Tips for Using Google Shopping to Supplement Your Ecommerce Marketing Strategy
Ecommerce website owners and marketers are constantly look for new ways to increase product sales and achieve sustainability in their online business. With Google Search continuously evolving, ecommerce marketers must adapt and re-vamp their strategies from time to time.
To realize success as well as support other search marketing strategies like SEO and PPC advertising, ecommerce marketers may find Google Shopping to be a powerful avenue to promote products. Google's Shopping results appear for almost any product-related keyword search. This offers this quite the marketing opportunity for ecommerce stores.
The Down-Low on Google Shopping
Do a Google search for any type of product, whether it's a general category (e.g. Men's running shoes) or specific brand, make, or model (e.g. Saucony ProGrid Guide 6).
The Google Shopping listings take a up a significant amount of real estate in the search results. This makes it a popular avenue for Google users who want to browse products they're interested in buying.
The Google Shopping platform helps direct customers to online stores by inviting the ecommerce owners to create ads for their products. Google shows customers the name of the store, picture of the product, and the price.
Customers interested in the products click through the link that opens the store's website to purchase the items. So although Google takes a cut on the sale, the process is rather seamless and easy to implement for ecommerce marketers.
Making the Most of Google Shopping for Ecommerce Marketing
If you're interested in Google Shopping for ecommerce marketing (or want to improve your existing campaign,) below are some tips to help you make the most of this great platform.
Optimize Product Data Feed
A business owner can fine-tune a Google Shopping campaign directly on the platform. Sort out the product database according to the relevant categories or departments. Find the most-searched and less competitive version of each of the categories using keyword tool and replace all instances of the original category name to further boost the effectiveness of the strategy.
For instance, improve the data feed by tagging high-margin items with labels and then bid more aggressively in AdWords. Other than optimizing page titles, descriptions, categories and product images, a business owner can include shipping costs and quality product images. Google is likely to identify a website's worth through its rich-content.
Frequently Update, Analyze and Test Product Feed
Improve Google Shopping search marketing campaigns by providing accurate and updated information. Update the data feed each time there is a change. Other than updating, the feed should be error free. Test data feeds to make it easier to remedy any errors after submission. Use the help center for troubleshooting information. Data feed errors and data quality errors can be identified and fixed before submitting the feed for indexing.
Add an Identifier for Tracking Purposes
Track the traffic reliably with Google Analytics to help in optimizing search marketing strategies. To help differentiate traffic from Google Shopping from other referring URLs and search engines, an ecommerce site owner can add an identifier to the product URLs.
Set up the ecommerce site for the Google Merchant feed to include UTM tags that instruct how to report data. The right string can separate Google Shopping results from Google organic results. Tracking results can provide information that can help in improving a marketing strategy.
Benefits to an Ecommerce Search Marketing Strategy
One of the benefits of listing products on Google Shopping is that Google is the top search engine used by millions of people daily. Opting for the service can create a wider audience reach and consistent traffic. The site can get more traffic because active buyers can search and find a store's items via the Google search engine.
Replacing free shopping placements with paid ads has lowered the number of retailers thus minimizing the competition. Other than being a comparison shopping engine, it also acts as paid search marketing strategy. A store that lists on the platform pays for results. This means a business owner is charged only when someone clicks on the ad and lands on the website.