What You Need to Know About Google Shopping Conversion

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Episode 52 of the eCommerce Matter's Podcast is now available, entitled ‘What You Need to Know About Google Shopping Conversion’.

In this episode we cover the typical Google Shopping journey, both from the perspective of the eCommerce Merchant setting up the feed, as well as the end consumer. We then explore two Google Shopping optimisation techniques that are often missed:

How to improve Google Shopping Visibility.
How to improve Google Shopping Conversion with competitive pricing.

Both of these optimisation techniques covered, will improve your Google Shopping impression share and click-throughs.

We then introduce BlackCurve’s new free product to support you on your Google Shopping optimisation journey.

Hosted by Philip Huthwaite, CEO & Founder of BlackCurve, and Rob Horton, Chief Product Officer of BlackCurve.

Where to listen

🎧 Available to listen now on all other major podcasting platforms.

🎧 Available to listen now on Apple.

🎧 Available to listen now on Spotify.

Podcast Summary

Introduction

The podcast starts with a discussion about the significance of Google Shopping in driving conversion rates for e-commerce retailers. Google Shopping is a platform that allows retailers to list their products and reach potential customers through paid advertising. It is an essential channel for online businesses to showcase their products and gain visibility among a vast audience.

Visibility and Conversion

The speakers emphasise the critical role of visibility in driving conversion rates on Google Shopping. When potential customers search for a product on Google, the platform displays various shopping ads as well as organic results with relevant product information. Being visible on Google Shopping increases the likelihood of attracting potential customers and driving them to click on the product listings.

To improve visibility, retailers need to provide accurate and comprehensive product data in their Google Merchant feed. This includes essential identifiers like GTINs, which are unique product codes used globally to identify specific products. Additionally, providing correct product names, brand names, and website links allows Google's crawlers to work efficiently through a retailer's website and list the products correctly.

Optimising Google Shopping

To appear in Google Shopping search results and improve conversion rates, it is crucial to optimise product data. The free version of Blackcurve is introduced as a helpful tool that assists retailers in identifying missing or incorrect data and providing actionable suggestions to rectify them. By using this tool, retailers can ensure that their product information is complete and accurate, thus increasing their chances of being surfaced in relevant searches.

Moreover, Google aggregates products from different retailers under relevant search queries. By providing complete data points, retailers ensure that their products are part of this aggregation, and when a customer searches for a specific item, all relevant retailers appear in the search results. This increases the visibility of the retailer's products and offers more opportunities for potential customers to click through to their website.

The Role of Pricing

Pricing plays a significant role in influencing consumer buying decisions. The speakers highlight that being competitively priced is essential to attract potential customers and increase conversion rates. If a product is significantly more expensive than similar offerings from competitors, it might deter customers from making a purchase.

The free version of Blackcurve helps retailers identify areas where their pricing might be hindering conversion rates. By flagging uncompetitive prices, the tool allows retailers to focus on adjusting those prices to match or beat their competitors. This competitive pricing strategy makes their product listings more appealing to potential customers and enhances the likelihood of winning clicks and conversions.

Buyer Behavior and Competitiveness

Buyer behavior plays a crucial role in determining conversion rates on Google Shopping. Shoppers on the platform often compare prices across different sellers before making a purchase. Therefore, it is essential for retailers to stay competitive to remain relevant in the eyes of potential customers.

The free version of Blackcurve flags areas where a retailer's prices are competitive and where they might need adjustments. This valuable insight helps retailers understand their competitive positioning in the market and make informed pricing decisions. By staying competitive, retailers increase their chances of being chosen by potential customers over their competitors, leading to higher click-through rates and improved conversion rates.

Ad Performance and Quality Score

Google Shopping algorithms consider several factors to determine ad placement, including relevance, competitiveness, and quality score. A higher quality score leads to better ad placements and lower cost per clicks, ultimately contributing to improved conversion rates.

Accurate and competitive pricing positively impacts the ad's quality score. By using the free version of Blackcurve, retailers can identify products where the pricing might be hindering their ad performance. Making necessary pricing adjustments based on this information can improve the ad's quality score, leading to better ad placements and increased visibility.

Conclusion

In conclusion, the conversation emphasizss the importance of optimising Google Shopping to enhance visibility, competitiveness, and ad performance, leading to improved conversion rates for e-commerce retailers. The free version of Blackcurve is highlighted as a valuable tool that offers actionable insights to identify and rectify data issues and pricing concerns.

By leveraging the insights provided by this tool, retailers can maximise their returns on investment in the Google Shopping ecosystem and drive revenue growth. Ensuring accurate product data, competitive pricing, and a positive user experience are key to success in the competitive world of Google Shopping. By continuously improving these aspects, retailers can boost their conversion rates and stay ahead in the e-commerce landscape.