It was in October 2010 that the Google Shopping engine appeared for the first time in World.
Declination of its Search product present in the United Kingdom and Germany, Google offers e-merchants with this service to list their products for free with the display of a photo, a description, and the price.
From 2012, Google PLA (Product Listing Ads) allows your product ads to appear directly on the Google search engine as well as on the Google Shopping engine, it also makes it possible to reference by paying for its products on Google Adwords
Since June 11, 2013, all e-commerce sites that wish to see their offers appear within the Google shopping engine must launch PLA campaigns.
The CPC model is the same as for Google Adwords: an e-merchant will pay when a user clicks on his product ad.
The products appear according to the requests of Internet users with a lot of information such as an image, a title, the name of the merchant site, the price of the product, and a promotional message.
A dream for all those who want to create an online store or who already have an e-commerce solution.
This is a great step forward that Google has made for online sales because the fact of giving more information to the Internet user before he goes to see your site has 3 consequences:
• Reduction of curiosity clicks for a better overall click-through rate
• A higher quality of prospects
• Better Return On Investment
Three points that can be very beneficial to your e-commerce project and your turnover.
So be careful because there are still some subtleties to a successful Google Shopping account and more than mastering Google Adwords in general. For example, the quality of the product flow depends largely on the success of a campaign. because it is a major component of the “quality score”.
It is indeed the first lever to be present effectively on Google Shopping.
Via the Google Merchant Center, you will regularly provide your product feed.
And this flow must respect standards and associate a large amount of information with each product.
For example, to agree to distribute a product, Google asks to have two of the following three elements:
• The brand
• The EAN Code
• The MPN Code
The EAN code is a unique code that identifies the origin of the product and the manufacturer. Without this unique code, Google will ask you for the presence of another code, the MPN or the GTIN.
But the presence of this information is not enough and to do well, it will be necessary to respect a formalism specific to Google.
In addition, depending on the type of product, Google will ask for other mandatory attributes.
For example, for ready-to-wear, Google will require you to enter information such as gender, age, size, and color and if only one piece of information is missing, the products will not be put online.
Also, be careful because your products must be categorized according to Google’s nomenclature.
If you sell ready-to-wear, your “dress” products should appear in the Google category of the same name. This categorization must be integrated directly into the product feed that you are going to provide to Google.
And once your product catalog has been configured, optimized, and categorized, all you need to do is set up a product campaign on your Google Adwords account.
This campaign can be segmented according to your different product universes or according to your different commercial operations.
Once your campaign is online, when an Internet user types the query “green dress”, your product offer will appear directly in Google’s paid search results.
AN OBLIGATION TO BE SEEN?
If you want to make sure that your products are visible when people are looking for them, you can’t ignore Google Shopping’s Adwords ads.
Indeed, they are not only more attractive but above all, they really take a back seat to organic search results.
Their product presentation with photo, title, and price display allows potential customers to immediately see where to find the product they are looking for and direct them to the relevant e-commerce sites.
And clearly showing a product to users with high purchase intent gets a lot of clicks.
With this in mind, more and more e-merchants are investing in Google Shopping campaign budgets.
So don’t wait any longer to follow this trend and configure Google Shopping Ads for your products.
GOOGLE SHOPPING IS THE FUTURE OF ADVERTISING.
For your e-commerce, instead of spending time researching keywords and creating ads, let Google Shopping do it.
If you provide your product information correctly, Google will:
• Match the right product to the right search query
• Create advertising
So say it like that, it sounds pretty easy, but it’s a little more complicated in reality.
You are going to have to figure out what you need to do first and then… do it.
For this you will need:
• To create an e-commerce site
• A feed of products to send to Google Merchant Center
• From a Google Merchant Center account
• From a Google Ads account
Normally you should still have taken the first step and be the owner of your online store.
If not, the most important step for you will be the creation of an e-commerce site, obviously.
Then you will have to follow the following steps on each Google account necessary to set up your Google Shopping.
Google Shopping is an essential marketing tool today to promote your e-commerce sales.
And if some see it as a certain hostage-taking on the part of Google as regards the promotion of their products by means of a paid promotion, that is the whole story of advertising.
What you will invest in Google Shopping you will not invest in advertising elsewhere, in community manager for campaigns on social networks, or in SEO strategy.
And in e-commerce, unlike a showcase website, often the fastest techniques are the best.