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25/07/2024
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25/07/2024Google Shopping is one of the largest online shopping platforms. It is a clever solution for both the e-commerce seller and the customer. Local SEO, with the Google My Business listing and a properly executed Google Shopping campaign, can make a business much more profitable. By considering the strategies and parameters given later, it will be easier to reach new consumers, stimulate sales, and thus increase conversions. This platform allows for promotion and captures the public’s attention for free. It is the perfect tool for merchants who want more visibility and a higher flow of visits. Indeed, customers can easily find and compare the services and products offered by an agency or a store.
For businesses, Google offers the ideal option to promote their commerce. Sellers can display their products to appear in relevant searches. More technically, this is a pay-per-click advertising platform. The seller is only charged when a user clicks on their ad. Among other things, Google Ads and Google Merchant Center are required to fuel Google Shopping. To fully exploit the potential of this tool, it is necessary to adhere to certain rules. Here is everything you need to know about optimization strategies that can maximize sales on Google Shopping.
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Understanding how Google Shopping works
• What is Google Shopping?
Currently, Google Shopping continues to provide more and more opportunities for online sales and its consumers. When we think of Google, our minds immediately focus on anything related to information search. Google Shopping holds an important place in this whole setup and in SEO, but it mainly helps businesses that want to make more sales and reach more consumers.
The number of buyers turning to this type of platform keeps growing. It seems simpler to use for online shopping for customers. Businesses are also starting to realize all the possibilities this tool offers. That’s why various retailers and e-commerce entrepreneurs are using it. On one hand, this tool allows for boosting sales, and on the other, building a brand.
Specifically, for a consumer, Google Shopping is designed to discover and acquire products from local businesses or other e-commerce sellers. As its name indicates, on this platform, the customer will browse the ads made by sellers who have chosen to use the free tool to find what they are looking for. For businesses, Google Shopping is composed of Google Ads and Google Merchant Center.
Google Merchant Center provides the place to find the product feed. It is on this platform that the merchant will customize their offers and optimize their product listing. The goal is to generate more sales and thus capture a larger market share in their sector. Having products listed on this platform means being trustworthy to users.

One must be accepted on the platform to display their goods. In other words, not all brands are accepted, and not all items can be sold there. It is therefore in the interest of any marketing specialist or business to know how to harness and manipulate Google Shopping. Moreover, the request for an account is free of charge. Of course, as with traditional Google Ads, it is possible to run paid advertising there.
• How products are listed and displayed.
In search results for a query, the product displays in a carousel section, whether on mobile or desktop devices. The ads are deployed based on the keywords entered by the user. It is possible to scroll through results to see other items. For each, Google will preview the item name. The user can then access the brand and the website concerned, along with the most relevant ratings according to the Google search engine.

This is why it is essential to ensure the optimization of names assigned to a product so that readers understand exactly what it is. Although the various images should speak for themselves, a good title provides more precision on what it actually is, whether for the buyer or for Google. Furthermore, the name of the goods enables the search engine to display the product in the results feed. In Google Shopping, it’s even better.
On this platform, there is more visual space to promote each product. It’s perfect for displaying images with higher pixels. Indeed, the Google Shopping tab offers internet users more specific options to closely examine each product present in the search carousel. Here, customers have filters available to be more precise about what they have in mind.
Once again, the importance of feed data makes complete sense here. If these attributes are not correctly filled, the comparator may not recognize what is being sold for queries where filters are active. Thus, it is essential to properly fill these product data to remain visible in more targeted searches where filters are enabled.
• Discussing the cost to appear on Google Shopping
On Google Shopping, the advertiser is not charged for displaying their product for a query. There is a payment only when the customer clicks on the ad link. This will redirect them to the page address of the product on the seller’s online store. In other words, it’s a click-based payment, “Pay Per Click” or PPC. The terms are that the cost is based on the level of competition for the product concerned.
The cost of PPC varies based on several criteria, such as the retail sector, margins, selling cost… It is essential to note that there are no subscription fees on Google Shopping due to its subscription-free business model. The same goes for registration fees. Google’s complete pricing policies for Google Shopping are indeed very interesting for e-commerce sellers.
Eligibility criteria to appear on Google Shopping
• How to be eligible for Google Shopping (authorized products, type of store…)
Google Shopping allows any e-commerce site that plays its cards right to boost its sales. To achieve this, there are criteria to meet. The first of which is having a Google Merchant Center account. This must then be connected to a Google Ads account. The store must subsequently validate its website and payment information.
To use Google Shopping, it is necessary to submit a precise and complete product feed. It must contain all data related to each item. The requirements that this information must meet are specified by Google in the product data specifications. Every 30 days, the supplier must send the latest product data to Merchant Center.
Note that not all products can be marketed on the platform. They must be new and undamaged. Only the owner or manufacturer can sell the product. All the rules are specified on the Google Merchant Center website. For those who have hesitations on this subject, it is possible to run a test campaign.

In France, to be eligible for Google Shopping, the seller must be able to deliver their package throughout metropolitan France. The origin of the products must also come from the European Union. The merchant must be able to manage the delivery tracking of their package until it arrives at the buyer’s location. The timeframe to respect for this is 4 working days.
There are also other requirements that must be accepted, such as providing certain information. This includes data like the price of the minimum number of products sold for wholesale distributed items. The price for an item must not fluctuate and cannot be overbid. Finally, the information mentioned about the products must comply with local regulations.
• Importance of a quality product description for appearing on Google Shopping
An optimized description is necessary for a Google Shopping campaign to succeed adequately. Directly impacting visibility and ranking, the provided data feeds will be used by Google to determine relevant queries for a product. That’s why they need to be optimized and made as precise and detailed as possible.
As we saw earlier, well-provided and precise information helps to improve the visibility and ranking of the products they are linked to in the Google Shopping results. However, here, Google also wants the displayed ads to be as relevant as possible for each query typed by a user. A properly optimized data feed therefore provides guaranteed exact information.

