Google Shopping offers eCommerce businesses the opportunity to show their products and services to interested users, increasing their chances of a sale. Even though the main objective is to make it easier for customers to compare prices, the layout and aesthetics of its ads have proved to be highly effective at increasing conversion rates. Unlike AdWords advertising, Google Shopping ads allow potential customers to see the item, its price, and some of its characteristics in just a few seconds. To get the most out of your ads on this marketplace, we recommend first defining a pricing strategy specifically for this platform. After that, you can implement the following practices and watch as the visibility of your eCommerce business increases.
1. Optimise your product page.
Google Shopping works by exporting product data from your eCommerce store to the Google Merchant Center feed. Therefore, for your ad to be optimised, the content of your product pages must be as well. Check the titles, descriptions, and calls to action so that they’re as specific as possible and provide specific and detailed information about the characteristics of each item.
2. Include visual elements in the ad.
Along with the product photos, in Google Shopping, you can incorporate other small visual elements that attract user attention and increase the click ratio as well as their trust in the brand. Among the most prominent are the rating stars as well as the annotations showing free shipping, sales, and discounts.
3. Select the best product photos.
The photos of different items, together with their prices, contribute to attracting different customers. Once aware of this, we recommend selecting high-quality photos with clear colours in which the characteristics and details of each product can be appreciated. You must also respect the proportions and sizes indicated by Google.
4. Target the ad at your buyer persona.
Even though the ads in Google Shopping aren’t based on keywords, you can find blacklists where you can include the words that you don’t want to use for positioning. This is a way for you to make sure that your ad is only seen by your buyer persona and save on your daily budget, increasing your profitability.
5. Post your best seller products.
If you have a very extensive catalogue, advertising all of your products on Google Shopping could involve a very high budget and not offer you the return on investment that you seek. The best option is to advertise those products or services that are most in demand by your customers on the marketplace. If you have any doubts, you can also carry out an analysis of the products that are most searched for on Google to align yourself with user search trends.
6. Check your stock before joining Google Shopping.
The speed of purchase on Google Shopping is much higher. The search and purchase are completed almost immediately. In this scenario, you must have a good amount of stock for the products that you include on this platform to avoid having interested customers abandon your eCommerce business. You can estimate possible demand based on your current online sales.
7. Enable Google customer reviews.
This is a very common practice. Most eCommerce businesses and companies already have these enabled, and they play an even more decisive role when it comes to making purchases through Google Shopping. This is because those users with doubts about whether or not to buy certain products are going to turn to the opinions of other customers to make their final decision. Hiding or not enabling reviews can affect the eCommerce business’s reputation and brand image.
8. Analyse the prices of your competitors.
Monitoring the prices of your different competitors will allow you to have competitive prices and increase the chances of sales. At the same time, you can gather information about their shipping costs, sales conditions, and promotions with the goal of improving the positioning of your business in the minds of potential customers. You can use today’s automated competitor tracking tool to help you do this.
9. Apply dynamic pricing to your products.
The prices of items advertised on Google Shopping change at high speeds due to the large number of searches carried out by users. Through dynamic pricing, you can adapt your prices to the market quickly and anticipate the movements of your competition.
The combination of competitor monitoring, the rules of dynamic pricing, and an automatic repricing tool is key to offering competitive prices quickly and efficiently. This is an advantage that, together with the advantages mentioned above, will allow eCommerce businesses to increase their sales on Google Shopping as well.