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Google Shopping can have magical powers for your business and supercharge your sales. Because it’s like a mini product page in search results, it can help boost your traffic, improve product visibility and increase your store’s conversion rate.
However, Google Shopping can also be daunting for new and even veteran ecommerce shops. If you aren’t careful, there are a lot of pitfalls and traps into which a shop owner can stumble.
Not to worry, though. We’ve compiled six tips from ecommerce entrepreneurs who have been there and done that, so that you can learn from their mistakes and avoid some of the most common Google Shopping traps.
Use Google Adwords Client Center
Google provides a whole host of tools for merchants. The client center provides easy-to-read dashboards, Adwords performance tracking, budget management and alerts and summaries. This should be your go-to, daily resource to set up and see how your Google Shopping campaigns are doing.
Optimize Product Titles and Descriptions
Be sure your product titles and descriptions are SEO optimized. This will help both your paid and organic results. Your product titles and descriptions should be engaging, unique, detailed and written in a conversational tone. It should match how your customers (not you) talk about the product. Here is a quick list of best practices to help guide your product description writing:
- Write specific, long-tail product titles
- Avoid keyword stuffing
- Write in an authentic and conversational tone
- Include strong product imagery and videos
Don’t Run Campaigns on All Products
It may seem like a great idea to run a campaign for all of your products. As Adam Naim, who runs Tekspree.com, would tell you, this is a recipe for disappointment. You don’t need to run Google Shopping campaigns for all your products. If you do, you run the risk of driving up your cost-per-click or competing against yourself.
Automate Your Campaigns
It’s in your best interest to automate your Google feed. You can do this right from your store’s control panel. This ensures that Google is always pulling the latest products, product descriptions and pricing.
If you submit your feed to Google manually, you run some unnecessary risks where the product information and prices on Google Shopping might not match the ones on your store. This might result in your store getting dinged for false advertising and then you’ll have to handle the wrath of Google penalties.
Optimize Campaign Day and Time
Beyond optimizing your product titles, you should also be using data to optimize for campaign performance based on day and time. To do this, analyze your daily conversion rates. Run campaigns at your peak, best times. For instance, you may want to pause campaigns over the weekend if that is when your campaign conversion rates are the lowest. Also, remember to pause campaigns for any days on which your shop will be closed or slow to send out orders (vacations, national holidays, etc.).
Start with a Test Budget
Google is running a business, just like you. They are out to make money and it is subsequently incredibly easy to blow your budget in a matter of hours. Thinking you can just throw more money at your Google Shopping campaigns is a great way to line Google’s wallet and empty yours –– with little to no results for your store.
Instead, start your first campaign or two with a test budget, ideally between $100-$500. While you probably won’t turn a massive profit with this seed budget, this will give you the ability to run controlled test campaigns that arm you with enough data to better predict what will work in the future. Then, you can slowly ramp up your campaigns and spending from there.
Want more tips around Google Shopping and SEO? Check out our latest community hangout here.
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