Many people still start their product search on Google. Advertising on Google Shopping allows you to be where your potential customers are.
To get your products featured in Google Shopping results, you must sign up for a Google Merchant Center account.
Google Shopping is a comparison-shopping engine, which is a service that allows retailers to advertise their products to searchers in a visually appealing way. If someone searches for a product you sell, Google will show relevant Shopping ads for your products and those of your competitors. If users click on your ad, Google will take them to the product page.
Each Google Shopping ad includes an image, the product title, the price, the name of the retailer, and sometimes some retailer-specific information like shipping costs or reviews.
Google Shopping ads are very different in how they work compared to regular Search Ads.
At First, Google’s algorithms process a particular file called a product feed containing all of your store’s product data (titles, descriptions, images, price, etc.). A feed is a file made up of a list of products that use groupings of attributes that define each one of your products uniquely.
In Merchant Center, all your products will be added to a primary or a supplemental feed. Once you’ve created a feed, it can be added to any programs you’ve signed up for.
Attributes are the data points that describe a product. Some, such as condition and availability, can have standardized or accepted values, and others, including id or title, can be left open to fill with your own value choice. Accurately describing your items using the required and suggested attributes helps users search for and find your articles more easily.
When creating a new feed, choosing the format best suits your needs as a retailer is important. The two general formats that Google support is text (.txt) and XML (.xml). Google uses this data to match your products with relevant search queries and create the actual ads. Potential customers will see Shopping Ads that are relevant for their search queries, showing an image of the product, with the price and additional information (such as reviews).
If someone likes what they see, they click on your ad, which will take them to your website, and Google charges you for that click.
A simple example:
- You sell clothing accessories and launch a Shopping campaign to increase your sales.
- You provide Google with your product data in a product feed.
- Someone searches for “belt” in Google.
- Google’s algorithms select a belt from your store, create a Shopping ad for it, and show it to the searcher along with other ads.
- The searcher sees the ads and clicks on yours.
- The searcher is taken to your products page.
- Google charges you for the click.