So, you’ve set up your online store through Shopify or WordPress, created a Google Merchant Center account, linked it to your Google Ads and ready to go.
Google Shopping Optimisation is key to the success of your online store.
To get the most out of your campaign, it is important to optimise your product titles for every product you have to offer your customers. If you spend the time and make this a priority, you’ll be that far ahead of your competition who doesn’t. One thing to note is that your product feed title could very well be different from the title that is on your website.
This may sound weird at first but in order to reach your target audience, you really need to understand how they are searching for a product like yours. You’ll notice on some online stores that their product titles are really vague and when that is transferred over to a Shopping campaign, Google may have a hard time understanding what it is you’re trying to sell.
Remember, when people are searching for products, one of the main areas they see in the ad is the title and if that doesn’t align with their thought process, they’re gone.
GOOGLE SHOPPING OPTIMISATION FORMULA
So how do you optimise the titles? For starters, here’s a simple formula for an Apparel campaign:
Brand + Product Type + Gender + Keyword #1 + Keyword #2 + Colour + Size
For the keywords that are added, you should be able to use the research you have done to get an understanding of your target audience and use the language that they are more familiar with. You’re not only creating titles for Google to better understand what the product is but also to help those that are actively searching for it.
For example, let’s say you’re selling Cordless Headphones. By doing some research, you may actually find that more people are looking for Wireless Headphones and making that change could have an impact when your ad shows up. It may seem like semantics but when you understand your target market, it will make a difference.
The reason this will work really well is that you’re using the language of your customer and in turn, Google will measure this and reward you with better Click-Through Rates and more Conversions. Google is constantly looking over the performance of your campaigns and the more effective you can make it through optimisation, the more rewards you’ll receive from them.
In the past, especially for Search Engine Optimisation, we used to write in a robotic mode, hoping that using what we thought would work was the best solution. This may have been good practice back in the day but now we need to write it so that it works for our audience.
Just to summarise, this is not the only step to help optimise your Google Shopping campaign. There are many more components to consider, which I will provide over the coming months.
If Google Shopping is something that you’d like to implement in your business and not sure how to go about it or just don’t have the time, feel free to organise a FREE consultation to talk about your goals and objectives below.
Google Shopping best practices allows you to set up your online store for success, through optimised titles, description and images. Make an impact on your store with these simple suggestions and start generating more traffic and sales.
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