Over the period of time, Google shopping has experienced a number of changes. Having had several name changes like Froogle, Google Base, Google Product Search and Google shopping, there is one thing that has stood the test of time and that is, it still continues to act as a remarkable way for internet marketers to drive free qualified traffic to ecommerce storefronts.
Following are some of the tricks and strategies that can help you make most effective use of your Google Shopping data feed.
Optimized usage of descriptions, categories, page titles and other attributes :
Shipping costs – in view of the fact that online shopping can be expensive for consumers, internet shoppers have turned out to be smart deal-finders. Hence, it is good to include shipping cost and other basic information with the product listings, because customers get crabby if they come to know that the cost of the items ordered is cheaper than the shipping cost during the checkout process.
Google Product Category and Product Type – though products are ranked based on category and type including information like product type, its category will get your products indexed faster.
Unique product descriptions – exclusive description about the product actually works. Instead of copying and pasting the product information provided by the manufacturer, it is good to write one.
Page titles (70 characters or less) – since page titles continue to exist as a vital ranking factor like page descriptions it is good to include keywords, product type and category information within the page title text if possible, however keep it under 70 characters.
High-quality product images – consumers like to see visually what they are buying so it is good to include high-quality product images that will help enhance your conversions.
Frequent updation and tests of data feeds :
Google always welcomes frequently-updated information for this reason; the merchant should always make sure that the product listings are accurate. Be it a price change, shipping cost change or any significant change to a product description, every time when a change crops up, it is good to update your data feed.
Consume Every Unique Identifier for Comparison Tables :
Following are the three different unique product identifiers merchants which should be included in the data feed:
- Manufacturer’s part number (MPN)
Distinguish your Google Shopping Feed for Tracking Purposes :
For the reason that you’re trying to optimize your data feed for visibility, it only makes sense that you’ll want to be able to make a distinction this traffic source from other search traffic and referring URLS. One of the trouble free ways to do this (especially if you’re using Google Analytics) is to add an identifier to your product URLS.
Making use of Google Shopping isn’t necessarily complex and if you’re selling products online you should be taking lead of every opportunity to impel qualified traffic back to your product pages through the program.
New update in Google merchant centre dashboard pointed ,”To keep your Product Search listings active on Google, you’ll need to set up a Product Listing Ads campaign in Google AdWords (feeds targeting US only)”.”We introduced a new destination called Shopping that replaces the Product Search and Product Ads destinations for feeds targeting the US”.Product Listing Ads are AdWords ads that include rich product information, such as product image, price, and merchant name.
Whenever a user enters a search query relevant to an item in your Merchant Center account, Google will automatically show the most relevant products along with the associated image, price and product name.To create Product Listing Ads, you’ll need to have an AdWords account and a Merchant Center account.
This new product discovery experience, called Google Shopping, builds on Product Listing Ads. Product Listing Ads are AdWords search ads that include rich product information, such as product image, price, and merchant name.
This ad format uses the data attributes from the product information you submit in your Merchant Center data feed. We’ll show your ad to people who are already searching for the kinds of products you sell — so those people are more likely to take action. You can customize your ad content, set a budget and pricing that’s comfortable for you, and easily measure the impact of your ad with advanced reporting and performance tools.
Google announced an initiative in the US to improve the shopping experience on Google over time, so that shoppers (your customers) can easily research purchases, compare different products, their features and prices, and then connect directly with merchants to make a purchase.
Many Australians are turning to web to shop these days and hence Google has launched its shopping in Australia. Google Shopping is a product search engine that helps people find out product information online, compare prices and find a retailer from whom they can make a purchase.
If you enter your search into google.com.au, as usual, and click the ‘Shopping’ tab on the left hand side, you’ll get a full page of product results relevant to my query.
You can also select the price range on the left hand side so that you see results that meet your criteria. Results are ranked according to relevance.
To help me make a choice, Google also shows product reviews so you can see what other people thought of each camera before clicking through to a store to buy your desired model.
If you’re a retailer, large or small, wishing to reach more consumers in Australia, Google Shopping can make it easy for Web users to decide your products and bring traffic and sales to your site. Retailers can sign up to Google Shopping for free by submitting a catalogue of their products to the new Google Merchant Center.
In combination with Google Shopping, retailers who choose to promote their products can now do so through AdWords Product Extensions. Product Extensions use the product information submitted by the retailer and mechanically displays this information within ads, where relevant.
You can review and spot its strengths and weaknesses of your product feed which is one of the best ways to know your product feed performance. By this you can correct the errors that are present in your product feed. You can also view your rejected products and modify the errors and submit them again.
Checking your product details regularly is essential to an effective product feed management system. Monitoring your feeds may seem to be very simple but the truth is that merchants overlook these details all the time.
For example, Google product feed issues can be recognized in the Merchant Center account by clicking the Data Quality link.
Many of the shopping engines do not have this kind of information in the merchant interface. In that case you can contact your assigned account manager at each engine to know more about your product feeds.
If you prefer to submit your product feeds to various shopping engines make sure that you’re actively managing them and taking the necessary steps to improve your campaigns with the utmost frequency. The precise data will have significant impact on conversion rates and sales volume.
