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Google Shopping: what it is and how it works
almost 3 years ago

Google Shopping helps companies promote and sell their products and allows shoppers to find them within the search engine quickly and easily. Let's find out now how this service can help companies that have an e-commerce.

What is Google Shopping

Google Shopping is a tool made available by the Mountain View company, formerly known as Froogle and, later, as Google Product Search . The service allows retailers and e-commerce companies to advertise their physical products on Google and, to users, to compare the various online shopping websites with a few clicks, in order to quickly find the items they intend to buy.

How Google Shopping works

Google Shopping works like a common search engine , within which you can find products of any kind. Users have the option to filter the results based on certain parameters, such as the price or the retailer.

The Google Shopping advertisements do not appear as simple textual advertisements, but are accompanied by further information on the products and photographs. Products advertised through this service, like Google Ads , also appear on the first page of search results.

To sell their products on Google Shopping, business owners must create an account on Google Merchant Center . This is the specific tool dedicated to uploading the data of your store and products to the search engine, so as to make them available for both Shopping ads and other Google services.

The shopping ads allow buyers to easily find the products of a company on Google and offer merchants the opportunity to attract more potential buyers (joining them at the exact moment they are searching for items to buy on Google) and check information relating to their products advertised on the Net (making sure they are always accurate and up to date).

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Before being able to create your account on Google Merchant Center and set up your product data, the owner of a company must make sure that it complies with the guidelines provided by the service.

Specifically, the company must:

  • Promote only products available for direct purchase;
  • Use a single official language;
  • Clearly communicate to customers the legislation on returns and refunds;
  • Collect and process your users' data responsibly and securely;
  • Follow the shopping ads policy;
  • Verify and claim the url of your website;
  • Meet the website requirements imposed by the service;
  • Verify that the data conforms to the product data specification;
  • Log in periodically (at least once every 14 months) to the merchant center account to keep it active.

As for Google Shopping costs , however, it is good to know that in the process of creating a Shopping campaign it is possible to set the spending limit that you want to incur for a click on your ads, as well as the average daily spending limit that you want to deal with for your own ads for that particular campaign.

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