Everything You Need to Know About Google Shopping for Ecommerce

By Andy Beohar

Modern consumers rarely make purchases without doing some level of online research first. And why not? The internet has made it incredibly easy to find the best deal for pretty much anything you want. As an ecommerce store owner, the trick is figuring out how to make consumers pick you.

With Google Shopping ads, you can stick your products right under the noses of hungry consumers who are looking for exactly what you offer. By displaying all the need-to-know details upfront (like price and customer ratings), the Google Shopping format eliminates the need for much of the research that consumers do on their own. If you know what you’re doing, it’s pretty much the easiest and most effective way to sell products online.

In this guide, we’ll go over everything you need to know to get your products set up in the Google Merchant Center and flying off the shelves.

1. Getting Set Up

Before you can start selling on Google Shopping, the first thing you need to do is add all your products to the Merchant Center. This is essentially a live catalogue of all your active inventory that allows searchers to find your products when they need them. Google will pull the information you add (including product descriptions, titles, color, etc.) and use it to display your products in Shopping results.

To create a Merchant Center account, you’ll need to use the same credentials you use for AdWords and Google Analytics. Once you’ve created an account, add your ecommerce store information and contact details and accept the terms and conditions. Once you’ve verified your website address, you’ll be able to access your Merchant Center Dashboard.

2. Filling Out Your Data Feed

Google Shopping Campaign - Filling Out Your Data Feed

To run the best Google Shopping campaigns, you’ll need to fill out the following items in your product data feed:

  • id – Sort of like a SKU, the id is what helps Google identify the item.
  • Title – The name of your product. It’s best to use descriptive terms and keywords in your title. For example, “Men’s Brown Leather Jacket.”
  • Product description – This is the brief product copy that tells consumers about your product.
  • Link – The link to the product page for the item you’re selling.
  • Condition – Is the product new, refurbished, or used?
  • Availability – Is the product in stock, out of stock, or available for preorder?
  • Price – This one’s pretty self-explanatory. You’ll need to provide the price of the item, which should also be displayed on the product page.
  • Brand – Who makes the product? If you manufacture the product, add your brand name. If you’re reselling it from another brand, like Nike, put their brand name.
  • GTIN – A Global Trade Item Number is an 8 to 14 digit number used in barcodes. There are five different ones, including UPC, EAN, JAN, ISBN (exclusively for books), and ITF-14. If your product does not have a GTIN, you will mark “identifier exists” as “false.”
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    Source:: Business 2 Community

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