3 Steps For Selling Your Products On Google Shopping
Maybe you’re selling your products on eBay already, but how do you go about getting those products to a broader audience? An audience who might not even be specifically shopping but just searching the internet for information? If you can do that, then you stand a good chance of converting the curious browser into a consumer and, therefore, your customer.
Add Your Products
You’ll need to register for Google’s own Merchant Center, from where you’ll be able to add your products and create, manage and update listings.
In order to register, you’ll need to provide some information about your store:
- Store name
- Website URL
Once you’ve entered all of the required information, Google will then require you to upload a file to your server so that they can verify your ownership of it.
After Google have verified you, you’ll be able to access the Merchant Center and add listings, your business information and any tax and shipping information relevant to your products and fiscal territory.
Any listings you enter in the Merchant Center are grouped as “feeds” and these are often subdivided into feeds for products you frequently sell, feeds for special offers and seasonal products and feeds for products sold in other countries. You can add feeds by navigating to Products and then Feeds in the Merchant Center itself.
The only way you’ll sell your goods is if people see them! You’ll need an AdWords account to do this and by launching and managing effective campaigns you can attract user clicks and visits to your store.
But not all clicks are created equal – Just because somebody clicks on your product that’s not to say that they’ll buy it, and each click has an associated cost, a cost per acquisition.
You may want to consider investing in the services of a third party that specialize in this area and, as a result, significantly reduce your overheads associated with making a sale. The idea is to focus on those customers who are further along in their buying journey as opposed to those that are less likely to convert. Ultimately, as Inflow highlight, you want to lower your cost per acquisition and increase your return on ad spend.
Have An Eye for Detail
If you don’t keep all of your product information up to date, then your position in Google Shopping will slip. This means that your exposure will decrease and your conversion rate (and therefore, revenue) will drop.
Google Shopping also enforce strict rules relating to you keeping your e-commerce store synchronized with your Merchant Center account. Failure to keep your products, stock levels etc. correct can result in account suspension.
In addition to keeping your details current, consider including the following attributes in order to maximize results:
- Model numbers
- Global Trade Identification Numbers (GTINs)
- Item specifics, such as size, colour etc.
Getting started on Google Shopping needn’t be hard or daunting and with a little preparation you can increase your products’ exposure and reap real rewards.
Before you get to this stage, you also need to make sure that you build hype for your product, especially if it’s new to market. According to G2, there are a number of strategies to achieve this including teasing your target customer with insider information, building your “tribe” and creating contests or giveaways on social media.