Google shopping: What is it and what are its benefits?

News 26 December 2023

In the world of e-commerce, visibility and effectiveness in product promotion are crucial. Google Shopping, a Google advertising platform, has become an indispensable tool for online sellers who want to stand out in an increasingly competitive marketplace.

But what is Google Shopping and what does it offer businesses? In this article we will tell you everything, what is Google Shopping, and the benefits it offers to companies that choose to use it.

Through an objective analysis, you will understand how this tool can contribute to improve the visibility of your products online and attract a wider audience. Let’s get started!

What is Google Shopping?

What is google shopping

Google Shopping is an online advertising platform developed by Google that allows online sellers to display their products directly in Google’s search engine search results.

This platform differs from conventional text ads by displaying essential product information such as images, prices and descriptions, making it easier for shoppers to compare products before clicking on an ad.

Merchants who want to use Google Shopping must create product ads through Google Merchant Center, a platform where they upload detailed information about their products. These ads are then displayed in the “Shopping” section of Google’s search results and in other advertising spaces on the Google network.

How does Google shopping work?

How Google shopping works

Read to the end and find out how it works:

1. Google Merchant Center

The process starts by creating a Google Merchant Center account. On this platform, sellers upload detailed information about their products, such as titles, descriptions, prices and links to product pages on their websites.

2. Creation of advertisements

Once the product data has been uploaded to Google Merchant Center, sellers can create product ads in Google Ads. Google Shopping ads include product images, titles and prices, making them visual and appealing to shoppers.

4. Campaign configuration

Marketers can set up specific advertising campaigns in Google Ads, defining their daily budget, bidding strategy and audience targeting. Targeting allows you to show ads to specific audiences based on location, language and other demographic criteria.

5. Auction of advertisements

When a user performs a relevant search on Google, a Google Shopping ad auction is triggered. In this auction, Google compares the bidding, relevance and quality of ads to determine which ads are displayed in search results.

6. Search results

Google Shopping ads are displayed in the “Shopping” section of Google search results, along with key product details. Buyers can click on these ads for more information and be redirected to the seller’s online store.

7. Follow-up and analysis

Marketers can track the performance of their ads through analytics tools in Google Ads. This includes metrics such as click-through rate (CTR), cost-per-click (CPC) and conversion rate, allowing you to evaluate the effectiveness of your campaigns.

8. Continuous optimization

Based on data analytics, marketers can make ongoing adjustments to their campaigns to improve performance, such as adjusting bids, testing different creative elements and segmenting audiences more effectively.

Is Google Shopping free or paid?

Google Shopping is not a free platform; it is a paid service. Online sellers who want to use Google Shopping to promote their products must invest in advertising. This implies that advertisers pay per click (CPC, cost per click) or per impression (CPM, cost per thousand impressions) of their ads on the platform.

To use Google Shopping, businesses must create a Google Merchant Center account and set up their ads, establishing a budget and bidding strategy to determine how much they are willing to pay per click or impression.

What are the benefits of publishing a store’s products on Google Shop?

Benefits of publishing in an online store

Posting a store’s products on Google Shopping brings several significant benefits to online sellers. Here are some of the main ones:

  1. Increased visibility on Google: By using Google Shopping, your products will be displayed directly in Google search results, which increases the visibility of your store and products to a wider audience.
  1. Better user experience: Google Shopping ads include images and product details, allowing shoppers to get relevant information immediately. This improves the user experience and helps make more informed purchasing decisions.
  1. Increased click-through rate (CTR): Visual and descriptive Google Shopping ads tend to attract users’ attention, which can result in higher click-through rates compared to conventional text ads.
  1. Precise targeting: Google Shopping offers advanced targeting options, which means you can target your ads to specific audiences based on location, language and other demographic factors.
  1. Detailed product information: Google Shopping ads include details such as price, availability and the store where the product is located. This helps filter interested users and encourages more effective conversions.
  1. Measurable performance: You can track the performance of your Google Shopping ads with detailed metrics, allowing you to adjust your advertising strategy for better results.
  1. Competitiveness in e-commerce: Given the growing importance of e-commerce, being present in Google Shopping allows you to compete more effectively with other online sellers and stand out in the digital marketplace.

