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How to (well) use Google Shopping?

How to use Google Shopping

Google Shopping increases your brand visibility and improves your sales and traffic to your e-commerce site. For these promises to come to life, however, you must think carefully about your advertising strategy and follow Google's recommendations to the letter.

The leader of search engines is indeed very meticulous in its validation of Google Shopping ads. Advertisers have every interest in applying the instructions to the letter. There are also certain steps in the process of setting up sponsored links that should not be missed in order to be effective. Here are our tips for using Google Shopping.

The key moments in setting up a Google Shopping campaign

Setting up a Google Shopping advertising campaign can be a long process. There are many steps, but some are more important than others to ensure the success of your campaign. SEA.

Setting high and low priorities to use Google Shopping properly

Google Shopping is a search engine that works on keyword auctions, but not only. The priority - high or low - that you give to a campaign outweighs, for example, the amount of your bids.. When you assign a "high priority" to a campaign, it means that, on the same product, Google prefers this campaign to the one with a low priority. And this even if the bid is higher on the latter. This is therefore a key factor in using Google Shopping effectively.

Which campaigns should be given high priority? Given the effectiveness of this setting, high priority is reserved for products you trust to attract clicks, and more generally to sell. Keep the "low priority" for those that currently only marginally influence your sales results.

Also to be seen: Why is Google Shopping the must-have for e-merchants?

Choose the right type of ads for your business needs

There are three classic ad formats on Google Shoppingeach with their own objectives.

Choose its format d'Google Shopping ads.
To help the advertiser choose its Google Shopping ad format, the Google Ads Help and Google Merchant Center offer rendering diagrams of each type of Google Shopping ads. Here, a schematic of a Showcase Shopping ad.

To use Google Shopping properly, it is important to know the business objectives of each of its advertising formats:

  • The "Shopping for a product" ads are the simplest ones. They are based on the data you provide to the Google Merchant Center, including product photo, price and company name.
  • Showcase Shopping" ads are created from Google Ads, by grouping several products together. They allow the user to compare before clicking. On the business side, this type of ad gives visibility to the brandwhich appears via several associated products. These announcements also serve as an early warning at an early stage of the conversion process.
  • In-store product" ads, as the name suggests, are intended to create traffic in your store. These ads embody your store, with information such as store hours and stock status. They surf on the tendency of consumers to find out about a product online before buying in a physical point of sale.

Optimize your product data to make Google happy

Then comes the stage of theadding products to Google Shopping. Google particularly values this approach and has developed several advice pages on how to improve product data. The advertiser really benefits from applying Google's advicewhich verifies that the advertisements, landing pages and pricing pages comply with its instructions.

Using Google Shopping well: example and counter-example.
A Google Shopping ad that follows the instructions and details the product data (example of ad 1) is better positioned in the SEA search results than an ad that does not detail any data: no size, colour, brand, specified target (example 2, which is only accessible to the Internet user if he scrolls to the right).

In particular, the GAFA expects advertisers to record very qualitative data on the Google Merchant Center. This is therefore one of the central points for using Google Shopping effectively.

Broadly speaking, the Google's instructions on the data to be provided in the product feed can be summed up in five main principles:

  • Fostering the shopping experience customers with detailed product data, which makes it easier and faster to click.
  • Provide titles title] that display the most important information first.and then detail all the data that make the product unique.
  • Use of high-resolution imagesprofessional, without any logo or message.
  • Provide up-to-date product data, consistent with their landing pages and pricing pages.
  • Test and optimize your Google Shopping ads on a regular basis.

Make sure your ads are validated quickly

L’Google Merchant Center help also suggests several ways to provide quality data on Google Shopping. This always involves work on the accuracy of information. Google recommends that you provide all of the "mandatory attributes" requested when specifying product data, and that you do not overlook them.

Google also regularly checks your website, and its concordance with your Google Shopping ads. To use Google Shopping well is also to pamper your e-commerce site..

So that Google's verification of your online store is fast and your ads are validated smoothly, In particular, Google gives three tips:

  • provide data relating to prices and availability of products directly in the HTTP response of your e-commerce site;
  • Go through the structured data to display availability and prices;
  • show only the final price on the destination product page or pricing pages.
Why detail my Google Shopping ad when everything is listed on my site?

Statistically, Google Shopping ads that detail all the product data requested by Google are better referenced than their competitors. They therefore receive more clicks and generate more sales. Google is also working on the possibility of a "Buy" button added to future ads. This new parameter would reduce visits to e-merchant sites and focus e-commerce efforts on advertising.

Do I have to pay to use Google Shopping?

Yes, at least until the end of 2020. Google recently announced that the SEA platform will soon become free. This has already been the case since April 2020 for American e-merchants. This new situation also implies a tougher competition on ads, which justifies to continue to bid on keywords.

à propos de l'auteur.e : Julie MICHEL

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