best practices to gain visibility

Laetitia Muré, CEO of Feed Manager

In Feed Manager, our job is to adapt and structure the product catalog data to make it compatible, but above all efficient, on advertising platforms like Google, Facebook, or marketplaces like Amazon, Cdiscount, ManoMano… The agency was founded in 2010 by Maxime Doreau (now General Manager of Labelium France) and acquired in 2016 by the international group Labelium.

What types of businesses is Google Shopping primarily intended for?

Google Shopping is for all businesses with products to sell and an e-commerce site. And I add, however, a clarification: all companies must comply with the data quality rules and the e-commerce site, which are required by Google.

What are the right questions to ask yourself before launching Google Shopping campaigns in 2022?

Several points must be checked before launching a shopping campaign, a first technical aspect and a second business:

  • Do I have all the information and tools to submit my catalog to Google Shopping?
  • Can I send updated and modified data at least once a day?
  • Do I need to equip myself with tools to automate the sending of my catalogue?
  • How to send quality data that is compatible but also optimized for the Google Shopping platform?
  • What are my goals and how do I translate them into KPIs?
  • Can I track these KPIs and measure performance?
  • What budgets should I dedicate to my campaigns and what will define the pilot? ROAS, profitability…

A Google Shopping strategy involves product feeds that are updated and standardized as per the requirements of the platform. What are your tips on this?

For Google Shopping, the essential asset is the product feed. It constitutes the richness of your offer and is the catalyst for your strategy.

  • A supported stream is the minimum base.
  • An optimized feed with work on titles and descriptions makes you more visible.
  • A feed, where you add marketing leads and margins, can really help you improve your performance and better manage your budgets.

What are the best practices to adopt to increase the visibility of your Google Shopping ads?

Feed the Google algorithm as much as possible, enriching your headline and making it as accurate as possible. For example, if you sell sneakers, don’t just state the model name and brand in the title, but add the relevant information to allow you to showcase yourself in a specific request. The model, brand, color, size are information that must be included in the title.

Also take care of your descriptions, they feed the algorithm. These are your keywords, even if you don’t see the entire description displayed on Google… Fill in all the attributes requested by the engine, such as age, product type, gender, etc.

Are there any tricks to stand out from the competition on Google Shopping?

The quality of the data sent to Google is the main demarcation. The more qualitative your data, the more Google will trust you and showcase your product over a competitor whose catalog is poorer. A rich product feed also allows you to benefit from a cheaper CPC than your competitors.

What advice would you give to e-merchants who want to improve the conversion rate of their ads? What are the things they need to pay attention to?

Conversion happens on the e-commerce site: your product page should therefore be attractive, reassuring and easy to use. The shopping cart should be streamlined and fast, to allow for easy conversion, both on desktop and mobile. E-merchants should pay attention to the quality of the feed and its freshness, but also the quality of the landing pages.

E-commerce: 10 important tips to optimize your product sheets

After campaigns are launched, what are the main KPIs to monitor?

Among the main KPIs:

  • The print fee: Is my product sought after and visible?
  • The conversion rate: was my product purchased?
  • ROAS or CPA: what is my return on investment or cost per acquisition? How much of the catalog is visible?

What is Google Shopping’s place in the shopping experience? Is this channel replacing e-commerce sites?

Google is the main search engine in the market, it concentrates the searches of internet users. You have a question, you go to Google. So it’s a great showcase. If we transpose to what we know, Google is a shopping center that will redirect to one store or another. But it is in the store, or more exactly in the e-commerce site, that the transaction takes place. Therefore, Google does not replace the e-commerce site, it is the main channel to generate traffic to your online store. The replacement of the e-commerce site is more the proposal of the marketplaces, which concentrate the merchants’ offers on a single platform.

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