As of 2019, almost half of all shoppers (49%, to be more specific) surveyed by Google said that they use Google Search to discover or find a new item or product.
Mary Meeker’s latest report restates this fact, only this time, it splits the difference between Amazon and Google, who own product discovery by a landslide – drawing 85% of all product searches that occur online.
Either way, the truth is unavoidable, if you want to increase the visibility of your products and boost conversions, you’ll have to account for this shift in consumer behavior. And one of the best ways of doing so is getting your products on Google Shopping.
What is Google Shopping?
Google Shopping is a shopping engine that allows consumers to search, compare, and shop from multiple e-retailers all at once. When it was first founded, it was a free service that they called ‘Froogle’, but now, e-retailers pay to use this service to advertise their products, which are displayed with pricing, image, descriptions, etc. at the top of Google Search results.
Most people see Google Shopping Ads as an extension of Google AdWords, except, with a couple of key differences:
- Shopping ads appear at the top of Google Search engine results (higher than regular Search Ads).
- Unlike text-based search ads, retailers can raise their visibility by displaying their Shopping ads with a thumbnail image, pricing information, and other internal data.
- And, most importantly, perhaps, Shopping Ads are triggered by high-intent queries that are made by consumers wanting to buy a product (making them have an inherently higher chance at converting than regular search ads.)
How to Start Using Google Shopping?
Setting your products up on Google Shopping is pretty straightforward, and there are plenty of guides out there to walk you through the process. You’ll just want to make sure that you are prepared to spend a couple of hours setting things up.
To start off with, you will need to familiarize yourself with the following Google products:
- Google Merchant Center: This will be the ‘bank’ for your product feed (catalog of all your products and the data of said products — i.e. titles, descriptions, images, etc.).
- Google Ads: This is where you will build and manage your Google Shopping Ad campaigns. It will provide you with performance reports and the tools that can help you optimize your product feed.
- Google Analytics: This is a free product, compatible with Google Ads that you can use to track your performance (i.e. CTR & conversion rates).
Once you have all three set up, your next step would be creating a product feed that you can use for Google Shopping. This will be the most time-consuming step, but it is a must, as the product data that you input will be what fuels your campaigns. If you would like extra help creating your feed, e-commerce platforms like Magnento or Shopify (if you use them for your online retail store), should at least get you part of the way there.
In any case, when you’ve optimized your product feed and uploaded it to Google Merchant Center. You’ll then have to take a break as Google reviews, and hopefully, approves your feed. In most cases, you’ll have around 3-5 days after submission before you can start developing your Google Shopping campaigns.
An Easier Way to Get on Google Shopping? | Bidbrain™
If you want to simplify, or otherwise, expedite the process of getting your products listed for Google Shopping, there are third-party options available for exactly that! For example, there are agencies out there that you can hire to manually create and produce product feeds for you. And, of course, there are also marketing platforms like Bidbrain™ — which can optimize your feed and your bids automatically with AI technology.
Using Bidbrain™ as our example, here are just some of the ways that you can enhance your Google Shopping campaigns with external third-party aid:
- Bidbrain™ provides Product Feed Optimization for getting an edge over your competitors (i.e. custom labeling, program for scraping product data from your site and competitor’s site, title adjustment tools for targeting high-converting words, and so on.)
- Bidbrain™ is also equipped with the latest granular bidding AI technology for smarter and more effective bidding (i.e. advanced data-clustering for maximizing conversions, sweet spot detection with advanced cluster-bidding, bid simulations for analyzing bid success, and more.)
- Also, unlike Google, whose black bidding strategies are the furthest thing from transparent. Bidbrain™ provides Full Insights (i.e. your best and lowest performing clusters), all of which are easily accessible on your Google Ads account.
As stated in this interview with the CEO of Speqta (the developers of Bidbrain™), Fredrik Lindros, the benefit of accepting AI-based tools like Bidbrain, which can function on a level higher than any regular human: “Will ensure that you can focus on other matters while the AI works its hardest to make sure that you are staying on top of your competition.