Google Shopping has been operating on the Polish e-commerce market for several years.

Before this form of advertisement, it was possible to promote key phrases in the search engine by means of positioning and paid AdWords advertisements.

Graphic advertisement seems much more attractive for online vendors nowadays. What should you do to obtain the best results from Google Shopping?

Take care of the proper product file

Launching an advertisement with Google Shopping requires having an account at Google AdWords and Google Merchant Centre. Products can be added manually, but it is totally unjustifiable: it is time-consuming, not precise, it generates errors, it is hard to analyse etc. An e-store base often consists of thousands of products and it is virtually impossible to add them manually. In order to add the whole product base to Google Shopping, it is enough to export it to the product file, which contains proper product data – name, category, price, weight, colour, material etc. It is then enough to import such a file to Merchant Centre or use a specially designed system that will refresh the data with an API key on a regular basis (it is particularly significant for stocks and prices). The name of the offered product is crucial. We have 150 characters (including spaces) at our disposal, Google displays 70 characters (including spaces) on average and Googlebot decides how many of them will be displayed. You should give such a name to your product which corresponds to the most frequently browsed phrase. Otherwise the visibility of each position will be reduced.

The campaign running strategy is a key for a high conversion

A strategy includes actions undertaken before the campaign takes off. The names remain to be considered (analysed!). Subsequently, it is crucial to take care of photos – typical packshot photos or staged photos, used more and more often. It is not necessary to prepare expensive staged pictures for certain products. Other products, such as groceries, will look ‘tastier.’ In the case of extensive bases, it is crucial to take care of automation: we can often use an API key or access to an XML file from the supplier. After the campaign takes off, we monitor the results and analyse them, drawing conclusions and changing single parameters, and we verify the results.

TIP: if a product offered in GS is visible but not available, the whole effort is wasted. As a bonus, we have an unhappy customer and a negative PR campaign which is about to start.

Competition never sleeps – transparent competition

By launching campaigns in Google, we can monitor our competition. Obviously, all can use this feature, but it does not mean that we do not have to. Not everyone has to do it well. We have comparative analysis at our disposal and, thanks to filters, we can check what our results look like compared to our competition. As a result, we can adjust the campaign to the online reality and achieve better results.

The user reached the website – and gathers experience

After our website is entered, there are several possible scenarios. Let us look at the situation in a binary manner. In other words, an e-customer buys or not. From the moment of entering the website, the customer gathers experience. If anything results in the store not building the customer’s trust, they will not buy our products. The store must keep a good standard: facilities, usability, experience, ergonomics etc. All has the potential to discourage (even individually) or build positive emotions.

Google Shopping functions well and is fine. It is important to be up to date. It is recommended to check the support website (support.google.com) on a regular basis. We cannot afford to stay behind and it is worth using new options that Google adds to this sales channel.