Most of us use the internet to research a product before purchasing, right? Usually, when we search for it on Google, we can see different results with thumbnail images, along with prices and other details.

That’s what Google Shopping does—it helps users find, compare, and buy products easily.

Now, imagine you have a business and you want your products to appear right when potential customers are searching for them. With Google Shopping, you can make that happen.

The platform can display your product to the right audience, helping to attract interested buyers and generate more conversions.

Therefore, it’s a useful service for both sellers and buyers. That’s why you need to know everything about Google Shopping, from what it is and how it works, to how to set it up. All you have to do is read this detailed guide.

Google Shopping: Definition, Functionality, and Tips to Maximize Its Use

Google Shopping: What Is It?

It is a Google product designed to promote and compare products online. With Google Shopping, users can search and compare prices in different shops to choose the most convenient option. 

Let’s say you’re looking for a pair of wireless headphones but aren’t sure if you should buy them from Temu, AliExpress, or Shopee.

This is where Google Shopping comes into play.

It allows you to compare prices, service quality, shipping options, and return policies for each result.

For retailers, the service gives them the opportunity to display their products on Google’s search engines. It’s a useful tool to attract an audience and increase visibility for whatever you’re selling.

For example, if you own a backpack store, Google Shopping ensures that your products appear when a user searches for “laptop backpack.” This increases your product’s visibility in front of potential customers.

How Google Shopping Works

The process begins when you upload your product catalog to Google Merchant Center, a platform where you will create your feed. This feed should include key details for each item you upload, such as descriptions, prices, titles, availability, and images.

Next, you create ad campaigns through Google Ads, where you set your budgets. After that, Google Shopping ads go to work: displaying your offerings at the right time.

For instance, if someone searches for your product on Google, they will see it in the results, complete with an image, price, store name, and more. This helps attract the right target audience, who may click on your ad to be redirected to your website.

Let’s say your products are listed on Mercado Libre México. Google Shopping will show users a comparison of various sellers on this marketplace, thus increasing both visibility and sales.

That’s how it works.

Is Google Shopping Paid or Free?

Consumers can use Google Shopping for free. For retailers, it’s also free, but they have the option to pay for greater visibility.

That means retailers can submit their products to Google Merchant Center and appear in the Google Shopping tab for free. This action ensures that their catalog is visible to users without having to pay for clicks or ads.

Just like using other free features, such as product reviews that encourage consumers to click on the ad.

However, they can choose to invest in advertising through Google Ads to appear in more prominent spots. In this case, you’ll pay for each click on your ad.

Benefits of Google Shopping for Businesses

Google Shopping is a powerful digital marketing tool, offering significant benefits for businesses.

Among the main benefits are:

• Increased visibility: Products listed on Google Shopping will be directly displayed among the top Google search results, increasing visibility and capturing the attention of potential customers.

• Precise targeting: It allows businesses to target their ad campaigns to specific people, based on factors such as shopping behavior, location, and interests. This means that ads reach users who are more likely to make a purchase.

• Detailed data and metrics: Provides businesses with detailed reports on the performance of their ads, including clicks, impressions, and conversions, allowing them to regularly adjust their campaigns for better results.

• Integration with Google Merchant Center: Businesses can update their inventory and manage their products in real-time, as it’s integrated with Google Merchant Center.

Google Shopping is a service that will help your business maximize its online presence. As a result, it will make your brand more attractive to customers and drive sales.

Google Shopping: Guide to Setting It Up

If you decide to promote your products on Google Shopping, we invite you to check out this process that will help you with setup:

1. Sign up for Google Merchant Center  

The first step is to create an account on Google Merchant Center.  

This will be the platform where you can manage your inventory, customize your products, and track your performance.  

Add basic information about your business and verify your website to access all of Google Merchant Center’s tools.

2. Select the images  

Product thumbnails are key to catching potential customers’ attention. Make sure to use images that represent your brand and are of high quality.  

But first, review Google’s requirements, as there are certain conditions related to product images for ads.

3. Build your product feed  

The product feed is essential for Google to locate and display your items in search results.  

You can create it from Google Merchant Center with details such as product ID, title, description, price, and image link.

4. Sign up for Google Ads  

Promoting your products on Google comes at a cost. So, if you don’t yet have a Google Ads account, create one and link it to Google Merchant Center.  

This is necessary for the ads to appear in the feed and be visible to users in their Google results.

5. Launch a Google Shopping campaign  

Start designing your Google Shopping campaign by choosing a name, country, and budget. This is how your products will be advertised.  

You can do this from Google Ads.

6. Adjust your bidding strategy and budget  

Choose an appropriate bidding strategy and set the daily amount you will invest in your ads.  

The higher your budget, the better your products will rank. At the same time, visibility on Google will be greater.

7. Set up your campaign calendar  

You then need to determine when your ads will appear.  

Choosing the right time and targeting the right audience is essential to ensure the campaign’s effectiveness.  

Select locations, a start date, and an end date to prevent ads from running longer than necessary.

8. Organize product groups  

Group your products within the campaign to define what type of ads you’ll use and how costs will be managed.  

You can opt for individual product ads or showcase ads to advertise multiple products at once.

These steps will guide you through setting up Google Shopping, optimizing your product’s visibility, and maximizing your advertising campaign’s impact.

Is It a Good Idea to Invest in Google Shopping Ads?

Investing in Google Shopping Ads is a smart strategy for any business, whether small, medium, or large.

These ads attract users who are already searching for those specific products. By increasing visibility, it generates more traffic to the business’s website, which can lead to a significant increase in sales.

Additionally, you can create ads with minimal effort and tailor them specifically for your target audience. This will encourage users to choose your products over the competition.

In short, if you want your products to rank above other merchants, Google Shopping Ads is a very effective option.

Top Tips for Google Shopping

To maximize success on Google Shopping, you need to apply strategies that optimize your reach and the performance of your ads.

Check out the following tips:

• Launch an initial campaign that includes all your products with a low CPC (Cost Per Click). This will allow you to gather data and understand behavior.

• Once you have enough information, create more targeted ads for specific product types or key categories. Adjust the CPC and priority to focus on those that sell the most or generate the highest profit.

• Increase the CPC of your most profitable or highly competitive products and allocate a specific budget to them.

• Complement your Google Shopping campaigns with Dynamic Search Ads (DSA) and Dynamic Remarketing. This way, you’ll capture additional traffic and re-attract interested users.

Lastly, we recommend using DolarApp if you decide to pay to promote your products on Google.  

It’s an ideal option whether you need to use dollars or pesos online. You can also take advantage of it for e-commerce purchases or during special events like Black Friday México 2024. Additionally, you can use the DolarCard offered by the app to pay in physical stores.

However you choose to use it, you’ll benefit with DolarApp.