Google Shopping is a highly competitive platform where users can compare prices for products among different vendors. The service launched in Australia in 2013, and has been rising in popularity ever since. Google Shipping is immensely useful for getting a price advantage over the competition and raise brand awareness among online shoppers. Google Shopping boasts impressive clicks and traffic for retailers. Therefore, it’s about time Australian small businesses took the service seriously and developed a comprehensive strategy. Here are several tips on how an Australian brand can master Google Shopping:
Use Keywords in Product Titles
Google Shopping doesn’t have keywords, but like all Google products, keywords definitely do factor in to search. Unlike with most market listings, brands should aim to place keywords in the title of the product, not the description. Google Shopping ads do show up for certain web search queries. For example, if you want your listing to show up when someone searches online for “Rolex watches,” then include the keyword in the product title. Be careful to use a specific keyword. It’s advisable to hire a local SEO Melbourne or Sydney company that specialises in keyword research.
Segment Search Queries by Brand
Don’t lump all products under one generic category. For example, if your business sells generic watches and Rolexes, don’t list the Rolexes under the same search queries as for the watches. Customers are more likely to convert for branded products. If someone is searching for “watches,” they are looking for a generic product. But a search for “Rolex watches” is more specific, indicating a strong intention to purchase. Brands can take advantage of this by separating products by search queries. Create different categories of products on Google Shopping to take advantage of customer preferences.
Competitive Pricing Wins
Perhaps it goes without saying that prices for products must be kept competitive. Consider, for example, the U.S.-based company Asics. The brand experienced a whopping 231 percent increase in customer interest and sales by making prices more competitive against similar brands. Likewise, offer customers the best price. It may be difficult at first but the whole point of Google Shopping is to offer the best price category for buyers.
Find the Right Balance with Bid Testing
Don’t conflate how bidding works with Google Search and Google Shopping. In Search, a small increase in bids results in a similarly small number of conversions and impressions. This is not true for Shopping. Increasing the amount spent on bids even by a small amount can result in remarkable gains in conversions and impressions. Therefore, continuously test your bids to gain the most out of what you spend.
Categorise Products by Product ID
This is similar to segmenting by search query. However, instead of queries, segment your listings by product ID. This will place products within exclusive ad groups. As a result, it will be much easier to track bids and gather data for products by ID. It also enables brands to maximize profits by a margin because it allows people to bid more on high-demand products and low on low-demand ones.
Change Bids Each Day
Conversion rates can vary depending not only on target audience demographics, but also on factors like the day of the week and time of the day. Therefore, modifying bids each day allows brands to capture a better number of impressions and increase the rate of conversion.
Use the above tactics to improve your company’s Aussie Google Shopping revenue.