3 Google Shopping Product Feed Optimization Tactics that Every E-Comm Should do

In case you haven’t heard, Google’s President of Commerce, Bill Ready, has recently announced that the world can now enjoy free product listings on Google Shopping this year.

This is a big win for everyone, considering how thousands of brick-and-mortar stores are still adapting to online retail amidst the coronavirus pandemic.

Stepping up your Google Shopping tactics is just the first step in being more discoverable online. Drive more returns and get better clicks with our three tactics for e-Commerce stores below.

Keep it neat.

Google Shopping operates similarly to SEO, so improving your search is just one of the key steps to achieving a great campaign.

There are two approaches to this: short-tail searches have fewer words but are also more generic, while long-tail searches appear to be more precise. Warm consumers often use long-tail searches because they’re preparing to make a purchase.

When you’re listing a product, make sure to keep the product title as short and as concise as you can. Place your target keyword as close to the front of the title. Check out the format below:

Example:

[Gender][Color][Size][Size Type][Age Group][Size System] Unisex Blue Medium Pullover Hoodie | HM

Keep in mind that you can customise the format earlier according to your campaign goals. Meanwhile, your product images should also look professional with no visible watermarks, additional text, or logos.

Keep it detailed.

The devil’s in the details, as they say—and rightfully so in Google Shopping! To support a powerhouse product title and image, you need to be more precise with the full details.

The product description serves as additional material to help you better optimize your business. Instead of writing fluffy text that’s not too helpful, try to incorporate secondary keywords that can flow within a detailed description. You can also put it out in the front as much as possible to help the algorithm display your listing better.

Product categories should also be narrowed down to exactly what it is. Google’s Product Taxonomy, also known as GPT, is home to over 6,000 categories and subcategories. Every detail matters to the algorithm, so take your time to sift through the guide.

Keep it targeted.

Lastly, no campaign works as effectively as a well-targeted one. Be precise in your campaign’s goals in every phase.

Choose keywords that are relevant and offer good clickthrough rates. To achieve this, you need to observe your keywords’ performance & perhaps even do quick keyword research on your competitors via Google Ads’ Keyword Planner. Feel free to drop low-performing terms to your negative keywords.

Bidding, on the other hand, can be done manually or with Google’s help. Increasing the budget works best when you have low impression share while maximizing CPCs can drastically boost your store’s traffic.

Google Shopping is a great e-Commerce tool, but there’s still room for improvement. Hiring a digital marketing agency can facilitate guided decisions, ultimately meaning that you can improve your brand.

Tap one of our Account Managers from the Leapfrogger Business Development team today to show how we can help!

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