Today most customer journeys begin with an online search. Consider your buying behaviour, whether you want to buy a pair of shoes, a skateboard, or a new bath. No matter the product, it’s likely you will head to Google to begin your quest. So how can retailers take advantage of this trend and start getting their products in front of potential customers on Google?
You may not be aware, but Google offers a specific product for retailers that can help you to acquire new customers and create a stronger connection with those you already have. With Google Shopping, Small businesses can tap into the power of Google Search, YouTube, Google Assistant and even Google Maps to list and advertise their products. Google Shopping makes it easier for customers to find products and complete purchases straight from Search, and now even includes free listings – excellent news for small business owners.
To get started selling products on Google, you’ll need to first set up a merchant account. This allows Google to make your products available in search queries from Google users. It’s a pretty simple process and requires you to answer a few easy questions about your business such as your name and contact email, country and payment methods like PayPal or tools like Shopify. Once your merchant account is complete, customers will be able to buy your products from your website, directly on Google, or in your physical store.
Upload your products
Your next step is to upload your product info to Google. If you already use a platform like Shopify, this is simple as you can automatically sync your data. Otherwise, it’s a case of uploading details manually. Once your products are uploaded, you can opt to have your product info in programs across Google, or create Shopping Ads and Shopping Actions to get your products seen.
Create a Shopping Ads Campaign
To boost getting your products noticed online you can also easily create a Shopping Ads campaign. For the best traction, your Shopping Ads should be rich in data.
You need to include information like product names, price and an image. The Ads get created from the info you’ve already set up in your merchant centre, and the attributes attached will make sure your ads are shown to people who are already searching for the kinds of products that you advertise.
You can customise your ad content, set a budget and pricing that’s comfortable for you, and easily measure the impact of your ads with advanced reporting and performance tools.
If you’re time poor or don’t know how to set up your own campaign, you can use Smart Shopping campaigns which automate much of the process – helping you put your products in front of the shoppers who are looking for what you offer.
Google insights help build connections.
It’s these reporting tools that can help you shape a campaign that will see you come up first to the right customers. Google provides insights across your campaigns that will make it easier for you to identify opportunities and growth areas.
Chris Royle, Small Business Digital Strategist from Google, says COVID has had a significant impact on how people behave online.
“There has been a behaviour change in how people shop. More and more people are doing online shopping, and research and COVID put a torch under that,” he says.
“The one thing I would say in terms of shopping behaviour is there is now almost a blurring of offline and online. Now it’s fused together. 86 per cent of all purchases are being influenced by online as part of the journey. So that is a big shift from prior behaviour.”
Royle believes businesses can’t afford to ignore this behaviour change.
“That means showing up in ‘moments that matter’. It is getting your product in front of the customer on the buying journey.
“Google Shopping is a fantastic way for retailers to get their inventory in front of consumers at all those different moments. It’s a great way for you to get your products in front of customers. It’s easy to set yourself up, and there are no significant barriers to entry. The good thing about it, is it’s free to get going, and you can flex depending on your budget,” concludes Royle.
This article originally appeared on Small Business First. You can read it here.
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