How to Optimize Google Product Feed for Free Listings?

Since Google introduced its free product listing program in 2020, the eCommerce market has significantly changed. Google’s free listing program was a helping hand, especially for small to medium-sized businesses.

It gave them an opportunity to promote their products on the Google Shopping page and increase the visibility of their store products organically without any cost.

In this article, we will explain everything you need to know about Google’s free listing program and how to optimize Google product feed data to get better results on the Google Shopping page.

So, wasting no time, let’s get started.

In 2020, Google launched its free listing program to help shoppers find the right products easily and let store owners promote their products for free. This has significantly increased the clicks and impressions for many eCommerce websites.

Although benefits were distributed among sellers of all sizes, small and medium-sized businesses benefited the most. It was also helpful for shoppers to quickly find the products they were looking for with a wide range of options.

According to a report by ROIREVOLUTION, free listings have created more conversions than Shopping Ads.

Shopping Ads are a type of Google Ads for which eCommerce store owners pay to promote their products on Google Shopping. They offer a simple and flexible way to promote your store’s products with detailed product descriptions.

The above infographics show that, in terms of conversion rate, free listings have been more effective than shopping ads across various industries.

Google free listing works with product feeds. A product feed is a file that contains relevant information about your store’s products. It can be integrated into Google Merchant Center to promote your products on the Google Shopping page.

Google’s free listing is an excellent opportunity for businesses to expand their product visibility, drive traffic, and gain insights.

Websites do not need to pay to appear on search results, and Google’s free product listing works similarly. This is especially beneficial for smaller businesses looking to enhance their visibility without spending much on advertising.

However, it is not guaranteed that your store products will appear on the Shopping page; it will mainly depend on the quality of the product feed with relevant information and product description.

Google free listings appear in four places: Google Shopping, Google Images, Google Search, and YouTube. These are the four destinations where your store products will be promoted using Google’s free listing program.

1. Product Listing on Google Shopping

Shoppers can look for products from the Shopping tab on the Google search page. To do so, they simply need to enter the product keyword in the search bar and navigate to the Shopping tab.

From the above screenshot, you can see two different sections for product listings. The first one is the paid Ads section, on which Google will be compensated by the sellers to display their products in the top position.

Below, you can see the free listings, where sellers do not need to pay to display their store products. These results rely on the quality of product information for your store products relevant to the user search queries.

2. Product Listing on Google Images

Product listings may also appear on Google Images. When people look for products on Google and search the images, they can see products available for purchase.

By clicking on the product image, the product information will appear beneath it.

Below is an example of a product listing on the Google Images page.

Products available for purchase will have a label on the images, letting users know these products can be purchased.

3. Product Listing on Google Search

You can also find product listings on Google search. Customers can find products directly from the search results page, and users can find more information about pricing, availability, and ratings from these results.

You can see two sections here too. One is the Shopping Ads section, a paid section to promote your store products. Then, you have a Shopping Knowledge Panel that displays product information from various sellers.

If you want to include your product data in the Shopping Knowledge section, your product feed data should include strong product identifiers such as Brand, GTIN, MPN, etc.

4. Product Listing on YouTube

Product listings may also appear on YouTube. When users watch a video on YouTube, they may see a list of products that can be purchased. Also, when a user specifically searches for a product on YouTube, he may see related products on YouTube search results.

Depending on your product data, your products may be eligible to appear in these formats if it includes the product being viewed or searched.

Google’s free listing can be really helpful for small to medium businesses to promote their products. Since Google offers this program for free, the competition to acquire the top places is huge. You can’t bid to appear in the top position.

You need only brush up on your SEO strategies and optimize your product feed data to make it more relevant to users’ search queries.

The following are some tips for optimizing your Google product feed.

1. Optimize your Product Attributes

Product attributes play a major role in listing your products on Google Shopping. Your product feed data should be rich with relevant product information so that Google can list your products for users’ search queries.

You can do keyword research to identify the most relevant keywords for your products. This will help in creating rich attributes for your products.

The following are the three main attributes that need to be optimized for a free listing.

