In late October 2020, Google globally expanded their Shopping Ads into unpaid organic listings to address the increasing growth of Amazon and its product search capabilities. These listings are non-paid search results on Google Shopping, where products are shown based on their relevance to the user’s search query rather than paid advertisements. To make the most of this opportunity, you need to understand how these organic listings work, including optimising product data feeds, to increase visibility.
How Do Organic Google Shopping Listings Work?
Organic Google Shopping listings differ from their paid counterparts. While paid Google Shopping Ads appear prominently at the top and bottom of the search engine results pages (SERPs) marked with the word “ads,” organic listings are found in the Google Shopping tab.
The presentation of these listings to potential customers also varies. Paid ads feature an image, description, price, seller information, and sometimes star ratings for product reviews. Organic listings follow a similar format but with an added advantage. When users click on an organic product tile, they can:
- View different colour variations
- Compare prices across multiple websites
- Read detailed product descriptions
Google determines which products appear in these listings based on the product information provided rather than keywords, as is the case with Google Text Ads. However, incorporating relevant keywords into product descriptions can enhance visibility. For example, if you sell a “blue jacket” and notice “navy blue jacket” is a popular search term, updating your product description accordingly can boost its chances of appearing in relevant searches.
Setting Up Organic Google Shopping Listings
To utilise organic Google Shopping listings effectively, follow these steps:
- Ensure Google Merchant Center is Set Up
Begin by creating a Google Merchant Centre account. This platform allows you to manage all your products across Google Shopping Ads and other Google services.
- Create a Product Feed:
After setting up your Merchant Centre account, import your product information, including pricing, sizing, and descriptions. This can be done manually using Google Sheets or through third-party integrations like WooCommerce or Shopify.
Make sure your products only appear in free listings by selecting “surfaces across Google” under destinations during the setup, as other options involve payments to Google.
- List Products on Google Shopping:
Make sure your product details are comprehensive and accurate. Listing on Google Shopping involves providing detailed information about your products, which helps in their proper categorisation and visibility in the Google product category list.
- Monitor Your Listings:
Regularly check the performance of your free listings via the Google Merchant Centre. If your products aren’t appearing as expected, revisit and tweak your product descriptions, images, or headlines to improve visibility. Monitor organic listing performance to ensure your products stand out in the crowded market.
Organic Google Shopping placements offer a valuable opportunity for businesses to increase their visibility across Google without additional costs. Although these listings might not have the same prominence as paid ads, they provide a cost-effective way to maintain a strong presence with consumers.
Additional Tips for Success
- High-Quality Images: Use high-resolution images that clearly showcase your products. Good visuals can significantly impact click-through rates and conversions.
- Detailed Product Descriptions: Ensure your product descriptions are comprehensive, accurate, and include relevant keywords. Highlight unique features and benefits to stand out.
- Regular Updates: Keep your product feed updated with the latest inventory, pricing, and product details to avoid discrepancies and improve customer trust.
- Customer Reviews: Encourage satisfied customers to leave reviews. Positive feedback can enhance credibility and attract more buyers.
- Price Competitively: Regularly check your competitors’ prices and adjust yours if necessary. Competitive pricing can influence visibility and sales.
- Utilise Google Analytics: Use Google Analytics to track the performance of your organic listings. Insights from the data can help refine your strategy and improve results.
To find out more about how organic Google Shopping listings can benefit your business, talk to the ecommerce professionals at BeOnTop.
