Best practices for more visibility

Laetitia Muré, CEO of Feed Manager

Our job at Feed Manager is to adapt and structure product catalog data in a way that is compatible but above all efficient on advertising platforms such as Google, Facebook or marketplaces such as Amazon, Cdiscount, ManoMano… The agency was founded in 2010 by Maxime Doreau (now Managing Director of Labelium France) and acquired by the international group Labelium in 2016.

What types of businesses is Google Shopping primarily for?

Google Shopping is for any business that sells products and has an e-commerce website. And I’ll add one more clarification: All businesses must comply with the data quality and e-commerce site rules required by Google.

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

Before launching a shopping campaign, several points must be checked, a first technical and a second business:

  • Do I have all the information and tools to submit my catalog to Google Shopping?
  • Can I send updated and changed 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 both compliant and 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 will I devote to my campaigns and what will piloting determine? ROAS, profitability…

A Google shopping strategy includes current and standardized product feeds according to the platform’s requirements. What are your tips on this?

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

  • A compliant flow is the minimum basis.
  • A streamlined feed with work on titles and descriptions makes you more visible.
  • A feed where you add marketing details and margins can really help you improve your performance and better manage your budgets.

What best practices should you use to increase the visibility of your Google Shopping ads?

Feed Google’s algorithm as much as possible by enriching your title and making it as precise as possible. For example, if you sell sneakers, in the title, not only include the model and brand name, but also include the relevant information so that you can show up on a specific request. Model, brand, color, size are information that must appear in the title.

Also pay attention to your descriptions, they feed the algorithm. These are your keywords even if you don’t see the full description showing up on Google… Fill in any attributes requested by the search engine such as age, product type, gender, etc.

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

The quality of the data sent to Google is the key distinction. The more qualitative your data is, the more Google will trust you and show your product compared to a competitor whose catalog is inferior. 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 things do you need to pay attention to?

The conversion happens on the e-commerce site: your product page must therefore be attractive, reassuring and user-friendly. The shopping cart needs to be simplified and fast to allow easy conversion, both on desktop and mobile. E-merchants need to pay attention to the quality of the feed and how it is updated, but also to the quality of the landing pages.

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Once the campaigns are launched, what are the key KPIs to monitor?

The most important KPIs:

  • The impression rate: Is my product wanted and visible?
  • The conversion rate: will my product be bought?
  • ROAS or CPA: What is my return on investment or cost per acquisition? How much of the catalog is visible?

How important is Google Shopping in the shopping experience? Does this channel replace ecommerce sites?

Google is the leading search engine on the market, it bundles the search queries of Internet users. You have a question, you go to Google. So a great showcase. If we translate to what we know, Google is a mall that redirects to one store or another. But in the store, more precisely on the e-commerce site, the transaction takes place. So Google does not replace the e-commerce website, it is the main channel to generate traffic to your e-shop. E-commerce site substitution is more like offering marketplaces that bundle merchants offerings on a single platform.

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