google merchant centre
what are the usage of google merchant centre
Google Merchant Centre is a Google tool that allows online retailers to upload a product list to be used afterwards for Google Commerce Search and Google Shopping, and to attract more potential customers to your site.
Google Commerce Search is a tool that allows Internet users to have an interactive shopping experience similar to the one that Amazon or eBay offer. The following functionalities are available: instant search, real time inventory search, on-site complimentary product promotions and user engagement based product recommendations. The cost for such tool starts at $25,000 per year depending on your number of items and site traffic, so it is certainly not a cheap option, but can be incredibly effective for your business and worth considering for businesses that are already up and running, are profitable and want to take things to the next level.
Google Shopping :
The previous Google Product Search has now a new name: “Google Shopping”. Much more than just the name has changed, however. Google Shopping offers a new way to locate research and discover where to buy products locally and online. Other popular CSEs that people use include PriceGrabber, Amazon Product Ads, Nextag, Shopping.com, Become and Shopzilla. These CSEs list side by side, a myriad of specific offers form retailers online for savvy shoppers to compare based on customer reviews, shipping costs and item price.
Google Shopping launched in 2012 is providing a new business model in that only paying merchants will be listed in the product search results. This is a pretty big change for Google who previously viewed the idea of paying to obtain search results as a bad thing. Google has never decommissioned any of their search products that were previously free in favor of one that costs money.
The process has been somewhat simplified. Any merchant wishing to list their products with Google Shopping needs only to create a Product Listing Ad (PLA) within their Google AdWords account to participate. Creating Product Listing Ads requires an AdWords account (google.com/AdWords) along with a Merchant Center account (google.com/merchants). Product Listing Ads will appear in Google Search results as well as Google Shopping Whenever a user submits a search query that pertains to an item included in the Merchant Center account, Google automatically displays the products that relate to it beside the associated image, product name and its price.
OPTIMIZATION TIPS :
The most effective way to generate lots of free traffic to your web store is to optimize your Google Shopping data input. Here is how you can get started:
1 . Add relevant information to your data feed – One of the most effective ways of boosting your visibility on the search result pages is to make your data feed rich with information. Some essential information to add includes:
- Cost of Shipping – Google Shopping lists allow customers to sort through merchants offering the best shipping deals. The cost of shipping is also shown in the search results. It is advisable to clearly indicate the shipping costs in your listings.
- Product Category – Define the broad category that your product falls under. Also indicate the specific category or product type that your merchandise best fits. This information will allow Google to index your products faster and accurately.
2 . Make use of Adwords labels – Integrate your product feed data with your Adwords campaign by adding Adwords labels to describe your products. For example, you can indicate your costlier products, allowing you to bid carefully for these products. You may also mark the products that do not cost much and then launch a competitive Adwords campaign for these products. When users search for your products, the cheaper products will appear in the search results, allowing you to have more visibility than your competitors.
3 . Write compelling product descriptions – Instead of using generic descriptions, create your own unique and creative descriptions. Google prefers unique content as opposed to general and duplicated content; great content will enhance your SERPs visibility when compared to your competitors.
4 . Optimize the product title – In addition to creating compelling descriptions, the product titles should also be catchy and include relevant keywords describing your products. The title should have 70 characters at most.
5 . Product images – Other than displaying great content for your products, it is equally important that any product images are clear and professional. Consumers want to see what they are shopping for and are less likely to purchase products they cannot see and thus cannot trust. Great product image will not only boost your visibility but will also enhance view to sale conversion rates.
6 . Keep your data feed up to date – Rich data and updated data are favorites for Google. Updating your listings and data feed information shows that your store is actively managed. Updating also enables you to edit any information that may not be accurate, allowing your store to look professional and credible. Whenever you make any changes to your products for example, a change in prices or the (un) availability of the product, be sure that these changes are reflected in Google Shopping data feeds.
7 . Makes use of product identifiers – Google uses product identifiers to list products and to place them in comparison charts. On the other hand, users utilize these comparison charts or lists to find the best deals for them. Using the unique identifiers allows your products to appear in the comparison charts. The important identifiers include the Universal Product Code, the product brand name and the manufacture part number.
8 . Track the Google Shopping Traffic separately – Your online storefront will attract various sources of traffic, Google Shopping included. An effective method of improving your Google Shopping campaign is to track the incoming traffic separately from other traffic sources and inbound links. Google Analytics is a great tool that allows you to set parameters for the specific data you are looking to keep track of.
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