Google Shopping is the newer name for Google Product Search. It allows users to search for the products they're interested in. Upon doing so, they'll be presented with the product as it as available from multiple vendors – with all the prices listed within the search. This allows them to click the best deal in seconds, without having to search through every site themselves.
But for you, as a marketer, it could be a useful tool that could help you achieve more sales. It runs your information through Google's Merchant Centre, and places your items in ads around the web for relevant users to stumble upon.
All you need to do is ensure your campaign is optimised for Google Shopping. Here's how!
Create concise titles for your products.
A good title for your product on a Google Shopping Ad should be no more than 150 characters. But you may find this is actually a lot longer than the title you already have listed on your website.
This is your chance to add in some extra keywords to improve discoverability, make an impression and encourage conversions.
Set up an alternative landing page.
In most Google Shopping ads, the viewer will click on a product and be taken directly to that product's page on your site.
Instead, you may want to redirect them to a landing page that features that product – yet also integrates other items they may be interested in. They're already there for that item, why not see if you can tempt them with something else too?
Promote your best selling items.
Best sellers are best sellers for a reason – they're the products everyone wants. These are great products to use in your campaign as you know they're in demand and have the power to draw more people to your site.
You'll soon find that your conversion rate is higher than if you chose a selection of random products that are less likely to be sold. It's also a chance to get people 'through the door' so to speak. Once they're on your site for those hot products, they may stay and take a look around at what else you have available.
Try out some new keywords.
Try using your research skills to determine your best selling products (as discussed above) or which pages, in particular, helped to achieve conversions. Then, work out which keywords you can use to direct users to that location.
Targeting traffic will help visitors see your most persuasive products and content, encouraging them to go ahead and make a purchase.
Don't lower your bids too soon.
You'll pay for your Google Shopping ad campaign on a CPC (cost per click) bidding basis. You'll get to decide how much you're willing to pay for each click, but it's worth expecting to pay more until your campaign truly takes off.
As you find more success, you can consider a lower CPC bid, but bidding highly in the short term is a great way to ensure optimisation.
Have you ever considered the ways Google Shopping could improve your conversion rates? If not, it's time to try out these techniques! Let us know how it went, or feel free to share your own Google Shopping tips in the comments! We can't wait to see what you come up with.