Google Shopping Checklist for Agencies

Google Shopping has revolutionised the way people shop online. With its enormous reach and user-friendly interface, it has become an indispensable platform for retailers looking to showcase their products to a wide audience. To fully leverage the potential of Google Shopping, it is crucial to optimise your product listings carefully. Below you will find a checklist in the form of concrete do's and don'ts that will help you successfully manage your clients' shopping campaigns.

Why are Google Shopping product listings so important?

Google Shopping operates on a cost-per-click (CPC) model, where you pay for interactions rather than impressions. For your products to appear to the right customers, the quality of your product listings plays a central role. Google uses the data you provide to decide when and where your ads will be displayed. This means you must supply detailed and accurate product data for Google to categorise and present you correctly.

Do's and don'ts for product titles

Do:

• Use relevant keywords: Ensure that your product titles contain relevant and specific keywords that appeal to potential buyers.

• Structure titles sensibly: Prioritise important information such as brand, gender, product type, and attributes (e.g. colour, size, material) in your titles.

• Keep titles short and concise: Use a maximum of 70 characters for the visible title to ensure that the most important information is immediately recognisable.

Don't:

• Avoid abbreviations: Abbreviations can be confusing and diminish the value of your products.

• Do not include irrelevant information: Titles should not be overloaded with unnecessary details that distract the buyer from the essentials.

• No inconsistent titles: Make sure the titles on your landing page match the titles in Google Shopping to avoid confusion.

Do's and don'ts for product images

Do:

• Use high-quality images: Ensure that your product images are large, clear, and taken with a high-quality camera.

• Use a white background: A simple white background helps highlight the product and directs focus onto it.

• Provide various perspectives: Show products from different angles to give buyers a comprehensive view.

Don't:

• No watermarks or text: Watermarks, text, or other visual elements that disturb the product image should be avoided.

• Avoid unclear or small images: Blurry or poorly resolved images can diminish the interest of potential buyers.

• No distracting backgrounds: Avoid backgrounds that could distract from the product.

Tip: Connect with product photographers you can refer your clients to if they lack suitable product images.

Do's and don'ts for Google CSS

Do:

• Use your own CSS for your clients: Provide your clients with a dedicated Google CSS from your agency to give them a bidding advantage and generate visibility for your agency.

• Enable opt-ins: Ensure that the CSS opt-ins are activated so that shopping ads can be displayed across all channels.

Don't:

• Do not use CSS: Without CSS, your clients automatically pay a margin on the click price to Google Shopping Europe.

• Do not use third-party CSS: This strengthens another company's brand and gives you less control over your clients' ads.

Do's and don'ts for product data and availability

Do:

• Regularly update your product data: Ensure your Google Shopping product listings are always current and accurate.

• Provide exact availability information: Use the availability statuses provided by Google, such as "in_stock", "out_of_stock", or "preorder".

• Correctly state pricing information: Ensure that the price you specify in Google Shopping matches the price on the landing page.

Don't:

• No inaccurate availability information: Vague statements like "generally available" should be avoided.

• Avoid pricing information without VAT: VAT should be included in the stated price to prevent misunderstandings.

• Do not use inconsistent data: Inconsistencies between your Google Shopping data and the landing page can lead to your ads being removed.

Do's and don'ts for Google Shopping filters

Do:

• Use specific filter options: Adjust your product data to the Google Shopping filter criteria to ensure that your products appear in filtered search queries.

• Use automation tools: Use tools to manage your Google Shopping feeds to ensure that filters and product data are correct and up-to-date.

Don't:

• Avoid non-specific categorizations: Unclear or overly general categories can cause your products not to appear in relevant search results.

• Do not manually manage large data volumes: Do not solely rely on manual processes to maintain your product data, especially with large product catalogs.

Integrate your Google Shopping strategy into your entire e-commerce campaign

A successful Google Shopping strategy should not be viewed in isolation but should align with your overall e-commerce strategy. This also includes other platforms like Amazon, eBay, and social networks. It is crucial to maintain a central, always-up-to-date data repository to ensure efficient campaign management.

Conclusion

Optimising your Google Shopping product listings is an ongoing process that requires time and resources. But the effort is worth it: with precise and well-structured data, high-quality images, and a thoughtful strategy, you can increase your visibility and boost your sales figures.