Is it advisable to invest in Google Shopping ads?

It is worth investing in ads for an online store

The decision to invest in Google Shopping ads depends on several factors and specific business objectives. Here are some aspects to consider to determine if it is advisable for your business:

Type of products

Google Shopping is especially effective for physical and visual products, such as clothing, electronics, furniture, and more. If your store focuses on these products, you are more likely to profit from this platform.

2. Advertising budget

You must take into account your advertising budget. Google Shopping ads are paid, so you need to allocate an investment to compete in the ad auction.

3. Competition

Evaluate the competition in your niche or industry. If your competitors are already using Google Shopping successfully, you may want to consider it so you don’t get left behind.

4. Business objectives

Define your business objectives clearly. If you are looking to increase online sales, improve brand visibility or attract new customers, Google Shopping can be a valuable option.

5. Tools and metrics tracking

Make sure you have the right tools in place to create and manage your ads, as well as to track the performance of your campaigns. Constant analysis of metrics is essential to optimize your ads.

6. Segmentation and targeting

Google Shopping offers advanced targeting options, allowing you to target your ads to specific audiences. Take advantage of these features to reach your target audience.

7. Knowledge and experience

If you do not have experience in online advertising, it may be useful to have advice or training in Google Shopping to maximize the effectiveness of your ads.

The decision to invest in Google Shopping ads should be based on a careful assessment of your business, goals and resources. If done effectively, Google Shopping can be a powerful tool to increase the visibility of your products and generate online sales.

However, it is important to approach this investment strategically and monitor it constantly to ensure that you are getting a good return on investment.

The perfect strategy to sell more in your E-commerce with Google Shopping

The perfect strategy to sell more on your e-commerce with Google Shopping involves a combination of strategic steps and approaches. Here is a guide that can help you maximize your online sales through Google Shopping:

1. Account configuration:

Start by creating a Google Merchant Center account and verify your website.

2. Product data optimization

Be sure to provide detailed, accurate and attractive information about your products, including titles, descriptions, high quality images and prices.

Effective segmentation

Use segmentation to reach your target audience accurately, considering factors such as geographic location, devices and viewing times.

4. Keyword strategy

Research and use relevant keywords in your product descriptions to improve the visibility of your ads.

5. Bidding strategy

Define an appropriate bidding strategy for your products and keywords. You can opt for manual or automatic bidding, depending on your objectives and resources.

6. Constant analysis and adjustments

Track the performance of your ads and adjust your strategy based on key metrics such as return on investment (ROI) and conversion rate.

7. A/B Testing

Perform A/B testing on your ads to determine which elements generate the best results, such as titles, images or descriptions.

8. Implementation of ad extensions

Take advantage of ad extensions, such as location or seller feedback, to enrich information and attract more customers.

9. Keep an updated catalog

Make sure your product catalog is always updated with accurate information and availability.

10. Monitor the competition

Watch your competitors and adjust your strategy according to what they are doing in the application.

11. Offers and promotions

Use special offers and promotions to highlight your products and attract buyers.

12. Follow-up and analysis

Use tracking and analysis tools to evaluate the performance of your campaigns and make continuous adjustments.

Remember that the perfect strategy may vary depending on your niche and target audience. The key is to constantly evaluate and optimize your Google Shopping campaigns to maximize your online sales.
If you need help to advertise on Google Shopping, kiwop is ready to help you, do not hesitate to contact us!


Leave a Reply

Your email address will not be published. Required fields are marked *

We help you get results

If you want to have the website you want or increase the online visibility of your brand, we know how to do it.

Shall we start today?