Back in the day, if you wanted to find a specific item, like the perfect birthday gift or something to wear for a special occasion, you had to drive to your local store and hope they had products in stock that matched what you were looking for. But thanks to our good friend, the internet, that’s no longer the case. You can find exactly what you want – down to the color, dimensions, brand, etc. – from the comfort of your sofa.
And if you are selling a product, one of the most effective tools for reaching that buyer is Google Shopping. The platform is responsible for 76.4% of retail search ad spend and generates 85.3% of all ad clicks from Google Ads and Google Shopping campaigns. It’s where buyers are looking. So, if you’re selling something, you want to be on it!
What Is Google Shopping?
Google Shopping is an advertising platform that utilizes the tech giant’s search technology to connect buyers with the sellers who have the physical products they’re looking for.
Product listings are free but can be promoted using the Google Ads platform. Unlike traditional search ads, results are selected based on product information uploaded by the seller, rather than keywords. The listings are more appealing than standard text ads, as they include a thumbnail image of the product, along with pricing and reviews.
Shoppers can easily compare products right from the search results page, then navigate directly to the product on the seller’s site to make their purchase.
Retailers also have the option to use the commission-free Buy on Google, where shoppers buy directly through Google, minimizing the steps needed to complete a purchase.
What are the Benefits of Google Shopping?
So, as an eCommerce seller, why would you want to be on Google Shopping? Great question! There are many reasons; first and foremost, it’s one of the two primary places people go shopping online. 47% of product searches are made on Amazon, and 35% are on Google. But wait, there’s more!
Greater Visibility Across Results
Google Shopping ads take up the most valuable real estate on the search results – the top of the page. Not only are they highly visible due to their location, but they also have a visual to catch the shopper’s eye immediately.
If you’re investing in multichannel marketing, you can dominate the page. In addition to Google Shopping, you can show up in organic results, traditional Google Ads results, Google Places, and marketplace listings, such as Amazon or Etsy.
Higher Return on Investment
Google Shopping ads are responsible for 63% of all ad clicks on the platform, so it’s definitely somewhere you want to list your products. They also have a lower CPC averaging $0.66 per click versus the $1-$2 of traditional search ads.
Google Shopping ads also have a higher conversion rate than their text counterparts, giving you a 30% boost on desktop and 21% on mobile.
Reach Shoppers at the Bottom of the Buying Funnel
If you want something specific, you’re likely to use a search tool rather than browse individual retailers’ sites. While some shoppers on Google are still researching and comparison shopping, you’ll also get buyers who know exactly what they’re looking for and are ready to buy.
Say I’m looking for a blue dog collar with a gold buckle for my new pet. I can go to Google and input that exact thing into the search engine. The Google Shopping ads will appear at the top of the page, showing me exactly what I’m searching for. It’s then up to me as the buyer to browse and utilize the filters provided by Google to narrow it down to the ideal dog collar.
If your listings are set up properly, you’re more likely to reach the most ready-to-buy shopper.
Keep Your Brand Front-and-Center
If you have an ad on Google Shopping, your brand name appears right on the listing. Users are then directed back to your website to complete their purchase. You collect the customer’s data, process payment, ship products in your packaging, and own that relationship.
If you were to make a sale through a marketplace like Amazon, they own the customer relationship, making it difficult to build brand loyalty. Research shows that companies are 60-70% more likely to sell to existing customers than new buyers, so keeping your brand prominent can significantly impact future sales.
How to Sell on Google Shopping
To get a product listing on Google Shopping, you’ll need to create an account on the Google Merchant Center. This is where you’ll add your product information.
Products can be added directly to your Merchant Center by uploading a spreadsheet or through an API connecting your eCommerce provider, such as WooCommerce or Shopify.
The product listing is one of the most critical components to ensure your listing shows up for the correct searches. There are several key elements to keep in mind:
- Product Image – You’ll need a compelling visual that meets Google’s image guidelines.
- Product Title – You need a descriptive and accurate title that matches your landing page.
- Pricing – Your product listing ad will appear alongside numerous competitors, so make sure your pricing is in-line with comparable products.
- Reviews – It’s essential to manage your reviews. 97% of customers report reviews playing into their buying decisions.
- Product Description – Google Shopping operates like SEO, so you’ll want keyword-rich descriptions that highlight your product features.
Promoting Your Product Listings
To boost the reach of your products, you’ll need to create a Google Shopping Campaign by linking your Merchant Center with Google Ads. The Ads platform is where you select your targeting, set your budget, and make bids.
This is also where you’ll create your ad groups. You can create Product Shopping ads to promote single products or use Showcase Shopping ads, allowing you to advertise several related items. The latter is especially beneficial for building brand awareness and pulling in shoppers in the early stages of the buying funnel.
Google Shopping Management Is Key
Like any other advertising platform, set-up, monitoring, and optimization are essential to success. Square 205 has a team of search engine marketing experts ready to help make your product listing ads more discoverable.
Make Your Products Easier to Find on Google Shopping
Indoor shopping malls are becoming a thing of the past, but Google Shopping is the closest thing for an eCommerce seller. Entice shoppers to your online storefront through compelling product listing ads that highlight your merchandise while featuring your brand.
If you’re ready to showcase your product inventory on Google Shopping, Square 205 is here to assist. Contact us today to get started!
Sources
Digital Commerce 360 | eMarketer | Search Engine Land | WordStream | marketing charts | Hubspot | Dixa
