Knowing how to optimize your Google Shopping feed is essential for any eCommerce business. When people search for the products you sell, they are provided results based on the Google Shopping algorithm.
This complex algorithm takes into account a wide range of factors. While you will often see top brand names in search results, the algorithm also displays results from eCommerce retailers and small businesses.
How do smaller businesses and online retailers compete with the top brands? You could certainly invest more money into Google Ad campaigns. However, while this can help, a much better solution is to learn what other small businesses and eCommerce retails have - how to utilize eCommerce SEO (Search Engine Optimization) and incorporate it into their Google Shopping campaigns.
For those that are not familiar with the Google Shopping feed, it pulls data from your online product catalog. It then processes the data through its complex algorithm to generate search results. The algorithm uses data like price, size, availability, color, and others to rank them in the search results.
Google Shopping optimization is optimizing your product catalogs so that they rank higher in relevant searches. The better your products are optimized, the more likely they will show up next to the top brand names. There are several different ways you can optimize your products by using the following tips:
UPCs (Universal Product Codes) and GTINs (Global Trade Identification Numbers) are the numbers below the barcodes on most products. If you include these numbers with your product descriptions, the Google Shopping feed will use the UPC or GTIN to add additional product details which can increase your click-through rate.
If you have large inventories to manage, you can spend countless hours making updates manually, such as price changes, changes in available quantities, specials, etc. If you are creating XLS or TXT files and uploading them, you no longer have to if you use Google’s automated feed delivery app.
Taking the time to optimize your product titles can increase rankings so your products are showing up in shopping search results. Much like title optimization for web pages, the product title can influence whether customers click-through to your website.
The Google Shopping feed is to deliver exactly what customers are looking for when shopping online. Our objective is to be as specific as possible when creating product titles. For instance, if a customer is searching for red kitchen storage containers, Google will rank product listings with that exact title higher in shopping search results.
Google Shopping will truncate characters at around 70, even though product titles can currently be up to 150 characters with spaces. So, you want to put your product’s key attributes first, such as the color, size, or brand before the actual product.
Keyword optimization in product descriptions can further help rank your products higher in shopping search results. You want to use your keywords first in the description since that is what customers will see when hovering over your product. Your goal is to utilize keywords correctly to get customers to click-through to your website.
You can exclude your products from showing up in search results by eliminating keywords based on your keywords search terms report in your Google Ads console. For example, if someone is searching for blue kitchen storage containers and you do not sell blue ones, you could exclude yourself for products you do not sell.
You may also want to exclude yourself from overly generic searches, such as someone searching for containers. The customer might be looking for large plastic storage tote containers, whereas you sell kitchen storage containers.
Google Shopping optimization requires using product images. People are not going to click-through when you do not include images. Google has specific requirements for images that you need to review. Ideally, your images should take up a minimum of 75% of the image frame but be no more than 90% of the image frame.
If the image does not meet Google’s requirements, they will reject it. However, they will notify you so you can change the image and resubmit it for approval. Although, it is better to verify you are following the requirements to save yourself lost time waiting for Google’s approval.
Depending on what you are selling, you may discover that pictures that just show the product on a light-colored background do not seem to perform as well as pictures that show people wearing or using your products. To find out which images work best for your products, try one type of image for 30 days.
After 30 days, swap the image out with a different one. Leave all other aspects of the product listing the same. Keep repeating the process until you find the image that generates the most click-throughs.
When customers leave your reviews about your products and their shopping experiences, they will eventually benefit your click-through rates on your shopping campaigns. Make sure to address any negative reviews should you get any.
There are different methods you can use to entice customers, such as sending a follow-up email or SMS message after they receive their order. You could also offer something in exchange, like a discount on a future order or entry into a contest to win a gift card.
Google Seller Ratings are tiled into your store listing through your Google account. To optimize your seller ratings, you must have at least 100 original seller reviews in the previous 12 months. Otherwise, your reviews will not show up, nor your seller ratings.
By using Tip #10 and Tip #11, you can make these visible to potential customers. Plus, customers are more likely to click-through and buy from online retailers that display customer reviews and seller ratings.
Once you are able to meet the minimum 100 unique review requirements, you will want to enable product reviews and ratings for your products. While you could upload your own reviews from your website, potential customers tend to trust Google-generated reviews and ratings more.
You can also rely on a trusted, authorized Google partner to help aggregate your reviews and ratings into your shopping feed. By leveraging your reviews and ratings, your click-through rates should start to increase.
If you like to be hands-on, you will want to take advantage of Google’s Help Center, how-to articles like this one, and optimization apps to further refine and optimize your Google Shopping campaigns.
If you want to get better results and save time, we can assist you by recommending apps that work with Google Shopping’s complex algorithms, pushes reviews and ratings to your listings, helps identify best sellers, helps you structure your shopping feed, and more. We can also help you put together an all-star team to further fuel eCommerce success for your business.
For further information or to request a free consultation, contact The eCommerce Quarterback today!
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