Throughout the world, consumer online sales have skyrocketed in recent years. If you are an entrepreneur who physically sells products or owns a webshop, you can no longer move along without online sales channels. Various options are possible within the online sales channels. Google has also developed its own sales channel for the search engine, called Google Shopping. It can be very relevant to your business and our online marketers are experienced in its utilization. Below you can read more about what Google Shopping is and why it is important for your website or webshop.
Products are therefore shown to users when they search for search terms that are relevant to the products in question. These products are shown to users at the top of the results page (SERP) in Google Shopping. There are two ways you can show your product feed on the platform. One way we call the organic way and the other is through ad campaigns. We will see how this all works in a moment, but first, we will take a look at a number of advantages of Google Shopping.
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What are the benefits of Google Shopping?
There are three main benefits to using the platform as a business. First, Google Shopping provides consumers with all the necessary information about the products they want to purchase. For example, it gives the consumer things like the price, design, image, shipping costs, and other terms of the product. The potential consumer can immediately find all information about your products. When he/she clicks on your product, it will be redirected to your website or webshop. In this way, Google Shopping ensures better quality clicks on your products.
Shopping yields 30% more conversions than text ads.
Finally, Google Shopping is a great way to outsmart your competition. As an entrepreneur, you can offer a lot of information about your products to potential consumers via this platform. This ensures that the user can easily compare the products displayed in it and make an informed choice. For example, the price is very easy to compare with competitors. As an entrepreneur, you can conquer the rest of the players within Google Shopping with a smart pricing strategy. All these listed benefits are reasons to start quickly with the purchasing platform of Google. But how do you place your products there and why do you need Google Merchant Center for that?
What is Google Merchant Center?
Google Merchant Center is a service of Google and allows you to upload your store and product information to Google and make it available in the search engine. For example, this store and product information needs services such as Google Shopping and Google Ads to work. It is important that you have a Google account, otherwise, you will not be able to sign up for Google Merchant Center. If you don’t have a Google account yet, go to accounts.google.com to create a new one.
Your store and product information is also known as product feed.
“Google Shopping is shown at the top of the results page in Google”
How does Google Shopping work?
Now that we know what the purchasing platform is, what other services from Google are needed and what your product feed is, let’s look at how you actually get your products on the platform. As we have already discussed, your product feed must be complete. In this way, Google can easily read and index your products. There are then two ways to share your products with Google Shopping so that they can be displayed:
1. Manually through Google Merchant Center.
As an entrepreneur, you can manually enter your entire product range within Google Merchant Center. A store or webshop with many products can consume a lot of time and energy. Google Merchant Center now owns your store and product information. Your products are then shown in Google Shopping when users search for relevant search terms for your products. By manually entering your product range in Merchant Center, you do not have to pay for Google Shopping to be displayed.
37% of all websites and webshops are developed via WordPress.
If you have installed the Product Feed Pro plugin in WooCommerce, you can get started. In the back-end of your website or webshop (WordPress), there is a link with WooCommerce. This link allows the Product Feed Pro plugin to generate your product feed. You then need to upload your generated product feed to Google Merchant Center. Once this is done, the Product Feed Pro will share your store and product information (product feed) with Google Shopping. The process of sharing information between Product Feed Pro and Google Shopping takes place automatically. This makes it possible for the online platform to show your products to users who search for them.
As an entrepreneur, you can go one step further by also making a link between the stock system and the back-end of your website or webshop. If this is set correctly, Google Shopping can indicate the stock status of your products live. This ensures that your products are not shown on the platform when they are out of stock.
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“As an entrepreneur with a physical store or online webshop, Google Shopping is very interesting”
Why is Google Shopping important?
Since the launch of Google Shopping in 2012, the service has been greatly expanded and optimized. There are several reasons why this selling Google platform can be very important for your website or webshop. Below we list the importance of it:
1. More visibility for your products
Google Shopping is simply an additional online sales channel for your products. It, therefore, ensures an average higher visibility of your products within the search engine. Since the search engine giant Google has millions of daily users, it would be a shame not to grab this chance of visibility.
2. At the very top of Google search results
Google Shopping and its available products are shown at the top of the results page within Google. So, after Google Shopping, the paid search results first follow, then any images and Google Maps options, and only then the organic search results. Placing your products in Google Shopping ensures that your products are immediately shown to potential customers when they search for relevant search terms.
Google Shopping delivers more quality clicks.
4. More relevant potential consumers
Because the product range can be shown to users in great detail online, it results in more relevant potential consumers. We can say that the more targeted and specific your offer is, the more targeted and relevant the visitors to your website or webshop will be. Potential consumers can become more interested in your products thanks to the information within Google Shopping.
5. Outsmart your competitors
Finally, Google Shopping is a way to serve potential customers better than the competition. There is a good chance that your competitors are also active on this online selling platform. If you are not actively present on Google Shopping, you will miss out on many potential customers and therefore sales. With a detailed and specific product feed, ensure that you conquer the place of your competitors. Moreover, by making smart use of Shopping ads, you can stay ahead of the competition.
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When the link between Google Shopping and Google Ads is made, new doors open for your business. Targeted and relevant advertising campaigns can ensure that your products are shown to potential customers even more often. Our SEA specialists work a lot with Google Ads and know which ads work and which ones don’t. In this way, we ensure a smooth and profitable link between your products in Google Shopping and the developed Shopping ads.
Curious about the possibilities of the selling platform of Google? Come by the office for an introductory meeting and a cup of coffee. Our online marketers are happy to talk to you!