Guest Article: A Short Guide To Google Shopping

Google Shopping has revolutionised the way people shop online by providing a visually engaging and highly relevant platform for product searches.

As an ecommerce business, mastering Google Shopping is crucial, this will allow you to showcase your products to a wide audience and drive relevant traffic to your online store.

In this short guide, we'll walk you through the essential factors of Google Shopping and provide valuable tips to help you maximise your ecommerce success.

Understanding Google Shopping

Google Shopping is a specialised search engine within Google that allows users to search for products and compare prices directly from the search results page.

Unlike traditional text-based search results, Google Shopping displays product images, prices, and merchant information. Ultimately, making it a visually appealing and user-friendly experience.

Setting Up Your Google Merchant Center Account

So, the first step in getting started with Google Shopping is to create a Google Merchant Center account. This account acts as a hub for managing your product data and is essential for running Shopping Ads.

You’ll need to make sure that you provide accurate and up-to-date product information, including: titles, descriptions, prices, and images. The more detailed and accurate your data is, the better your products will perform in Google Shopping.

Creating a Product Feed

A product feed is a structured file that contains all the information about your products in a format that Google understands. It's crucial to create a well-optimised product feed to ensure your products appear in relevant search results.

Ensure that you regularly update your product feed to reflect any changes in product availability, prices, or descriptions.

Setting Up Google Ads for Shopping

To promote your products on Google Shopping, you’ll need to set up Google Ads campaigns specifically for Shopping.

To do this, link your Google Merchant Center account with Google Ads and create Shopping campaigns with relevant ad groups. Use product groups to organise your products based on attributes like: category, brand, or product type, making it easier to manage bids and budgets effectively.

Optimising Your Shopping Campaigns

To maximise the performance of your Google Shopping campaigns, you need to consider the following optimisation tips:

a) Bid Management: Monitor the performance of your products regularly and adjust your bids accordingly. Allocate higher bids to products with higher profit margins or those that perform well.

b) Negative Keywords: Use negative keywords to prevent your products from showing up in irrelevant search queries, ensuring your budget is spent on the most relevant searches.

c) Ad Extensions: Utilise ad extensions to provide additional information about your products, such as: promotions, shipping details, or product ratings. This can enhance the visibility and credibility of your ads.

Utilising Product Ratings and Reviews

Product ratings and reviews play a significant role in building trust with potential customers.

Encourage customers to leave reviews and showcase product ratings on your website and Google Shopping Ads. Positive reviews can boost your click-through rates and conversion rates.

Monitoring and Analysing Performance

Regularly monitor the performance of your Google Shopping campaigns using the Google Ads dashboard and Google Analytics.

With the help of these platforms, you can analyse key metrics such as: click through rates, conversion rates, and return on ad spend (ROAS). You can then use this data to make informed decisions and fine-tune your campaigns for better results.


Google Shopping is a powerful tool for ecommerce businesses, it gives you the ability to reach a vast audience, increase brand visibility, and drive qualified traffic to their online stores.

By setting up your Google Merchant Center account, creating a well-optimised product feed, and running strategically targeted Google Ads campaigns, you can supercharge your ecommerce success.

About The Agency

Everything Digital are a thriving ecommerce agency based in Leeds with a ferocious passion for driving end to end ecommerce strategies to brands and retailers alike to maximise their true potential online. With over 30+ years of experience collectively, the Everything Digital build online stores on Aero, whilst offering complimentary marketing services to their retailers. This guest article has been written by Everything Digital to share their thoughts on their five best practice tips for feed optimisation. You can find out more about Everything Digital here.

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