It’s great to get some expertise in from external sources sometimes, that’s why today we have an article by Gretta Dattan from out friends over at Matrix Internet Ireland. Enjoy!
Navigating the ins and outs of Google Shopping can be intimidating for small businesses which have limited marketing departments running on strict budgets. However the structure of Google Shopping accommodates small businesses and with a little determination and willingness to stay on top of what’s new in the world of digital marketing, small businesses can thrive on Google Shopping alongside their mammoth corporate competitors.
One of the most important things for small businesses venturing into the digital marketing fray is to remain flexible. Google is constantly updating its processes, guides, and structures–it’s important to stay on top of what they’re up to and to adapt accordingly. More than that though, your business is more likely to succeed in Google Shopping if you’re willing to let your bids, prices, and ad campaigns fluctuate and adjust to the market.
Below are a few pointers and tips to keep in mind when starting to use Google Shopping.
Use being niche to your advantage
It is going to be difficult to compete with the big name corporations out there selling their wares on Google Shopping–so don’t. Embrace the fact that you are making niche, specialised products that customers can’t find anywhere else. Build a unique brand your competitors don’t have access to and can’t compete with.
Work on your aesthetics
Ensure that every image you use is aesthetically pleasing and will help your post stand out. Don’t try to stand out too much though–the pictures still need to be relevant and targeted.
Collect ratings and reviews
Sometimes Google will show ratings or reviews underneath the product descriptions. These help attract customers and highlight your product. The reviews are aggregated from a series of sources including your website, editorial sites, and other users. Google Shopping does require that businesses need a total of 50 reviews across all their products to be eligible for their reviews to be shown. So if you need to build your reviews, consider pestering (nicely) your customers for their reviews. You can register your interest in product reviews being made visible here.
Prioritising responsiveness is always key
When shoppers head to your site, you want to ensure the site is responsive. We are long past the days when the most popular way to reach the internet was via a desktop computer that would definitely brain someone should it be vaulted through the air. Now we use phones, tablets, laptops, and desktops to access cyberspace. A fully responsive website detects the device accessing the site and adjusts the visuals of the site accordingly as images on the site are resized in relation to other visuals on the site rather than to pixels.
You can check out your site’s responsiveness using Google’s Mobile-Friendliness Test and adjust accordingly.
Another way to keep visitors to your page is to ensure that loading speeds are high and no one is wasting their time as the site loads–which will lead to high bounce rates and frustrated customers. You can use this handy guide to improve your speed and save your visitors from their blood pressure rising dangerously as they wait.
Invest intelligently: don’t bid too high
When small increases in CPC bids increase your sales exponentially, it is tempting to continue pumping money into bids. However, what happens is when bids grow to a certain point Google starts only showing the ads for very general enquiries. For most small businesses, this means a stagnation of growth and unsatisfactory sales.
Unlike traditional PPC bidding, there is an S-curve instead of a decrease in marginal revenue:
For more information on how to craft the perfect CPC bids, you can find a great guide here.
Lower your prices
Perhaps unsurprisingly, Google favours products with lower prices. If you sell the same brands as some of your competitors, decreasing your prices slightly may boost your sales to a greater degree than increasing bids would. These lower priced items can be used to attract customers to the rest of your store and segue into purchases of other, high profit margin products.
No, this isn’t a banal plea to keep watching social media channels and to start using hashtags. To claw your way to the top of Google Shopping, you need to make your language is as clear and relevant as possible. Ensure the product title, description, and product type all include pertinent terms as Google’s crawlers will be working to only show potential customers the most relevant, accurate results of their searches. Keeping your titles and descriptions accurate, simple, and devoid of unknown brand names or unnecessary descriptors will better your chances of being featured.
Still have questions? Of course you do! There are a myriad of resources available on the web for how to maneuver through Google Shopping. Some of the best include Shopify’s whopper of an instructional, the Shopify Ultimate Guide to Google Shopping and Google’s (of course it’s Google) Featured Resources for Retail. Good luck!