Google Shopping Agency

Granularity & efficiency is very much the key to getting the most out of Google Shopping – listing a product on Google isn’t hard, in fact anyone can do it, the challenge is in optimising the feed to maximise exposure, bidding effectively & using granularity & labelling to ensure that you are putting the right product in front of the right user at the right time. 

To really maximise Google Shopping you need to take the time to understand your audience & what they are searching for & also to refine how your ads are displaying, this means looking at how to effectively bucket or segment these so that they are showing for appropriate user search queries/search terms & also to ensure that you aren’t showing ads for products that users don’t want or that aren’t in stock at that time!

The Google Merchant Centre is an area within Google’s Advertising platform where you can upload product feeds – it’s essentially a home to all of your products & product information that you’re looking to use for advertising purposes. The Merchant Centre pulls together all of your product data in an easily digestible format & allows it to be imported into the Google Ads interface so that you can advertise.

Within the Google Merchant Centre you have the ability to manually improve & update the feed, identify any potential feed errors that might be occurring & also add promotions – the promotions are particularly useful if you are running a special offer, discount or free shipping as they allow you to show this directly within Google Shopping which can be a great way to convert users or to get them to click on your ads as opposed to a competitor. 

Used effectively, Google Merchant Centre is an essential tool within your advertising toolkit as it allows you to effectively optimise your feed & ensure that your products are shown effectively to the right target market.

Optimisation of your Google Merchant Centre Feed is very important to not only ensuring that your products are eligible to serve without any errors but also to ensure that Google is able to easily read your product descriptions & attributes & therefore return your ad within a search result for a relevant product search term.

Merchant Centre optimisation ensures that you are giving Google as much information as you possibly can to enable it to return the product relevantly within the search results. It also helps to ensure that your product information is accurate & using options such as automatic product updates which work with you to scan the website for any mismatched information can also be very valuable for this.

You can read more about optimising your Google Merchant Centre Feed in our blog post here

Having your Google Shopping managed effectively is important to ensuring that you are maximising the product from both an efficiency & spend perspective. It also helps you to get the most out of your advertising & gives you the trust that you have a team looking after your Google Shopping campaigns at all times.

Management also ensures that you are staying up to date with the local trends across Google Shopping & this is key to staying ahead of the curve & also ahead of your competitors. With new products constantly being brought to market, working with an expert in Google Shopping management helps to ensure that you are always on-trend & maximising your advertising budgets.

A Comparison Shopping Service or CSS provider is a provider who can place shopping ads on the Google Shopping service for merchants within the European Economic Area (EEA). Google Shopping is one example of a CSS but there are many more providers out there that also offer a similar service, you will see these displayed under the product listing ad within the Google Search results.

You’re not limited to advertising with one CSS, but can actually advertise with a number of CSS providers at the same time. Google will try its hardest to ensure that your products do not compete against each other & that there will not be multiple listings for given advertisers so you can have some peace of mind that you won’t be competing in an auction essentially against yourself.

You can find out more about CSS providers and how they work in our blog post here 

Yes – every advertiser has the ability to showcase reviews or “seller ratings” within the search results for their Google Shopping product listing ads. In order to show reviews or “product ratings” you need to have a minimum of 50 reviews across all of your products, using a review service that is one of Google’s trusted review aggregators. If you don’t currently collect reviews then Google offers options such as Google Consumer Reviews to allow you to start collating these so you have the option to showcase them within the search results. 

Once you have the reviews it is then up to Google to determine if & when it showcases the results, in order for the results to be showcased you need to ensure that your products continue to adhere to Google’s product rating guidelines & that they are deemed relevant for your customer’s needs.

If you are considering Google Shopping then chances are that you have heard about Performance Max. PMax is a campaign type that you can utilise within Google Shopping that works closely with Google’s algorithms to target users and consumers.

There’s many benefits to working with the PMax algorithm and if you want to find out more about it, we’ve written a blog here which discusses the benefits and drawbacks of using Performance Max with Google Shopping.