Benefits of Using Google Product Feeds in Magento 2

If you look around, eCommerce is a highly competitive industry nowadays. The primary reason is how easy it is to set up an online store nowadays. This is motivating every other individual to try their hands at eCommerce. If you are experiencing a dip in sales, don’t worry as there are various strategies you can implement to attract and retain clients. One such strategy is to use Google Shopping.

For those of you who don’t know, Google Shopping is an online platform that allows users to search and compare products from different platforms. To get the best out of this platform, Magento 2 store owners need to integrate with Magento Google Shopping feed. This can be done through several ways, including by using a third-party extension such as FME’s Magento 2 Product Feed.

FME’s Product Feed extension allows Magento 2 store owners to integrate their product feed with eBay, Bing, Facebook, and Google Shopping. To know more about this extension, we recommend booking a live demo. Our Magento 2 development experts will walk you through every feature and touch upon how the extension performs in real-life use cases.

For the purpose of this guide, our focus is only on the benefits of using Magento 2 Google Product Feed. We will cover how this integration boosts online visibility, enhances user experience, and drives more sales.

What is Google Product Feed?

In simple terms, it is just a structured data file which contains details of your products. The details include product title, description, category, attributes, images, and more. Google Merchant utilises this information to display your products in the Google Shopping results and other services. For more information on how to structure your product data for better results, refer to this article on Google Merchant Center Help.

Benefits of Magento 2 Google Product Feed

Of course, simply integrating your store with Google Product feed is not going to be helpful. For the best results, you need to optimise your Google Shopping feed for better visibility. Nevertheless, merchants can expect to enjoy the following benefits once the integration is set up and properly optimised.

1. Increased Product Visibility

   The most significant advantage of integrating your Magento 2 store with Google Shopping is higher visibility. After the integration, your products will start appearing on Google Shopping. When people come across your products, they are likely to click on the link to know more.

   Think of it as another way to boost website traffic. Moreover, most people don’t know that Google Shopping results appear at the top of search engine results pages (SERPs). Since the top 3 or 5 links generate the most clicks, your store has a chance of benefiting from a significant increase in traffic.

   For smaller online stores, Google Shopping presents a cost-effective way to compete with larger stores. The large retailers have substantial marketing budgets, making it impossible for smaller ones to improve their search rankings. Due to their large budget, large stores can easily outbid smaller ones on paid campaigns.

2. Higher Conversion Rates

   The entire purpose of Google Shopping is to provide users with detailed information about the products. This helps the user make an informed decision there and then. For example, the Google Shopping results contain product information such as the images, videos, description, prices, and user reviews. By providing all the information upfront, Google reduces reluctance to commit to a purchase.

   Resultantly, it increases your conversion rates. Even if you don’t see a noticeable increase in the conversion rates right away, you’ll be getting plenty of other benefits, including quality traffic. When a user clicks on your product after viewing the product in detail, they are likely to make a purchase in the future. In other words, they are not just visiting different stores just for the sake of it.

3. Automated Product Feed Updates

   When manually updating product information across multiple product feeds, merchants are likely to make errors. This is why most merchants prefer to use extensions that automate this process. For instance, FME’s Magento 2 Product Feed extension sets up automatic feeds for multiple platforms simultaneously, including eBay, Facebook, and of course, Google Shopping.

   Real-time synchronisation ensures that Google and the users always have accurate information. This prevents various issues that lead to negative user experience and even decrease in search rankings. Suppose your product is out of stock, but you forgot to update the information for product feeds. When users click on the product after throughout research, they will be less than impressed to find the product out-of-stock.

4. Improved Ad Performance

   Another noticeable benefit of integrating with Google Product feed is that it helps optimise Google Ads. For instance, you can create marketing campaigns based on product attributes such as price or category. Due to real-time data synchronisation, it is quite easy to measure an ad’s performance, manage budget, and rethink the ad strategy based on individual product performance.

5. Comprehensive Analytics and Reporting

Despite spending thousands of dollars on advertising, merchants complain about a lack of results. The reason is that they fail to monitor and understand the performance correctly. However, Google Product Feeds provides a perfect solution to this problem by allowing users to leverage Google Analytics to understand the campaign performance in greater depth than before.

For instance, Google Analytics provides a visual way of monitoring customer behaviour, number of clicks, number of impressions, click through rate, average order value, return on ad spend, session duration, bounce rate, and more. Together with Magento’s in-built tools, merchants can make data-driven decisions that improves the store’s performance.

6. Support for Rich Product Information

After integrating your Magento 2 store with Google Product Feed, merchants can easily include rich product information. Compared to basic information such as a simple product title and price, merchants can provide much more detailed information, allowing users to make informed decisions. Rich product information includes images, videos, product variants, availability, shipping details, special attributes, and more.

Google and other search engines tend to prioritise listings that provide users with complete information. In other words, once you optimise your product listings, you can expect higher visibility in the Google Shopping feed. Resultantly, it will lead to an increase in conversions. However, the information must be relevant and not added just for the sake of generating traffic.

Conclusion

This concludes our article on the various benefits of using Google Product Feed in Magento 2. Of course, the benefits extend far and beyond, making Google Product Feed integration mandatory for every online store owner. To make the best use of this platform, using a third-party extension such as FME’s Magento 2 Product Feed is highly recommended. It will allow you to utilise the platform in ways that guarantee results.