Google Shopping has quickly become one of the most popular and effective ways for businesses to sell their products online. In my conversations with online merchants, Google Shopping repeatedly comes up as one of the most profitable advertising channels. Across our agency, we regularly see 600% and higher returns from this platform for our clients. For every dollar spent with Google Shopping (also known as Product Listing Ads or PLAs), merchants can see $6 or more in sales. But what exactly is Google Shopping, and how does it work? This comprehensive guide will answer these questions and provide the information you need to leverage this powerful platform for your business.
What is Google Shopping?
Google Shopping is a service that allows users to search for and compare products from different online retailers. When a user searches for a product on Google, Shopping ads often appear at the top of the search results page, above or alongside text-based ads. These ads are highly effective because they capture buyer intent by displaying product information directly in search results. They typically include an image of the product, its price, the retailer's name, and other relevant information.
Two platforms power Google Shopping ads:
- Standard Shopping: This platform has been around for a long time and gives advertisers more control over their campaigns. While it requires more manual testing, it allows you to disable online placements, add negative keywords, and appear only in the shopping section and search results.
- Performance Max Campaigns: These campaigns replaced Smart Shopping in 2022 and used asset groups comprising various media forms related to a group and supported Search and Display, serving ads across the entire Google network.
The average click-through rate (CTR) across all industries is 0.86% for Google Shopping Ads, and the average cost per click (CPC) is $0.66.
Four benefits of using Google Shopping as a business owner
1. Trust by association
When your products appear in Google Shopping results, they are displayed alongside other reputable brands and retailers. This association with trusted names can lend credibility to your business and increase consumer confidence in your products. Customers are 2.7 times more likely to consider a business reputable if they find a complete Business Profile on Google Search and Maps. This highlights how Google Shopping can build trust and credibility with potential customers.
2. Better qualified leads
Unlike traditional text-based ads, Google Shopping ads provide users with detailed information about a product before they even click on the ad. This means that the users who click on your ad are more likely to be interested in purchasing, resulting in better-qualified leads and higher conversion rates. Traffic from Shopping campaigns converts at 3 times the rate of Search campaigns, and they can deliver 2x the revenue for the same advertising budget compared to Search campaigns.
Furthermore, case studies have shown significant improvements in key metrics when businesses utilize Google Shopping. For example, one company saw a 33.33% rise in transactions across all Google Ads campaigns, including Google Shopping, Search, and Display, and a substantial 228% growth in revenue from all Google Ads campaigns. Another business achieved a 4% overall revenue growth, a 160% higher click-through rate than non-branded search, and an 84% higher conversion rate than search and 112% higher than display. These examples demonstrate the potential of Google Shopping to drive significant results for businesses.
3. Designed with shoppers in mind
Google Shopping is designed with the shopper in mind. The platform provides users with a visually appealing and easy-to-navigate interface that lets them quickly find and compare products from different retailers. This user-friendly experience can lead to increased engagement and sales.
Google's revamped shopping platform is not just a game-changer for consumers—it's poised to impact the marketing landscape significantly. Product discovery is now AI-driven, providing marketers with an unparalleled opportunity to appear in highly personalized search results. This level of detail allows brands to be more relevant at the research stage of a shopper's journey, making it crucial for marketers to ensure their product data is optimized for Google's AI.
4. Excellent reporting and metrics with Google Shopping Ads
Google Shopping provides businesses with detailed reporting and metrics that allow them to track the performance of their campaigns. This data can be used to optimize campaigns, improve product listings, and increase return on ad spend (ROAS).
Getting started with Google Shopping ads
To start with Google Shopping ads, you must create a Google Merchant Center account and a Google Ads account. You'll then need to create a product data feed, a file containing information about your products. Once your product data feed is created, you can create Shopping campaigns in your Google Ads account and run ads.
Creating a Google Merchant Center account
To create a Google Merchant Center account, follow these steps:
| Step | Action |
|---|---|
| 1 | Go to the Google Merchant Center website. |
| 2 | Click the "Sign up" button. |
| 3 | Enter your business information and create an account. |
Once you have a Google Merchant Center account, the next step is to create a product data feed.
Creating a product data feed
A product data feed provides Google with detailed product information, enabling the platform to effectively match your offerings with relevant user searches. This data includes essential details such as product titles, descriptions, prices, and availability. Creating comprehensive and engaging product descriptions is crucial to ensure your listings stand out and attract potential customers.
It's important to categorize your products in your data feed accurately. Google uses "Product Types" to understand the relationships between your products, which can impact serving and product relevancy.
You can use a spreadsheet program like Google Sheets or Microsoft Excel to create a product data feed. You can also use a feed management tool, which can automate creating and updating your feed.