Google has launched “Local Product Availability on Google Place Pages” – a new feature that automatically brings your offline catalog to the web, letting customers view your products and search your local inventory on your Place Page before visiting your store.
When you offer Google with local product availability data, your Google Place Page will now mechanically include a new section, ‘Popular products available at this store’, featuring five popular products along with price and local availability. For shoppers strange with your business, this section shows the types of products available in your store.
If shoppers are looking for a definite item, they can click ‘Search within this store’ to search your product inventory to see if a particular item is in stock nearby.
To automatically exhibit local product availability on your Google Place page, you’ll need to first share local availability data with Google through a Merchant Center account and claim you’re a Google Place page.
Google upgraded its Google Commerce Search service to version 3.0, adding instant search technology and other tools to develop customers search experience on retailers’ Websites.
Borrowing from its Google Instant predictive-search technology, Commerce Search 3.0 provides search-as-you-type functionality to let e-commerce Websites fetch product results for shoppers with every keystroke from the search bar.
Commerce Search 3.0 shows shoppers when a product is also obtainable in a store nearby, right within the search results. This technology borrows from Google’s existing Product Search service, which shows users whether products they’re searching for are available nearby.
New-product recommendations also help shoppers make purchase decisions by showing them what other buyers purchased. Both the instant search and recommendations should be big savers at a time when online shoppers make regular searches, particularly during the busy holiday season.
Commerce Search Version 2.0 included a full merchandising dashboard to let retail merchant’s better control promotions, product-ranking policy and filtering.
In version 3.0, Google is also now allowing retailers to generate promotions that appear next to related search queries designate banner areas and set re-direct rules.
Google considers HealthWarehouse.com, Forever21.com and BabyAge.com, Birkenstock USA, Smart Furniture and Chemist Direct among its Commerce Search customers.
A Google Analytics filter is a helpful tool to track traffic from a particular directory on your website or traffic from a particular source. Because of this, Google Analytics Filter is also one more good choice that can be used to track traffic form Google Product search. Before starting to use this filter, you need to identify “what you are going to track” first.
If you search on Google with “Ceramic Blue Travel Coffee Cup”, the resulting Google Search will show the following URL:
However, if you search particularly on Google Product search (Google Shopping) with “Ceramic Blue Travel Coffee Cup”, you will see the search result URL is:
Therefore, if you want to use Google Analytics filters to track all organic traffic which comes from http://www.google.com/products? You can follow these steps:
- Login to Google analytics.
- Click on the Account Name on which you would like to track the traffic.
- Click on “Filter Manager” then “Add Filter”
- Name the filter on the given text box.
- Choose Custom filter > Advance Filter.
- Now select & add the following values:
- Field A -> Extract A Referral google\.com/products
- Filed B – > Extract B Campaign Medium organic
- Campaign Source Product_Search
- Filed A Required: choose yes
- Filed B Required: choose yes
- Override Output Field: Choose Yes
- Case Sensitive: Choose No or yes as per server support.
Now choose and add the profile on which you would like to add the Filter and save the filter.
- Field A will look for a referrer URL as google.com/products.
- Field B will limit the information.
- The Output to Constructor will help you show the data as “Google Product Search” on your Analytics referral results.
Google Merchant Center Dashboard and Data quality page has been updated with graphs detailing product counts for Product Search and Product Ads and number of data feed issues, respectively.
New Data quality Summary graph
Google has announced that they have added Google Instant to Google Shopping Search view within the web results.
If you are on Google.com, search for a product and then sift your search on the left hand side by “Shopping”, Google Instant will permit you to search for new products. This feature is still not added in Google Product Search home page.
Google said, “Now you can shop faster than ever and get the speed of Google Instant when comparing prices, looking for nearby stores and learning about products you desire to buy.”
With Instant Search, Google uses the wealth of data it possesses to guess what users will want to see and serve the results accordingly. With each character that a user types, Google vigorously updates the search results page–including organic, shopping and sponsored links.
With Google Instant Search, a likely scenario is that the user will type a few characters and wait for the results. As users type a few more characters, new results will automatically exhibit on the search page. Before typing the whole phrase, there is a good chance that the users will see something that catches their eyes and click to the sites. The user’s concentration will likely be focused in the first few listings around the search box as they persist to type. And, there is a higher degree of likelihood that they will not finish typing their long phrase and make it to the listings that are a straight match for their original intended search.
This scenario presents challenges for the normal small site owners or people doing their own search engine optimization work. Click-throughs will tilt more heavily toward those who have the top few positions in paid and organic, and could profit those who have a lock on the more generic terms, which often times are larger brands.
You can improve your Google Product Search experience, Google has offered two suggestions.
- Include “rel=canonical” tags on your website. Many merchants have numerous identical product pages for each item. With the rel=”canonical” tag, your webmaster can point to which URL you’d like to include on Google.com. This tag is essential for participation in Rich Snippets, and also allows you to provide clean, user-friendly URLs that don’t include excess tracking or category navigation parameters.
- Update your technical contact in the Google Merchant Center. If you’ve ever wondered why your feed didn’t process, then you should make sure that your contact information is up-to-date in the Google Merchant Center’s Settings page. They will be sending you an email to this address if there are technical issues with your account, such as problems with the content you submitted. They will also assist you in giving you suggestions on topics like data quality.