E-shop owners strive to make their brand and products as visible as possible in the online space. So that consumers can access them as easily as possible and, ultimately, buy them. There are several ways to make their products visible. They can use comparators like Heureka, Favi, Biano, Google search engines, Seznam, Bing, marketplaces like Amazon, Ebay or eMag, Facebook, Youtube, and many more. In this part, we will look at the most used method of product visibility in Slovakia, through Google, with a focus on Shopping or Google Shopping.
The phrase “I will Google it” has become part of our everyday conversations. And that’s exactly one of Google’s goals – to make sure people find what they’re looking for. If we want to ensure that we get to the top of our search with our products as a quality e-shop, we can use the paid form of advertising through so-called search campaigns or through shopping campaigns. “Unlike text-only text ads, shopping ads show users photos of your products, headline, price, store name, and more. These ads give users a good idea of the product you’re selling before they click on the ad, bringing you more qualified leads. ” Source.
One of the goals of the Google search engine is to ensure that people find what they are looking for.
We are going to provide you some tips on how to work with the products in your portfolio so that they are on the top of the page, so that consumers have as much information about them as possible to make the purchase decision as easily as possible, especially in “shopping” campaigns.
To make it easier to explain how shopping campaigns work, here’s an example. Imagine you own an eshop with streetwear clothing. All products and detailed information about them are contained in the product feed, which you uploaded to the Merchant Center. Merchant Center is a tool through which you manage and edit product data, which is then sent to Google Ads, from where you manage your shopping campaigns. You think everything works as it should and the products appear perfectly in the search. However, what if purchases don’t arrive a few days after the campaign launches? Let’s look at what a perfect product name should contain, how to create such a name, and what other requirements should be met in order for products to be promoted.
One of the most important elements is the title of the product. It’s important that the Google algorithm understands it as well as consumers. These factors decide whether the product will be displayed (Google) and whether it will be clicked on (consumers). Therefore, the title (or part of it) should ideally be in the local literary language. Its maximum length should not exceed 150 characters. Furthermore, it should be accurate, clear, provide as much information about the product as possible. It should contain all the main information that accurately characterizes and distinguishes your product. Because only the first 20-30 characters of the product name appear in the search preview, the most important information and unique features should be in the first positions. Also, make sure that the title includes key keywords, specific to the product or category, that aid in the visibility of the products.
For example, if you sell suitcases of different colors, make sure you distinguish them from each other and give everyone the right color. This will support the ability to display all variations in a single search. Numbers often get our attention, so it’s better to put them as numbers, not as a word (“6”, not “six”). If you were selling the mentioned travel suitcases on your e-shop, the name could look like this: “Hand travel suitcase – Horizon ABC Travel H5 – 50x40x25 – Red – 4 rubber wheels – Plastic cover – Leather handles – Lockable – 40l”.
Of course, each segment is specific and may require different key parameters. For example, the clothing would be a combination of brand + top feature + product type + gender + color + size (Icebreaker Merino Sphere SS T-shirt with short sleeves Men’s Blue, Size: M). While in electronics as computers it would be brand + model + size + product type + operating system (Lenovo IdeaPad S540 14 ”Sand Pink Notebook OS Windows 10).
There are also things we should avoid in the product name. The name should not be too general, should not contain words written in all capital letters, should not contain information about discounts (eg free shipping), days of sale, as well as obscene expressions, unusual characters, emoticons and others.
Should be accurate, clear, provide as much information about the product as possible
Another important element for achieving maximum results is the description of products. Descriptions appear in the Purchase section if you click on the image of the product you are interested in. Its maximum length is 5000 characters, but only about 160-500 of them will be displayed. You will not see the rest of the label until you have completely clicked on the product. You should use the first few characters to describe the product as concisely as possible, which will attract enough attention and reveal everything you need to make a decision. Be sure to underline the benefits and key benefits here.
The description should include information on size, materials, brands, target age group, special features, technical specifications, shape, patterns, textures, design or product variants, again taking into account the category. * As in the product name, also the description should include the main attributes of the product, keywords and their synonyms – if we sold backpacks, they would be, for example, words of the same meaning as backpack, rucksack, bag.
When creating a description, think about who will read the description and what the person needs to know about the product. This will help you decide what should be included in the description.
Also the descriptions subject to certain rules. You should avoid describing your company, other products or accessories, payment information, sales, promotional texts, etc.
You should use the first few characters to describe the product as accurately as possible, which will attract enough attention and reveal everything you need to make a decision.
An image is the first thing a user notices in shopping campaigns. In most cases, the product images are the same or similar for all advertisers. You will gain your competitive advantage if your image is something special and in a good way different from others.
You will get this benefit if you take a photo of your product directly during use and use the services of a photographer who will advise you in this order.
You must be cautious not to use images with watermarks. Such images are often included in feeds you obtain from your supplier. Watermarks could overlay the product with text or discount information. In this case, Merchant Center will reject these products and you will not be able to sell them through shopping campaigns.
Over time, however, Google added the ability to automatically enhance images, which is especially helpful if you have a few hundreds or thousands of products in your feed and would be very laborious to edit them manually.
You can find this tool here:
In the “Image Improvements” section
Do not forget about the mandatory parameter “Image URL”. It has the task of assigning a picture of the product for auction. Having more than one image of one product is a great competitive advantage. In this case, you can add parameters for “Additional Image Link” and add more images, increasing the chance that the customer will buy your products.
With these identifiers, Google’s algorithm can quickly and reliably match your products to other competitors in the auctions. These identifiers include GTIN (EAN is used in our country), MPN (product serial number) and Brand (product brand). They are usually assigned directly by the manufacturer, but in practice it often happens that these identifiers are not in the feeds or are not supplied by the distributor.
Let’s start with the simplest case where you miss Brand. This can be easily extracted from the product name using the “Feed Rules”. If you are missing the MPN, you have no choice but to contact the manufacturer and ask him to provide you with this information. If you are missing GTIN (EAN), there are several ways to add it. One is to contact the manufacturer or use services like www.ean-search.org or www.barcodelookup.com in a faster and more convenient way. However, these services are paid for from a certain number of products and often have questionable results. They work on the principle of searching for similarities in product names with already available products.
The good news, however, is that from June 2020, Merchant Center will no longer block products that lack these identifiers (and are available from other advertisers), but will have limited performance – ie. they will not appear as often or despite the high bids. *Source.
Do you need advice or help with setting up a Google (Shopping) account/campaign? We are here for you.
Thanks to our Digital Marketing editorial staff, who made this article possible