Tag Archives: Google Shopping

‘Purchases on Google’ Shopping Ads Available to iOS Devices

19 December 2017 chloe Leave a comment Taggr

Google has been testing mobile shopping ads on Apple devices recently, having only ever used the quick payment method on Android devices.

Having been around since a pilot version was launched in 2015, purchase on Google ads received a beta version in Spring 2017. How it works is simple, the purchases on Google ads allows the public to buy items that a displayed in Google Shopping ads, as far as the landing pages are Google hosted. Consumers that have payments set up through their Google accounts benefit the most from this. Now it appears Google is trialling this same method on iOS devices too, starting in the US.

Purchase on Google with Easy Checkout

purchase on google adsAs you can see from the image to the left, purchases on Google are now available on iOS, with the product on the UGG website being slugged with ‘Easy Checkout’.

It was first planned by Google for purchases on Google would become available on iOS just a few months after it’s launch on Android in 2015, but that doesn’t seem to be the case, with 2018 just around the corner. However with the release of the beta version in Spring, it was to be predicted that the iOS version would be coming soon after. It still is not clear when this launched, but it is something to pay close attention to over the coming months.

‘Easy checkout’ is a new addition to what we had seen before however, with ‘Buy on Google’ being displayed before, so we can expect some changes and testing to continue in this area in 2018.

 

However, it remains quite difficult to find purchases on Google ads due to other versions of shopping ads being available, such as showcase ads and ads in knowledge panels. What this does show though is Google’s push to improve mobile, such as their work with AMP enabled landing pages.

 

As well as this, the quick view options on the ads offers more information to consumers, without them having to actually go through to the websites products are listed on. You get a larger image being displayed on your phone, as well as a product description and customer reviews and ratings. However this function also appears to be limited, with the option not being on many products on Google ads.

If you have an ecommerce business, and aren’t using Product Listing Ads yet, here a 5 reasons your business would benefit from shopping ads and here are tips to optimise your ads.

Contact us for more information about how Taggr can help you start selling on Google, and get started today!

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How to Optimise Product Listing Ads

30 June 2017 chloe Leave a comment Taggr

In 2013, Google made the transition to a fully paid model for its shopping and image product listings, known as Product Listing Ads. Since this shift,  sellers and advertisers have been scrambling to optimise their products and services for this traffic source. Product Listing Ads now make up a large percentage of AdWords traffic, so it’s crucial that businesses ensure they have fully optimised their PLA campaign. That being said, they need to make sure that you are getting good PLA traffic at the cheapest possible price. 

Google shopping ads

What are Product Listing Ads (PLAs)?

Product Listing Ads, also known as PLAs, are cost per click (CPC) ads offered by Google AdWords. PLAs include product images, a short description, the price and merchant name, and will appear on Google search results pages on the top of the page (above organic results).

How Can You Make Sure Your PLAs Are Optimised?

1. Go Back to the Basics

It is no secret that Google doesn’t help advertisers, as they are more than vague on how to optimise the product listing adverts. That being said, Google does provide guidelines to explain the rules, formats and information needed to successfully get your product onto the feed, so make sure to research them and then implement them when sorting out your product listing ads!

2. Images are Everything

The paid model of Google Merchant relies on high quality images to get your products and services out there. It is common knowledge that a competent text ad will help achieve a high click-through rate, high quality score and therefore increasing visibility and decreasing cost-per-click. The same goes with image ads. Your images need to be of high resolution and entice potential customers. Good quality images will help dominate positions and increase clicks and thus sales.

3. Make the Most of your Titles and Descriptions

Put your SEO socks on and get to know the meta titles and descriptions. This is because you can’t control which products show for which keywords (unlike AdWords search ads). The only metric Google uses to match products to keywords is the information provided in the feed. This makes it crucial to optimise the titles and descriptions for the keywords you want your products to appear for. If you have multiple products that are similar, you need to ensure that the content you provide is unique and not the same across all your descriptions.

4. Don’t Make your Feed Look Spammy

If you have several rows in a feed for one product, such as a row for each colour of a specific sock, you must ensure that you implement the variant field item_group_id correctly. If you fail to do so, then you will be presenting Google with lots of different products with the same titles and descriptions when generating your feed, making it look spammy and hard for the search engine to choose what to match.

5. Provide Enough Information

Just because all fields are compulsory to fill in, it doesn’t mean you shouldn’t add the extra information. The more detail you can give the more chance Google has of matching your products with keywords. So, when you ensure that you use the full Google taxonomy category for every product, alongside sensible product taxonomy names from your site in the product_type field that use the keywords you want to be shown for.

