https://www.google.com/shopping?hl=en – see a gap in the market?
Shopping campaigns may have a higher conversion rate than search for some niches however search tends to dominate for the vast majority of industries.
Optimize the Google Merchant XML data file.
Get customer reviews and integrate them with your Google Merchant account. e.g. TrustPilot, Yahoo, BizRate, Epinions, PrizeGrabber, ResellerRating, RateitAll,eKomi, ReviewCentre etc…. Integrate your own reviews using schema markups (schema.org – this is not black hat as Google likes when companies use schema to organize information – wikipedia is an example of this). The min # of reviews needed is 30 with at least 3.5 or higher out of 5 to show in Google Shopping. This is why most companies don’t have it. But the companies that do have it see very high conversions as their CTRs go through the roof.
Optimize images with a white background, ads with branding/borders/styling are often not accepted. Images should be 250×250 pixels or 800×800 (best quality)
Make your landing page relevant to the product clicked on. It should go straight to the product page and everything should be straightforward/clear. The URL, product description, & price should all match.
Make your product titles as specific to the item as possible and use keywords that you want your ads to show for. The product title is the main trigger followed by the product description. Try to fit 500 or more characters into your description. Recent changes have extended it to allow for 10,000 characters max. Run it through a grammar/spell checker as low quality content can hurt your results. You can outsource this to someone. Only 140 characters will show in the GS result so take advantage of the first few lines. Keep in mind that the description doesn’t have to match that of the website so maximize your keywords that have the highest commercial intent.
If your store has over 500 sales a month then use the Trusted Stores program (For US only). This gives your store a badge that shows on the bottom right corner of your site (and sometimes on your ads). This badge gives your campaign a performance boost (5-10%). If you think you qualify, give Google a shout. $1000 purchase protection definitely boosts converisons as returns policies play a big role in building trust with first time buyers. https://www.google.com/trustedstores/
Businesses with a real business address do better. The same goes for having a real number, fax, professional email, live chat, contact form, and toll-free phone number – Facebook messaging, social media monitoring. The more ways you give your customers to reach you the better – But, if the customer contacts you and receives poor service then that all goes to waste.
Encourage reviews (hire a reputation management firm) and offer unique products rather than going up against large established brands with better prices, more reviews, and wider product selections.
Selling well known brands gives you a leg up as Google prefers and assumes that you are a more reputable company – same for customers impression on your company.
Have a constant shopping cart on your site that automatically updates. Have returns/about/privacy/ToS pages on your site. Have a contact us page with multiple methods of contact. Have a registration/login page. Offer a way to track orders online or by phone. Include a customer wish list – can also be a good way to get social shares, backlinks, and traffic. Include a forum (if you have the time to manage and acquire new customers). For shipping charges, include a shipping calculator if they are dynamic.
Connect your campaign to Adwords (usually takes around 48 hours to see which keywords are converting). It isn’t unusual to have PLA ads that cost $0.01 cents with conversions as I often see it happen with my clients campaigns.
Got disapproved? Check to see your images were uploaded. Don’t duplicate products in an attempt to manipulate keyword optimization. You cannibalize your own results and also risk losing your account. It is better to comply when using PLA ads. Check your urls and that they aren’t going to dead 404 pages. You may be missing: GTIN, Brand, MPN, Title, Description, Shopping Charge, Availability (in stock, available for order, out of stock, preorder), or Price. Add promotionial text and don’t use misleading promotions such as FREE if things are not free. Adding text to your images will often result in a disapproval (sometimes they get approved if the person reviewing it lets it slip but you are just lucky). Not worth risking your entire account though.
Got banned? Maybe you overoptimized or added promotions in your titles. You may have fake reviews? Google, Yelp, Amazon are all cracking down on Fake reviews.
Set up a multi-client account if you have more than 1 URL
Google OneBox. Add rich snippets from your site to GS sections (schema markup) – you can refer to this guide: https://developers.google.com/structured-data/rich-snippets/products?rd=1 Or add it within rich snippets in your Google Merchant Account. You need at least 5 reviews to be considered for OneBox results.
Here’s what that looks like
Use modifiers to your Adwords CPC and CPA. You can set label identifiers to product IDs, types, by brand, condition (new/used), Adwords grouping, Adwords label. Do this in an extra line in the data feed
If you need to list multiple products that are the same, sign up to Ebay, list products and duplicates with a different product number. Connect your eBay account with your Google Merchant account. You will probably get banned for doing this if someone reports it but if you stand to gain from it (market share) then I suggest testing it on a different account not related to yours. Banned accounts are unable to associate with a website – you’ll need a new website/company name.
Add negative keywords so your ads don’t show for searches with low commercial intent.