Google Shopping Optimize Landing Page
All links from your Google Shopping have to land directly on the destination page of your product, meaning that the page itself must have an ordering function available. Google’s Policy mentions that linking to a page that does not contain the ordering button of that particular product will not be a valid submission. If you think about it it’s very logical, place yourself in the shoes of your customer. When searching for products inside Google Shopping, you most likely already know what you want and are pretty much committed into buying the product.
Which means that you want to see the order button without having to search for it.
Order button placement
Placing the ordering button is best located above the fold, or very close to the fold. When we talk about the fold, it means that whatever you need to focus on needs to be within the first 500 pixels of your page. This based on Google’s research gathered from its users, calculated by the average screen size.
This figure will eventually be much smaller, reason being is that now on average 40% of internet traffic is mobile. Mobile devices don’t have much space to enable the same pixel rule as desktop devices. My advice when developing your site is to make sure that the button is as high as possible and if your working with floating objects. ie left and right, to place your add to basket button to the left. So that when you disable floating objects on mobile devices that the button is above the rest of the content.
Below are some examples of sites that use good placements, I have darkened the area that is below the 500 pixels fold.
Any ordering mechanism that requires the customer to login or register is not allowed.
When you have multiple prices such as including tax, excluding tax, markdowns etc… you will need to ensure the following are done.
- The final price that the customer is paying must be the first price visible. Meaning above all other prices.
- Ensure that the font size of the price is at least equal or larger than the other prices.
Here is an example how to do it correctly.
A page with multiple products.
If you have multiple products listed on one page, than you need to make it obvious to the customer which one to select. One way to direct your customers to the right section of the page is to use a hashtag reference #mysecondproduct at the end of the URL. Using a hashtag such as http://www.mywebsite.com/product/#mysecondproduct will force the browser to locate an id element on that page that has mysecondproduct as the ID selector.
Alternatively rebuild the site so that each product has its own page, obviously this is not always possible for each merchant.
A page with multiple drop down options (variants)
If you have a landing page with variants which can be selected via a drop down menu. Than the best practice for having variants on one page is to submit a query string URL to Google Merchant that can pre select the option when the link is clicked on.
The link above will need to change the option of the drop down menu, the price and the availability of the product.
This is done server side, you will need to talk to your developer to integrate a query detection script to allow the automated change.
Why would you do this?
Imagine being the customer yourself, you search for a product on Google Shopping for example Hand Cream 160z. When you click on the ad and you are brought to the merchant’s website and if you did not do the above, the customer will have to click on the size again. Which could reduce the conversion rate. The best tactic is to always shorten the distance between the initial click and the checkout.
By pre selecting the product that the customer has chosen in Google Shopping will increase the chances of sale.
When creating your script
Shipping and Returns Policy
Google requires you to have a shipping and returns policy on your website, that is easily found at the footer of the site.
You can not have your landing page filled with advertising, you are allowed to have advertising if it’s a secondary part of your site. Meaning that if you have quality content, than advertising can be a secondary part of your page.
Borrowed or Copied Text
Google advises that you do not copy other people’s text from Google Shopping. Avoid using copied content in your data feed and your product landing page. What you can do is if your manufacturer forces you to have their wording on the page. Is to added, added value.
Added value is text that you have written to add to existing content, Google will not penalize you for this as it will be viewed as adding added value. There is a great article covering adding value at moz.com
Framing or mirroring
Framing content from other websites to yours is against the policy and so is mirroring any multiple content from other sites.
A list of things you should avoid
- Do not block countries
- Google requires a page to be 100% the same no matter where you are located.
- Do not redirect URLs to external links
- Use only http or https links
- Replace all URL characters to URL encoded entities (URL friendly characters)
- Recommended but not required, if a customer selects a blue shirt, the pre selected color must be blue.
- If multiple products are on one page, make it logical for the customer to select the right one. The usage of hashtags.
- Framing or mirroring
- Copy text without any added value
- Excessive advertising
- No shipping or returns policy
- No parked domains
How do you know the quality score of your landing page?
First we need to know what keywords are being used. We can find the searched keywords by going inside the dimensions of your product listing. Than select from the view drop down menu Search terms.
Google Shopping Campaign > Dimensions > View: Search Terms
Copy the keywords that you know belong to one landing page.
Create a paused Campaign and a text ad with the URL landing page that you are targeting.
Than simply paste these keywords inside the paused campaign
You can now hover over the speech box, and can see the landing page experience quality score.