Google Shopping is yet another way in which you can advertise your e-commerce business and funnel targeted traffic to your website. However, you have to make sure you’re using this tool to your greatest benefit so that you’re not flushing your advertising budget down the drain.
If you’re simply not getting the results you want with Google Shopping, it could be that you’re not using the platform to your best advantage. Although Google Shopping replaced Product Listing Ads (PLAs) a while back, you may have missed out on the fact that the upgrade included some major changes. Here are a few helpful tips that should help you to optimize your efforts and boost your results with Google Shopping.
1. Double Check Your Information
Accuracy is of the greatest importance when it comes to optimizing so that you show up for relevant searches under Google Shopping. Google has to prioritize results, so the more specific you are with your titles, descriptions, categories, and identifiers, the better chance you have to receive recognition for targeted searches for products. Make sure to include things like brand names, product names, and prominent features like sizing, color, style, and so on.
2. Utilize Group Features
It’s not uncommon for several items from a particular seller to fall into the same categories. How can you make sure the most relevant products are discovered first for related searches? Think about how you’re grouping them.
When you group products within categories, you need to make sure that the best sellers are at the top of the list, and this means designating them as having the greatest priority within the group. When you properly group and identify products, you should see better results through Google Shopping.
3. Schedule Appropriately
Custom ad scheduling is very much like advertising on TV or radio, where ads are placed during certain programs to target specific groups most likely to tune in at certain times. With Google Shopping, you can set ads to appear during certain days or times to draw the highest conversions.
Of course, regular coverage is also important, so even if you can’t run ads every day, make sure you run them consistently. Don’t forget to check information frequently to ensure that correct pricing and availability is reflected.
4. Skip the Gimmicks
Bold type, all caps, and tons of punctuation may be eye-catching, but these gimmicks make you look like a novice and they’re likely to turn off consumers. They also don’t meet Google standards for editorial rules for ads, and you’ll probably suffer some penalties as a result.
5. Optimize for Mobile
We shouldn’t even have to say this at this point, but there are still businesses failing to update and optimize for mobile users, so we’ll beat the dead horse. The percentage of consumers using mobile devices to browse and shop is enormous, and growing. If you have yet to optimize your content, you’ll not only upset viewers, but also earn the ire of Google, which has pretty clearly stated its position on mobile-first indexing.