he price-conscious buyer market has become very popular, especially due to the organization, practicality and intelligence that the platforms offer for the public’s shopping searches.
Google, with an eye on this trend, launched Google Shopping in 2011. The company’s entry into this segment added even more value to its users’ consumer experience.
In the end, the consumer’s experience was not only improved by comparing prices and analyzing products through Google search results, but also because the competition had to significantly improve its resources to attract the public’s clicks.
But in this text, our focus is on Google Shopping. So, in the next few lines, you will understand more about how this platform works and its advantages. Join us!
What is Google Shopping?
Google Shopping is nothing more than a virtual showcase of products from registered stores. It’s like an online shopping mall.
It performs similar functions to Zoom. The difference is that it integrates directly with Google, meaning that depending on the search performed, Google Shopping products appear in sponsored search results.
In addition to that, Google Shopping also has its own page . There, people can search for products according to category, brand or use the bar to make a more specific search.
Google Shopping is currently available for:
- Germany
- Argentina
- Australia
- Austria
- Belgium
- Brazil
- Chili
- Denmark
- Spain
- USA
- France
- Japan
- Italy
- Mexico
- Norway
- Netherlands
- Poland
- United Kingdom
- Sweden
- Swiss
- Türkiye
How does it work?
To understand how it works, let’s go to Google and search for “digital camera” (it could be another product too):
To sign up, you’ll need to create a Google Merchant Center account and integrate it with your Google Adwords listing .
In fact, it is through AdWords itself that you configure your campaign and establish the amounts, bids and budget.
It is important to note that when creating a campaign, your ads are not displayed based on keywords . The determining variables are the attributes of the registered products.
Therefore, the more detailed the product information provided by Google Shopping, the more closely the search engine will be able to match the searches made by the public.
But what is this information?
Below you will find a list of the main data to be attributed to the products:
- Unique product identifiers (Can be SKU);
- Product names;
- Product Description;
- In-store landing pages;
- URLs of main and additional images;
- Product availability;
- Product display deadline;
- Promotional prices;
- Fees;
- Measurements and dimensions;
- Product categories defined by Google and you;
- Brand name, etc.
Additional information and attribution models for this information can be found in the Google Merchant Center Help Center .
This data must be sent in an XML file, which is a format that can be created from an Excel spreadsheet, for example. The information needs to be updated within a maximum of 30 days.
What are the benefits of Google Shopping for businesses?
To understand how retailers can earn more by using this advertising platform, let’s briefly dive into the benefits.
To do this, we have selected 5 benefits of Google Shopping for you to take a look at:
1. Increased traffic to the online store
Since Google Shopping results are the first to be displayed in search results, it is natural that they attract greater interest from the public.
The click-through rate tends to be higher than for text ads.
Users have immediate access to data with prices and product images, two of the factors that weigh most when choosing what to click on and buy.
2. Better qualified leads
People who search for a product on Google and analyze the options that Shopping promotes are because they are already in more advanced practices of the sales funnel .
At this stage, they need little information to continue with the intention to buy.
For example, the consumer searching for “digital camera” has, at the very least, some purchasing interest, right?
By having access to the price, photo, store, rates and even reviews from other customers, they will be able to decide whether or not the product meets their expectations.
And that brings us to the next benefit:
3. More conversions
Sales will be higher because visitors who jamaica mobile database reach your store through Google Shopping will already be at an even more advanced stage compared to when they started their search a few seconds or minutes earlier.
This is because the product’s conditions have already been filtered and considered. Therefore, the consumer will be much more likely to convert that desire into a purchase.
Even the most basic features of a store, such as site usability, payment methods, and check-out steps, can make it difficult to acquire new customers.
4.
One of the coolest things about Google Shopping is that your ads can split space with your business’s sponsored links.
If both campaigns are relevant, with adjusted bids and well-defined settings, the ads can appear at the same time.
This would give the site more exposure and attract a higher number of clicks.
5. Detailed monitoring of your products’ performance
Another really cool Google Shopping resource is the performance analysis reports.
These are so efficient and detailed that they can show, for example, the product categories, technical characteristics or brands that generate the most clicks and conversions.
Ultimately, all product attribution parameters also serve as an analysis category.
In addition, it is possible to gather information on the performance of the competition to make market comparisons.
From these analyses, groups composed only of 6 types of display advertising that can be used products that convert the most can be created.
This attitude, for example, optimizes your investment, since a higher offer value would be allocated to products that, in fact, generate high profitability for your business.
Google Shopping has emerged as an interesting alternative for both consumers and businesses. For users, price comparison and product searches are easier.
For advertisers, this is a great opportunity to promote their offers in the most noble space of Google results.
If you still doubt the efficiency of this platform, just do a product search and see how many other stores and companies are already advertising their offers.
If the service is already functioning as a asb directory reference in the market, it will undoubtedly be a safe path to follow in your marketing plan .
Since the use of Google Shopping is linked to Adwords, there is nothing more appropriate than knowing a little about the Google advertising platform.
