The Ultimate Guide to Google Shopping in 2021

在线购物 - 我们都这样做。哎呀，这可以说是切片面包以来最伟大的事情。（你知道你可以吗shop online for that，，，，too? Crazy.)

But, have you ever been looking for a product and wanted to shop among a variety of brands and labels? This can be a pretty clunky process if you’re hopping between ecommerce websites.

This is where online shopping marketplaces come in handy. Think: Amazon, eBay, Etsy, and — you guessed it — Google Shopping. While Google Shopping isn’ttechnically一个在线市场（它更像是一个广告平台，但稍后更详细介绍），它为购物者提供了相同的机会，可以根据其搜索查询浏览各种产品。

Google购物也使零售商受益，因为当购物者点击产品链接时，它们会被发送回零售商的网站进行购买。

If you’re not advertising your products on Google Shopping, you’re missing out, my friend. We compiled this guide to help you better understand Google Shopping and get started with your first Shopping campaign. Keep reading to get started, or use the chapter links to jump ahead.

当它于2002年发行时，Google购物被称为Frogle。该服务只是基于某些搜索词简单地索引了产品数据。在2012年，该服务转向了付费广告模式，零售商必须支付才能在Google购物搜索结果中进行特色。

From that point forward, Google Shopping became a “branch” of Google AdWords — yet another way for retailers and e-commerce businesses toadvertise their physical products在谷歌。但与基于文本的谷歌广告how up based on keywords, Google uses product data uploaded by merchants to display Google Shopping ads.

为什么要使用Google购物？

为什么要使用Google购物？In short, it works. Here’s my personal anecdote about Google Shopping.

I’m currently in the process of moving apartments here in Chicago, and my boyfriend and I are looking for a sleeper sofa — preferably a sectional — for our new apartment. I’m not loyal to a specific furniture or home goods brand, so I’ve been looking for ways to easily search for a new sofa across multiple retailers.

Enter: Google Shopping. When I Google “sleeper sectional sofa,” it pulls up lots of websites … along with the sponsored Google Shopping results. Bingo.

所以，我是Google购物的粉丝。我还没有购买，但我确实希望通过使用此服务找到理想的沙发。

以下是使用Google购物的其他一些原因：

• Google Shoppingadds a visual touchto an otherwise text-heavy searching and shopping experience.
• Google Shoppingallows you to show up multiple timesin Google SERPs — as a website result, a text-only PPC result,anda Shopping result.
• Google购物是proven to have转化率提高30％than text ads.

让我们谈谈如何将您的产品列入Google购物。下面，我们将浏览手动设置您的帐户所需的步骤。提示: If you have a lot of products, this process might be easier tooutsource to a Google Shopping data feed tool。

1. Set up a Google Merchant Center account

To get your products featured in Google Shopping results, you mustsign up for a Google Merchant Center account。

Google Merchant Center is simple to set up, is easy to navigate, and essentially serves as your home base for your products and product information. (You’ll manage your futureGoogle Shopping campaignsthrough Google Ads, but more on that later.)

Read ourguide to Google Merchant Centerto learn more about creating and managing your account.

2. Optimize your product imagery

Google Shopping uses uploaded product feeds to index search results, but it pulls the featured images from the respective retail sites. Because of that, it’s important to optimize your product imagery and listings on yourown网站before you market them on Google Shopping.

Google购物是a highly visual experience. Your product photos are arguably the most important part of your listing, and they may be how shoppers choose which product to click and buy. Google knows this and — in the interest of providing a great shopping experience for consumers — will actuallydeny Google Shopping campaigns if the images are low-quality。

(If you think you can cut corners here, think again. Google doesfrequent quality checksand doesn’t hesitate to suspend Google Shopping accounts. Bad product imagery doesn’t just hurt sales, it can prevent them altogether.)

If you want your products to be featured on Google Shopping, we recommend followingGoogle’s image guidelines从头开始：

• 使用固体白色，灰色或浅色背景
• Use clear, even lighting
• Show the product clearly being sold. (Rear views and close-ups can be used as additional images, but not as the main image.)
• Show the product at the correct scale and not too big or too small. (Your product should take up between 75% and 90% of the full image.)
• Avoid blur, noise, excessive .jpeg additions, or other image tweaks like pixelation, fringing, and fading out.

Other best practices include showing apparel products on-body, using shadows to add depth, providing multiple angles of your product, and featuring real people using it. These product image specifications are also good to master if you sell your products on other marketplaces such as Amazon, eBay, or Etsy.

