Platforms of opportunities often come with a range of if-then-else’s navigating through which can claim any odd e commerce seller’s patience. This is especially true in case of top comparison shopping engines like Google Shopping managing performance in which can always be challenging and expensive at the same time. Basically, there are two steps to succeed in Google Shopping; one is to carry out proper integration with respective shopping carts and the other is to focus on the listing.
Integration is usually not an issue considering the fact that there are a number of e commerce solution developers who can carry out the process as smoothly, effortlessly and affordably as Magento Amazon or Shopify eBay integration for that matter. Troubles usually begin when sellers need to make their listing visible and productive in the platform. This too can be achieved if the following guidelines are borne in mind…
To begin with, determine whether the products you are introducing in the platform is market fit / click worthy. Take a rather ridiculous example in this respect. Say you are somehow selling I phone 4s in Google Shopping! Even with the best of listing, you product may not sell. You may get a 100 clicks out of curiosity from buyers (who would want to check if the seller is not playing a joke), but conversions will be a far cry. So, you will be paying out 77$ to Google Shopping for just about ‘nothing at all’!
Secondly, add as much impact in the listing as possibly. Your aim is to ensure that 2 clicks should convert to at least 1 sale. Basically, you should not be paying .77$ for nothing. It can add up to a good lot on unpopular products which can drain a lot from profits that you make on other listed items. Say for example, if you have unpopular products in your Bigcommerce powered store listing, you can choose to pull them out while carrying out Bigcommerce Google Shopping feed import.
Thirdly, stick to the optimization rules i.e. no keyword stuffing. Google Shopping does not like being bluffed. The platform expects the titles to be crisp, to the point, comprehensive and best suited to the product that the merchant is trying to sell. Tricks and hacks are awarded with scrapping of listing.
Fourthly, irrespective of what tricks and hacks may preach, please take care of your descriptions. Product titles, images and descriptions should all match to perfection. Google shopping may flash your products even with mismatched descriptions, but buyers can read and they may get confused. This can eventually compromise conversion of traffic.