• Title

The title attribute is your product’s strongest identifier. You must optimize it so that your customers can easily find your products. Identify the terms users search for when finding your products, and add relevant keywords accordingly.

• Description

The description provides more space to sneak in your relevant keywords. You can make keyword-rich descriptions so that there’s a higher chance of your product getting listed on Google Shopping.

You may also include product details such as color, size, pattern, and material. This will help shoppers easily choose products.

• Images

Images are also an important attribute of products. They are the first thing your customers see from the listing. Images act like a virtual showroom for your products. They play a major role in letting customers decide to purchase your product.

You can add a featured image that provides a proper view of your product. This featured image needs to be good enough for shoppers to click and view more details. Then, you can add images with different angles so that your customers can have a complete view of your product.

2. Add Additional Product Identifiers

Apart from the main product attributes, you may add product identifiers like Brand, GTIN, MPN, etc. These are unique identifiers for the product assigned by the manufacturer.

Brand – Brand name of the product used to identify the manufacturer globally. It should appear on the product packaging.

GTIN – Global Trade Item Number is a unique product identifier used internationally. It should appear next to the barcode on your product package.

MPN – Manufacturer Part Number, which includes alphanumeric characters, used to specifically identify a product among all products from the same manufacturer.

3. Optimize Landing Page Speed and User Experience

To get the best results for your product feeds, optimize your website’s page speed and user experience. All your efforts will be in vain if you have a website with a high loading time and terrible user experience.

You can review your website loading time using Google’s PageSpeed Insights. Also, look for the bounce rate to analyze users leaving your website without making a purchase.

4. Manually Map Google Product Categories

Google has a set of predefined categories, so you must map your store categories with relevant Google product categories.

Rather than letting Google map the product categories automatically, it is better to map the store categories manually to improve your chances of getting top rankings on Google product listings.

5. Use Google Customer Reviews

Google customer reviews can indirectly contribute to your product listings. Use them to create social proof for your products and services. This provides a free platform to get valuable feedback from customers who’ve purchased from your store.

Specialized tools, like plugins, can make creating product feeds for Google Shopping easy. Plugins are widely preferred for this purpose because they offer numerous advantages in functionality, efficiency, and ease of use.

Here are the key reasons why:

• Easy Integration – Plugins can be readily integrated with well-known e-commerce platforms such as WooCommerce and Shopify. This makes setting up and managing product feeds easier for users without technical skills.
• Automatic Syncing – Plugins automatically update product data with Google Merchant Center, keeping product listings always current. This helps avoid promoting items that are out of stock or no longer available.
• Customized Feeds – Plugins enable businesses to tailor product attributes, categories, and filters to align with Google Shopping’s standards. This not only ensures compliance but also enhances feed quality for improved visibility.
• Rich Product Data – Most plugins include features that enhance product titles, descriptions, and other essential attributes, which helps improve products’ visibility in search results.
• Multi-channel Support – Some plugins not only enhance feeds for Google Shopping but also cater to other platforms such as Facebook, Instagram, etc., making it easier to manage various product feeds across different channels.

By using plugins, businesses can take advantage of easy automated feed management and improved optimization features without the technical challenges and high expenses associated with custom-built solutions.

If you want to create quality product feeds for Google Shops and Facebook Shops, try our WooCommerce Product Feed for Google Shopping plugin. It is tailored to address these requirements, making it the perfect option for businesses aiming to simplify and enhance their product feeds for Google Shopping.

Small and medium-sized businesses can use Google’s free listings to increase their product visibility. Google’s intention was clear: to offer a better shopping experience for users and reclaim the lost territory of product searches from Amazon.

Free listings offer an ideal way for eCommerce websites to increase clicks and impressions. Customers can preview product details and easily find the right products and variations.

Store owners should be competitive in grabbing this free opportunity to promote their products on Google Shopping. The chance of displaying your store products on organic listings depends on the quality of the product feeds and product data. So, it is important to optimize Google product feed data.

We hope this article has given you a clear idea of optimizing Google product feed data for free listings. What are your thoughts on this article? Let us know in the comments.