Here are some key elements to include in your product data feed:
| Element | Description |
|---|---|
| id | A unique identifier for each product |
| title | The title of your product (should be concise, clear, accurate, and straight to the point) |
| description | A detailed description of your product (should be relevant to the product you're selling) |
| link | The URL of your product page |
| image_link | The URL of your product image |
| availability | The availability of your product (in stock, out of stock, preorder) |
| price | The price of your product |
| brand | The brand of your product |
| gtin | The Global Trade Item Number (GTIN) of your product |
| mpn | The Manufacturer Part Number (MPN) of your product |
| condition | The condition of your product (new, used, refurbished) |
Creating Shopping campaigns in Google Ads
Once your product data feed is created and uploaded to your Google Merchant Center account, you can create Shopping campaigns in your Google Ads account. To do this, follow these steps:
| Step | Action |
|---|---|
| 1 | Sign in to your Google Ads account. |
| 2 | Click the "Campaigns" tab. |
| 3 | Click the plus button and select "New campaign." |
| 4 | Select "Shopping" as your campaign type. |
| 5 | Choose your Merchant Center account. |
| 6 | Select your country of sale. |
| 7 | Choose your bidding strategy. |
| 8 | Set your daily budget. |
| 9 | Create ad groups and product groups. |
| 10 | Enter your product bids. |
Optimizing your Google Shopping campaigns
Once your Shopping campaigns are up and running, you can optimize them to improve performance. Here are some best practices for optimizing your Google Shopping campaigns:
- Use relevant keywords: Although Shopping ads don't use keywords in the same way as text-based ads, it's still essential to use appropriate keywords in your product titles and descriptions to help Google match your products to the right searches.
- Optimize your product images: High-quality product images attract clicks and conversions. Use clear, well-lit images, and show the product from different angles. Check Google's image guidelines to optimize your product imagery.
- Use negative keywords: Negative keywords allow you to exclude your ads from showing for irrelevant searches. This can help you improve your click-through rate (CTR) and reduce wasted ad spend. Regularly review search terms to identify keywords that trigger your ads but don't align with your offerings. Strategically add these terms to your negative keyword list to prevent your ads from appearing for unrelated searches.
- Use ad extensions: Ad extensions can provide users with additional information about your products, such as promotions, product ratings, and seller ratings.
- Track and analyze your performance: Use Google Ads reporting tools to track your campaigns' performance and identify areas for improvement. Use Google Analytics and Google Ads reporting tools to track impressions, clicks, conversions, and return on ad spend (ROAS). Adjust bids, budgets, and targeting based on performance to increase reach and return on investment. Manage inventory and ensure stock levels are accurate to avoid listing unavailable products, which can impact user experience and campaign quality.
- Optimize your product data: Think strategically about your customers and what they want in a product. Highlight essential product details in your titles and descriptions. Use high-quality images that accurately represent your products. Provide the most accurate product data possible to ensure your listings are displayed correctly in search results. Match your product data to your landing pages to provide a consistent user experience.
- Optimize by geographical location: Ensure you are not wasting your budget on clicks from people outside of your delivery area by optimizing your campaigns for specific geographical locations.
Technical implementation details for Google Shopping
Product data feed specifications
Google provides detailed specifications for formatting your product data feed. This data ensures your products match the correct queries. Sharing your product data in the proper format is essential.
Here are some key technical details to keep in mind:
- File format: You can submit your product data in various formats, including text (.txt) and XML (.xml).
- Required attributes: Certain attributes, such as "id," "title," "description," "link," "image_link," "availability," "price," "brand," "gtin," "mpn," and "condition," are required for all products.
- Optional attributes: You can also include optional attributes, such as "color," "size," "material," and "pattern," to provide more detailed information about your products.
- Attribute values: Each attribute has specific requirements for its values. For example, the "availability" attribute must have one of the following values: "in stock," "out of stock," or "preorder."
Google Merchant Center API
The Content API for Shopping can automate Google Merchant Center account management. Here are some things you can do with the Content API for Shopping:
- Upload products
- Manage inventory
- Manage Merchant Center accounts
- Link your inventory to Google Ads
Shipping settings
You can configure the exact shipping details in your Google Merchant Center account. To do this, click the gear icon in the top bar, select "Shipping and returns," and create a new shipping service where you can define your shipping costs. You can set a flat rate, charge based on order size, or integrate with carrier pricing like FedEx or UPS.
Challenges and Considerations
While Google Shopping offers numerous benefits, being aware of potential challenges is essential. One concern raised by experts is the recent increase in scam sites appearing in Google Shopping results. These sites often mimic legitimate businesses, offering similar products at significantly lower prices to lure unsuspecting customers. Shoppers must exercise caution and verify retailers' legitimacy before purchasing through Google Shopping.
Conclusion
Google Shopping is a robust platform that can help businesses of all sizes reach a wider audience and increase sales. By creating compelling product listings, optimizing campaigns, and staying informed about best practices, companies can leverage Google Shopping to drive conversions and achieve their marketing goals. The platform's user-friendly interface, detailed reporting features, and ability to capture buyer intent make it a valuable tool for online retailers. While challenges such as scam sites require vigilance, the benefits of Google Shopping make it a compelling option for businesses looking to thrive in the competitive e-commerce landscape.
If you want to enhance your online presence and boost your sales, explore the possibilities of Google Shopping and unlock its potential for your business.
