Avoiding common mistakes on Google Shopping

It’s no secret that Google generally plays at least some role in most user journeys online.

User journeys

The supporting figures are pretty incredible – Google’s worldwide market share is over 90%, indexing 30 billion pages and processing 3.3 billion queries every single day.

Yet its evolution toward becoming truly integrated into the shopping process has been a long one. Google’s first shopping search engine – Froogle – was invented back in 2002 and focused on enabling retailers to import products in order to improve the quality of information provided. It was rebranded as Google Product Search in 2007, but neither of these tools made the desired level of impact.

However, it was when Google Shopping was launched in 2012 as a pay-per-click-based comparison shopping engine – with the subsequent introduction of Product Listing Ads (PLA) – that it started to really become a significant contender in the comparison area.

Common mistakes

As with any platform, taking the decision to run a campaign through Google Shopping offers opportunities to improve metrics – but many do not maximise the potential by making avoidable errors.

To help you understand how to ensure your campaigns are as effective as possible, we asked Lengow to provide us with a list of the common errors they see retailers make.

These are most often caused by merchants not paying attention to small details:

Merchant Center errors

Focusing specifically on the Merchant Center, the main reasons for problems are often are rooted in:

Lengow has published a white paper with more information on this topic – Master Google Shopping Campaigns to Increase Your Sales! – which you can download here.