Join Elizabeth Marsten for an in-depth discussion in this video What is Google Shopping, and how does it work?, part of Google Shopping and PLA Essential Training.
Google Shopping is a program where merchants can upload a product feed into a Google Merchant center account, which is a platform provided by Google to house and serve product feeds, so that merchants can have their products appear in search results alongside search text ads and organic results as well as on Google.com shopping results. These ads are called product listing ads and they will always include an image, price and url. Sometimes, depending on the competition and space availability, they will also show a short description or offer. Google shopping, previously, has been a free search engine result.
Powered by the Google search crawler and appeared only in the google.com shopping section. The introduction of product listing ads through the Google AdWords program started having this image including ads start showing a google.com search results pages. In the fall of 2012, Google made Google Shopping results an entirely paid system. Pulling the information from product feeds submitted through Google Merchant Center and from Google AdWords, specifically around the bid, budget and promotional text. The AdWords platform also allows for segmentation and promotion of certain products by brand, product ID, condition, product type, and unique attributes provided by Google.
When a merchant wants to advertise in Google Shopping, they need not only a Google Merchant Center account, but also a Google AdWords account, and depending on their setup, Google Analytics and a Google Webmaster Tools account. This can sound like a lot, yes, but once you set it up, you're done, and it's well worth the effort. Once a merchant has connected their Google Webmaster Tools or Google Analytics account with their Google Merchant Center account. They will need to set up a product feed, either by a regular schedule with their shopping cart to submit their product catalog to merchant center, or log in periodically and upload the feed manually themselves.
Once that feed is uploaded and accepted, merchants can then log in to their AdWords account and create Google shopping campaigns. Those campaigns will show product listing ads when people type relevant search queries into Google.com. So some of the similarities between Google shopping and the search text ad campaigns. They are, that they're CPC, or cost per click based, they also have daily budgets. They can be scheduled to be turned on or off during certain days of the week or hours of the day. And they also use negative keywords. We'll be walking through in greater detail how Google Shopping works, how to get set up for success on these many platforms, and how to optimize your paid Google Shopping efforts.
- What is Google Shopping, and how does it work?
- Creating a product feed from scratch or with a web developer
- Creating a Google Shopping campaign in AdWords
- Bidding on product groups
- Expanding out your Google Shopping campaigns
- Bidding on mobile devices
- Using AdWords tools with PLAs
- Using third-party PLA tools
- Measuring results with Google Analytics