If you are selling products on your site, then it will really help your conversions to ensure your products are optimised for Google shopping in your Google AdWords or Google Merchant Centre. Google shopping is dedicated to products related to a specific search term. For example, if you type in “black coat” on Google, a number of related products will appear at the top of the search results page that are listed in Google shopping.
Google shopping is powered by Google AdWords and Google Merchant Centre. Your product listing’s ads will only show up on the Google shopping search results when Google recognises that it is suitable. Google will use the product feed, your site and your bids to determine which search queries should bring up your ads.
It can be really useful for your sales if your products appear in the Google shopping section, as it adds credibility to your merchandise and brings your items to the front of the line. But how do you ensure your products appear on Google shopping? How do you optimise your Google shopping feed? Here’s a few ideas for your Google shopping campaign…
Title optimisation & structure
It is proven that a good, working title will help increase the likelihood of sales. If you skip-out and use a poor, non-specific title, then it will not encourage a conversion. This means that titles like “black coat” are much too vague to help you appear on the Google shopping results. Instead, the use of SEO (search engine optimisation) through keywords and search terms is best for your title.
Google suggests that our titles should include the brand, product name and basic product features like model, colour and size. This is the best way to specify what your product is and therefore help it to appear on Google shopping, in front of the right customers.
It is encouraged that you lead with the brand (if appropriate and significant), followed by colour, size, style or application. How best to structure your title will depend on the qualities of the product and what is most important about it. Remember, put the key points first in the title. Go for more rather than less, too, as long as it is specific and relevant.
The price of your product will affect how it appears on Google shopping and whether or not a potential customer will click on the ad. We all like a bargain, so the right price (not too cheap, nor too expensive) is key to conversions. Plus, you need to be smart with bids versus profit through sales etc.
Potential customers are swayed by the images shown of a product. They aren’t likely to click on a product ad that is of poor quality or doesn’t fit the description (etc.) Instead, it is in your best interest to invest in quality, appropriate images. You’ll need more than one image, too, as this really helps a customer know what the product is really like; for example, seeing the product from all angles, or on a model.
The images shouldn’t feature any logos or promotional messages across it, as Google will see these as spam products and therefore is less likely to list your item on Google shopping feeds.
Sales and promotions
Every one of us loves a good bargain, and so you should remember this when it comes to your customers. List sales and promo codes often to keep them intrigued and have them more likely to click through to your site.
Keywords and search terms
As aforementioned, it is best to use keywords in your title, but it is important to use it in your descriptions, too. Your product listing will benefit from search terms being included in the Ad description. These keywords communicate to Google as well as your audience that your product is such-and-such. You want to opt for appropriate, relevant and high-in-search-volume keywords/terms. Think about what your product actually is and what makes it unique to a customer.
The descriptions won’t likely be seen by anyone other than Google, but it helps to show that your product fits a certain specification and search term. Words that you couldn’t fit in the title can work in your description (possibly). The description may not be the most important part of the process, but it can’t hurt to ensure that it too is optimised.
It gives Google a helping hand (and in turn yourself a hand) if you categorise your products well. It helps to define the product and help your target audience to find it. Although some believe this won’t affect clicks that significantly, again, it can’t hurt to give yourself the best chances, by optimising your Google shopping feed as much as possible.
Without a GTIN (Global Trade Item Number) Google is likely to reject your product and therefore it has no chance of appearing on Google Shopping. Therefore, ensure your item has a GTIN, to give it credibility and help Google recognise what it is.
We at SEM Consultants are AdWords professionals and seasoned search engine optimisation experts. These are but a few ways to optimise your Google shopping feed, but as time changes, so does Google; therefore you will need to keep up. With our help, you and your products can go much further. Click here fore more on how we can help you with your Ads.