Google Shopping is a great place for businesses to show off their products right in Google’s search results, but since the competition on SERPs and Google Ads is stiff, your products must really stand so they will be able to appear at the top of the search results and win the ad auctions. Here are seven smart tips to help your small business shine on Google Shopping and bring in more visitors and sales.

1. Master the Merchant Center

This might sound like homework, but it’s the foundation of everything, especially for classical brick-and-mortar businesses and other local businesses. Merchant Center is where you upload your product information, and accurate, detailed data is key. Optimize titles with relevant keywords, use clear categories, and provide high-quality product descriptions. Remember, clarity wins over fluff!

Mastering the Google Merchant Center goes beyond the basics of how to rank on Google Shopping and is essential for small businesses looking to maximize their visibility and effectiveness on this shopping comparison service. The Merchant Center is the hub where you manage your online product inventory and information, making it accessible to shoppers across Google. Here’s a deeper dive into how to leverage the Merchant Center effectively.

Why Google Merchant Center is Important

The Google Merchant Center acts as a bridge between your products and potential customers. It’s where you provide Google with everything it needs to showcase your items to the right audience. Hence, the accuracy, comprehensiveness, and quality of the information you upload here directly influence your success on Google Shopping.

Optimize Product Titles

Product titles are one of the first things a potential customer will see, and they play a significant role in search visibility. Here’s how to optimize them:

• Incorporate Keywords: Use relevant keywords that potential customers are likely to use when searching for your products. This improves your chances of appearing in search results.
• Be Specific and Descriptive: Instead of vague titles, be specific. Include critical details like brand, model, size, or color in the title.
• Prioritize Information: Put the most important information at the beginning of the title, as mobile views might truncate longer titles.

Use Clear Categories

Google uses product categories to help match your products to user searches. Selecting the most accurate category for each product is crucial:

• Follow Google’s Taxonomy: Google provides a detailed product taxonomy (category structure). Ensure you match your products to the most specific category available.
• Consistency is Key: Consistently categorize similar products to avoid confusion and help Google better understand and list your products.

Provide High-Quality Product Descriptions

Your product descriptions should offer valuable information to both potential customers and Google’s algorithms:

• Highlight Key Features and Benefits: Focus on what sets your product apart. Mention unique features, benefits, and why a customer should choose your product over competitors.
• Use Keywords Wisely: Incorporate relevant keywords naturally into your descriptions to improve search visibility without keyword stuffing.
• Be Clear and Concise: Avoid unnecessary fluff. Provide clear, concise information that helps customers make informed decisions.

Focus on High-Quality Images

Visual appeal can make or break your product’s chance of being noticed. Follow these best practices for your product images:

• High Resolution and Clear Lighting: Use high-resolution images that showcase your product clearly under good lighting. This helps potential buyers see all the details of what they’re considering purchasing.
• Multiple Angles: Provide images from multiple angles to give a comprehensive view of your product. This reduces uncertainty and can increase the likelihood of a purchase.
• White Background: A clean, white background for your main image can help your product stand out more in Google Shopping’s layout.

Regularly Update Your Feed

Product assortments, availability, and prices can change. Regularly updating your product feed ensures that the information on Google Shopping remains accurate, preventing product feed errors resulting in customer frustration, potential loss of sales, and other even worse issues.

• Follow these tips on how to regularly update your Google Shopping product feed.
• See this detailed blog post on Google Shopping feed types and how to use them.
• Learn how to create a Google Shopping product feed here.

Monitor and Utilize Merchant Center Insights

Google Merchant Center provides valuable insights and diagnostics that can help you identify issues with your product feed, understand performance trends, and uncover opportunities for improvement. Regularly check these insights to optimize your listings continually.

Mastering the Google Merchant Center is not a one-time task but an ongoing process of optimization and refinement. By focusing on providing accurate, detailed product information, optimizing for keywords, and using high-quality images, you can improve your visibility on Google Shopping. Remember, the goal is to make it as easy as possible for potential customers to find, understand, and be persuaded by your product listings.

2. Embrace the “Small Business” Badge

The “Small Business” badge on Google is a valuable feature that can significantly enhance the appeal of your listings. By opting in to display this badge, you’re leveraging the growing trend of consumers actively seeking to support local and independent businesses. Here’s a bit more detail on why embracing the “Small Business” badge is a smart move:

Appealing to Local and Conscious Consumers

• Supporting Local Trends: Many consumers today are consciously choosing to support local businesses. The “Small Business” badge signals to these customers that your business is independently owned and operated, making your products more appealing to those who prioritize shopping small and supporting their local community.
• Building Trust and Credibility: The badge adds a layer of authenticity and transparency to your brand. Customers often perceive small businesses as more trustworthy and personable, and the badge reinforces this perception. It establishes a connection with potential buyers, emphasizing that there are real people behind the products.

Creating a Personalized Brand Image

• Adding a Personal Touch: The badge contributes to the personalization of your brand. In a market where larger retailers dominate, showcasing your business as a small, independent entity sets you apart and creates a more intimate connection with your audience.
• Telling Your Story: Use the badge as an opportunity to share your business’s story. Explain why you value being a small business and highlight the unique qualities.

