More than half a million merchants have chosen Magento as their e-commerce platform. Retailers using Google Shopping have seen a steady growth in revenue coming from the Product Listing Ads over the last few years.
It is important to Magento Merchants to proactively look for ways to generate the best data feed for Google Shopping. In this article, we look at 5 ways that are GUARANTEED to help you make the most of your Magento data feeds.
The first step is to make sure you have all fields required by Google Shopping in your Magento feed: id, title, description, link, image link, price, condition, availability, identifier and brand.
All required fields have specific criteria you need to follow, but pay close attention to how you optimize the following fields:
Title. The field ‘title’ has a character limit of 150, but in most cases, only 70 will be displayed. Build your title with the visual attraction part in the first 70 characters and leave for last the elements that have the lowest impact.
Description. For your description field Google advises you to stay between 500 and 1,000 characters so you will need to meet editorial guidelines.
Image. The image is what sells the product, so make sure your Magento main image meets requirements. At least one image per product is required and it has to be provided in the ‘image_link’ field.
Taxonomy. To optimize your results it is really worth taking the effort to match your product types to the most specific product-category available in Google’s taxonomy using the deepest sub-sub-category level from your Magento store.
Increase the RoI with high performing optional fields
Although not required Optional Fields can be a gold mine. Fields such as the shipping cost, sale price, product types and others can be real RoIboosters, since the products will not only show up more often in search queries but will also convert better.
Shipping Costs. Google Shopping will automatically calculate the shipping costs if they vary based on the weight of the products. Just add the '' shipping weight'' field and specify shipping rates in your Google Merchant Center account. Even better, if you offer free shipping don't be shy, go ahead and mention it in your product ad.
Sale prices. Don’t forget to add the optional fields ‘sale_price’ and ‘sale_price_effective_date’. Defining your sale price and the timeframe for that, gives Google Shopping the ability to show your product ads as ‘On Sale’ making them more attractive for potential buyers.
Product Type. The ‘product_type’ field adds some very powerful abilities to your Google Shopping Campaigns because it contains category specifications and you can use your own classifications for it. Using the ‘product_type’ field in your campaigns makes it possible to show ads, set bids and track performance on a more detailed level.
If you want to know more about how you can leverage the power of optional fields like shipping costs and sale prices read a more in depth description here: Get your data feed in shape for the holidays.
Add Custom Labels for more targeted bids
Use Custom Labels in your campaigns to create bids for very specific product groups. A lot has been written about the best custom labels and how to use them to their maximum potential. If you are just starting to consider setting up these custom labels, you can learn more about what each of them targets and how best to use them: Boosting ROI using Custom Labels.
|0||Blockbusters||High turnover, Low turnover|
|1||Budget burners||High revenue, Low revenue|
|2||Poking||New, Clearance, Sale|
|3||Profit||High margin, Low margin|
|4||Season||Christmas, Super bowl, Winter, Rain|
Add Product Ratings
People love to buy products that have already been endorsed by other shoppers. If your customers love the products you sell and rave about them on your website or other sites, you should add these ratings to your product ads in Google Shopping.
Although not everyone will qualify for Google's Product Ratings program, as several conditions are required, the ones that do join have their products rated by customers with the five-stars rating system.
It's worth mentioning that one of the conditions to join the program is to have at least 50 reviews across all products and a minimum of 3 reviews per product in order for the review to show up in the product ad.
If you are serious about making the life of your customers easier and driving more traffic to the website you should start collecting the reviews as soon as possible. Feefo, ShopperApproved, Verified Reviews are some of the aggregators we recommend, but you can find Google's full list of approved third party product review aggregators here.
Mobile traffic is growing by the day and mobile purchases revenue is expected to be 50% of eCommerce revenue by the end of 2017 according to Smartinsights.com.
Google is constantly developing new features that target the mobile shoppers and in the light of these trends online merchants not only need to adapt the design of the web stores to mobile shopping, but they also need to improve the quality and tracking of the mobile ads.
One of the most important and powerful settings in Google Shopping Campaigns is adding the Mobile_Link attribute to the data feed. This will not only improve the mobile user experience but also offer additional reporting in the Merchant Center.
With a data feed management tool, it's easy as pie to setup the best data feed for Google Shopping directly from the Magento web store, because it saves a lot of time.