Google Shopping can best be compared to Beslist.nl or Vergelijk.nl. It is a search engine for various types of consumer products. In the Netherlands, we know Google Shopping mainly from the product images which appear in product-related searches on Google.nl. For the Google AdWords campaigns which Expand Online manages for various webshops, we see that Google Shopping plays an increasingly important role in generating sales and turnover. This can be attributed to a few advantages that the product images offer over text advertisements on Google.nl.
The product feed is crucial to the Google Shopping campaign’s success. This is a file containing all your products and the accompanying attributes. Your products’ findability on Google Shopping depends significantly on the product information included in the product feed. After all, Google links this information to the searches on Google.nl. When Google finds a match, the advertisements are displayed.
Expand Online has developed a few tools, in-house, to improve the match between search & product, and these tools increase the likelihood of a match with the Google searches. For example, the eCommerce product feed optimizer ensures that product information is enriched and meets the requirements that Google imposes on the product feed.