6. Control the Products Shown

If you’re optimising for generic keywords, then it is imperative that you understand how to control the products shown in the feed. For example, if you have 100+ products for hair accessories that match this description which Google, they would have to rotate and work out which products get the most clicks. You know what products are the best sellers and the ones that have the best offers that will easily convert. This means you have a better chance of showing products that will get a good click through rate. This is done via the adwords_label field in the shopping feed and setting up an ad group that only filters these products.

If you have an ecommerce site yet don’t have PLAs set up already, here are 5 reasons why your business will benefit from PLAs. Taggr allows you to generate a product feed easily and rapidly, without any dev time or knowledge required. For more information, do not hesitate to get in touch.

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Ecommerce site optimisation: 4 Essential Tips

9 January 2017 Omar Budeiri Leave a comment Taggr

How to Optimise your Ecommerce Site?

Whether it’s a small site selling a few hand-crafted garments, or a commerce giant which ships out an array of products to a massive audience worldwide, your site has to be properly optimised for both users and search engines.

An ecommerce site which isn’t optimised for the user is bound to fail, considering how difficult it would be to keep them around throughout the buying process. If it isn’t optimised for search engines, you’re vastly limiting your potential pool of traffic and thus sales.

So, how exactly do you optimise your ecommerce website? Here are a few quick tips to get you started.

 

1. On-Page and Product Optimisation

Every website should be properly optimised for search engines, in order for people to be able to find you and buy your products. If your website hasn’t been created with SEO in mind, it’s vastly reducing the potential of your site as limiting its potential reach.

When it comes to optimisation for ecommerce sites, there are a few key points:

 

Page Title: This is the title of the page that you’d see on search engine results pages, or in the tab at the top of your browser. You’ve got 50-55 characters to work your magic here by including your keywords, as the page title determines the theme of the page for users and is crucial for search engines to understand what its content is about and thus rank your page accordingly.

For an ecommerce site, you’d include the product name, and possibly its category, and any branding. For example, the SERPs (search engine results pages) for a rather mainstream ecommerce product:

page titles for ecommerce sites

There’s the standard product name, the category (tees for men, t-shirts), and the brand name.

It’s all too common to see this be neglected in ecommerce sites – make sure your page titles are properly optimised.

 

Meta Description: This is the text that you’ll see under a title in a search engine results page. This essentially acts as ad copy for users who find your site through this way giving them some more information about what they can expect to find on your page, and also being crucial to ensure they click through to it. Your description should both describe the contents of the page, and entice the user to click it, by ideally including a call to action.

meta descriptions for ecommerce sites

ASOS’ homepage description targets key search terms (women’s fashion, men’s clothing, etc.) while also showcasing benefits such as free delivery.

 

On-Page Product Copy: The actual on-page content of your page must be properly done, as well. The product description should concisely describe what the user can expect from the product, while also targeting relevant search terms in a concise way. Every page’s content should ideally be unique and contain at least 250 words for Google to properly index it.

 

TL;DR: Ensure that all on-page aspects of your ecommerce site are properly optimised for both search engines and users, such as titles, descriptions, and page copy.

 

2. Add Product Reviews

Reviews are a massive part of ecommerce websites. See a product with 1 out of 5 stars? You’re having none of it. A product the full 5 out of 5 rating from hundreds of pleased customers? You’ll be far more likely to pick that product up.

They’re a powerful feature that can help drive sales through for your products.

In fact, here a just a few compelling figures:

  • 67% of consumers read 6 reviews or less before they feel they can trust a business enough to make a purchase. (MarketingProfs)
  • 63% of customers are more likely to make a purchase from a site which has user reviews. (iPerceptions).
  • 80% of consumers have changed their mind about purchases based on NEGATIVE information they have found online. (ReputationAdvocate)

Products with a flurry of quality ratings will reflect well on your brand, and will inspire more trust from all users.

In order to get these reviews, you could chase users up after they’ve completed the checkout process, sending through an email asking for any form of feedback/review, or just offer a small incentive for a quick review such as a prize or discount on their next purchase.

In addition to the use of ratings for products, the ratings can actually appear in search engines next to your product listing which will help increase your CTR. This can be done through the Data Highlighter in Google Search Console, or through specific code added to the site – you can learn more here and here.

 

TL;DR: implement proper product reviews on your site.

Bonus: integrate schema markup date in order to have these ratings shown within search engine results pages.

 

3. Implement Proper Filtering

A filter is a vital part of the ecommerce building process. Being able to filter products based on certain values or characteristics is massively helpful for the user, and helps them to find their product much more rapidly, thus encouraging purchases.

The main problems that occur here are:

  • Sites simply don’t have a filter for their products
  • Sites don’t implement them with search engines in mind

 

Regarding the former – having a filter on your product listing pages helps users in the decision making process. Being able to take a few seconds to select things such as colour and size makes a world of difference for the user.

