Before we delve into the world of Google Shopping, there is a certain element that needs to be discussed first and that is the Google Merchant Centre. The Google Merchant Centre is where the majority of the work happens in Shopping Campaigns as this is where your product data lives. To break it down further, a product data feed is a list of all of the products that you sell which is kept in a unique format that is required by Google as it has tons of factors that describe your products. These factors include:

 

  • ID – the ID you use to uniquely identify your product
  • Title – the name of your product; this will be the text that is shown when your ad is served
  • Description – this text describes your product and will be shown when your ad is clicked
  • Product category – choose from Google’s predefined categories
  • Product type – defined by you
  • Link to item’s page on your website
  • Availability status (in stock or not)
  • Price
  • Sale price

 

Unlike the Google Search platform where you are required to write text ads for your marketing campaigns, the Google Merchant Centre requires none of that as shopping ads are generated automatically using the data in your feed.

 

Best Practices for Google Shopping 

  • When creating a Google Shopping campaign, be careful when adding negative keywords as you don’t want to accidentally cut out all of your traffic. 

 

  • Ensure that your prices are 100% accurate as Google will not display your products if the information is incorrect. 

 

  • If you are expanding your advertising efforts to multiple countries, you will need to create a product data feed per country. 

 

  • Product images can either make or break your ads, so ensure that they are of the highest quality and that the product is clear. The best way to showcase the product is by displaying it with a crisp white background. 

 

  • If you have under 200 products, this is considered as a small data feed. If you find that you fall within the category, organise your product groups by item ID so that you can set bids on a product by product level.

 

  • If you have a mature shopping campaign which features a few ‘best sellers’, consider categorising your product groups by these categories as it will make it easier for you to monitor and track the products which are the most profitable. 

 

  • When bidding on product groups, the Shopping Campaign benchmarks are good starting points and/or estimates, but should not be viewed as the be-all end-all metrics to optimise to. Generally, cost per conversion is the best metric for this.

 

As an award-winning Digital marketing agency Singapore, Digital Squad stays on top of all aspects of Digital Marketing and SEO so that you don’t make any crucial mistakes. Get in touch with Digital Squad Singapore today to discuss Google Shop Singapore. Digital Squad can assist with all Google Shopping Services and can answer any enquiries that you may have.