The cost per click (CPC) is often lower than, for example, text ads. The impressions, on the other hand, are a lot higher, because more advertisers are shown. Also just from the same advertiser (as opposed to text ads)! The Click Through Rate (CTR) from the higher impressions is therefore lower. However, the clicks you get have a higher chance of a conversion. Because someone immediately sees whether you have the product they need, the purchase intention is a lot greater.
Because you still pay per click, you have your visitors at a lower cost with a higher purchase intention. This in turn results in lower costs per conversion. Google Shopping does not exclude Search Ads, of course, a combination always works well. The more you are shown, the greater the chance of the click. And as mentioned before, if you don’t get the click, you don’t pay either. An old-fashioned example of if it doesn’t help then it doesn’t hurt.
How do I get my products on Google Shopping?
Unfortunately, getting your products in Google Founder Email Lists Shopping is not that simple. This is because there are many requirements to match your products to the wishes of Google. In short, it is about four layers:
- Your webshop: here are all your products with all product specifications.
- A product feed: the ‘flattened’ version of your webshop. This can be done via:
- A feed manager
- A plugin on your website
- An XML export
- Google Merchant Center (GMC) or a CSS: the platform where your product feed is linked to Google’s shopping services
- Google Ads: here you create your Shopping campaign from the link with GMC or a CSS
1. Your webshop
Of course you already have all your products on your webshop. It is important that you place clear images and product information on this. That is of course good for your conversion, but also as a start for your placements in Google Shopping. For ultimately good search results in Google (organic and paid traffic), you already want to take SEO search terms into account here.
2. The product feed
The product feed is actually the interpreter from your website to Google Shopping. This feed is a compiled XML file that is filled according to Google ‘s standards. You must then communicate this to Google. Fill in as much product information as you can. In any case, all mandatory fields, but also as many optional fields as possible. You can create your product feed with three options.