3.收集和输入您的产品数据提要

通过优化图像，是时候创建您的product data feed。Your product feed tells Google all about your products. This data is essential because it helps Google find and display your products when people search for certain product terms or attributes.

To set up your product feed, go to your Google Merchant Center account. ClickProducts>Feeds，，，，and then click the blue “+” icon.

首先，输入您的国家和语言。该数据确定了哪些人群将看到您的产品，因此很重要。

Next, name your product feed and choose how you’ll input your product information.

If you chooseGoogle表，，，，you can either upload your own spreadsheet or use a template provided by Google Merchant Center. This step also allows you to create an upload schedule depending on how often you update your inventory.

This spreadsheet is used to assemble the product attributes that Google will use to index and display your products. Below is a brief list of some required product attributes that Google uses to create your Google Shopping ads (plus a cheeky sofa example).

id- 您产品的独特标识符。如果可能的话，请使用SKU。例子：S123

title— Your product’s title. Should match the product landing page. Add any specifics that shoppers may search for, such as size, color, or style. Example:艾莉的超级舒适卧铺沙发，灰色

description— An accurate description of your product. Should match the product landing page. Only include information about the product. Example:This sleeper sectional sofa was made especially for Allie’s new apartment. Made from 100% cloud-based material, this sofa is perfect for snuggling her dog, binging on Cheez-its, and watching too much Netflix. It also has a pull-out bed for when her mom comes to visit.

link— The URL of your product’s landing page. Should start with http or https. Example:https://www.alliessofa.com

image_link— The URL of your product’s main image. Should start with http or https.例子：https://www.alliessofa.com/image1.jpg

availability— Your product’s availability. Match the availability from the product landing page. Example:In stock

price— Your product’s price. Match the price from the product landing page and the currency from the country in which the product is predominately sold. Example:$500.00

Google_product_category— The Google-defined product category for your product. Include the single most relevant category. Example:Sectional > Sleeper

brand— Your product’s brand name. Provide the name generally recognized by customers. Example: Allie's

您可以找到完整的列表Google’s Product data specification here。We recommend you read it as we couldn’t fit the entire list of required and optional attributes in this blog post.

If you choose to use the template provided by Google Merchant Center, the spreadsheet will already reflect the product attributes as column headers.

如果您选择创建自己的电子表格，请将所选产品属性作为列标题输入。用每个产品作为自己的行填写各个数据。如果属性不适用于产品，请将该单元格留空。完成后，只需将文档上传到Google商家中心即可。

Voila! From that point forward, you can access your product feed on your Google Merchant Center account underProducts > Feeds > Primary feeds。

4.链接您的Google AdWords帐户

When you search for a product on Google, the Google Shopping results you see are actually advertisements.

That’s right — in order to get your products on Google Shopping, you have to pay. While Google Merchant Center is how Google gets your product information, Google AdWords is how consumers see your products … through购物活动，，，，which we’ll get to next.

To get your products in front of shoppers via Google Shopping, you’ll have to link your Google AdWords account.

登录to your Google Merchant Center account. In the top right-hand corner, you’ll find three vertical dots. Click those to expand the menu, and then clickAccount linking。

如果您没有Google AdWords帐户，则可以从此屏幕上创建一个帐户。否则，请单击链接帐户输入您的Google AdWords客户ID。完成后，应链接您的AdWords帐户。

5.创建Google购物活动

Once your Google AdWords account is linked, you’ll be able to create a Google Shopping campaign andadvertise your products。There are a couple different ways to get started.

One way to create a Google Shopping campaign is through your Google Merchant Center account. After you link your Google AdWords account via theAccount linking页面，您应该能够从同一地点访问它。从那里，您可以单击Create Shopping Campaign。

Next, insert the campaign name, country of sale, and daily budget. Once you clickCreate，，，，you’ll be prompted to continue managing your campaign through Google AdWords.

创建Google购物活动的另一种方法是通过Google Adwords。登录您的Google AdWords帐户。打开Campaignstab on the left-hand side menu, click the blue “+” icon, and chooseNew campaign。

首先，选择一个竞选目标。购物活动可以实现销售量，，，，铅，，，，or网站traffic。(You can see theShoppingdesignation if you hover over the goal.)

销售量广告系列推动在线或亲自推动销售。铅campaigns gather leads and other conversions by encouraging shoppers to complete an action.网站trafficcampaigns bring the right people to your website. Google tailors each campaign to align with your goal, so be sure to choose whichever one is best for your business.

After you choose a campaign goal, designate the campaign type asShopping。Make sure your Google Merchant Center account is displayed (so Google AdWords knows where to pull your product data from) and indicate your country of sale.

