Cómo empezar a usar Google Shopping y vender más en tu tienda online

Google Shopping

Seguro que últimamente has visto que cuando buscas un producto en Google, te aparecen destacados unos productos con su imagen y precio en diversas tiendas. Solo tienes que pinchar encima de ellos para ir a la tienda y poder comprarlos, ¿fácil verdad? Este servicio se llama Google Shopping y hoy vamos a conocerlo un poco más.

Google Shopping es una herramienta muy potente para las tiendas online, ya que los resultados aparecen destacados y con fotografía encima de todas las demás búsquedas, adwords y resultados orgánicos. Por ello, se convierte en una gran herramienta para potenciar las ventas que hoy conoceremos como optimizar.

¿Qué es Google Shopping?

Vamos a empezar por el principio. Google Shopping es un servicio que ofrece Google a todos sus usuarios, en el que poder encontrar productos en diferentes tiendas online de todo el mundo. Este servicio también favorece a las tiendas online, que pueden anunciar sus productos de esta forma.

Google Shopping se convierte en una gran oportunidad para potenciar las ventas de nuestra tienda online, ya que los productos aparecen cuando un usuario está haciendo una búsqueda sobre ellos, lo que quiere decir que es más propenso a comprar, que en otros tipos de publicidad.

Ejemplo de Google Shopping

Prepara tu tienda online para Google Shopping

Vamos a comenzar a optimizar nuestra tienda online para poder incluir nuestros productos en Google Shopping. La tienda debe seguir una serie de requisitos:

  • Tener certificado SSL, como te contábamos en el post sobre el https este es un punto muy importante para una tienda online.

  • Proceso de pago certificado.

  • Cumplir la ley de protección de datos (LOPD).

  • Especificar de forma clara en la web los términos y condiciones de contratación y las políticas de devolución.

  • Uso de imágenes de los productos sin marca de agua.

Cómo crear tu cuenta en Google Shopping

Una vez que tengas tu tienda adaptada a las políticas de Google Shopping, ha llegado el momento de crear tu cuenta de Google Shopping. El primer paso es crear un cuenta en Google Merchant Center. Durante el proceso de creación Google solicitará algunos datos sobre tu tienda online: nombre, url, dirección física, contacto…

Antes de registrarte en Merchant Center deberás asegurarte de cumplir los requisitos que te he descrito antes, porque sino Google podría suspender tu cuenta.

El siguiente paso, y el más importante, es la creación del feed de datos. Éste, es un archivo en el que enviamos a Google toda la información sobre nuestros productos y sus características, por ello, es el paso más importante del proceso.

Existen una serie de atributos que son obligatorios para que Google Shopping acepte tus productos como son: título, descripción, enlace, precio y disponibilidad. Sin embargo, es recomendable rellenar el máximo número de campos posibles.

Tienes dos posibilidades para crear este feed, si tienes pocos productos, puedes hacerlo de forma manual, aunque tendrás que asegurarte de actualizarlo cada vez que incluyas nuevos productos. Sin embargo, la forma más sencilla de hacerlo es instalar un módulo o extensión, dependiendo de tu tipo de tienda, que se encargará de recopilar todos los datos de forma automática.

Es importante que tengas en cuenta revisar cada cierto tiempo este feed, con la herramienta de diagnóstico de Google, para evitar posibles errores de sincronización.

Antes de crear una campaña, tendrás que vincular tu cuenta de Merchant Center con tu cuenta de Google Adwords. Para finalizar crearemos una nueva campaña en Google Adwords eligiendo en tipo de campaña Shopping. Por último estableceremos el coste del click y el presupuesto diario máximo que quieres gastar.

Beneficios de usar Google Shopping

Usar Google Shopping puede tener muchas ventajas para tu tienda online, algunas de ellas son:

  • Conseguir tráfico de calidad, ya que los clientes que lleguen hasta tu web, estaban buscando realmente ese producto.

  • Contactar con el usuario en un momento en el que es propenso a la compra, ya que se iestá buscando el producto es porque quiere comprarlo o busca información sobre él porque le interesa.

  • Competir directamente con otras empresas que ofrecen los mismos productos. Esta es una ventaja sobre todo si ofreces uno de los mejores precios de tu sector.

  • Obtención de resultados rápidos, una vez que el feed de datos se aprueba, los productos aparecen ya en las búsquedas relacionadas con sus palabras clave y puedes empezar a conseguir conversiones.

  • Mayor presencia de tu marca cuando el usuario busca los productos que ofreces.

Consejos para optimizar tu campaña en Google Shoppping

Una vez configurada tu campaña de Google Shopping observarás como el tráfico a tu tienda online crece, sin embargo, el trabajo todavía no ha terminado. Tendrás que prestar atención a una serie de puntos para que los usuarios no entren a tu tienda y salgan sin comprar.

En primer lugar, piensa en la experiencia de usuario en tu tienda. Debe ser fácil navegar, encontrar información y comprar en ella para evitar rebotes. Cuida los título, descripciones e imágenes de las fichas de producto para que el usuario pueda encontrar toda la información que necesita antes de realizar la compra.

Deberás contar con un stock importante de los artículos que promocionas en Google Shopping, ya que la búsqueda y la compra se hacen de una manera casi inmediata. Así evitarás que cuando el usuario acceda al producto lo encuentre fuera de stock.

Incluye palabras clave en título y la descripción del producto, ya que son estos los que utiliza Google para posicionarlos en las búsquedas de los usuarios.

Por último, compara los precios con los de tu competencia e intentar ser competitivo en este aspecto, ya que vas a aparecer codo con codo con ellos en Google Shopping.

Sin ninguna duda Google Shopping es una gran herramienta para mejorar las ventas de tu tienda online. Si necesitas ayuda para configurarla o gestionar tu feed de datos y campañas, solo tienes que ponerte en contacto con nosotros. En Dusnic somos tu agencia de marketing online.

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