Learn more about this at Discoverr, a virtual 2-day conference of multi-channel eCommerce lessons that brings together speakers from various marketplaces to share strategies and tactics for success. Register here
The way consumers shop is changing all the time. In just a few years, we’ve shifted from hitting the mall when we need to buy something, to logging in and browsing on our computers to order an item, to placing an order on our mobile phones on-the-go. Today, even our smart speakers’ voice assistants are making purchases on our behalf.
There’s never been more ways to shop, which means it’s never been more important for retailers to take advantage of eCommerce trends. On a website with millions of searches about thousands of products every day, it’s no surprise eCommerce professionals are setting up shop with Google.
As one of the most recognizable brands in the world, selling on Google means selling on a trusted platform where buyers go to find the products they want anyway. More than two-thirds of online purchases begin with a Google search. Why not meet them where they’re at and bring your products to them? Google Shopping (formerly Google Express) can help you do that and the time has arguably never been better.
What is Google Shopping?
Google Shopping is a Google-powered shopping service that lets users shop from stores like Walmart, Target, Costco, Walgreens, and more. Shoppers choose what they want in the app and where you want to buy it from, then wait for purchases to arrive within one to three days.
How to Start Selling on Google Shopping
Start with Google Shopping Actions
The first step to selling on Google Express is signing up for Google Shopping Actions. This will help you appear across all Google platforms, such as Google Search, Google Assistant for mobile, Google Home devices, and, the most important, Google Shopping.
Shopping Actions supports shareable lists and uses a universal shopping cart that provides instant checkout to improve customer’s shopping experiences. Through Shopping Actions, your products are surfaced across Google. Plus, your customers will be able to buy and save your products via traditional search and voice commands.
Currently, Google is working with retailers with physical stores or warehouses in the United States of America. If you’re interested in becoming part of the Shopping Actions program and meet the policy requirements, you can fill out the Google Shopping Actions interest form.
Once you’re set up with Shopping Actions, it’s time to move on to selling via Google Express.
Complete Storefront Setup
First things first, you need to complete your storefront set up. Navigate to the Shopping Actions tab in Google Merchant Center and choose the product you’d like to sell.
Next, upload logos, color, and banners to appear on your Google Shopping storefront and marketing materials. Ensure you’re collecting the right amount of sales tax for each of the places to which you deliver, and set up shipping details, the price to the customer, and any rate settings or rules.
Next, you’ll need to accept the Shopping Actions Terms of Service, and review your storefront. Finally, you’ll click Request Final Validation to enter Google’s final review.
Activate products for sale on Google – optimally, between Monday and Thursday during normal business hours – and start monitoring and fulfilling orders!
How to improve your conversions
What else can you do to boost your Google Shopping sales this year? Since selling on Google allows you to sell across multiple Google platforms, it’s important to optimize your posts and leverage the various tools available to you.
1) Write Descriptive Content
As you set up your storefront and add product pages, it’s important to use descriptive content that includes keywords, brand names, product attributes, and clearly describes your product(s) in detail. The more descriptive your content, the more likely you’ll rank higher in search engine results and earn more traffic.
2) Leverage Smart Shopping campaigns
Machine learning can optimize for performance goals and determine where your ads show up when you use Smart Shopping campaigns, letting you advertise on Google, Google Images, YouTube or Web (display). Smart Shopping allows for automation in terms of auto-bidding and expanded reach which can be a time-saver for you as a seller.
3) Use Shoppable Ads on Google Images
Shoppable Ads on Google Images is an ad format that lets you show images in Google Image results that highlight products for sale. Considering that 40% of all shopping-related Google searches are broad-based, these shoppable images could blow your Google Shopping sales out of the water.
4) Include strong imagery
It might seem like a no-brainer but the use of strong imagery can’t be discounted as a key strategy to improving your eCommerce conversions – especially when using Shoppable Ads. Clear, well-lit photos in high-resolution that showcase your products well can help you reduce the number of words you need to describe your products and help shoppers skim your listings.
5) Use Showcase Shopping Ads
They’re not new, but the 2019 update to Showcase Shopping Ads makes them a powerful tool for brands. You can now use Showcase Shopping Ads in Google Images and feed, giving your products greater visibility across user search results and varying platforms. As Google continues to push Showcase Shopping, now is a good time to get familiar with them to boost your Google Shopping sales.
Power tip: Add fast shipping tags to your Google PLAs
Deliverr merchants can add Free 2-day and Free 1-day tags to their Google ads to boost conversions and encourage shoppers to click through to your ad instead of the competition.
Learn more about this new feature on our Google page.
The Bottom Line
Selling on Google Shopping opens a world of opportunity for your eCommerce business by providing your customers with an easy way to access your products. Many of the best practices of any eCommerce platform still ring true for Google Shopping, but Google also provides added opportunities to sell and boost your conversions.