The marketing goal of every online store owner is to secure new customers (and to retain existing ones) at the right price. There are a number of ways to attract new business; Google AdWords and Facebook marketing are both effective ways to narrow in on your target market and to provide compelling advertising at a time and in a place that suits your demographic. But as an online retailer, there’s another way to put your product front and centre, right where your shoppers want it. And that’s Google Shopping.
What is Google Shopping?
Google Shopping is a paid search engine from Google where shoppers can search for particular products and be shown an array of items from online sellers. You might have also seen shopping results appear at the top of your search results when using Google to search for a product.
Shoppers can interact with Google Shopping by clicking on the “Shopping” tab below the search bar. This will bring up a dedicated search engine which offers products for sale from online retailers.
From here, if you click on any of the products, you’ll be taken through to the retailer’s site. Every result that you see on Google Shopping is paid, which means that there aren’t any ‘organic’ results. If you want to show up on Google Shopping, you’ll need to pay for the keywords to appear.
Thanks to Google’s Merchant Centre, you have the ability to upload your products and to manage all of your listings. You can control how your products appear and ensure that your customers are finding the relevant items for them.
Why You Need to Use Google Shopping
When we’re commencing our buying journey, we usually kick things off by ‘Googling It’ to identify a price range, variations in products, retailers, delivery costs (if applicable), warranties and any other relevant features or buying parameters. Often, we’ll have a fairly good idea of what we want to buy in our mind when we do turn to the internet, which is why it’s important to have your product front and centre to prompt people when they start looking to buy.
Google handles over 3.5 billion searches a day. And when people are looking for products to buy online, they start with Google. So it’s vital that you have your product online and competing in the marketplace where your consumers are looking.
You can target with Google Shopping, which means that you can attract the types of users who are looking to buy. Simply getting traffic to your store is no good unless people are going to buy from you. When you use Google Shopping for your products, you have access to a targeted demographic and can advertise your products front and centre with attractive imagery and compelling listings.
Instead of having to attract a user to your store and to build up interest in your products, and then nurture them through the sales process, you can advertise and be in front of a user when they are ready to purchase.
Google Shopping results appear above all of the other paid and organic search results, which means that the first thing shoppers will see when they search for a term like “women’s black shoes” are the ads promoting these products. The next result is Google AdWords, followed by organic traffic.
How to Know Which Products are Suited to Google Shopping
While Google Shopping is highly beneficial for many types of online business, there are a few factors you need to consider before launching your online shopping campaign.
Here’s a handy checklist to use when establishing whether Google Shopping is right for your business:
- The products that you want to rank for have a high search volume. (Not sure how to find this? Use Google AdWords keyword planner, or contact our team to find out more).
- You are conversion focused on your website. This means that you’re focused on an optimised landing page which converts sales once people are on your site. Think shipping, ease of checkout, PayPal integration and discount codes.
- Your products are easy to use and have commercial intent, which means that people who are searching for your product understand it and can confidently buy online. You want to be appearing for search terms like “buy bedside lamp online” instead of “best bedside lamp for low light” where shoppers might still be in the information acquisition stage.
And don’t use Google Shopping for products where:
- There’s a lot of competition for a product, or if there are big brand advertisers (with big budgets to match) who are looking to compete with you in the same space. You might find it’s not profitable to buy space with this level of competition.
- You need to generate demand. If you’re having to define your product and show its value, you’ll find it hard to convert with a simple Google Shopping ad. You’d be better off writing blogs, producing video and advertising your product online to educate and create interest.
- You won’t be competing on price for identical items. Long story short, people want the best price for their products. If you’re reselling an item you need to be able to compete to get those clicks.
It’s far better to be selective about the products you’re promoting through Google Shopping. If you’re unsure which products will perform well online, you can speak to our AdWords and Google Shopping experts who can advise you on whether Google Shopping is right for you now, or if it will be suited for your business in the future.
How to Get Started with Google Shopping
It’s very easy to get started with Google Shopping thanks to the Google Merchant Centre. You can manually manage your listings and upload your products manually which means you have full control.
Google Shopping is a cost-effective way to increase buyers and to promote your products online. If you’d like to get started with Google Shopping, visit the Merchant Centre or contact our account managers at Kymodo.
We can advise you on how to start and can even integrate Google Shopping into your existing digital marketing services. Get in touch today to get started.