Lastly, choose a campaign subtype. Note: Smart Shopping campaigns require conversion tracking so AdWords can track when your ads lead to sales on your website.

For explanatory purposes, let’s choose a Standard Shopping campaign.

The next screen contains all your Google Shopping campaign settings. First, enter a campaign name, and clickAdditional settings如果要设置库存过滤器，请启用本地库存广告或更改广告系列URL选项。

6. Place bids on your Shopping campaign

Next, under your Google Shopping settings, you’ll be asked to select your bidding strategy and set your campaign budget.

Bidding is how you pay for people to see, click on, and interact with your ads. According to Google, “a sufficient bid and high-quality product data will earn your ad a higher rank.”

(Tip: Google has a pretty coolBid Simulator Tool这将向您展示出价变化如何影响您的广告表现。另外，Godatafeed写了一个很棒的guide to Google Shopping bidding strategies这可能是有用的。)

First, select your bid strategy. Manual CPC (cost-per-click) means you set your own maximum CPC for your ads. You can also set an automated bid strategy. Target ROAS (return on ad spend) and Enhanced CPC both require conversion tracking as Google uses your ad’s conversion rates to set the most efficient bid for your products.

With "Maximize clicks", Google Ads automatically sets your bids to get as many clicks as possible within your budget. You can set a Maximum CPC bid limit to cap your spend on each ad.

Next, choose yourcampaign budget。这是你想要花的钱average each day … but the amount isn’t capped daily. Instead, Google manages your budget monthly: in a month, you won’t spend more than your daily budget times the number of days in each month.

For example, let’s say I set my campaign budget to $100 for the month of February. Google sees that I’m willing to spend $100 x 28 days = $2,800 in February. As it places bids on my ads, Google might spend over $100 in a day, but it’ll never spend more than $2,800 in the month.

您还可以为预算设置交付方法：标准将预算随着时间的推移而均匀地花费，并且加速的花费更快。

Lastly, if you are running more than one campaign, you can set a campaign priority so Google knows which bid will be used.

Read more about the fundamentals ofPPC advertising in our ultimate guide。

7. Target and schedule your Shopping campaign

Google购物活动设置的最后一部分是针对和安排您的广告系列。这部分很重要，因为它决定谁将看到您的产品广告以及何时。

前两个设置（网络和设备）不应改变。他们基本上只是告诉您产品广告将在哪里显示。

接下来，选择广告将定位的位置。确保只选择位置和/或可以运送到的位置。在下面Location options，，，，you can change the Target and Exclude settings, although we recommend Google’s default choices. These options ensure that you’re marketing to the very best people: those located in your target location and those who are searching for (a.k.a. interested in) those locations, too. (The same goes for your excluded locations.)

Finally, set the start and end dates of your Shopping campaign. Your ad will continue to run unless you set an end date, so don’t forget that section.

8.建立广告组

After you complete your Google Shopping campaign settings, you’ll be prompted to build ad groups for your campaign. Ad groups determine what type of ads you’ll run and how you’ll organize bidding for those ads.

There are two types of ad groups you can run: Product Shopping ads andShowcase Shopping ads。Product Shopping ads promote a single product. Showcase Shopping ads are a new format and allow you to advertise multiple products as part of a product or lifestyle ad that represents your brand or business.

If you choose a Product Shopping ad group, enter your ad group name and set a maximum CPC bid.

This creates one big ad group for all your products. If you wish to filter your products further, you can create separate ad groups for different categories.

If you choose a Showcase Shopping ad group, enter your ad group name and set a maximum CPE (cost per engagement) bid. (Engagement occurs when someone expands your Showcase Shopping ad and clicks on spends at least 10 seconds within the ad.) Lastly, choose what products to advertise as part of the Showcase Shopping ad.

Once you click Save, your campaign is submitted. Congratulations on completing your first Google Shopping campaign … we hope to see your products in Google Shopping results!

Conclusion

Google购物是本来文本繁重的在线购物体验的欢迎变化。这几乎就像一个数字购物中心一样 - 购物者可以进入，搜索他们想要的东西，并在一个屏幕上看到许多不同的品牌和类型的产品。因此，许多人（包括我自己）比在独立电子商务网站上购物的市场更喜欢市场。

如果您的物理产品没有在Google购物结果中做广告，请考虑将此工具添加到营销曲目中。它不仅会增加您的网站流量，而且还可以为您提供潜在客户和销售，否则您可能没有收集。使用本指南来启动和运行Google购物活动，您将看到它如何极大地受益于您的电子商务策略。