Since Google announced its Free Listings on Google Shopping initiative in May of 2020, competition on Google Shopping has increased – significantly.
To stand out in the crowd, Google merchants are always looking for creative ways to approach Google Shopping feed optimization. Because, by doing so, they often see increased sales conversions.
So what exactly is Google Shopping optimization?
In a nutshell, it has a lot to do with search engine optimization, better known as SEO, and your product descriptions.
Taking SEO into account when making your product descriptions can be the difference between increased sales and getting drowned out by the competition.
In this article, we’ll review how you can improve your Google Shopping product descriptions to increase sales conversions
Incorporate Global Trade Item Numbers, GTIN, in your product descriptions
Global Trade Item Numbers, or GTIN, are unique identifiers that are assigned to each of a company’s products.
This 8, 12, 13, or 14 digit number is required by Google if you’re reselling products. But even if this isn’t the case for you, it’s an important part of the Google Shopping feed optimization process. And it’s often provided by the manufacturer you use.
Including a GTIN in your product descriptions is one of the metrics that will get your products ranked closer to the top of Google Shopping’s results.
If you are having problems locating the GTIN on your products, Google’s support document, Find a GTIN, is a great resource.
Optimize your product titles
If you only have one takeaway from this article, let it be this one: Google puts a lot of emphasis on the titles in your product feed.
So if your goal is Google Shopping feed optimization, then first and foremost you’re going to want to optimize your product titles.
How do you accomplish this?
Using Google Analytics and other SEO resources, identify the keywords that Google searchers use to find products like yours. Then include those keywords in your titles.
There are tons of SEO resources out there. Some are free and some require a monthly fee, however, just about all of them include free trials. An excellent free SEO resource is H-supertools. SEMrush, Keyword Planner, and Google Trends are also great options.
The keywords you use might be the most obvious descriptor of the items you’re selling. Or they could be the actual brand name of your products. In any case, relevant optimized keywords in your product descriptions will help you stand out on Google Shopping.
You can test out different keywords to compare how each of them performs for your products in real-time.
Make sure you account for product variations
Do your products come available in multiple styles or variations? If so, you must be sure to create a unique Google Shopping product description for each of them.
Additionally, each color, material, size, and pattern that an item comes in needs to be submitted to your Google Merchant product feed. And, each product variation must match your landing page information.
If this all sounds too complicated, Kliken can help. Kliken can simplify the process and even automates your listings on Google Shopping and Google Ads.
Choose your product images wisely
We live in a visual culture and there’s a lot of competition for people’s attention. That’s why images are so important to your success with Google Shopping optimization.
Images can trigger an emotional response from shoppers, which is often the difference between a sales conversion and an abandoned cart. After all, “emotion is what really drives the purchasing behaviors, and also, decision making in general,” according to an Inc. piece on one Harvard Business School professor’s findings.
So it’s critical to keep this in mind when selecting the images that will accompany your product descriptions.
Relevant, high-quality product images can capture the attention, and the emotions, of prospective customers. And they have to.
Because product images are the first thing Google searchers see. In this way, they’re even more important than product descriptions.
So how do you choose product images for Google Shopping feed optimization?
Complete Merchant Promotions forms
One of the perks of Google Free Listings is Google Merchant Promotions. These are used to offer deals that encourage Google searchers to make purchases.
Taking advantage of Merchant Promotions brings you one step closer to Google Shopping optimization.
To start a Promotions campaign, you need to include the following information:
Google Shopping feed optimization powered by Kliken
Partnering with Kliken simplifies your efforts involved in promoting your products with Google Shopping feed optimization.
Whether you’re just starting out or you want to take your existing ecommerce business to the next level, Kliken makes the process of syncing your store with the Google Shopping & Ads platforms seamless. So you can start running effective Google Smart Shopping campaigns almost immediately — we'll deal with the onboarding headaches.
As the world’s #1 Shopping and Ads marketing platform, Kliken has helped over 1,000,000 small businesses worldwide grow their sales on Google and get a return of up to 7x their original ad spend. Its proven marketing solutions can help you to unleash the potential of your ecommerce business.
Learn more about how customers use Kliken to grow their businesses online here.
Author: Michael Arnold
Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.