Putting your product catalog on Google Shopping can seem like an epic adventure, a bit like trying to assemble an Ikea shelf without instructions.
But don't panic!
With a simple 10-step plan (and a little patience), you'll be putting your products in the Google spotlight in no time.
Follow these steps to turn your products into web best sellers! 🌟
Creating a Google Merchant Center account is the crucial first step to selling products online via Google Shopping.
But why is it so important? 🤔
Quite simply, because without this account, you can't publish your products on Google Shopping.
As a bonus, it offers a multitude of options for making your articles more visible and also for tracking their performance.
Clearly, GMC is the essential tool for any e-tailer who wants to put their products in the spotlight!
Have you just created your Google Merchant Center account?
Now it's time to fill in the information on Google Merchant Center that will ensure an effective presence on Google Shopping 😅
1. Access the registration page by going to Google Merchant Center. Then click on "Getting started".
2. Fill in your company details: name, physical address or website. As with a presentation sheet, the information must be simple, clear and understandable! 😎
3. Select how to sell your products: generally, we want our customers to be redirected to our online store after clicking on the items on Google Shopping. In this case, check the "On my site" option.
4. Configure your email preferences: choose to receive email notifications to stay informed about new features. Get tips for optimizing Google Performance max shopping.
5. Finalize the creation of your account: once everything is in place, click on "Create an account".
Congratulations, you've just laid the cornerstone of your e-commerce empire on Google Shopping! 🎉
Your Google Shopping product feed must be in a GMC-compatible format: XML, CSV or TXT.
Each item must be accompanied by a unique identifier, a catchy title and a detailed, attractive description.
You'll also need to mention the manufacturer reference (your e-commerce reference), the link to the product page, the price and delivery terms.
This list is not exhaustive. The more complete the attributes, the better your product will be indexed 📈
👉 Find out more: The different types of Google Shopping feeds: everything you need to know
Once your account is up and running, you can start creating your product catalog.
To do this, you need a good product flow, because that's the key to success 🔑
But what exactly is a product feed? Better known as a product sheet, a feed is a detailed data sheet containing all the information on your products for sale.
During preparation, make sure that each product is correctly described.
Don't forget any attribute: identifier, title, description, price, photos and all the necessary information.
To create this card, start bygathering the essential information for each item.
Then use a compatible file format to organize this information in a structured way. Note that this feed will enable Google to understand your products and display them correctly on Google Shopping.
Once you've fine-tuned your flow, import it into GMC!
That's where Google Performance Max comes in, automatically indexing and serving your ads at the most strategic moment.
Now let's move on to the creation of the product catalog. Here are the steps to follow.
Don' t stop at mandatory attributes!
Add as muchrelevant information as possible. For example, if you sell clothing, specify available sizes, colors and materials.
In this way, you help Google better understand your project and display it to the right targets 😊
Good to know: respect the Performance Max Specs, i.e. the technical specifications and requirements imposed by Google to optimize your Performance Max campaigns.
This ensures that your products are well referenced and perfectly adapted to Google's algorithms.
Once your file is ready, return to your GMC interface.
To do so, click on "Products", then "Feeds" and finally "Add a feed".
Then give your feed a name, choose your target country and upload your file.
Your items are now ready to conquer Google Shopping! 🌐
👉 See also: 10 valuable tips for quickly optimizing an e-commerce landing page
With Google Pmax, you can precisely target users according to their interests and purchasing behavior.
Admittedly, this step takes a little time, but the results are worth it.
Here's how it works:
- Analyze your products to identify their unique characteristics, then create groups, by product or price category for example.
- Create separate campaigns for each product segment, using different bidding strategies. Then customize ads for each segment for maximum effectiveness.
- Use the advanced targeting options on Google Pmax to target specific groups and reach users interested in your ads. 💡 Look at your targets' purchase history, interests or browsing behaviors to create segments.
- Continuously test and optimize by performing A/B tests on different segments, and adjust your strategies according to the results to maximize conversions.
💡 Our best tip: create logical product groups, by popularity or category for example, based on Google audience data to maximize the impact of your campaigns and the visibility of bestsellers.
Product reviews play an essential role in increasing customer confidence and improving conversion rates.
But how do you import them efficiently into Google Shopping? 😏
- Collect customer reviews via reliable platforms or directly from your e-commerce site. Remember to encourage satisfied customers to leave detailed reviews of their experience.
- Automate collection with Customer Reviews. All you have to do is sign up for the program via your GMC account, then collect feedback after each purchase.
- After collection, use Google's customer review program or import via data feed files 🌟
- Display reviews directly on Google Shopping ads and Google Pmax campaigns by configuring your settings. This reinforces credibility and encourages consumers to choose your products.
💡 Our best tip: make sure reviews are regularly updated and comply with Google policies for optimal visibility.
👉 See also: 12 tips for optimizing conversion in Google Performance Max campaigns
Nothing is more frustrating for a customer than clicking on a product that's out of stock!
Fortunately, Google Performance Max Shopping allows you toautomate the updating of your inventory to reflect real-time item availability 😉
Remember to configure GMC to synchronize stock information with your e-commerce site:
- Automate inventory synchronization with your online store data feeds.
- Use the Google Content API to manage real-time stock updates from your site to GMC.
- Set up stock alerts that automatically inform you of out-of-stock products or products with critical stock levels.
- Optimize inventory management by taking into account seasons, promotions and trends, then adjust your inventory accordingly.
Updating your catalog is a bit like gardening: you need maintenance, otherwise it quickly becomes a jungle! 🌿
Take the time to check your catalog regularly to ensure that all information is up to date and that your products remain attractive to buyers.
- Use data flow management tools to automatically display essential GMC information: availability, description and price.
- Keep product attributes up to date, too, to reflect the latest news about your items.
- Carry out regular catalog audits to identify obsolete or incorrect information, then make the necessary corrections.
- Test different optimization strategies by running A/B tests to determine the best combinations of title + descriptions + images to generate the most conversions.
Last but not least, continuously analyze and adjust attributes to maintain product appeal and maximize sales.
After all, constant improvement is the secret of champions 🏆
Even Google wasn't built in a day (they had to reload their pages several times too)!
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Well done, now you're armed with the 10 steps to get your product catalog on Google Shopping!
With a well-optimized feed, perfectly segmented ads and constant monitoring of your inventory, you now have everything you need to propel your products onto the e-commerce scene. So, are you ready to dominate Google Shopping?
Remember, as with any good product, maintenance is key: update your catalog regularly and adjust your strategy as necessary.
Google Shopping is a bit like a bicycle: once you've got the pedal to the metal, everything rolls! 🚲
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