In this way, products that relate to these feeds will be displayed to users interested in them and are more likely to lead to higher click rates and conversion rates. Just like in traditional SEO, data feeds need to be optimized and show important and updated information. It’s essential to accurately choose the titles, descriptions, prices, and images of the products.
Successfully completing this process can lead to more effective advertising campaigns and a greater return on investment (ROI). Furthermore, it improves the user experience, allowing them to make more informed decisions. This will make them more satisfied, leading them to revisit your store in the future. A quality product description is therefore a competitive advantage. Indeed, a more detailed and precise ad is likely to attract the attention of internet users.
Beyond the advantages on the search optimization side, a good data feed allows for benefiting from other ad extensions in Google Shopping. Notably, this includes product ratings, promotions, and seller ratings. The latter can make an ad more attractive and informative for users.
The increasing use of mobile devices and voice search is more present for the quality of product data feeds. Indeed, using voice commands to search for products proves to be very practical. Google relies on structured data to provide relevant results in these cases. To improve the quality of the product data feed for Google Shopping campaigns, it is necessary to regularly update and review product information.
The best practice is to use high-quality images, provide accurate information about prices and availability. Additionally, it is also necessary to follow Google’s guidelines for feed optimization. Furthermore, consider using tools and services for optimizing data feeds to simplify the process and maximize the effectiveness of Google Shopping campaigns.
How to list your products on Google Shopping
• Step-by-step listing process
To list products on Google Shopping, you need to have a Google Merchant Center account. In the account in question, go to “Products”, then “Feeds” and click “Create a feed”. It is necessary to give a name to your feed and choose a selling country. Next, the format of the feed file must be selected (XML, CSV, TSV). The next step is to submit the product feed to Google. Google will then check the submitted data and will provide feedback accordingly if there are errors to correct.
Subsequently, configure the Shopping ads by going to Merchant Center, >Campaigns > Shopping Ads > create a campaign > select the product feed > set the budget for bids. Once done, choose the keywords on which the product should appear.
• Importance of keyword selection to appear on Google Shopping
The selection of keywords is crucial in order to position well in the results. Indeed, it is necessary to determine the relevance of the products sold for each user query. To successfully execute this process, relevance must be considered.
Keywords must perfectly reflect what they mean. Never neglect search volumes and opt for keywords that have a sufficient search volume to generate traffic. For the desired keywords, it is also important to have a good understanding of the level of competition.
And as mentioned earlier, it is also necessary to be precise with target keywords that stand out from the competition. They must be visible in the titles and descriptions of products. Note that it is possible to use negative keywords to exclude irrelevant queries. Finally, from time to time, it is necessary to evaluate the performance of the keywords to adjust the strategy accordingly.

Optimization for maximum visibility on Google Shopping
• Tips to improve product images and descriptions
To be as effective as possible in this area, the first necessary thing is a clear image, well-lit and ideally with a plain background. To highlight the product, the image should be taken from several angles with zoom options. Displaying images showing the product being used can also be beneficial. That’s what’s needed in terms of the image itself. Now, let’s discuss its description. It should be concise and informative, incorporating targeted keywords. Highlight the product’s benefits and what makes it unique using an engaging tone. As with any sales strategy, to entice customers, calls to action are essential. Finally, unique descriptions for each product are also needed.
• Understanding and using analysis tools to evaluate product performance
Google Shopping offers powerful analysis tools to evaluate product performance. For example, there are performance reports. These provide an overview for understanding what is happening regarding our products over a given time. This tool allows you to see impressions, clicks, click-through rates (CTR), conversions, and conversion value. Thus, it provides very useful information to understand how customers interact with the offered products. There are also product-specific data that identify which ones are performing best and which ones need improvement. Finally, we also find segments that will display performance analysis by device, campaign, etc.
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On the other hand, there is a more general tool called Google Analytics that shows user behaviors and allows tracking of their purchasing journey. It also identifies the best-performing acquisition sources, conversions, and return on investment (ROI). Additionally, there are third-party tools that can also display other interesting information, such as product keyword tracking and competitive analysis. This provides insight into where one stands in the race.
• How customer service can improve the visibility of your products

An effective customer service can enhance the visibility of Google Shopping products by encouraging satisfied customers to leave positive reviews. Customer service must also be responsive when there are negative reviews and must remain professional. Customer satisfaction should be their priority; for maximum conversion and thus return on investment, a smooth customer experience is essential.
Timely responses to questions and effective management of product returns and refunds when necessary. One of the best ways to advertise on Google Shopping is to let satisfied customers do the work. Customer service can encourage them to share photos and videos of their products on social media and perhaps even on YouTube.
Conclusion
Google Shopping is a crucial element for e-commerce sellers who wish to reach the maximum number of internet users. To exploit it correctly, certain processes must be followed, such as optimizing product listings or using analysis tools. There are indeed techniques that must be used to achieve an effective presence on this platform. Therefore, understanding how to leverage the strategies and guides presented earlier is essential. Google Shopping represents a significant growth opportunity for e-commerce sellers. Certainly, there are quality and management requirements to meet, but for those who handle it correctly, the outcomes can only be positive. A successful presence on Google Shopping can make the difference between a high-performing business and another.