Google Shopping gets a tough rap among many designers and advertisers. Some find the platform perplexing and challenging to navigate.
There's good reason advertisers balk on Google Shopping campaigns. Unlike traditional Google advertising campaigns, keywords are driven from the products themselves. Rather than entering your target keywords into the Google Ads platform, advertisers must make sure these keywords are in the original product listing.
That's why it's important to partner with an e-commerce developer like Cote Media who understands all the nuances of online shopping from the get-go. This type of work can be streamlined well in advance of a website's launch. Streamlining this work vastly reduces production time and costs, as well as headaches when the store inevitably wants to start advertising on Google.
Believe it or not, these keywords are best written and crafted before you ever upload any products to Shopify or your e-commerce channel. Where do you do this? The best time and place to craft your keywords is in Excel or Google Sheets in the original product spreadsheet before you ever upload it to Shopify.
Why create these keywords in the original product spreadsheet? By creating these keywords in the original product spreadsheet, you greatly reduce production time. You can quickly add these keywords line by line in one spreadsheet.
This also allows the developer to collaborate with the shop owner. Once the products are in Shopify, most shop owners do not want to meddle with keywords and other details. If you work on these keywords in Google Sheets BEFORE uploading them to Shopify, the client can edit the keywords themselves if they choose to do so.
In that instance, Google Shopping will default to your product title. But that might not be enough. If your product titles are insufficient or not what you seek for your Google Shopping goals, you will then have to edit the products using the bulk product editor.
You can still use the bulk product editor to add in these keywords in Shopify. However, it is far more efficient to have the keywords populated into the original product spreadsheet and upload them to Shopify.
The problem arises if you need to collaborate with the shop-owner on the keywords and the shop owner does not wish to use Shopify. In that case, designers must receive the information from the shop owner and reenter it into Shopify. By collaborating from the get-go with the client on the keywords in Excel or Google Sheets, the production time for a shop is greatly reduced.
These are the nuances of online Shopify set-up that only seasoned professionals like Cote Media can make you aware of. We learned these lessons through training and experience. We know how to build you an online shop in the most efficient manner from the get-go.
Google Shopping does not use traditional keywords for its campaigns. Instead, advertisers use negative keywords. What are negative keywords? These are words you do not want your ads to appear for in Google searches.
For example, in traditional Google Ad campaigns, you would put in a keyword like "Golf Clubs" if you want to be discovered for those terms. But in Google Shopping campaigns, you cannot do that. Those terms must be in the original product in Shopify. You can only add into Google a term you do not want to be discovered for in Google Shopping as a negative keyword.
Therefore, if you notice that you are appearing in searches for "Happy Gilmore" for your golf business, you can put the movie title as a negative keyword strategy. This allows you to prevent showing the ad to searchers who are not looking for your product.