If you are selling products online, Google Shopping is found by many merchants to be a cost effective method of gaining customers and sales, provided that it is managed correctly. Google Shopping ads are the pictures of products shown in search results.
In order to sell on Google Shopping, the first step is to integrate your product data to Google Merchant Center. This can be done manually on a periodic basis – loading products in a spreadsheet to Merchant Center – but ideally should be automated with software on a daily basis so that your data stays current (and you must list every 30 days minimum or you will be removed).
Once you have products loaded to Merchant Center, the products will be reviewed and you will likely have disapproved products – this can be for a number of reasons, often errors in data such as missing information. Product information should be updated and maintained so that it is accurate.
Once your products are listed successfully in Merchant Center, you can then link the account to your Google Adwords account. You will then be able to advertise on Google Shopping similar to other ad campaigns in Google Adwords.
After the Google Shopping ads are live the information should be managed carefully. There are several areas of optimisation that can significantly increase performance on Google Shopping. Some of the main areas to consider are:
If you do not have a system to automate many of these optimisations necessary to run an efficient Google Shopping sales program, you may wish to explore Diginius Insight, which covers not only search engine optimisation, marketplace feeds and ppc advertising, but Google Shopping Management features such as:
Written by Nate Burke
For additional resources on running successful campaigns, see the Google Shopping Training Course