Be Prepared for Product Listings in Google Carousel
Rumor has it that Google has been testing out displaying product listings within its Carousel search results, which could be a huge game-changer for online merchants.
This is because Google Carousel places an emphasis on search results by displaying relevant content and important details on an interactive black background that consumers can browse. Currently, Carousel results appear when consumers conduct searches within certain categories, including queries for local businesses, sport and entertainment information. By including product listing ads within Carousel, however, Google will be taking a step toward featuring only paid content above the fold for certain queries.
For merchants, this means that product listing ads should become an even bigger focus within their digital marketing initiatives. Although only time will tell the best ways for merchants to optimize their listings for better performance within Carousel, here are three tips that can help merchants be prepared for the change before the official launch:
1. Optimize Titles
When it comes to product titles, merchants should optimize them to not only be relevant to consumers’ search queries, but also to grab the attention of busy consumers. For best performance, merchants should keep titles short and straightforward, as well as include important information at the beginning of the title, such as product type (e.g. shoes, shorts or dress).
2. Be Descriptive (and Unique)
Although it is important to include keywords within product descriptions, merchants should also work to make product descriptions readable and interesting for consumers. After all, if a consumer clicks on a product ad within Carousel, an informative, unique description can help close the sale.
3. Manage Pricing
For many consumers, price is the deciding factor when it comes to making online purchases. This is one reason why it is important for merchants to competitively price their products. Another reason why it is important to manage pricing, however, is because Google is known to penalize PLAs that inaccurately list the price of a product, as doing so disrupts the user experience.