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Google shopping – the key to unlocking your ecommerce site’s potential

Posted on 18th February, 2016 by Richard Hassall

AdWords, Search Engine Optimisation

If you are looking to boost the e-commerce performance of your website, increase your traffic and grow your business revenue, then you need to take a look at Google shopping.  Google shopping has been around for a couple of years now and is one of the best ways of getting your products listed prominently on Google.

So how does Google shopping work?

In its simplest form, Google shopping is a way of listing your products on Google search without manually having to create an advert for each item. Products are uploaded to Google in the form of a product feed in a special account called a Merchant Center account.

Once your products have been uploaded to Google you will then be able to create a shopping campaign in AdWords and start showing your products on Google search. The product listing adverts will then show searchers a photo of your product, a title, the price and your shop name in an expanded listing that dominates the top section of the Google search results.

Use Google Shopping to your advantage

There are many benefits of using Google shopping over traditional search campaigns and here are some of the main ones:

Increased traffic: Because of their prominence in the search results click-through rates tend to be significantly higher for product listing adverts which help business get more traffic.

Better quality of traffic: By showing your products with prices and photos searchers get a clear idea  of your product and the price before they even click on your advert.

Wider visibility: With Google shopping, there is the possibility of more than one of your adverts appearing at the same time e.g. if you have products with different colours or sizes then these variants could show up in the search results at the same time.

Retail-centric campaign management: Instead of keywords product groups can be created based on attributes from your merchant centre data feed such as brands, type of product e.g. shorts, t-shirts or even custom attributes such as sale or summer. You can browse your product inventory through AdWords and add relevant products to your product groups based on their attributes.

Real-time stock management:

An example of this would be in an e-commerce store where you have end of line products, you want to make sure that these are not being advertised once they are out of stock and with Google shopping you can do just that.

Where can adverts appear?

Google shopping gives advertisers the chance to show their product adverts on Google shopping as well as of Google search next to the search results and separate from the text adverts. Shopping adverts are also eligible to be shown on Google search partner websites including YouTube and on image search in some countries.

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Conclusion

So if you are looking to supercharge your e-commerce store and want to grow your online business then you need Google shopping. Not only are click through rates considerably higher but they also lead to better-qualified leads for your website compared to standard search adverts. Add to this the reality that conversion rates are higher and you have a recipe for success and e-commerce growth.

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