Getting Started with Google Platforms for Your Online Business: A Beginner’s Guide to Data and Action Steps
Connecting your Shopify store to Google Merchant Center, Google Analytics, and Google Search Console is the first step into making your store live and visible to all of your future customers!
These tools will help you grow your store by improving your visibility online and giving you insights into how your customers interact with your website.
While using these tools may seem overwhelming at first, this guide will explain the basics and show you how to take action based on the data you receive.
Google Merchant Center: Syncing Your Products with Google Shopping
Google Merchant Center is where your products get listed on Google. Every time you upload a product to Shopify, it will sync with Merchant Center, and your items will appear as free listings across Google Shopping, Search, and Images. Free listings help you get exposure without spending money.
What to Look For:
- Product status: Make sure all products are listed as “approved” or “active” in Merchant Center.
- Errors or warnings: If any products are flagged, it could be due to missing or incorrect information (e.g., GTIN, SKU, etc). You’ll see these issues under the Diagnostics tab.
Action Steps:
- Fix flagged products: Go into Shopify and correct the information for any products flagged in Merchant Center.
- Monitor new listings: Each time you add new products, check their status to ensure they go live without issues.
You can manage all of this by logging into Google Merchant Center.
Google Analytics: Tracking Website Traffic and Visitor Behavior
Google Analytics tracks how people interact with your store. This is essential for understanding which marketing efforts are working, which products are popular, and where improvements are needed. Over time, the data will give you a clear picture of customer behavior and help you optimize your store for better results.
What to Look For:
- Traffic sources: Check where your visitors are coming from (e.g., organic search, social media, direct traffic).
- Top-performing pages: Identify which products or pages get the most views.
- Bounce rate: This is the percentage of visitors who leave your site without interacting. A high bounce rate may suggest that visitors aren’t finding what they’re looking for.
- Conversions: Track how many visitors are completing desired actions, like purchasing a product or signing up for your newsletter.
Action Steps:
- Focus on high-traffic sources: If you notice that a particular traffic source (e.g., social media) is driving more visitors, invest more effort into that channel.
- Optimize top-performing pages: For the pages that get the most traffic, ensure they’re optimized with clear calls to action (e.g., “Buy Now” buttons) and a smooth user experience.
- Improve bounce rate: If certain pages have a high bounce rate, check the content and page load times. Slow or irrelevant pages may be driving people away. Consider tweaking product descriptions, images, or design.
You can monitor all of this in Google Analytics under the “Acquisition” and “Behavior” tabs.
Google Search Console: Monitoring Your Website’s Search Performance
Google Search Console helps you understand how your store is performing in Google’s search results.
It shows which keywords people are using to find your store, whether your pages are indexed correctly, and if there are any technical issues.
What to Look For:
- Search queries: See which keywords your store is ranking for and which queries are bringing traffic to your site.
- Index coverage: Make sure all your important pages (e.g., product listings) are indexed by Google. Non-indexed pages won’t appear in search results. Learn more about this in this Indexing Issues article.
- Crawl errors: Look for any errors, such as 404s (broken links) or pages blocked from being crawled by Google.
Action Steps:
- Optimize for keywords: If you see that certain search queries are driving traffic, consider optimizing your pages with those keywords (e.g., include them in product descriptions or titles).
- Fix crawl errors: Address any 404 errors or blocked pages to ensure Google can index your entire site. This will improve your search rankings over time.
- Add new content: Regularly add new blog posts or product pages to give Google fresh content to crawl, improving your chances of ranking for more keywords.
You can access this data in Google Search Console under the “Performance” and “Coverage” tabs.
Future Consideration: Google Ads
Once your store has enough products and data, you might want to consider running Google Ads. Paid campaigns can boost your visibility in search results, driving more traffic to your store. However, for now, your priority is to upload more products and monitor the performance of your free listings.
Starting a Google Performance Max campaign is a great way to boost your store’s visibility across multiple Google platforms, including Search, Display, YouTube, and Gmail. This type of campaign uses machine learning to optimize your ads in real-time, helping you reach potential customers more effectively. With Performance Max, you don’t need to manually manage individual ad types—Google automatically distributes your ads based on where they’re likely to perform best. Before starting, ensure that your product listings are well-optimized and that you’ve set a clear campaign goal, such as driving sales or increasing website traffic. Once the campaign is live, Google will use your budget efficiently, adjusting bids to maximize performance across various channels, making it an excellent choice for driving conversions at scale.
What to Look For:
- Cost-per-click (CPC): This tells you how much you’re paying for each click on your ad.
- Return on ad spend (ROAS): This shows how much revenue you’re making for every dollar spent on ads.
- Ad performance: Analyze which ads are driving the most clicks and conversions.
Action Steps:
- Set a budget: Once you’re ready to advertise, start small with a test budget to see how ads perform.
- Optimize based on performance: Regularly adjust your ads based on which keywords and products are driving the best results.
Next Steps for Your Store
- Continue uploading products: As more products are added to your Shopify store, they will automatically sync to Google Merchant Center and appear in Google Shopping.
- Monitor your data: Use Google Analytics and Search Console to track visitor behavior, search performance, and product visibility.
- Address any errors: Fix product issues flagged in Google Merchant Center and resolve any crawl errors in Search Console.
By regularly analyzing this data, you’ll gain valuable insights into how your store is performing and be able to make data-driven decisions to improve its visibility, user experience, and sales. If you need help interpreting the data or have any questions, feel free to reach out.