Effective strategies to increase return on Google Shopping

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Google Shopping


Profile picture for user Maria Jose Guerrero

Maria Jose Guerrero

Google Shopping is a Google feature allowing you to group products from multiple stores. For users, it works like a shop window. Google Shopping enables you to create ads for various products and services. It shows them to customers searching on Google as they are interested in a product or service, thus increasing the chance of a sale. Although its primary goal is to make it easier for customers to compare prices, Google Shopping’s ad layout and aesthetics have proved highly effective at increasing conversion rates. Combining effective ad optimization with the right pricing strategy can help you increase your sales via Google Shopping. Read on for a series of tips to help you achieve this.

Include information in your ad that will help you increase your Google Shopping sales 

The key to success on Google Shopping is ensuring your ad includes detailed and key information about each product. Upload products in one go via CSV files, other apps like Shopify, or even an Excel file. These files or ads upload to the Google Merchant Center feed. 

You need to ensure that they contain as much information as possible, including name, description, availability, unique product identifiers such as SKU codes, measurements, and dimensions, etc., and, of course, the price. All this information should be based on a series of keywords that you have already identified as the best to position your product. Try to identify unique attributes or long-tail keywords. These chains of several words make the search more effective, so that the users who reach your ad are those you really want, a unique target market and who intend to buy. 

Showing shipping costs on Google Shopping may determine final sales  

In one of the latest updates, Google has made it possible for the product sheet to include expenses, lead time, and shipping conditions. This means that when faced with two identical or similar prices, customers can end up choosing sellers with better sales conditions. Then you need to monitor your own and competitors’ shipping costs and develop effective pricing strategies. 

You can use tools to monitor sellers on marketplaces — such as Amazon or Google Shopping — to gain an awareness of competitors’ movements and analyze other eCommerce’s shipping costs. These tools collect detailed information from competitors regularly. With this data you can stay one step ahead of their movements and offer customers ads with greater potential for successful sales.

Google Shopping


Post real photos and videos of products and services on Google Shopping 

Although keywords help ensure consumers see the ad, the photos will attract them to your sales channel, so you must use real, high-quality images. As well as product photos, you can also incorporate other small visual elements in your Google Shopping ad that attract users’ attention and increase the click-rate and brand confidence. Among those that stand out most are the star rating, or “Free Shipping”, “Offer”, and “Discount” banners. 

Choose the best product photos 

The photos of products, along with the prices, help attract potential customers. That’s why we recommend selecting high-quality photos with sharp colours that clearly showcase each product’s features and details. You must also comply with the proportions and size indicated by Google. 

Target your ad to your buyer persona 

Although Google Shopping ads are not solely based on keywords, the marketplace includes blacklists where you can specify terms you do not want users to find you with. You can restrict your ad’s visibility so it is only seen by your buyer persona, reducing the daily budget and increasing profitability. 

Promote your best sellers 

If you have a very extensive catalogue, listing all your products on Google Shopping can be costly, and you may not achieve the return on investment you expect. The best option is to identify the products or services most sought after by your customers and promote those on the marketplace. If unsure, you can analyze which products are most searched for on Google to align with users’ trending searches. 

Check stock before launching on Google Shopping 

Buying on Google Shopping is much faster — searching and purchasing are almost instant. You should have plenty of stock of the products you list on this marketplace to ensure interested customers do not abandon the eCommerce. You can estimate the potential demand based on your current online sales. 

Enable customer reviews on Google 

It is common practice, and most eCommerce and companies already include reviews. However, they play an even more decisive role when purchasing via Google Shopping. This is because users who can’t make up their mind about buying certain products will turn to other customers’ opinions to help make their final decision. Hiding or not enabling reviews can affect eCommerce’s reputation and brand image. You can also use a tool to help monitor your ratings and reviews and those of your competitors.

Develop the right pricing strategy for Google Shopping  

Last but not least, the prices shown on Google Shopping must be competitive to stand up against other eCommerce. It will also be vital to have a pricing tool that can track competitors’ prices across their different sales channels. With this data, you can implement a dynamic pricing strategy which will help you adapt prices to changes in the market. 

Your pricing strategy should also have seasonal offers and discounts. Google’s search engine rewards this by organically offering higher visibility to discounted items. That is how Google achieves its main goal: customer satisfaction. Online prices change so fast. Therefore, you should consider periodic variations, including automatic repricing, to ensure you have the highest possible visibility.

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