Since launching in 1998, Google has developed from a number one search engine to a robust gross sales and advertising and marketing channel that retailers can leverage to construct their manufacturers and increase their viewers attain.

Day-after-day, hundreds of thousands of individuals flip to Google to look, discover and store for what they need or want. In actual fact, U.S. customers say they go to Google extra typically than every other supply to find new manufacturers.

“In This autumn [2020], retail searches grew at a charge over 3X larger than the identical time final yr, signifying a significant shift to digital. Quickly altering societal norms are additionally making the trail to buy more and more advanced, as clients mix on-line and in-store purchasing experiences in new methods.” 

— Invoice Prepared, President, Commerce at Google

As extra customers are a number of channels to discover new merchandise, it’s crucial to have a strong and constant omnichannel technique to satisfy customers the place they’re — all whereas offering a seamless model expertise.

With that in thoughts, Google can function an efficient gross sales channel to extend your model visibility by showcasing your merchandise to new potential clients. 

On this information, we’ll dive into:

  • Reaching extra customers on-line with Google.
  • Success tales from retailers such as you.
  • How you can get began with Adverts and Listings on Google.
  • Finest practices to drive site visitors and enhance gross sales.

Attain Extra Buyers On-line with Google

Do you know 75% of world customers used a Google product prior to now week to assist with their purchasing? As increasingly customers flip to Google to seek out the merchandise and types they love, reaching the proper folks on the actual proper time is crucial to rising your online business.

With the BigCommerce Adverts and Listings on Google integration, it’s simpler than ever to achieve people who find themselves already looking for merchandise identical to yours. You’ll be able to sync your BigCommerce product catalog to Google in just a few simple steps, showcase your merchandise without cost throughout Google and promote them with paid Google Adverts campaigns — all with out leaving your BigCommerce retailer. 

Whether or not looking for inspiration, doing product analysis, or making a purchase order, customers use Google greater than a billion occasions a day, creating new alternatives to get your merchandise found.

In actual fact, Google has seen, on common, over 50% enhance in clicks and over 100% enhance in impressions throughout free listings and advertisements on the Buying tab.

Service provider Success Tales

Cordova Outdoor, a cooler firm, wished to showcase their quite a few merchandise to a bigger viewers but additionally wished to get higher insights to their Google Adverts.

By monitoring their studies on what was and never working, Cordova Outdoor was in a position to repair the problems rapidly. They noticed a spike in site visitors which resulted in 1,189% enhance in orders and a 1,036% enhance in income

Skullcandy, a headphone and earbud firm, struggled to attain their desired attain and ROAS on Google Buying. Upon replatforming to BigCommerce, they put in our feed device and shortly started working with our knowledgeable group.

Right now, they persistently see a constructive return from Buying Adverts. They noticed an 104% enhance in web site site visitors, in addition to 50% conversion development

How you can Get Began

We offer a seamless purchasing expertise to your clients and business main help so you may lead profitable Google Advert campaigns and get your merchandise listed on Google without cost. Our integration connects your BigCommerce retailer to Google Service provider Heart making it simple so that you can begin promoting immediately.

You’ll be able to add your listings immediately in Google Service provider Heart and handle your Good Buying campaigns in Google Adverts, all out of your BigCommerce retailer. You’ll be able to listing all of your merchandise and product choices directly — plus add new merchandise mechanically.

BigCommerces supplies you with help to handle and resolve any ache factors that may come up in your journey to market on Google.   

Adverts and Listings on Google

With the launch of Adverts and Listings on Google, now you can seamlessly sync your BigCommerce product catalog to Google and attain hundreds of thousands of customers looking for merchandise like yours. Any product adjustments in your BigCommerce retailer will sync to Google, offering your clients with a constant model expertise. You too can create paid advert campaigns immediately in your BigCommerce retailer to advertise your merchandise and drive further site visitors with free listings.

Google Free Listings

Google’s free listings functionality is a big win for retailers throughout the globe, enabling them to offer their merchandise further publicity at no further price. Eligible merchandise will seem on the Buying tab (CSS in Europe), and also can seem in Google Search and Photographs as seen under.

Google Good Buying Campaigns

With 39% of shoppers saying they’re shopping for extra on-line now than they had been a yr in the past, Google Good Buying campaigns can assist you join with clients all through their shopping for journey to drive extra gross sales.

With these Google Adverts, you’re in a position to make the most of Google’s good know-how to achieve customers precisely after they’re within the services and products that you simply provide. You select which merchandise you wish to promote, set a price range that’s snug for you and simply measure the affect of your advert.

Whenever you use the Adverts and Listings on Google app, you may create advert campaigns in only a few easy steps and monitor the marketing campaign efficiency with out leaving your BigCommerce storefront, so you may give attention to what issues most — rising your online business.

Join Your BigCommerce Retailer to Google in 4 Simple Steps 

Discover the Adverts and Listings on Google app within the Channel Supervisor of your BigCommerce storefront, then go to Adverts and Social > Google Adverts > Join for the Adverts and Listings on Google app.

Subsequent, simply observe these easy steps:

1. Choose the storefront that you simply wish to sync with Google.

2. Confirm Google’s necessities by confirming that your web site and product knowledge adjust to every of those standards under:

  • You’ve got a refund and return coverage that’s correct and simple to seek out in your web site, like in your footer or in an FAQ part
  • Your contact info is included in your web site in order that Google can simply confirm your retailer
  • All customers should be capable to buy a bodily product in your web site and have it shipped to a bodily handle

3. Create or connect with your Google Service provider Heart account so you may sync your merchandise on to Google.

4. Create or connect with your Google Adverts account so you may arrange and handle advert campaigns with out leaving your BigCommerce retailer.

