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Today it is impossible, as a consumer or webshop owner, to avoid Google Shopping. Through Google Shopping, Google shows product ads in the search results. Google Shopping compares the different providers for the consumer. The consumer can recognise Google Shopping by the product image, title, price and the name of the provider.
When clicking on Shopping in Google’s search results, there are various ways to browse the results. The consumer can, for example, compare the prices of products with those of competitors. Google Shopping compares the product across different providers, and the consumer can use a filter to categorise the search results. The consumer could, for example, search by price or rating.
As a webshop owner, this should be an important part of your online marketing. Google Shopping is intended for webshop owners who offer products and are prepared to pay for ads. It is used to advertise and sell products. Unlike Google Ads, Google Shopping doesn’t work on the basis of keywords, but with a product feed. A product feed, also called a Google Shopping feed, is a list of a webshop owner’s products.
A consumer looking for a product enters the product name in Google. This produces various Google search results with the products Google thinks the consumer is looking for. It is interesting for webshop owners because you can advertise with Google Shopping at product level.
To link your existing products as a webshop owner, you first need to submit your Google Shopping feed to Google. It is important that the product feed meets Google’s requirements. Each product is described in its own unique way with a group of attributes.
You do the linking via Google Merchant Center. Here you can add the Google Shopping feed of your products. Once you have done that, you can link Merchant Center to your Google Ads account. In Google Ads you can then set up a campaign for your product. Want to know more about setting up campaigns in Google Ads? Read the blog on our site. After setting up all the campaigns, you can determine your bids per click. The amount depends on various factors. We will come back to that later.
Webshop owners can’t ignore Google Shopping. It should be the first campaign to build out in Google Ads. Experience shows that Google Shopping works relatively well for established webshop owners. This can be seen in higher sales percentages when advertising intensively with Google Shopping. It increases conversions on the site. Google Shopping ads appear above all other ads on the page, so an increase in clicks to the webshop is a logical result. The product is visible together with its price, which means the chance of relevant visitors and/or potential buyers is fairly high.
Below is a list of the main advantages of Google Shopping:
Below is a list of the main disadvantages of Google Shopping:
Advertising via Google Shopping naturally comes with costs. The costs depend on various factors, such as the number of products in your feed and the competitors advertising on the same product. What competitors are willing to bid per click also matters. As a result, the cost per click varies for Google Shopping ads. The quality of the ads and feed is also taken into account in the cost per click. The quality score also influences the amount per click. The higher the quality of the ad and feed, the less the webshop owner has to pay.
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