The latter? Well, having a poorly implemented filter can cause problems for your site and how it performs with search engines, tying into the first point of this post. If your filters haven’t been handled properly from a technical point of view, you may have duplicate content issues, where one page is accessible through multiple URLs – a big problem when it comes to SEO.

To avoid this, ensure that all categorisation is properly done within the filter, and that canonicalisation is used in order to prioritise a single URL – learn more about this here.

 

TL;DR: Implement a proper filter for your products, use canonicalisation in order to avoid any search engine hiccups.

 

4. Optimise Your Images

Semi-linking back to the first point about optimisation, your images play a big role in your ecommerce site. A user will make a decision on your product based on the image, and images can also rank in Google, similarly to pages, albeit in the image search feature.

In terms of actual optimisation, each image should be given a unique Alt Tag. This is a line of text code that accompanies an image, providing search engines with a description of the image, seeing as they can’t understand the image itself. Hence, alt tags are essentials to SEO, giving you the opportunity to describe it.

For example:

<img src=”//www.taggr.com/wp-content/uploads/2015/02/feed-add.png” alt=”Start Selling Products Online with TAGGR”>

Taken from: http://www.taggr.com/tour/ (feel free to have a look around, of course)

This tag can be used for keyword optimisation, as you can use a keyword relevant to the image and the page itself.

On top of the value they have to purchasers and image searchers, images also have an effect on how fast your site is, too. If an image file is far too large, it will take longer for users to load the page, resulting in a far worse user experience.

If a user has to wait too long for a page to load, they’ll have no second thoughts about ditching you for another site. Page speed has also been known as a key Google ranking factor for a few years now, as it plays into the user experience, a key determining factor for search engines.

 

TL;DR: Ensure that images on your site are high-quality, optimised with a proper alt tag, and don’t have a large file size.

 

If you are looking to start selling online and on Google, a key point will be making sure your product feed is also fully optimised. Here are 5 easy steps to get started.

Any questions on how we can help? Just get in touch with us!

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Could the Rise of eCommerce be the Demise of Retail?

15 December 2016 Omar Budeiri Leave a comment Taggr

7 reasons why ecommerce is the new commerce

1. The Rise of Online Shopping

Why? More convenience, more choice and less stress.

Although online shopping is nothing new, the last 10 years has reported unforeseen exponential growth.

The availability of bandwidth, acquisition of smartphones and a generation of digitally-native millennials have made online shopping the norm.

 

2. Profitability of Scaleability

Nobody had heard of Amazon or Ebay in 1996. In China, TaoBao was just a distant dream. Everyone saw retail as localised and self-executed. In fact, Amazon started off as a bookseller and Ebay as a local, internet-based auction site.

However, they both had one thing in common: Scaleability.

The internet has the power to transcend local habits and give people choices beyond their vicinity.

And as a result, Amazon and Ebay are now both multi-billion dollar companies, and have not only seen off competition from the high-street, but spawned an entire new industry and paved the way for thousands of online retailers.

 

3. Better Distribution = No Shop Required

Most start-out retailers now reject the high-street altogether.

Stores with no permanent physical presence on the high street or out of town shopping parks, such as Asos and Amazon, took nearly 50p in every £1 spent with online retailers in 2015, according to figures from the Office for National Statistics.

This is up by nearly a quarter since 2010, when 41p of every £1 via the internet was spent in “online only” shops.

 

4. Supermarkets Made Convenient

Tesco, Sainsburys, Asda and Waitrose now deliver shopping for next to nothing. They even give you a designated hourly time-slot. All four of these supermarkets have mobile apps for iOS and Android. Morrisons sell through Amazon’s ‘Prime Now’ service. Groceries. Within the hour.

 

5. Startups Accessible to All

It’s now easier than ever to sell online.

Companies like Shopify, Magento and Stripe have made it possible for non-technical people to build an e-commerce website and take payments quickly, easily, and automatically.

 

6. The Sharers Economy

Airbnb. Uber. Schpock. Gumtree.

Now you don’t even need a shop, or an office. You can buy and sell your goods, space and time through an app in seconds. Could this be the future of retail?

 

7. Google

The household name so frequently used that the Oxford English Dictionary now allows it as a verb.

Google Merchant and Adwords are like matchmaking services, bringing retailers and customers together, allowing the seller to bid for search terms and easily create product listing ads (PLAs).

Not only can everyone now start selling online, but the rise of ecommerce makes it un undeniable reason for all businesses to start selling online.

 

You can download the infographic here.

 

To find out more about how we can help you get on on Google Shopping today, just get in touch!

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How to Create the Ultimate Shopping Feed for Google Merchant: 5 Simple Steps

24 August 2016 Omar Budeiri Leave a comment Taggr

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:

  1. 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.
  2. 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.
  3. 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.’
  4. 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!

 

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