What is Google Shopping?

As an online entrepreneur you want to reach your shopping audience. Google Shopping helps you with this with various handy tools and programs. Effective, because most buyers start their search through this search engine. That also applies to your customers. But what is Google Shopping actually and more importantly, how does it work? In this article you can read everything you need to know about the different possibilities and how to use Google Shopping.

What does Google Shopping mean?

You have probably searched for a product on Google yourself. For example, to be able to quickly find what you are looking for or to be able to compare prices from different providers. For example, by clicking on “Shopping” at the top of the search engine. You will then see numerous product photos in the form of an advertisement. Google Shopping uses two platforms that are interconnected. This concerns both the comparison and advertising platform. This is how it works:

• Comparison Platform: This is also known as CSE. The abbreviation stands for Comparison Shopping Engine. As mentioned, here you can compare prices and products from different sellers. By clicking on the image, the visitor is redirected to the product on the provider’s website. If possible, Buy with Google can also be used. The purchase process can then be completed within Google Shopping. Visiting the website is therefore not necessary.
• Advertising platform: Google Shopping also uses the search engine’s advertising platform. The product ads are displayed with an image, price and availability. Discounts or offers are also visible to the customer. The advertisements become visible after entering related searches. This happens within the search engine itself, but also on platforms such as YouTube. As an advertiser, you pay each time the ad is clicked. This is also known as CPC (Costs Per Click). You decide how much you want to invest to boost sales. You also decide where and when the ads are displayed.

How does Google Shopping work? Step-by-step plan for creating an account

If you want to use Google Shopping as an online seller, you must create an account within the Google Merchant Center. From here you can place and manage your products or use the various tools and programs. In the Merchant Center you can also analyze the performance and statistics of your products and ads. You can create an account for Google Shopping within the Merchant Center. All you need is the basic data of your company. After doing this, the affected website must be verified. This can be done in two ways:

1. Do you already use a Google product on your website? Like Google Analytics or Google Search Console? Then you can verify the website here.
2. You can also tag your website code for verification. This way Google knows exactly that this is the website that belongs to your account and products.

Once your account has been verified and approved, you can use all the tools and programs within the Google merchant Center. You can now also start adding products to start your display within Google Shopping. Below you can read exactly in which different ways you can do this.

3 options for adding products within Google Merchant Center

You can add products within the Google Merchant Center in 3 different ways. This can be done manually, by using a product feed within Google Sheets or by synchronizing the feeds of your products with other sources.

1. Product feed : you can create a product feed within a spreadsheet, but also within Google Sheets. These spreadsheets contain important product information. They serve as a source of information for the Merchant Center.
2. Synchronize with another source : You can also synchronize the product feeds from another source. For example, with the Merchant Center’s Content API. The information is then automatically retrieved from the relevant source such as your website. By using the Google Content API, you decide which products should be visible and available.
3. Manually : you can also enter the products manually. This is especially useful if you only want to display a few products within Google Shopping. You enter the details and information manually per product.

Make sure you fill in the product information as completely as possible. The more details, the better the customer will find their way to your products within Google Shopping. You decide yourself what you want to mention and which information and advertising details should be displayed.

The different programs within Google Shopping

Now that you have created your account and entered product information, you have access to the various tools and programs within Google Shopping. Although they can all be used separately from each other, they still work together as a system. This way you can significantly improve the performance of your ads within Google Shopping. You can often use the programs free of charge. They help you attract visitors and generate conversions. In the end, of course, that’s what matters. Each program within the Google Merchant Center has its own distinctive features.

Surfaces Across Google

Surfaces Across Google is a free program within the Merchant Center. With this tool you ensure that your products are displayed correctly within Google Shopping. This also applies to the display within other Google products such as the popular Search and Images. You should also use this program if you want to use Google Shopping Actions later. Please note that in addition to entering product information, you must also upload shipping and tax information. This can be done by using product feeds. Activating this tool is easy. Go to Merchant Center -> Growth -> Surfaces Across Google.

