Are you ready for unprecedented profits? Great. Because Google Shopping represents a huge revenue opportunity for online retailers, with the most relevant products appearing as display ads at the top of Google’s search results.
Google Shopping is an Ads product. Payment is made on a CPC (cost per click) auction basis, made each time a googler clicks on the product image.
However, unlike Google Ads, Google Shopping uses two platforms: Google Ads (AdWords) and Google Merchant Center. Your product data (price, title, etc.) resides in your Google Merchant Center and is received via a data feed from your pages or a spreadsheet.
Setting up your feed with Google Shopping is the key to success, as it directly affects the search terms displayed for your products and the appearance of your ads in Google results.
Your product feed is essentially a file that contains unique information about the products you want to sell, formatted so that Google Shopping can read and understand, e.g. product name, image and price.
Unlike KWs campaigns, with Google Shopping you cannot choose the keywords on which to display ads. Indeed, for Shopping campaigns, Google scans your data feed and landing page content to determine if any of your products are relevant enough to be displayed for a specific search query.
There are essentially two ways to set up your shopping feed.
It can be done manually, via the Google Content API for Shopping Ads, by entering product information into a spreadsheet that follows Google’s specifications.
Or you can use an extension, plug-in, app, or service that automatically imports product data from your ecommerce platform.
An automatic feed between Google Shopping and your ecommerce platform is the best way to go, although it does require specialist support for installation and management.
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