3. Leverage Promotions and Sales

Let Google Shopping shout about your amazing deals! Use promotions wisely to highlight discounts, free shipping, or special offers. This entices budget-conscious shoppers and keeps your products competitive. To highlight special offers, sales, promotions, or price drops, you need to use Google Shopping extensions.

Google Merchant Promotions allow you to add special offers to your Google Shopping ads. These can include discounts, free shipping, or gifts with purchase. Promotions can significantly increase the attractiveness of your listings by offering tangible value to customers. Remember to:

• Highlight Your Promotions: Clearly state what the promotion is and make sure it’s compelling.
• Follow Google’s Guidelines: Ensure your promotions meet Google’s requirements to avoid rejection.

See this blog post for more on how to use Google Shopping extensions.

4. Optimize for Mobile Users

With an increasing number of consumers shopping on their smartphones, ensuring your listings are optimized for mobile users is crucial. Here’s how:

• Mobile-Friendly Images and Texts: Make sure your product images are clear and visible on smaller screens, and your product titles and descriptions are concise enough to be easily read on mobile devices.
• Test Your Website’s Mobile Responsiveness: Your website should offer a seamless shopping experience on mobile devices. Fast loading times, easy navigation, and a quick, secure checkout process are essential.

5. Collect and Showcase Customer Reviews

Positive customer reviews can significantly influence buying decisions. They add credibility and trustworthiness to your products and brand. To leverage reviews:

• Encourage Reviews: Ask your customers to leave reviews after their purchase. Consider offering a small discount on their next purchase as a thank you.
• Respond to Reviews: Engage with your customers by responding to their reviews, addressing any concerns, and thanking them for positive feedback.

6. Decide on How to Use a CSS (Comparison Shopping Service)

Using multiple Comparison Shopping Services (CSS) for Google Shopping can be a strategic move for e-commerce businesses, but it’s not without its considerations. Here’s a brief overview of why and when to use multiple CSSs, and when it might not be necessary or beneficial.

Why Use Multiple CSSs?

• Increased Visibility: Listing your products on multiple CSS platforms can increase their visibility. Different CSSs might have varied audiences, potentially putting your products in front of a broader range of customers.
• Competitive Advantage: Some CSSs may offer better rates, unique features, or specialized services that can give you a competitive edge in advertising your products.
• Market Testing: Utilizing multiple CSSs allows you to test different markets and customer segments to see where your products perform best. This data can inform your broader marketing and sales strategies.

When to Use Multiple CSSs

• Scaling Operations: As your e-commerce business grows, expanding your reach through multiple CSSs can help you tap into new markets and demographics.
• Diversification: If you’re looking to diversify your marketing channels to reduce dependence on a single source of traffic and sales, using multiple CSSs can be a strategic move.
• Niche Products: For businesses with niche products, some CSSs might offer specialized platforms where your target audience is more active, making it beneficial to diversify your CSS strategy.

When Not to Use Multiple CSSs

• Limited Resources: Managing listings across multiple CSSs requires time, effort, and potentially money. Small businesses or startups with limited resources might find it more effective to focus on optimizing their presence on a single CSS before expanding.
• Complexity Overhead: Each CSS has its own set of rules, fees, and management tools. The complexity of managing multiple platforms can outweigh the benefits, especially if you’re not seeing a proportional increase in sales or traffic.
• Market Saturation: If your primary market is already well-covered by a single CSS, or if you find that multiple CSSs offer no significant differentiation in terms of audience or features, the added effort might not justify the costs.

Deciding whether to use multiple CSSs for Google Shopping is a strategic decision that should be based on your business’s current needs, capabilities, and growth goals. If you have the resources to manage multiple platforms and see a clear benefit in terms of increased visibility and sales, it can be a worthwhile strategy.

However, if managing multiple CSSs adds complexity without significant benefits, focusing on optimizing your presence on a single CSS might be the more prudent approach. Always consider your business’s specific context and objectives when making this decision.

7. Use Google Shopping Campaigns Wisely

Don’t underestimate the power of Google Ads! Consider running targeted pay-per-click campaigns to reach a wider audience searching for specific products you offer. Remember, even a small ad budget can generate big results. Google Shopping campaigns allow you to manage how your products are presented to potential buyers. To get the most out of your campaigns:

• Segment Your Products: Create different campaigns for your products based on profitability, seasonality, or popularity. This allows you to allocate more budget to higher-performing items.
• Bid Strategically: Use Google’s automated bidding strategies to optimize for conversions or value. Regularly review the performance of your campaigns and adjust your bids and budgets accordingly.
• Separate Products by Performance: Identify and address underperforming products in your Google Shopping campaigns by regularly reviewing their performance against costs and target ROAS, adjusting bids accordingly, and potentially excluding them if they consistently fail to perform. See more tips on how to separate winning and loser products on Google Shopping.

Also, see this blog post with tips on optimizing Google Performance Max Shopping Campaigns.

Conclusion

Standing out on Google Shopping as a small business requires a combination of strategic optimization, leveraging Google’s promotional tools, and fostering trust with potential customers. By focusing on these key areas, you can improve your visibility, attract more customers, and ultimately drive sales. Remember, success on Google Shopping doesn’t happen overnight, but with persistence and continuous optimization, your small business can achieve remarkable results.