If you’re an ecommerce brand advertising through Google’s network, you can utilise Google Merchant Centre to your advantage with these sneaky, hidden insights! Start using these 3 practical tips to gather more valuable insights and predict future trends in the industry for your product.
Google Merchant Centre is a digital platform that allows online retailers to upload product data that fuels Google Shopping Ads so shoppers can buy your products. It is entirely free to use when setting up and is a powerful tool that helps your business increase sales and achieve greater visibility in the online marketplace.
Most PPCers set up Google Merchant Centre once and only occasionally tap in to check product diagnostics for disapprovals. That’s why we’re here to make you aware of all the useful insights you can get from the Google Merchant Centre. Ready? Let’s dive into each one.
1. Discover Top Brands/Products In Your Niche
Google has made it easy for you to discover new brands or products to sell based upon what is currently most popular in your area – an especially useful insight if you’re a wholesale or distribution business. You can identify how in demand products in different industries are, as well as week on week changes in popularity. Incorporating this as part of your strategy will ensure that you are always on top of what’s red hot in the industry, therefore driving more clicks and conversions to your site. Access this by going to growth in the left navigation menu and to the best sellers tab.
2. Shopping Experience Scorecard
This feature gives you a score dependent on multiple factors that affect the overall shopper experience on your website. You should strive to be as efficient as possible to get the Top Quality Score Badge, as this rates you very highly as a competitive business in Google’s eyes.
In this tab, you are scored on shipping experience, return experience and other averages that will compare your score with competitors within your space. Google can tag certain areas with an ‘opportunity’ flag if the system notices any issues, giving you the opportunity to optimise this. Start asking yourself questions like what your current return policy is, what your competitor’s return policy is, and if there’s any wiggle room to bridge the gap between them.
3. Price Competitiveness
In the growth tab, you can view how competitive your prices are compared to current Google benchmark prices and make relevant changes based on these. Google Merchant Centre provides you with granular insights for different levels such as overall, categories, product types, and more. This gives you the chance to analyse any product skews and whether you can test lower pricing. It’s crucial to know where you stand compared to your competitors.
Furthermore, this feeds into Google Ads by moving the needle in the right direction to win the click auction! Consumers want a product that’s the best value for money, and price is typically the number one thing that determines clicks.
If you’re wondering how you can boost your sales in e-commerce, paid search is the perfect way to go! We’re a Newcastle digital marketing agency and would love to chat about all things Google Ads. Get in touch today.