Google Shopping Actions

By using Google Shopping Actions you have the possibility to change the search engine from a comparison platform and search center to a sales platform. With Shopping Actions, your products are immediately visible and available to buyers. Of course from Google Shopping. Buyers can complete their purchase through Buy with Google. Visiting the website is therefore not necessary. And that’s an advantage. Especially when you know that no less than 70% of buyers leave their shopping cart full without having completed the purchase process. This is partly due to the complexity of checkouts within websites. Shopping carts are also abandoned if the customer is confronted with additional costs at checkout. Such as, for example, the VAT or the shipping costs. This is immediately visible within Google Shopping. The transparent display significantly increases the chance of conversion. Google Shopping Actions will also be free to use from 2020. As a seller, you paid a commission on all sales that took place through Buy with Google. To be able to use Google Actions you have to make an application. In this way, Google can assess whether you as a seller meet the requirements and conditions. The search engine does this by, among other things, assessing your products. It is therefore important to upload the products first before submitting an application. This also applies to linking your business PayPal account. You must also indicate how your customer support works. For example by e-mail or telephone. Requesting Google Actions is easy. Go to Merchant Center –> growth –> Shopping Actions . After Google has approved your request, you will be asked to provide additional information. These are the basic details of your company, the return and shipping policy as well as the VAT details. You will usually receive a response to your request within 14 days. Installing Google Actions is easy after approval. Especially if you already have the product data available through a feed.

Google Shopping Ads

Google Ads, or advertisements, appear in various places within the search engine. For example, above the organic search results and text ads after entering a search query. They also sometimes appear to the right of the SERP (Search Engine Results Page). These photo ads are rich in information and product details. They appear as soon as a search query is entered that is relevant to the product. You can set where Google shows the Shopping Ads yourself. You can do that in these places:

• Google Display Network : By selecting this option, your Shopping Ads will be visible on various platforms and websites that fall under the Google Display Network. These are, for example, Gmail and video content platform YouTube.
• Google Shopping Results : If you have this option enabled, your ads will appear in search results within Google Shopping. Are you a new seller within Google Shopping? Then there is a good chance that your product ad will be visible first on the SERP.
• Google Search Partners : While text ads within this affiliate program often take precedence over shopping ads in terms of display, using Google Search Partners for free is well worth it. Your ads will appear on partners’ websites and search engines.

google shopping vs. Google Ads

It’s no secret that Google Shopping Ads help you reach potential customers. Not so surprising, because only more than half of all online buyers use the search engine as a research, comparison and purchasing platform. Partly because Google pushes your products forward as soon as a relevant search query is entered. Yet campaigns within Google Shopping work differently than you are used to within Google Ads. Shopping Ads use product information instead of keywords. So you don’t have to enter this either. You also pay within Google Shopping per click on your ad. This is also known as PPC (Pay Per Click). Shopping Ads uses the information available within the product feeds. Such as the type of product and the category. When setting up a campaign, you decide which products you want to target. This also applies to the budget and the display of the selected products. You also decide whether you want to display the store stock.

Create a campaign with 2 advertising options

When you create a campaign within Google Shopping, you create an ad group. This group determines how the Shopping Ad is displayed. There you have two options. Below you can read exactly what the different views mean.

• Showcase Shopping: by choosing this option you can group products and have them displayed together. Like a kind of carousel display. In addition to the display, Showcase Shopping uses CPE instead of PPC as its payment method. This is also known as Cost Per Engagement or engagement. So you only pay if your customer views the group of products for longer than 10 seconds or clicks through the ad. The customer is then “Engaged” or involved.
• Product Shopping: Product Shopping Ads refers to the default view. This option is chosen by most merchants within Shopping.

Google Product Ratings: Taking Advantage of Good Product Reviews

When you use Google Shopping, you also benefit from Google Product Ratings. This allows you to provide your product ads with star ratings. The rating is created using third party rating software. Like Trustpilot, for example. Google Shopping also bases its rating on search engine reviews. And with this free tool, you can gain quite a bit of advantage. Especially if you know that products with ratings are purchased much faster than if they do not have a review, rating or star. How to use this tool:

• To be eligible for product review, your website must have at least 50 reviews. If you meet this requirement, you can fill in the application form. After your data has been processed, you will automatically receive product reviews from Google.
• To receive automatic reviews, you can also upload the existing reviews to the Merchant Center via a feed or spreadsheet. The reviews on your website will then automatically be added to the product within Google Shopping. You can also sign up for Google Reviews. In addition to product reviews, you automatically receive reviews from customers.
• Do you already use a rating system? Check in advance whether this software is suitable for collecting ratings and reviews. Also check whether the software, such as Trustpilot, is suitable for integration with Google Product Ratings.

