How to use Google Shopping?

When you have an eCommerce store and you are trying to find customers for those products most people think Facebook or Instagram first nowadays.  These platforms have a cheap cost of entry and can target a very specific audience.  The challenge starts with that those people may not be ready to buy right now.  How do you target people who are ready to buy now?  Google Shopping is the key!  Since this is a great way to get in front of those people we have created this post to give you some tips on how to use Google Shopping.

1) Make sure you have a profit margin first

Checking profitability is one of the first things you want to do before running ads.  We can’t tell you how many times we have heard the horror stories of people spending hundreds of dollars on keywords that didn’t lead to one sale on a product that costs 10 dollars.  This is definitely not what you want to do.  Find the products that you have on your site that have more than $50+ dollars in profit.  If you don’t have any products with that much then keep reading but I would be very careful about running ads until you are very familiar with Google Ads / Shopping.  Once you know which products meet this requirement you will need to start to do some research.  The idea is to find out roughly how much people are paying for clicks right now on similar products.  This will give you an idea on the CPC or Cost Per Click so you can estimate your CPA or Cost per Acquisition.

You need to make sure your CPA is below your profit margin.  This makes sure that when you sell your product you aren’t paying them to buy it. This is all estimated and will take time to perfect this.  If you start thinking about it now it will give you the ability to adjust as you continue to test and run ads. Now you may be asking, “How do I know how much people are paying per click right now?”  Well, that’s easy!  That’s what the next tip is all about.

2) Keyword Planner and how to check your competition

So when you are trying to find out what your competition is doing, it can be frustrating because it isn’t easy to see.  Google has made a tool to help you make this happen.  In order to access this tool, you will need to create a Google Ads account.  Here soon we will have an article that talks about how to set this up but for now, just know.  You can go to ads.google.com to access the correct page.  To start an account they force you to create one ad.  Go ahead and do that and then once you get done with their tutorial turn off the ad.  Once you are there you will want to click the tools button in the top right corner.

Google ads tools

After that, a drop down will pop up and you will want to select Keyword Planner under the Planning section.

There you will see how you can check search volumes or test specific keywords.  They will give you search volumes, cost per click, and how much competition there is on each word or phrase.  Check on the wording you would use to find the product you are selling.  You can even type in a model, make, or part number so you can see what people are paying.  Once you have these details for your products step back and think about how this would happen.  One of the most common mistakes is that people see a $2 CPC and they think “Hey, my margin is 25 bucks and they will only spend $2 to buy? Done deal!”  This statement leads to more people overpaying for clicks than any other I know.  You have to realize that most people won’t buy on the first click.

On average your conversion rate can be 2 – 14 % of all traffic so do the math and determine what will work.  Not all will work and that’s ok.  Normally high-profit margin products give you more room to advertise.  Now you will be able to go into your Google Shopping experience with the knowledge of how you are spending money.  So that leads into the next tip perfectly, do I run ads on everything?

3) Do I advertise all of my products or just a few?

So I will start by saying NO.  Definitely not at first anyway.  By doing the research on your competition and finding you CPC and CPA you can now make an educated guess.  A couple other factors would be based on what the product is.  So most stores have a mix of products that complement each other.  When a client buys one item they normally buy the others with them.  This can help have a higher profit margin and make it so advertising is more profitable.  Just know that you must optimize your product pages to show the customers why these products work well together.

This can easily turn a $30 – $50 sale into a couple hundred by strategically offering bundles or reasons to buy multiple products at once.  If you are planning on doing this, make sure that the product you advertise is the most popular product and then run your ad for it.  While it will make you want to put some eye-catching image the product listing, the next tip will explain why you shouldn’t do that.

4) How to optimize product images for Google Shopping

So, Google has a set requirement for all product images.  They want all of their shopping listings to have a clear image of the product surrounded in a white background.  Most times when you use an image that isn’t this way they will either not use the image or won’t list your product at all.  You want to make sure you have at least one image setup like this on your site.  When you make your product feed you will want to reference this image.  You can edit the pictures in a free program like Pixlr or Photoshop.  There are also services like Clipping Magic that you can just send your photos to them and they will do the job for you.  Either way, make sure all products photos are cropped and have a white background. Once you do this you will want to add these links to your Product feed, which is where the next tip starts off.

5) How to create a product feed

So the product feed is your information line to Google to tell them all the details about your products.  Including price changes, availability, shipping information, and many other things.  This is something that you can set up pretty easily depending on the platform you use.  We obviously recommend Shopify but this can be done on WordPress through WooCommerce as well.  If you do not use either of these let us know in the comments and we will do our best to help you find your solution.  By using these two platforms you will need to download either the app or plugin that works and sets this up for you automatically.

On Shopify, you can use the app here in their store.  Once installed all you need to do is connect your Google account and it does most of the rest of the work for you.  On WordPress, you will install this plugin here and connect it to your WooCommerce and Google.  It takes a little more work but they do a good job of walking you through the process. Again, any questions you may have please let me know below in the comments.

All done and ready to start selling!

And with this, you are ready to start sending traffic to your site!  This is super exciting, congratulations for getting this far.  Take it slow, build up your budget until you get to a point where you are making a profit on the money you are spending.  If this isn’t working out then stop, re-evaluate and then see if you can find the flaw.  Not all products work on Google Shopping but if you can find a way to do so the clients are so much better.  Our next blog will be about how to use Instagram to sell your products.  If you want to see that one then make sure and subscribe below and we will send you a notification as soon as it is out.  I appreciate you reading this far and hope you have a great day!

 

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