With all the changes over at Google HQ recently, as a business it can be pretty hard to keep up and know what’s what when it comes to retailing. Where do you even begin?
We’ve put together 6 simple steps to guide you through Google Shopping, and how to make the most of your brand.
#1 Relevant product titles and descriptions are a must.
It seems ever so simple, but it is an area that is often the most commonly missed or underrated when optimising a feed (or even marketing of any kind!). If your product title doesn’t contain the type of product you are selling, or indeed an accurate description of such, how will anyone ever find you? With the placement of revenue been pushed more and more onto this stream of e-tailing, it is all the more important to think like your customer.
What would they search for? What would they call your product? What about misspells or slang terms?
#2 Product image sizing – quality is key.
Time after time we see misshaped mishaps of images Do you know the minimum or optimum size of product image for Google Shopping? You really should – but don’t worry, we have it here for you, and its more important than you ever would have thought.
Images which are below the minimum size (250×250 pixels) or simply no image at all will mean your listing will not appear.
On top of this, if you have small low quality images, remember that it will not appear well on mobile and tablet devices – which as a leading source of web traffic these days, is something to seriously consider.
The optimum size for your images is at least 400×400 pixels. If you stick to this guideline, your listing will appear heads and shoulders over all the others that have failed to do their research.
#3 Don’t make a fashion faux pas…
Are you a clothing, accessories or footwear retailer? You are now required to ensure that Gender, Age Group and Colour are present in your feed for users to see. These were previously only recommended, however as of March they are a must. Always include sizes (especially for shoes, and remember all regional sizing if you are a global/European supplier), not only for ease of shopping for your potential customers, but also
If you are a Clothing Retailer, you now need to ensure Gender, Age Group and Colour are present in your feed. These attributes, that were formerly recommended, will now be required for all Clothing Items from the beginning of March. Without them, your listing simply won’t be listed.
#4 Keep your feed updated regularly.
The world of the webisphere is 24/7, whether you are online or not. However, you don’t need to become a resident insomniac to keep up with the e-tail industry. To ensure your listings are and stay accurate, ensure your feed is up to date in the Merchant Centre regularly, ideally once or several times a day if possible. The regularity of this would largely be dictated by the fluidity of your stock and pricing levels, so of course, work out what works for you, and stick with it with regular reviews of how your strategy is working (or not) for you.
#5 Make the most of “Unique Product Identifiers”.
Firstly, here is the low-down on the acronyms you should be aware of:
- UPI – Unique Product Identifiers.
- GTINs – Global Trade Identifier Numbers (a common GTIN is the European/Intenational Article Number – EAN -commonly known as a barcode!)
- MPNs – Manufacture Part Numbers (the code that a manufacturer often supplies to differentiate its own products)
For your listing to appear, two of the above needs to be included for each of your products in your feed if you want your listing to appear.
Much like all of the above steps, this is another that is simple to follow and a sure-fire way of optimising your brand on the Google Shopping feed.
By following all of the above, you are well on your way to becoming a Shopping Feed Guru, with many an e-tailing success heading your way in the not too distant future!