With a staggering 55% of shoppers turning to Google to discover their next purchase, learning how to sell on Google Shopping has evolved from a smart strategy to a critical necessity for eCommerce success.
Instead of getting lost in confusing terminology like product feeds, Google Merchant Center, and shopping campaigns, you can easily set up your business for success.
Selling on Google Shopping doesn't have to be intimidating. Imagine having millions of eager customers just a click away from your product page - ready to buy. This isn't a scene from a sci-fi movie, it's the reality of Google Shopping, and the best part is it's accessible to everyone.
If the allure of millions of shoppers wasn't enough, here's why else mastering how to add products to Google Shopping should be at the top of your to-do list:
Let's get real, your products could be masterpieces of craftsmanship or the peak of modern innovation, but if they're buried under layers of irrelevant search results, do they even exist in the digital world? When you create a shopping campaign, your products get a front-row seat in a showcase frequented by millions daily.
Consider these compelling facts:
Clearly, ignoring Google Shopping is like setting up shop in a deserted alley while the main street bustles with potential customers.
Every online seller dreams of snagging that coveted top spot on Google. You know, that golden ticket that funnels organic traffic and drives conversions. The top organic result on search engine results pages (SERPs) enjoys an average CTR of 31%. Those clicks translate to increased visibility, more brand awareness, and ultimately, increased revenue.
Think about it. When someone searches for "running shoes," do they meticulously scroll through pages of articles and blog posts? Nope. They want to see products, compare them, and hopefully purchase, which is where a Google Shopping feed shines. Your products are presented directly within those critical initial search results, giving you a leg up over competitors buried in the organic depths.
Remember the days when a Google Shopping presence meant shelling out substantial amounts on advertising? Well, say goodbye to the paid exclusivity because the landscape has drastically changed. In April 2020, Google revamped its approach and started blending free and paid listings.
This move wasn't just about creating a level playing field. It signaled a powerful shift for small and medium businesses previously priced out of the Google Shopping game. This means businesses can focus on creating compelling product listings that can potentially rank organically alongside their paid counterparts. This means maximized visibility and potential sales without depleting your entire marketing budget.
Think about the last time you had a smooth, enjoyable online shopping experience. Chances are, you returned to that brand because intuitive, hassle-free interactions create positive associations that keep customers coming back. This is precisely what the Google Shopping tab aims to facilitate: a seamless, enjoyable customer journey.
By placing your products directly within the search results, alongside images, prices, and even reviews, you provide potential buyers with all the information they need right at their fingertips. This streamlines decision-making and removes unnecessary hurdles, ultimately encouraging higher conversion rates and greater customer satisfaction.
Now, let's peek behind the curtain at the silent puppeteer of it all: Google's enigmatic algorithm. Cracking the code to conquering Google might seem as complex as solving string theory. But understanding its essence boils down to grasping a simple concept - E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness. Google itself tells us that “People prefer content created by someone who demonstrates first-hand experience in the topic, compared to content written by someone without that experience.” Google further defines experience as something only people (not AI) can have and emphasizes showing this first-hand experience, not just talking about it.
Let's dissect it further:
Think of E-E-A-T as the foundation of a sturdy house. Each element strengthens and supports the others, creating a solid base for Google's algorithms to recognize and rank your site favorably. A Google Merchant Center account can help you manage all of this in one place.
There are many elements setting up a successful online store so that you can run a profitable Google Shopping Campaign:
Here's a screen of the Google Merchant Center and the Product Studio.
Here is where many store owners who want to sell on google shopping get confused, especially if they are used to running Google Ads. When you sell on google shopping, your shopping ads are automatically generated from the information that is in your product feed, plus whatever other data points Google uses (which at time of writing this blog, they publicly state is about 70,000,000 data points they use for every click and subsequent ad they show).
This is why learning all there is know about the Google merchant center is essential to achieving Google Shopping success.
Here are some frequently asked questions about Google Shopping:
You need to create a Google Merchant Center account and a Google Ads account to get started. You will need to input your product data, create a shopping campaign, and set a budget.
Yes, it is free to list your products on Google Shopping, and you will only be charged when someone clicks on your shopping ads. You can also choose to run paid shopping campaigns to increase visibility.
It may take a few days or even weeks to start selling on Google Shopping because your product feed needs to be approved by Google. Make sure to check that your product image is high quality to ensure there are no delays in your approval process. You can monitor the status of your products in the Google Merchant Center.
In a nutshell, figuring out how to sell on Google Shopping has transformed from a choice to an imperative move for eCommerce success. This isn't just about navigating algorithms; it's about crafting experiences. It's about establishing your brand as a beacon of expertise and reliability, building trust with customers who are eager to embrace your unique offerings.
Are you ready to join them and unlock your brand's full potential on Google Shopping?
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