Be aware: All customers should be capable to buy a bodily product in your web site and have it shipped to a bodily handle.

Finest Practices

With so many nice instruments and options obtainable on Google and BigCommerce, you’ll wish to ensure you aren’t solely measuring the proper metrics however optimizing your advert campaigns for fulfillment. Listed below are just a few of our prime suggestions that will help you study what customers are looking for, achieve actionable insights and strengthen your on-line presence. And keep in mind, customers don’t all the time have a selected product in thoughts; your Google Adverts and Listings technique will decide in case your product reveals up after they search.

How you can Optimize Your Google Listings

1. Guarantee you’ve Distinctive Product Identifiers to your merchandise.

Identifiers are used to match in opposition to Google’s product catalog to make sure product validity.  Some examples embody Model, World Commerce Merchandise Quantity (GTIN) and Producer Half Quantity (MPN).

2. Be correct and constant.

Title, description, Google Product Class, product kind, situation, and picture are required for search relevance and correct content material. Right product content material is important to make sure the perfect purchasing expertise for potential clients. Value and availability mismatch is likely one of the most typical causes for product disapprovals. Just remember to sync your merchandise in your BigCommerce retailer with Google to reduce mismatch.

3. Keep away from widespread picture pitfalls. 

Clear photos with a light-weight background are greatest for Google purchasing.  Keep away from textual content overlays, borders and watermarks, a few of which can result in product disapprovals.

4. Anticipate Google’s algorithm to study and evaluate your outcomes.

The primary 14 days of an advert marketing campaign is when Google learns who to market to and what Google surfaces to make use of.  On days 15–28, your paid good purchasing advert marketing campaign will likely be performing as anticipated. Consider your efficiency on Day 28.

Extra Google Instruments to Make the most of

1. Google Traits: You’ll be able to determine any curiosity in your merchandise and see what individuals are typing into Google Search, YouTube, Buying and Photographs. You too can evaluate search phrases to see which is extra widespread and persistently searched. To get began, click on right here

2. Develop My Retailer: This device supplies real-time suggestions in your web site, together with really helpful buyer expertise and web site enhancements, customized insights and a comparability with different retailers in your business. You’ll be able to entry customized market and shopper tendencies and get recommendation from Google’s useful resource database. You’ll be able to join this characteristic right here


1. Why ought to I pay for an advert once I present up without cost already?

Each free listings and paid advertisements make your merchandise discoverable by way of the Google properties, together with Google Search and the Google Buying Tab. Nevertheless, the sponsored outcomes with Good Buying campaigns will place your merchandise in larger visibility placements forward of natural product itemizing outcomes served by free listings, driving larger model consciousness and click on by way of charge.

As well as, by way of Good Buying campaigns, your merchandise can even be discoverable by way of Google Show Community, Youtube, and Gmail. So it’s important to spend money on Google advertisements to considerably amplify your merchandise’ discoverability to the proper prospects throughout Google’s properties. 

2. I’m already on Fb, ought to I be on Google too?

Sure. It’s crucial to have an omnichannel technique. Customers are extra keen to purchase from manufacturers with retail touchpoints that present a cohesive purchasing expertise throughout totally different channels.

A research from Omnisend discovered that advertising and marketing campaigns unfold throughout three or extra channels earned a 90% larger buyer retention charge and 250% larger engagement and buy charges. Retailers should ship a unified purchasing expertise throughout a wide range of channels to be able to achieve success. 

3. What do I have to do to get began?

First, set up the Adverts and Listings on Google app from Channel Supervisor. As soon as put in, the extension will help you:

1. Join your BigCommerce Retailer to Google.

This enables retailers to:

  • Create or hyperlink a Google Service provider Heart Account.
  • Sync eligible merchandise to Google Service provider Heart.
  • Maintain merchandise up-to-date with automated sync after each change to the service provider’s product stock.

2. Checklist Merchandise for Free.

This enables retailers to:

  • Drive free site visitors by way of Google’s free listings.
  • Checklist eligible merchandise on the Google Buying tab.
  • Checklist eligible merchandise on Google Search, Google Photographs and Google Lens.

3. Launch Good Buying Campaigns.

This enables retailers to:

  • Create or connect a brand new Google Adverts account to BigCommerce.
  • Create and handle Good Buying campaigns immediately from their Management Panel.
  • Set every day price range 
  • Observe efficiency outcomes with in-platform integration.

Tip: Bear in mind to confirm your cellphone quantity, configure your tax and delivery settings and arrange conversion monitoring within the Settings tab.

4. The place will my merchandise present up?

There are two locations your merchandise will present up: Free Listings and Good Buying campaigns. 

  • Free Listings: Retailers can listing eligible merchandise to point out up without cost throughout Google. Merchandise can seem on the Google Buying tab, Google Search, Google Photographs or Google Lens.
  • Good Buying campaigns: Good Buying campaigns evaluate 1000’s of things at each person search to seek out the perfect clients to your merchandise. Good Buying campaigns additionally select the proper bid for each shopper and every bidding public sale. These campaigns attain customers throughout Google Search, Show Community, YouTube and Gmail.

5. How do I get help?

Contact the BigCommerce Assist group for help, or test the Information Base to study extra. For peer-to-peer help from different BigCommerce retailers, put up a query in our Neighborhood.

6. How a lot does this price?

With advertisements, you solely pay when a buyer clicks in your merchandise. You set a mean every day price range which is the quantity you’re keen to spend every day, on common, for every advert marketing campaign in your account. The quantity of your price range is completely as much as you and you’ll edit this quantity everytime you like. 


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