Although at Bidnamic we do not set up the product pages and work more on the account side of things; the better the product the page, the easier it is for the account to perform.
Small changes on these product pages can make a massive difference to your performance with Google Shopping. Thus, it is imperative for any business looking to succeed on Google Shopping to ensure that their product pages follow a consistent and successful blueprint when listing their products.
The article will provide a clear guide and formula you can consistently use when listing your products. This blueprint will be based on 5 of the various factors you can use to optimise your product pages on Google Shopping and will be geared towards maximising your performance.
The titles of your product pages are unsurprisingly important as they allow Google and your consumers to clearly understand and identify what you’re selling. It’s the most prominent part of your Google Shopping ad, and through the use of a specific and accurate title, it will allow Google to show you products to the right users based on their search.
In order to best utilise your titles for continued and consistent success, we recommend that you use all 150 characters in order to increase the likelihood of your product being correctly matched with a user’s search.
It is beneficial to put the most important information first as the first 70 characters are likely all the user will see depending on their screen size.
Furthermore, make sure to use keywords, as they will help connect your product with a user’s search whilst also allowing them to recognise what you are selling. Keywords typically can include the product name, the brand and details specific to the product.
Price is important as it indicates to the user how much you are charging for that particular product and is thus central to any potential sale through Google Shopping.
Prices must consist of 2 decimal places and should always be the same as the price on the landing page. It is also important on Google Shopping to not include any delivery costs or import/export tax in the price.
If the cost per unit is important to your price information, you should also consider including in the product page.
If selling overseas, you should use a currency converter to best cater to foreign demand.
It is crucial that the information on your product page accurately reflects what your ad is offering and vice versa. To create the best user experience, you will need to ensure that each product page is full of relevant information.
Creating an easy to read, relevant description will increase the conversion rate and the click-through rate.
It is recommended that you include the most important of these details in the first 160-500 characters as that is what the user will see. Whilst you can include up to 5000 characters, the user will have to expand a longer description in order to see the entire description.
To best advertise your product to consumers it is advised that you upload good images for each product. This will ensure you improve your Click Through Rates and Conversion Rates as consumers will be more likely to click on and or purchase your products if they are correctly showcased.
It is important to know the requirements for images asked by Google to best display your product. Below is a list of the prerequisites for your images:
Google asks that the entire product is accurately displayed with minimal to no product staging. It is stressed that generic images and placeholders cannot be used except for exceptions – hardware, computer software and vehicles and parts.
There should also be a clear view of the main product sold and separate images for each variant to help distinguish them. Photos should also be taken on high-resolution cameras and a solid white background is recommended.
When it comes to sizing, non-clothing images have to be at least 100 x 100 pixels; clothing images, 250 x 250 pixels. No image can be larger than 64 megapixels and no image file can be larger than 16 MB.
In order to perform well on Google Shopping, you will also need to make sure the link to your website’s landing page is optimised and follows Google’s best practices for each product.
For this, you are going to want to use a stable URL that does not change unless your landing page moves. Whenever you change your URL, your landing page will need to be evaluated and crawled. This process can cause unnecessary load on your servers and therefore should be avoided. You should also steer clear of redirects wherever possible.
We have found that if this process takes too long to load users lose interest and tend to choose a different product on the Google Shopping carousel. As a result, you should make sure the transition to your landing page is smooth to avoid losing potential sales.
As touched on in the introduction, at Bidnamic we use our machine learning software to manage bids algorithmically and therefore are not involved in the product listing process. However, we do know of the critical importance of product pages for success on Google Shopping.
There are a number of other factors that can also help you to optimise your product pages and we hope this article acts as a useful starting point and blueprint to anyone looking to list products on Google Shopping.