In our previous post, we covered the top reasons Why You Should be Selling on Google Shopping and how it can help you grow your business. In this post, you’ll learn exactly how to get started with Google Shopping, so you can use it successfully.
Here’s how you can set up Google Shopping:
Open a Google Merchant Center
Merchant Center is a tool that helps you upload your store, brand and product data and make it available to shopping ads and other Google services. To advertise your products on Google, you’ll need a Merchant Center account. To get set up, head to www.google.com/merchants and follow the steps.
Once you have created a Google Merchant Center account the next step will be to update your business information. Under ‘Business Information’ on the left hand navigation in your Google Merchant Center you’ll see links for:
- About your business link where you can enter you business address and customer support information
- Website link with options for you to verify ownership and claim your website using Google Analytics, an HTML file upload, an HTML tag, or a Google Tag Manager
- Branding link where you can upload logos for shopping ads and shopping actions
Next, link your AdWords account to your Google Merchant Center so you’ll be able to run campaigns. You can do this by clicking on the three vertical dots at the top right of Merchant Center.
Select ‘Account Linking,’ from the popup and you’ll create or link your:
- Google Ads Account to create shopping campaigns and advertise your products
- Connect or create your display & video 360 account to create product-level dynamic remarketing creatives
- Connect or create your Google My Business account to use with local inventory ads or Google Shopping##
Create your product feed
Now you can create your product feed so your ad can be matched to the different search queries. The requirements for your feed will vary depending on the types of products you’re selling. But there are a few requirements for every feed:
- Condition (use, new, or refurbished)
- Tax (if not in the U.S)
- Shipping Cost
- Adult (whether it's an adults-only product)
- Image Link
- Link (to the exact detail page on your site)
- Product Description
- Product Title
- Unique ID for each product
Create your first campaign
Now you’re ready to create your first campaign. You’ll do this by naming the campaign, selecting the priority and countries you want the campaign to be active in. Google will choose when your listing will be shown based on your bid and priority settings.
Next, select your product feed. You can limit your lists based on a number of different factors, including products already getting lots of traffic, entry products, those with low competition, and more.
Optimize your feed
You should be continually working to ensure your product feed is as relevant as possible. This means tweaking your product titles, using the right title structures, and using search query data to increase your conversion rate.
It’s also a good idea to use negative keywords, so you can prevent your products from being displayed to the wrong audience.
Here are some practical guides and trend reports to help you on your way: https://www.google.com/retail/resources/
Setting up Google Shopping can be complicated, and continually optimizing your products can be time-consuming. If you need some help or have questions get in touch with us today!
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.