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Google Shopping Data Feed -   Setup and Optimization
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Google Shopping Data Feed - Setup and Optimization

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How to set up and optimize your Google Shopping Data feed. Tips and advices on listing your products on Google product search.

How to set up and optimize your Google Shopping Data feed. Tips and advices on listing your products on Google product search.

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    Google Shopping Data Feed -   Setup and Optimization Google Shopping Data Feed - Setup and Optimization Presentation Transcript

    • Google shopping was launched in Australia in May 2011
      Google Product Search is currently available in the U.S., U.K., Australia, Germany, France, Japan, China, Italy, the Netherlands, and Spain.
    • Getting Started
    • Setting up a Google Merchant Account
      You can sign up with any of your Google accounts
      It is highly recommended to use the same log-ins for both Merchant account and Web master tools account
      To submit Data feed with web page URLs you first need to register the relevant domain with the MC account.
      If you submit feeds of multiple websites, set up a “Multi-Client Account”
    • Setting up a Google Merchant Account
      Claiming and verifying a website - Verifying http://www.example.com only covers the www sub-host and any paths underneath, but not the entire domain. To cover the entire domain, you must verify and claim the root domain, e.g. http://example.com
      Merchant Center is different from “Google Base” MC is for uploading product data. Google Base is used to upload other types of structured data such as real estate data.
    • Creating & Submitting a Data Feed
      Two File formats are supported
      Text (.txt) – Feed can be created with MS Excel and saved as a tab-delimted file
      XML
      It is very important to follow the “Products Feed Specifications” as set out in Merchant Center Guidelines.
      If the nature of the store/products is such that the data changes every moment where daily updates are not enough, then the ideal solution should be “Content API for Shopping”
    • Submitting a Data Feed
      Before submitting a data feed, it needs to be registered in Google Merchant Center to let Google know to expect the file.
      There are 3 basic ways to upload the data file
      Direct Upload (Files under 20 MB in size)
      FTP Upload (Files under 1GB in size)
      Automatic Upload (Scheduled Fetch) (Files under 1 GB in size)
      If you're submitting your items for the first time to locales other than U.S., U.K., and Germany, it may take several weeks for items to be reviewed and begin appearing in the search results.
    • Optimizing
    • Optimizing Shopping Data Feed
      Keyword Rich Product Titles and Descriptions
      If you already rank well for some product keywords, there is a high chance that you get better rankings in Shopping Results as well
      Price competitiveness of your products
      Size and Trust associated with the Merchant
      Reviews and Ratings from Trusted Shopping Review Sites
      Completeness of your feed attributes
    • Optimizing Shopping Data Feed
      Frequency of updating the feed (Data Freshness)
      Real-time updation )Via API, Few times a day or at least once a month (Google anyway expire all data in 30 days unless they are updated)
      Any discrepancy of data between the feed and website can result in suspension of the item from the Shopping results
      Use of Custom Attributes (enables your products to show up for more long tail searches on Google Shopping)
      Selection of right product category (as suggested by Google, with your own refinements)
      It is very important to follow the “Program policies and Requirements” set out in the Google MC
    • Monitoring
    • Measuring Performance
      This can be done in Three ways
      Adding tracking parameters to web page URLS submitted via the data feed
      Reporting Feature in the Merchant Center
      Products tab in the MC which reports impressions and clicks of each item submitted
    • How We Can Help You
      We at Netstarter were ahead of the game and have already built the tools to connect our client's ecommerce sites with Google Shopping. Feel free to contact us if you would like to get expert and professional consultation in optimising your Google Shoppinglistings.
    • Sources
      http://www.google.com/intl/en_us/products/submit.html
      http://google-au.blogspot.com/2011/05/google-shopping-arrives-in-australia.html
      http://www.google.com/support/merchants/
      http://www.seomoz.org/blog/how-to-rank-well-in-google-products-search-a-big-list-of-places-to-get-reviews
      http://blog.hubspot.com/blog/tabid/6307/bid/15915/How-to-Optimize-Your-Google-Shopping-Data-Feed.aspx#ixzz1RmnJiL9a
      http://blog.cpcstrategy.com/2011/04/product-feed-management-tips-%E2%80%93-optimize-keywords/
      http://cpcstrategy.com/oi/googlewp.html
      http://blog.hubspot.com/blog/tabid/6307/bid/10670/eCommerce-Marketing-Google-Shopping-vs-Google-Organic-Search.aspx#ixzz1RmoJFlyQ