More and more ecommerce businesses are adopting omnichannel strategies to get their products in front of more customers around the web. Most e-tailers are already familiar with adding their products to channels like Amazon and eBay, but what about Google Shopping?
In a nutshell, Google Shopping is a pay-per-click advertising channel, but instead of text ads, users are shown robust product listings from your website within Google. These shopping-enhanced adverts mostly appear under Google's "Shopping" tab. But, if you've optimized your adverts properly, they can also appear in Google's main results for certain user queries. When a user clicks on your ad, they are directed to a product page on your website. Since many consumers begin their "buyers' journey" with a Google search, this can be an effective way of reaching new customers.
The factors Google considers when deciding what search queries should trigger your ads includes not only your bidding activity, but also the content of your product listings. Therefore, in order to get the best ROI from Google Shopping, you need to strategically optimize the content of your listings.
For example: per Google, listings that contain poor-quality images may be prevented from appearing in search results. Read Google’s guidelines for high-quality images and make sure your listings are meeting this criteria.
Additionally, Google wants to present users with complete information related to their queries. To help your listings perform better, take the time to fill out all of the requested fields (Title, Description, Product Category, Availability, etc. etc.) with complete and accurate information. Then, put a process in place to make sure your listings stay up-to-date with relevant info.
If you take care to cultivate your listings, analyze performance data, and bid strategically, Google Shopping can be an effective addition to your business’s omnichannel presence.