Getting Started With Google Shopping
So… You’re a fully-fledged, independent online retailer with the audacity to start your own business and open your doors to the millions of online shoppers currently searching for a new pair of shoes, a bag or one of those little jackets to keep their golden-retriever puppy warm for winter. Congrats.
The Secret to Successful Product Listing Ads
Like so much in life, selling successfully using PLAs (product listing ads) requires a strategy.
At Taggr, we’re big into that, so we’ve developed a framework that we like to call ‘the five C’s’ in order help all our customers get the most out of their Google Merchant account.
Current – Is your feed up to date? If it isn’t then people may be searching for inventory that you don’t have, or worse, not searching for inventory that you do have. You can schedule a fetch from your Google merchant account for your Taggr feed daily, weekly or monthly.
Clean – If your feed is full of pointless fluff that fails to describe the product, or meet the Google Merchant criteria, your feed will most likely get rejected. You may not have a real storefront, but your virtual one needs to be clean and tidy, or your prospects will go elsewhere in this ultra-competitive environment.
Complete – Imagine denying people access to products on your site because you’ve failed to include key information on your feed. Not good is it? At Taggr we ensure that all Google Merchant criteria is met when the data is extrapolated from the feed. All you have to do is make sure that the product details and descriptions are accurate on your site, and our powerful API will do the rest.
Customised – Some retailers update their range daily. Some weekly. Some monthly. Sometimes product details need to change at the last minute. Despite all of this, Google Merchant allows you to do a manual fetch at any time. Simply change what you need to on your site and click ‘manual fetch’ on your existing feed. Taggr will then generate you a new, updated, customised feed.
Compelling – Finally, you’ve heard of survival of the fittest right? What you’re selling is a commodity, and it’s competing with other people out there that sell the same commodity. The web dictates that the most compelling text sells more. Make your prices, your proposition and your description compelling and people will be more likely to click through to your product pages. And buy your products.
Other little tips from our little team of nerds:
- Make sure you stay within the Google Merchant character count limits on your site, and our feed generator will make sure that all the right information gets displayed.
- Ensure that product variables are listed from left to right on your site; Brand, Product, Colour, Gender, Size etc. This makes it easier for our scraping tool to extrapolate information from your product pages.
- Stay away from promotional text. This does not differentiate your products in the world of Google Merchant. Avoid words like ‘promotion, special price, free shipping, coupon etc.’
- Think like your target clients, not a product-maker. If you sell t-shirts in blue, then that’s what your customers are going to type into their search-bar. They definitely won’t type in ‘bone-cut tee in azure’. Even though calling it that seemed like a good idea at the time…
Curious to find out more about TAGGR and how you can generate your Google shopping feed in only one click? Get in touch!