Google Shopping campaigns can be the perfect choice for the right business, when planned carefully and, quite frankly, when obsessed over every single day.
We’ve successfully implemented Google Shopping campaigns for loads of verticals, products and audience types. We know whether it’s Google Ads or Google Shopping or a combo of both, account set up is one of the most critical components. You can’t have a super-structure without a solid foundation. It’s not something you want to dive in head-first.
In this hack, we’ll explain how Google Shopping works and list vital things to check before you jump in and break something! Super!
How’s it all work?
Google Shopping Ads are a type of Google campaign, like display or search ads. The ads include information like your product image, price and business name, which it pulls from data you submit into the Merchant Center.
The Merchant Center is where you upload your product data and publish your products directly on Google. You’ll need a Google Ad Account as well as a Merchant Center Account to get cracking! You need to link those accounts to manage feeds and view data.
Get started here: https://merchants.google.com
Once you submit your product feed, you need to troubleshoot any problems. Download yourself an app that syncs the content from your website to Google Merchant, to ensure critical information displayed on your products is accurate and up to date, including out of stock items and price changes. Sounds simple right?
Now your checklist!
Before you start Google Shopping, you need a few vitals in place. These are things you need to check on your website, before you get going.
The all-important basics –
- Correct contact information. Sounds super obvious, but often missed! Your website must display up-to-date contact info, including a phone number and email.
- Secure checkout process. Payment and transaction processing, as well as collection of any sensitive and financial personal information from the user, must be conducted over a secure processing server (SSL-protected, with a valid SSL certificate – https://).
- Shipping & Returns policy. Your site must have a shipping & returns policy online that is clearly visible by your customers and simple to understand.
- Billing terms and conditions. Your site must provide super clear billing terms and conditions and disclose the full expense that a user will bear before and after purchase (ex. shipping cost). Don’t get caught out!
- Check Google’s Ad Policy out. You don’t want to do all the hard work, and find your products disapproved. Check the policy and then check it again! The usual suspects are there… but you want to be sure your product is not one of them!
Assuming you have these five items already completed, you’re ready to get on to the fun parts!
You’ll then need a mastermind plan that’s 100% in sync with your goals, ad budget, keywords and audiences. Easy right?
If you need a bit of help with that or if you just need to know if the Google channel should have a place in your strategy, contact us at [email protected] and book in a free consult!