Google Seller Ratings: distinguish yourself as a seller from the competition

As a seller, you want to be able to distinguish yourself from the competition, especially within Google Shopping. Especially since several sellers are displayed offering one and the same product. Google Seller Ratings help you with that. The rating is based on your performance as a seller. How quickly you respond to a request for help via the helpdesk, or how quickly a customer received his ordered package. These reviews are important. Partly because they are often the last push a customer needs to make a purchase. The ratings are displayed in 2 ways;

1. In the product ad: The review appears under your store name. The product price and shipping information are also displayed. In this way you can distinguish yourself. Especially if your conditions and ratings are better.
2. The seller rating is also displayed within the search engine itself and in the text ad. Especially if your industry and keywords have a lot of competition, Google Seller Ratings are a big advantage. It has even been shown that ads with ratings lead to more than 25% more conversion.

The search engine obtains the relevant data through various channels. These are Google Customer Reviews, but also independent review websites (such as Trustpilot) and Google Customer Surveys. As a seller you don’t have to do anything for this. Wondering if Google already has a seller rating for you? This can be done via the address below. Simply replace “Your website” with the name of your domain. https://www.google.com/shopping/ratings/account/lookup?q={jouwwebsite}

What criteria do you need to meet for Google Seller Ratings?

If you want Google to automatically display customer reviews within your Google Shopping product pages or within relevant ads, your account must meet one of the requirements below. However, don’t worry if your ratings leave something to be desired. For text ads, Google will only display ratings rated 3.5 stars or higher. Meet 1 of these criteria:

• Collect at least 100 unique reviews within a year. These ratings are country specific. That means, if you’ve received 100 reviews from the Netherlands and 60 from Germany, the customer reviews will only show within ads shown in the Netherlands.
• Have your account evaluated by the search engine via Google Consumer Surveys.
• Finally, you also meet the criteria if you have had a website research review carried out by Google. This is not common, but it does occur.

Google Merchant Promotions

Finally, you can also use Google Merchant Promotions within Google Shopping. With this program you can draw extra attention to discounts or offers. For example in Shopping Actions or Shopping Ads. Your advertisement will then receive a “Special Offer†label. The potential buyer will receive a discount code as soon as they click on the view. You only pay for the display if the buyer clicks through to your website. You can also use Merchant Promotions within the Shopping Actions product pages. By providing your customers with a discount code, you can distinguish yourself from the competition within this comparison platform. In addition, Google Merchant Promotions has a conversion rate of no less than 28%. You can offer this, among other things:

• Free shipping : a code that entitles you to free shipping
• Gift voucher : give a discount of 10 euros with a purchase of 50 euros
• Discount : give a 20% discount on a product of your choice after entering a code

How to set up Google Merchant Promotions?

To take advantage of these promotions, you must complete an application form. You only need to provide this application with the basic information about your company. Make sure you have enabled Merchant Promotions within your account. You can then take advantage of these promotions in two ways. Namely with a feed or a special tool from Google. If you use this you have to manually enter the details of the promotion for specific products. This is especially easy if you only have a few products that are eligible for promotion. Once you’ve completed the steps above, you’ll need to submit your desired promotions to Google. The assessment can take 12 to 24 hours. Usually the promotions are approved immediately. They are then immediately displayed live. If not, you may need to modify or update them. You will automatically receive a message from Google about this.

Guarantee the quality of your product data within Google Shopping

Now that you know exactly which tools and programs you can use within Google Shopping, it is also important to know that the quality of product data is most important. By continuing to guarantee quality, you can have your products rank in both organic and paid searches within the search engine. This way you not only benefit from more online visibility, but also from a higher conversion. Although setting up and setting up the various programs within Google Shopping takes some of your time, once installed, they are easy to maintain.