In 2002, Google started dipping their toes into the world of online shopping with their Froogle service, a price comparison platform with their Froogle service. This platform allowed customers to browse for products from different online stores with advanced features that made finding what they were looking for easier. With people already on Google search engine looking for a variety of things, this was the perfect next step. This was only the beginning of the evolution of Google Shopping.
What is Comparison Shopping
Comparison shopping is a useful tool whether it is on a website, or you use it in your own daily life when looking for a specific item. On platforms, such as Froogle, comparison shopping curates products from top e-commerce stores to ensure that the shopper purchases their desired product at the best available price, whether it’s online or in-store. It’s almost like a Google search for the best offers on a certain product.
Similarly to other comparison shopping search engines, Froogle was an entry point on the buyer’s journey. For the buyer to purchase the item, they would be redirected to the website. Froogle helped consumers navigate through myriad product options to find exactly what they were looking for.
From Froogle to Google
In 2007, Google renamed the Froogle platform to Google Products. This new branding opportunity was a step towards adding to a broad catalog of Google services. In 2012, Google renamed their service once again to Google Shopping. The new platform included a new payment model. Sellers had to pay Google to have their products listed.
As an official Google Service, Google Shopping provides an all-encompassing platform for price comparison, minus the hassle of switching between multiple websites.
Benefits to Consumers
Today, Google Shopping is a dominant service at Google thanks to the ever-evolving world of technology. The platform can quickly search thousands of stores and millions of products, all while comparing prices and places to buy, both online and in-store.
Previously, Google Shopping only acted as a step to a buyer’s shopping experience by comparing products and prices, but now you can buy directly from Google. This makes your online shopping experience easy and worry-free because your purchase is backed by a Google guarantee to help with any late or incorrect orders, returns and refunds.
Benefits for Retailers
Diving into the world of Google Shopping is the best next step to growing any e-commerce business. As a branch of Google AdWords, Google Shopping provides another way to advertise products. But unlike text ads that show up based on keywords, Google uses product data, such as images, that are uploaded by merchants to publish on Google Shopping Ads.
As a retailer, there are endless reasons why you should use Google Shopping, including the ones below.
- By using product images, Google Shopping adds a visual touch to an otherwise text-heavy searching and shopping experience
- The Google Shopping service allows you to show up multiple times in Google Search Engine Results Page (SERP) as a website result, a text-only ad, and a shopping result
- With a 30% higher conversion rates than text ads, Google Shopping has proven its worth
How Does it Work?
Getting your products listed on Google Shopping can be completed in as little as 8 simple steps.
- Set up your Google Merchant account.
- Optimize your product imagery
- Collect and input all your product data feed to let Google know all about your products
- Link your Google AdWords account to your Google Merchant Account
- Create a Google Shopping Campaign in AdWords
- Place bids on your Shopping campaign
- Target and schedule your Shopping campaign
- Build out ad groups
As the world of technology and the internet changes, Google has become a key player with the services they offer. Google continues to develop new services and update the ones that already exist to meet the needs of those who use them and how they use them. Google Shopping specifically has been important in the world of online shopping for both the consumer and the merchant. As a “digital mall”, shoppers can search for what they want and see several different brands and types of that item in an effective way that allows the buyer to make the right purchase for them. As for merchants, Google Shopping is where you should be if you aren’t already. The platform will help boost your website traffic, while also providing leads and potential sales you may not have otherwise collected.
If you’re ready to move your e-commerce business to Google Shopping, check out the Google Shopping Ads Certification to learn more!
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About Our Blogger
As part of the Digital Marketing team, Montayah Pozzi is driven to learn the ins and outs of digital marketing. She utilizes this drive, and prestigious academic background, to bring marketing knowledge to her clients and help them market in a way that will best benefit their business.