These days, Google shopping drives 76.4% of all retail search spend. And it has well and truly transformed the retail search industry. This has converted Google Shopping Campaigns from an optional tactic to an absolute must-have for ecommerce stores running on Shopify, WooCommerce, or any other platform.
And we’re going to show you simple steps you can take to do just that to drive more clicks and sales.
But before we jump into how to optimize your Google shopping feed, let’s take a look at its benefits for your ecommerce store.
What are the benefits of Google Shopping Feed for Ecommerce?
#1. They stand out
Google Shopping Ads are prime real estate appearing above search results. Moreover, since they are the only ads with photos, they quickly grab attention and make it more likely for users to land up on your product page.
#2. They are easy to manage
Unlike text ads, you don’t need to worry about the keyword and bidding process. This is because Google decided what to show based on your product data feed.
#3. They bring in highly qualified traffic
People searching for products on Google are already quite close to a purchase decision. Moreover, these highly qualified leads get to see product information like image, rating, price, etc., making them less likely to bounce once they click on your ad and land on your website.
#4. They give you a broader reach
Google is getting smarter about synonyms, so you could find your products showing up for related keywords you may not have guessed. With your ads having the potential to appear more than once for a single query, you get to reach a wider audience regardless of the search terms they use.
Now that you know how the Google Shopping Feed can be a game-changer for your ecommerce business let’s jump into what steps you can take to make sure you’re getting the most out of your ads.
How to Optimize Your Google Shopping Feed for Ecommerce?
#1. Make your product titles search friendly
You want to make sure your product titles are not just clickable but make sure they rank for relevant search terms.
You don’t want to stuff keywords. But you want to make sure they’re detailed enough to show your customers the product’s most important features.
A good product title includes the :
- Brand name
You obviously can’t include all of the above for every single product. But you want to make sure the customer can see enough information about a given product to click on your ad.
#2. Include information not covered in the title in your description
When it comes to writing your product descriptions, there are a few rules prescribed by Google you must follow:
- Be between 1 and 5000 characters
- Describe only the product itself: You can’t talk about your business history, policies, compatible products, accessories, etc.
- Use professional and grammatically correct language: Avoid gimmicky ways of drawing attention, such as all caps, symbols, and promotional text.
- Don’t include comparisons: Avoid details about other products.
- Include only a link to your product’s landing page: Don’t include links to your store or other websites.
- Submit a description for each product: Products that don’t include a description will receive a warning and may experience limited performance.
You also want to use your description to give additional information about your products that aren’t covered in the title. You want your descriptions to:
- Be specific and accurate
- Include the most important details in the first 150-500 words
- Be well-formatted and readable with line breaks, bolding, and italics
- Include synonyms and secondary keywords appearing naturally
#3. Shoot high-quality, eye-catching images
Product images are less about communicating relevance to Google and more about capturing your audience’s attention. Here are some best practices to keep in mind for your Shopping feed images:
- Avoid placeholder images and use professional, high-resolution images (at least 800 x 800) without watermarks, additional text, or logos.
- Include at least three images for each product showing it from different angles.
- Experiment with both product and lifestyle images to see which works better.
#4. Use custom labels to prioritize your top products
With Shopping campaigns, you can use custom labels when you want to subdivide your campaign’s products using your choosing values.
For example, you can use custom labels to indicate that products are seasonal, on clearance, best sellers, etc. Here are some other product attributes you can use as labels:
You’re not limited to the above labels and can use whatever is relevant to your products.
Custom labels allow you to organize better your internal data for enhanced reporting, deeper insights, and increased segmentation capabilities.
They allow you to differentiate amongst products categorized within the same bucket and set bids accordingly. This means you can identify and double-down on your best performers.
#5. Add negative keywords to avoid irrelevant and generic searches
While, in Google Shopping, you don’t need to add keywords, adding negative keywords makes sure you don’t show up for certain search queries. You can use this to improve your click-through rates by not appearing for:
- Irrelevant search quieres
- Competitor search quieres
- Overly-generic search queries
Adding negative keywords ensures you show up only for the most relevant searches, positively impacting both clicks and conversions. Here are the steps you need to take to add negative keywords for your Google Shopping Campaigns:
- Sign in to your Google Ads account.
- Click Keywords in the page menu to reach the keywords page, and click the plus button.
- Choose to add negative keywords to your “Campaign” or “Ad group” from the drop-down, and select the specific campaign or ad group you’d like.
- Enter or paste one negative keyword per line in the text field. You can add broad-match negative keywords, negative phrase-match keywords, and negative exact-match keywords.
- Click Save
#6. Pay attention to Google’s default network options
By default, Google checks the checkboxes of Search partners and YouTube and Discover on Display network for your Shopping ads.
While you may choose for your ads to show here, it may also make sense for you not to. For example, if you’re just starting out, showing up on search partners like Walmart may not be hugely beneficial for your brand.
And while Youtube and third-party websites may bring more exposure to your ad, most people aren’t looking to purchase at these times, significantly bringing down your chances of making a sale.
So consider your business goals and decide the networks you want your ads to appear on.
#7. Make sure your product data is accurate and up-to-date
You want all your product data to be accurate to build trust with your customers. Here are a few things you can do to ensure that:
- Maintain up-to-date price and availability, including tax and shipping, by using automated feed delivery, the Content API, or structured data markup.
- Arrange your product type to start with a broad group and end with a more specific group.
- Use a unique product id and title value for every product.
- Provide a value for the GTIN attribute whenever available.
#8. Start collecting customer reviews immediately
84% of online shoppers trust reviews as much as their friends. So if you can show off your products’ credibility through positive reviews, you’re much more likely to close deals.
Product ratings appear as a 1-5 star rating system and a count of total reviews. These star ratings represent aggregated rating and review data for the product, compiled from multiple sources, including retailers, third-party review aggregators, editorial sites, and consumers.
There are three ways to share your ratings and reviews with Google:
- Upload your reviews feed
- Use a reviews aggregator
- Join Google Customer Reviews
However, to upload your reviews feed, you’ll need at least 50 reviews for them to show. So you’ll want to make it part of your ecommerce customer support process to collect reviews from your customers as soon as possible.
Additionally, here are some best practices for collecting ecommerce reviews:
- Make submitting reviews quick and easy
- Ask specific questions that, when answered, help others make purchase decisions
- Consider offering small incentives like discounts, free shipping, or product samples
Asking for reviews is an essential part of doing business. However, you’ll need your products and services to be of high quality if you’re going to benefit from them in the long-run.
Google Shopping Feed is a Crucial Factor for Your Store’s Success
So there you have it!
Those are 8 simple ways to optimize your Google Shopping Feed.
There are many different types of campaigns and channels you can use to market your products.
However, with Google dominating over 75% of the search market, your Shopping Feed could be a key factor that determines your store’s overall success. So you’ll want to make sure to do everything you can to get the most out of it.
We understand that Google Shopping Campaigns can be tricky and sometimes confusing to set up and navigate. But hopefully, these tips have sent you in the right direction.
And if you need expert help, reach out to Adnabu to get your Shopping feed up, running, and thriving in no time.
Now it’s time for you to go make it rain sales!
Guest Post by Jayanth Padmakumar from DelightChat
Jayanth Padmakumar is the Content Marketing Manager for DelightChat, the omnichannel customer support tool for small ecommerce brands. He’s spent the last half-decade living across Egypt, Peru, Colombia, Vietnam, and India. When he’s not geeking out on all things copywriting and content marketing, you can find him at the nearest watering hole watching sports and talking philosophy. Connect with him on LinkedIn or @jaypadmakumar on Twitter.