Marketers in retailers and brands today need to keep ahead of online shopping trends, to stay ahead of competitors and frankly, to survive. If your products aren’t found by the right customers who are searching for your products online, the sale will go to a competitor and you will lose revenue opportunities.
It is as simple as that. And yet the process for many people in digital marketing and eCommerce for doing this can seem both daunting and technical. In this day and age, a marketer needs to know about it to push up conversions, click through rates and revenues. You may have thousands of products, with lots of changing information, to send to multiple partners around the world – all requiring different formats of information.
It can be simplified and there are people and technologies that can help you with it – and make sure your products are found by the relevant consumers.
In this blog series, we will be covering how to increase revenues through Google Shopping. The first area we'll look at is optimising the products you advertise.
Here are some actionable insights for you:
1. Get key information right
It starts with the information about your products that you send to partners, such as Google, eBay, Facebook and more. For those of you not familiar with it, this product information, including the keywords, images, codes, and titles of each item is sent to these partners. This information is often referred to as data feeds and product feeds. If you don’t know about it, learn more about it as it dramatically impacts the success of your campaigns.
2. Know your audiences
I always think a fundamental of marketing is going back to the audience. Who are they, why do they want your product, how do they think of your product. The easiest way to understand product information or data quality is to put yourself in the customer’s shoes, the search engine’s shoes and even the advertisers’ shoes. Customers want attainable items.
Google Shopping wants to give their users a seamless shopping experience, and advertisers want customers to know they have the product they are looking for. Understand more about what your audience wants, who they are, the terms they use to look for your products, the market trends in search terms and the most popular images.
3. Supply the right content
Regardless of how tidy your information is, or how high your bid is, if it isn’t rich or well attributed, your chances of succeeding on Google Shopping are minimal. You will be putting money into something and getting limited returns. Conversely, if you do build a rich and well-attributed field of data for your product, you will appear in the searches of your ideal customer, who will click and buy. Companies can increase revenues in this by 85% and more, if they do it correctly.
Let’s take red heels as an example. If the user is filtering by certain attributes or even entering specific search queries into Google Shopping such as by size, colour, brand, silhouette or material – chances are that without this information populated in your Google feed, your products will not appear. This is a reality in today’s digital marketing. Make sure you have all the information in there and correct, before sending it to the likes of Google and eBay. If one field in a column is missing, your product may not appear and your competitors may well do. A lost sale and one that could have been yours.
4. Understand definitions of information
Make sure you are familiar with what Google stipulates as ‘quality data’, make sure your product information matches your landing pages. Ensure the products are available. Basic marketing strategy, that it all ties up, but again crucial. Mismatches will cause many frustrations for your users as well as you as sellers, and you will get suspended. Reinstating your shopping campaigns can take up to three weeks, which is all wasted time and opportunity.
By Samiksha Bhasin, head of performance at Intelligent Reach
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