How to boost your sales with Google Shopping

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Angela de la Vieja

Google Shopping has become a fundamental platform for e-Commerce as a product showcase.  It presents a unique opportunity that allows online sellers to be able to show their items to a very demanding audience and in just one click the user will be able to visualise the exact product that he is looking for, and what is the best price.  Making your product appear at the top of this search engine sounds ideal for any online store, but it also has its disadvantages, what if your prices are not the most competitive?  In this case advertising on Google Shopping could turn against you.

Highly qualified traffic to your availability

Google Shopping users are demanding and usually look for the cheapest price.  So, we need to make sure that the pricing strategy we follow is the right one to achieve the highest profitability and convert each Google click into a highly probable sale.  Here is where a competitor monitoring tool comes into play, as this will allow us to know the price of each competitor on Google Shopping, determine our positioning in the comparison and then bid intelligently.  With a pricing solution we could:

  1. Search for sales opportunities: By knowing which products are being advertised, and consequently those which aren’t, it is more profitable to bid on those without presence.
  2. Identify where we are competitive and bet on them, increase your bids for these products.
  3. Locate products where we are unable to offer the market price and reduce the number of bids.

The relevance of the Data Feed

In addition to efficient bidding, the importance of having a product catalogue well adapted to the standards that Google Shopping demands is paramount.  A quality and updated data feed will generate quality product information that will help position and stand out amongst other sellers, thus increasing our sales possibilities.  Therefore, the better the information provided, the higher the probability of getting a click.  In case the product catalogue is extensive, there are plugins that will help us automate updates and thereby keep it up to date. 

These small details will help you optimise your product listings:

  • The importance of a good title: It must be descriptive and include the key words, such as brand, product, colour, size and gender.  Leaving behind some key element could result in a loss of differentiation.  The better the title, the better Google will understand what it's about.
  • Social testing: The well-known "stars" are becoming more and more important at the time of purchasing decision, in addition, they will make the ad stand out more.
  • The best image: The feed will give us the opportunity to include up to 10 photos, but it is not the only amount that matters, since the area you can place your image is small, so you will have to be careful with your choice of image.
  • Custom Tags: With ‘Custom Labels’, Google gives you the opportunity to create product groups based on attributes other than standards (category, product type, ID, brand, etc.).  You can choose to group products in a new "Tag" and define bid strategies adapted to that group, for example: "Liquidation".

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Consumer behavior: How can behavior tracking be effective for setting the right pricing strategies?

Behavior tracking is becoming massively popular today. As a result, pricing strategies born from studying consumer behavior are a merchant's dream come true. If done right, it can conquer every market for the business quickly. With abundant data available, the strategic makeover of the pricing models is becoming easy for companies. 

What is behavioral tracking, and how is the data beneficial in pricing?

For a quick understanding, behavioral tracking refers to gaining in-depth knowledge and insights into consumers through their web data. Their browsing habits, spontaneous decisions, shopping interests, and preferences come under behavioral tracking. 

How can enterprises use customer behavior data?

Companies can use customer behavior data as a tool to strengthen their hold on the market. A customer’s preferences, values, and tendencies allow businesses to work in sync with them through the collected data. Apart from this, customer behavior can also aid in:

Tailoring customer needs for customer retention

Personalization is becoming the heart of a company’s growth. No matter in which area an enterprise is functioning, tailoring the services, products, and solutions is becoming increasingly crucial. Uniqueness and personalization attract the crowd like no other. 

Increasing the overall value

One of the best ways customer behavior data affects a business is by upgrading the value of customers for the business. The customer’s characteristics allow the company to target the people that match the business prospects well. 

Optimizing every type of content

Everything that is up for digital display requires content. You must have seen companies unveiling their products or services through advertisements and making the initial public appearance. Two essential sales strategies – upselling and cross-selling comes through content optimization.

Pricing Strategy

Last but certainly not least is the influence of customer behavior data on the pricing strategy. The pricing strategy essentially constitutes content derived from data analysis. Companies need to have a dynamic approach to the pricing system to attract the right customers. 


Saint Valentine’s Day, always a good opportunity

V-Day is looming, a long-awaited date for all and also a good occasion for the eCommerce. According the study conducted by Prosper Insights and Analytics, it is forecasted the average consumer expense that day will be the highest in last years. Furthermore, 25% of them will buy online, which means an increase of 4% regarding 2014 (The US department of Commerce). This is, therefore, a key date where market competitiveness increase and which could be assumed as a big opportunity for our business or, a big fail if we do not adopt the correct strategies.

How to turn this event into an opportunity? To achieve this goal, we need to adapt our prices to this hostile environment, i.e. we need to develop an appropriate Dynamic Pricing strategy that allows us to adapt our prices to the variations produced in supply and demand and to position us ahead of our competitors. In V-Day, the frequency in changes will be higher, carrying it out each hour or even each minute. It is estimated that 65% of leader retailers have the ability to respond quickly at these variations, such Amazon. For this reason, it acquires great importance the correct use of a software specialised in price motorisation of competitors. Do not miss the time and adapt your business to new adversities.


Which are the best footwear marketplaces to sell on?

Footwear marketplaces are booming. The last decade has seen the launch of new specialized marketplaces with millions of different users. Among them are Spartoo, Sarenza and Farfetch, portals with international reach. Their main value is that they unite hundreds of footwear brands, as well as offering clothes and accessories. Although each has its own characteristics, they are all vertical marketplaces, i.e., they focus on a specific area, and their sales categories are interrelated. For sellers, these portals provide an opportunity to expand sales channels and drive the globalization of their e-commerce business. We explain how to sell on these footwear marketplaces so that you can assess whether they align with your plans for the future and then start defining a possible pricing strategy.