Can I get a show of hands from anyone who has ever shopped online? Counting has never been my strong suit, but that looks like roughly 100% of you. (Obviously, I can’t see your hands, but massive bonus points if you actually physically raised them.)
Online shopping has become as natural as breathing, or at least that’s what I tell myself when my credit card statement comes through. And I’m not the only one spending my time and money on online shopping.
Statistics show that retail eCommerce sales were expected to reach $6.3 trillion U.S. dollars worldwide in 2023 (source), and this is predicted to increase by a whopping 56% by 2026, bringing annual online retail sales to an expected 8.1 trillion dollars worldwide.
How does this relate to your business and Google Shopping? Good question.
Google Shopping for Consumers
From a customer’s perspective, Google Shopping provides a comparison platform where you can easily search for a product across numerous brands and websites.
You can see all of the most important details about a product in the search results, including product images, price, delivery, and star rating. You can also filter according to a range of options, such as material, size, price, and colour. If you see a product you’re interested in, you can click on the link and be taken directly to the product page of the website where you can buy it. This makes online shopping incredibly convenient (as if making purchases without having to leave your house wasn’t convenient enough), saving the consumer the hassle of having to sift through multiple websites to find the product they want.
And if consumers like using it, then businesses need to get themselves on Google Shopping.
Google Shopping for Retailers
As a retailer, Google Shopping offers a whole host of benefits, including:
Brand Confidence
Almost any retail business can apply to feature on Google Shopping, but not just anyone gets accepted.
Since it has a reputation for showcasing the most prominent and popular brands, a product that is shown in the Google Shopping search results effectively has the Google stamp of approval. This can help to improve consumer confidence in your brand, which in turn can lead to more sales.
Products from established stores and brands tend to dominate Google Shopping, for example, if you’re shopping for homeware you can expect to see multiple listings from John Lewis, Habitat, Urban Outfitters, and Dunelm.
If you can get one of your products positioned alongside these established brands, you’re considered trustworthy by association.
Access to Shoppers
It might seem obvious, but it’s worth pointing out that Google Shopping puts you directly in front of shoppers.
A user searching for ‘rattan bed frames’ on Google might be looking for images of rattan bed frames to add to their mood board, or they might be looking for interior design tips for how to dress their rattan bed frames. It’s safe to assume that not everyone searching for ‘rattan bed frames’ on Google is actually in a position to purchase a bed. However, if a user is using Google Shopping, it’s fair to say they are probably looking at buying one of these bed frames now or in the not-too-distant future.
By getting your product listed, you’re increasing the likelihood that click-throughs to your website will turn into sales.
Sponsored Ads
You can pay for your product to be featured in the Google Shopping results, though Google will determine which search queries your product will be relevant for.
Due to this, the way you set up your product campaigns need to be optimised in a similar way that you would SEO your website.
This will help to ensure your product gets found for the right searches. Google does not charge you per product or ad, instead you get charged a set rate each time a user clicks on your ad.
If you pay to be featured, your listings will appear right at the top of the page, like this:
Analytics
When you use Google Ads on Google Shopping you get access to some impressive analytical tools, including reports and metrics that give you clear insights into how well your campaign is performing. This is useful for planning future campaigns and assessing your return on investment.
Setting Up Google Shopping
To get your products featured in Google Shopping, follow these simple steps:
Optimise Your Images
Before you even begin setting up an account, you need to optimise the images on your own website. This is because Google pulls the images from your website to display on Google Shopping, and it can deny product listings if it deems image quality to be poor.
Your products should take up approximately 80% of each image. They should be shown clearly, in bright lighting, and preferably set against a white background.
Sign Up
Set up a free Google Merchant Account. This will serve as your base for managing product information.
Input Data Feed
Your product data feed gives Google the facts about your products, which in turn is how Google can match your product to user search queries. Upload this data in the form of Google Sheets, or using a Google Merchant Center template.
Link Google AdWords
Link an existing Google AdWords account to your Google Merchant Account, or create a new one. You can then use this to create paid campaigns that will feature in the results of Google Shopping.
Set Campaign Bids
You need to set bids for your campaigns, which Google will use to determine your rank amongst other sponsored products. You can expect to rank well if you have provided top-notch product data and a reasonable bid.
Schedule Campaigns
Finally, schedule your campaigns to determine when and to whom your ads will be displayed. You can set location targets, as well as start dates and end dates for campaigns.
All Things Considered
Whether your business is new to the eCommerce scene or you’re running a veteran brand, Google Shopping undeniably offers benefits that are hard to ignore.
Being accepted is like getting a gold seal of approval from Google, which, arguably, is one of the most trusted brands on the planet.
Use the tips above to get started, or reach out to us if you need some guidance for securing success with your online store.
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