Google Shopping, a Google service that allows users to search for products on online shopping websites, is increasingly common. Based on recent research, the clickthrough rate of Google Shopping advertisements has risen by several times in comparison with other platforms.
Google Shopping benefits both businesses and online shoppers. Accordingly, customers can find products that they are really interested in, which reduces their distastefulness when irrelevant advertisements appear. In the meantime, businesses can increase sales based on customers’ needs and preferences. In the context of more customers opting to buy online, finding the right buyers becomes more crucial to businesses than ever before.
Launched in 2002, Google Shopping formerly recorded product data in an index based on specific search terms. In 2012, it turned to a chargeable advertising model in which merchants had to pay to display their products in search results.
However, as the outbreak of COVID-19 is posing a threat to the global economy, Google has enabled merchants to sell on Google Shopping without any charge. The search results comprise mainly free listings. Whether merchants advertise their products on Google or not, this feature allows them to easily approach the right customers.
Currently, Shopify is working with Google with the purpose of simplifying product synchronization, submission and optimization for free listings. Specifically, the e-commerce company has released Shopify’s Google Shopping app which enables merchants in the U.S to list their products at no cost on the Google Shopping tab. Synchronized products are subsequently ready to be displayed in related search results.
Shopify plans to make the app uncharged globally before the end of 2020 in order to help merchants all around the world.
It gets easier to find target customers
In light of this significant update, all qualified retailers can reach out to millions of shoppers who access to Google every day to search for products. For customers, their search results in the Google Shopping tab include a variety of relevant products from a larger number of stores. For advertisers, their chargeable campaigns now include free listings.
Google has been working to develop this plan. Due to COVID-19, however, it is urgent to implement the feature so as to support affected businesses. This is an opportunity for small businesses that do not have sufficient financial resources to run advertising campaigns on Google.
Free listings do not take the place of the paid ones. Paid listings are still available in ads space and work similarly to Shopping Ads. Moreover, searched products show up in accordance with relevance instead of bids. Merchants who have already paid to advertise their products can add free listings.
The feature requires no further actions from current users of Merchant Center and Shopping ads to function. Regarding new signups for Merchant Center, Google is working to make it available in the upcoming days. To reach out to and get discovered by online shoppers on Google, merchants can install Google Shopping app by Shopify. Click here to learn more about Shopify’s instructions of setting up Google Shopping.
Eligible merchants of Google Shopping
It is essential that retailers adhere to all Merchant Center guidelines if they want to create an account and set up product data. In detail, Google allows only products available for direct purchase. In terms of display language, website and product data must use the same official language of the country to which they advertise. Website URL must be claimed and verified in order to avoid being claimed by others. Product data must meet Google’s product data specification.
As users are able to access to return and refund policy once they buy a product, retailers should make their policy straightforward to be found. To protect customers, in addition, merchants must collect user information in a safe and responsible way.
Furthermore, merchants need to comply with Shopping policies and other basic website requirements. To keep a Merchant Center account activated, they must sign in at least once per 14 months.
Synchronized products that meet all the above requirements will be available in Google Shopping search results.
Make the best use of Google Shopping
Merchants can make the most effective use of Google Shopping by optimizing free listings so that their products appear more frequently in relevant search results. The optimization track is as follow:
- Keep information about store and product comprehensive and always up to date.
- Submit a high-quality image that thoroughly illustrates product appearance. Images must comply with Google’s product data specification.
- Use detailed title attributes to explicitly indicate products, as an unclear title cannot draw customer’s attention.
- Identify keywords that customers are likely to type into Google search bar through some keyword research. Advertising titles should cover those keywords to increase traffic.
- Provide a product data feed using sufficient related attributes to reach the most relevant customers.
- Specify the type of product by categorizing regarding leastwise 3 levels of product classification. For instance, “Blankets” should be classified as “Home & Decor” > “Furnishings” > “Bedroom” > “Blankets”.
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