Optimizing the Products
The plan for optimizing Google Product listings is unique to each industry because different categories of products have different attributes—Boomtown can assist in this process.
Google recommends that all products include the following attributes: Title, Description, URL, Address, Contact information, Display Preferences, Tax and Shipping, Condition, and ID. The title and description fields can be optimized to include search phrases. In addition, it is helpful to connect the Google AdWords account with the Merchant Center (that is, if the merchant has an AdWords account). It is also helpful to set up Google Checkout (a convenient way for consumers to pay using a user ID and password) if this can be incorporated into the merchant’s cart as well.
There are several fields that can help optimize a product, including all of the fields that can be sorted, such as brand, price, product type, ISBN or MPN, and UPC.
UTM tags can be added to each product URL so that they can be tracked in Analytics. With a combination of analysis of the Google Merchant Center and Google Analytics, it is possible to test and experiment with additional attributes to improve product listing rankings. For more information about our Google Product Data Feed optimization, give us a call today!