With millions of new online shoppers flooding the internet, searching for available products to buy, leveraging Google shopping to get your products in front of eager buyers is a must going into 2021. In the past year alone, Google Shopping ads have grown 29% while all other paid search has barely broken 10% growth. With this trend expected to increase and widen over the next decade, online retailers must optimize their Google Shopping platforms in order to cash in on this year over year double-digit growth.
Here are the top Google Shopping updates you need to pay attention to:
Getting in front of consumers on the platforms they use, when they’re ready to buy is mission-critical to the success of any e-commerce business. If you’re using a dated product tool generator, you could be missing out on reaching millions of consumers and you’re likely working against Google’s shopping algorithm. Leveraging a more robust tool such as Feedonomics ensures that you get your products on dozens of the largest e-commerce shopping feeds and your products will be featured more in line with what Google prefers.
Optimize Your Feed
When it comes to how to showcase your products, it’s important to create your feed to fit the products, not your brand. When you do this, you increase the chances that your products will show up when consumers search to buy online. Take time to consider the search keywords that consumers will use when looking to buy products similar to yours and ensure that these keywords are in your titles and product categories.
Whether you’re advertising a new collection or a seasonal promotion, creating micro-campaigns that feature just 3-5 products can work well to increase conversions. This makes it easier for consumers to click through and buy the one, or few, specific products they’re looking for, without being overwhelmed searching your online store. Even narrowing it down and only featuring one product (that is highly relevant or your best seller) in a promotional campaign can also be highly effective.
Color & Style Considerations
You’ll want to include both color and style attributes for your products in order to get them approved in your Google Shopping feed. This requirement may vary by country, according to the Google Merchant Center, but it also helps online shoppers know what you offer and what is available for purchase. Keep in mind that style attributes can include listing the product size and material.
Local Inventory Ads
With the pandemic reshaping how consumers buy and the level of conveniences they now expect, using local ads to market curbside pickup or buy online, pick up in-store (BOPIS) can be helpful to drive more traffic to your e-commerce store. This also enables you to let consumers know that you are open for business and that you have ample inventory in stock to meet their needs. And, with consumers preferring to shop from brands that can promise a wide variety of available products, local inventory ads can be the quickest way to grow your online sales.
If it has been more than 6 months since you’ve done a thorough Google Shopping feed audit, now’s the time to do so. Going into 2021, with the expected (and continued) increase in online shopping, e-commerce retailers can’t afford not to optimize their product data feeds to cash in.