the rest. Product ratings is a good strategy to do so since they reinforce positivity in the buying decision of consumers, help your ads appear unique from others, drives quality score with lower cost per click, and enhances visibility.
- Re-marketing lists are meant to win over a familiar audience
Rather than approaching new visitors, it is always better to approach the familiar users, who by one or other means cam to know about your store. Whether be previous buyers, returning visitors, or shopping cart abandoner’s, you can win them all over again by re-marketing.
The author is Harshal Shah, CEO and founder of Elsner Technologies, a global IT consulting firm with expertise in Magento development and delivering IT solutions on Web, Mobile and Cloud. He is a tech evangelist with a reputation to provide optimum solutions for business automation and solving real life problems with the power of IT.