Discover Google Shopping

Google Shopping, the online showcase where users can compare products

When users perform a search on Google, they can access different formats of results, one of these being Google Shopping. Here, users can see the product they are looking for in a more visual way, making it much more attractive to capture the public’s attention and drive traffic to the website.

To appear in this section, certain steps need to be followed. In this article, you’ll see how to achieve that and the benefits you can gain, both organically and through Google Ads.

Our digital marketing agency has run dozens of campaigns and configurations on Google Shopping, so we base this mini-guide on our experience.

What is Google Shopping?

Google Shopping can be defined as a Google service where users can compare different products from online providers. It’s like a showcase where sellers can display products by detailing product information such as name, description, promotions, availability, measurements, etc.

This section can be found within search results, allowing products to gain much more visibility. Additionally, brands can improve sales by making the purchase process easier by showing the product before entering the website.

To display products on Google Shopping, it needs to be managed through product-level and category-level bids. Product bids are made through Google Ads, and data feeds are sent through Google Merchant Center login.

Features of Google Shopping

The Google Shopping section is characterized by showing ads more clearly, found on the right side of the results page or at the top.

They consist of an image, description, price, and the name of the company selling it, which allows the products to be viewed quickly and visually with the most relevant information.

If you want to see the organic results, you’ll have to go to one of the tabs that appear just below the search bar.

How to start selling on Google Shopping?

For sellers with an online store, appearing on Google Shopping is very interesting because it’s a showcase for everyone. Therefore, certain steps need to be followed:

1. Sign up for Google Merchant Center, a tool where Google provides all the information about your online store and the products you will sell. Fill in all the store details, including the name, website, address, contact details, time zone, and language.
2. The next step is to comply with Google Merchant’s policy, and to have a presence on Google Shopping, you must meet the following requirements: provide accurate contact information, have a payment process through a secure processing server, have a clear and visible return policy for users, and ensure the payment process works correctly.
3. Upload a data feed: an XML file with all the information about the products you will sell in the store. Therefore, this feed must contain updated information about prices, availability, and shipping costs, and it must match the information on the website. In this section, it’s essential to check the “Diagnostics” tab in Google Merchant to review and correct the indicated errors and warnings.

How to publish the catalog on Google Shopping?

To get your store’s products to appear on Google Shopping, you need to enter Google Merchant Center and register. If your store is already registered, you don’t need to do anything.

After creating the account, you need to upload information about the items in bulk via the online list or by providing the store link.

Benefits of using Google Shopping

Appearing on Google Shopping helps improve your store’s online reach thanks to the visibility it offers, but beyond that, there are a series of advantages:

• You have control over the information because you can control the prices, images, and product information from Google Merchant Center.
• It improves the conversion rate because users arrive at the website looking for the product they saw in the search results.
• Very effective paid campaigns can be run, gaining much more visibility in the search results.
• The traffic is high quality, with a lower bounce rate and more time spent browsing.
• Ease of use, as it doesn’t require a significant investment in time or training to know how to publish the product list.
• Detailed monitoring, as this tool allows you to better understand which products or features generate the most clicks and conversions.
• Qualified leads, because users searching for information on Google Shopping are already in an advanced purchase process, so they need less information to continue their purchase intent. All this makes the final conversion, which is the purchase, much more straightforward, increasing conversions.

How to sell more with Google Shopping?

To get the most out of Google Shopping, you need to consider the following tips to help you sell more:

• Show product photos with a white background where the product can be clearly seen.
• Develop a good title for each product, making it descriptive, clear, and with the necessary information for the customer.
• Product descriptions should be clear and contain detailed and complete content.
• It is also advisable to classify products correctly so that they can be found more easily by users and Google.
• Ensure all published products are in stock.
• Use reviews, from 1 to 5 stars.
• If you pay for Google Shopping ads, you can use the products you upload for free in paid campaigns.
• Update the data, as maintaining updated information is rewarded for stores.
• Pay attention to the price, as cheaper products tend to have better positioning compared to more expensive ones.

How to integrate Google Shopping and WooCommerce?

To integrate Google Shopping with WooCommerce, follow these steps:

Choosing the products to integrate

You must decide which products are the most beneficial compared to what the competition offers to integrate them into Google Shopping. For the products you upload, the following aspects should be included:

• Specific name: The product name should be correct, specific, and precise.
• High-quality images: The image quality should be attractive, with good resolution and optimization.
• More competitive prices: If your product is cheaper than others, the potential customer will be more likely to choose and buy yours.
• Complete information: Products should have complete information, including description, brand, any discounts or offers, and details about shipping and delivery times.

Sign up for Google Merchant Center

As mentioned earlier, you need to register on Google Merchant Center, providing the store name, URL, and other details.

After this, you must upload a .txt file, either by creating it yourself in Google Sheets or by installing a plugin that does it for you.

Creating the product feed

Files uploaded to the feed must be in plain text format and tab-delimited. In Google Sheets, you can create files with a header in the top row of products.

You can also use the free Product Feed Pro for WooCommerce plugin, which generates the URL that Google can crawl to read prices, descriptions, titles, etc., of each product. To create the file, click on “Create feed” and fill in the required data.

Product updates will be made according to the frequency of changes and the periodicity of new product uploads.

Filters can be applied to exclude products based on parameters such as available inventory. After completing all this, the file is sent to Google Merchant by uploading the .xml file in the Feed section.

Is it worth selling through Google Shopping?

Google Shopping is an extremely useful tool for all online stores as it significantly increases the likelihood of selling quickly and efficiently, whether through advertising or organically.

Its configuration and product synchronization are straightforward, especially once you’ve completed the initial setup, so anyone can maintain an updated account on the platform.

Now that you’ve seen how the whole process works to have a presence on Google Shopping, you should analyze the opportunities you have to showcase your products in this section.

We’ll be happy to read all your questions in the comments and help you as soon as possible!

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