The views of the author are entirely his own (except for the unlikely event of hypnosis) and may not always reflect the views of Moz.
“Who has X nearby?”
These frequently asked questions from customers have become even more important since 2020, and the public relies heavily on the Internet to help them procure goods and services remotely and spend as little time as possible on business premises.
Google understands this and takes it step by step to act as an intermediary for this basic demand. Coming “Internet event layer“I saw my friends and colleagues David Mihm / Close to the media describes Google’s goals for online shopping and the role they intend to play in it. Local businesses everywhere have begun to introduce e-commerce and distribution features, so Google has also been very busy with its own development.
Perhaps the simplest of these ways to get started is Google My Business Products – a kind of virtual window shopping interface which can really liven up your business information. This feature is located in valid GMB dashboards and its result is displayed in multiple local search interfaces, so using this feature couldn’t be easier. This pictorial tutorial will guide you through the addition of key products and services to Google My Business products and increase your confidence in keeping up with local search expansion. local shopping search.
Who can and can’t add Google My Business products to their listing?
If you sign in to the Google My Business dashboard and see the “Products” tab in the left menu, you’re eligible, except for the products listed here which you cannot download.
If you are missing a “products” link, but find that your competitors are using it, they probably have a Google My Business category that you are missing. Use GMB Spy Chrome Plugin to see all competitor GMB list categories so you can consider adding everything you need to make the “products” option appear in the dashboard.
Google documentation for this feature notes that it is aimed at small and medium-sized local businesses and that they prefer large, multi-location brands to provide product information; Ads for local products. It would be helpful for Google to refresh this page to provide a numerical break between the medium-sized company and the large chain.
However, if you are marketing a restaurant, please note that Google prefers to use it popular dishes and menu functions that present your offerings instead of a product option. Also for restaurants and service-oriented businesses, Note that adding products to the feature removes any meal or service menus created for you by a third party. You will need to recreate them using the Google menu feature mentioned above or the Services tab in your GMB dashboard.
What can be added as a product to your Google My Business listing?
You can list the following as products:
There is a strong argument for listing services as products because they are more visible and contain strong, linked calls to action. As far as I’ve seen, Google has no problem with having both products and services listed, so you can do both!
Adding products to the Google My Business Dashboard in 10 easy steps
You can keep yourself organized by creating a spreadsheet (or make a copy of this free offer I created for you), which includes all the products you plan to list, and Include a field:
The name of the product
BEFORE YOU BEGIN: Note that the last product you added will appear first on your profile. So save the best for last. Made a mistake? You can delete a product and re-add it as the newest product, at which point it will appear first, or you can modify the product in some minor way and the editing will also trigger a reorganization of the product range.
Now you are ready to go!
Phase 1: Log in to the Google My Business dashboard to find the information you want to add products to, and click the Products tab in the left navigation menu:
Step 2. This will bring up a pop-up window telling you how many people saw your business listing last month and prompting you to add your product. Click the “start” button.
Step 3. This brings up a simple Add Wizard
Step 4: Start by adding a 1200 x 900 photo that represents your first product. I recommend using original photos and graphics instead of stock photos, and it can give a bold visual statement if you choose to mask the product name in the text in the image.
Step 5: Give your product a name:
Step 6: Create a category for the product. If this is the first product you have added to your business listing, nothing will appear in the drop-down menu. However, when you add more products and categories, the categories you created earlier appear in the drop-down menu, and you can select them to apply to the next product you added, or you can create new new categories.
Step 7. Alternatively, enter a price. You can either enter a single price or use the small gray switch on the right to enter the minimum and maximum price areas. Do not use letters or symbols in this field, or Google will reject them. The pricing structure for our product in Mozi is complex, with special offers and different pricing for monthly and annual customers, so we decided to leave this field blank, but if your pricing is simple and doesn’t need to change often, you need to update your pricing regularly, it’s a good idea to add.
Step 8: Add a product description of up to 1000 characters. This is optional, but you should definitely take this opportunity to talk about the benefits of the product. I included a brief explanation of the Moz Pro product as well as a customer recommendation.
Step 9: Add a call-to-action button from the following options: Read more, Buy, Order online, or Get a quote. There’s also the option of not adding a button, but why give up the ability to bring customers to your business listing on your website? In the Button Link field, enter the URL of the page that you want this button to redirect to the customer’s website. To measure the effectiveness of your product data, use the UTM tagging of the link you entered and you can track engagement in Google Analytics, but unfortunately not in GMB Insights.
Step 10: Check again all the information you have entered to make sure you are satisfied with what you have entered, and then press the blue “Save” button. Google then displays the product in the dashboard:
When you add more products and product categories, you will see them on the tab in the Products section of your GMB dashboard:
Yeah, yeah! Your products will appear on your Google business profile within minutes – hours of searching for your product name (or product name + city if Google is a little confused):
Customers can click the “Show All” link to see all products in your list:
Or they can research the product categories you create. See how big and bold these category buttons are and highlight your company’s top offerings!
And it also appears in the Google Local Search version of your GMB business listing, but as far as I’ve seen, not in the Google Maps version of your listing:
The big question: Should you use GMB products?
Oh and should never be the same thing. You’ve just learned if you can upload your inventory through GMB products, and you can certainly do so! But to find out if you are should take the time to do this, consider the following:
The uptake of Google My Business products so far is so low that if you add your products, it really makes your list more complete than most of your competitors in most markets. This is a clear competitive factor.
If you have the opportunity to take quality photos or you have a graphic designer who can effectively design images for you, product images will add a very attractive visual element to your business information. If you want to make a fairly simple list more attractive, this is a great option.
If you have a relatively stable inventory, you don’t have to constantly edit existing product information to avoid disappointing customers when products are no longer available. If pricing for stable products changes, you can choose to disable displaying prices.
If you want to drive more traffic to your website and shopping cart, this is definitely an opportunity. An added bonus is that this traffic is likely to be qualified traffic because the applicant is looking for something special.
If you haven’t yet been able to invest in a complete e-commerce solution for your local business, consider GMB products as a first step toward warning buyers that you have stocks for sale, even if you still can’t fulfill their purchase intent. it’s online.
Finally, a “yes” vote to add products to your GMB lists may be consistent with your company’s culture of empathy. No matter where you do business, your community is full of the elderly, neighbors with serious health problems, and unvaccinated young children who stay home for safety as long as the pandemic is with us. You can think of GMB products as a kind of virtual purchase for these esteemed members of the community, and if you can combine your product presentation with a pick-up service or home delivery, your business will make your city a more caring and better-resourced place to call Home. Use the description field and buttons to let people know how to get your product safely into their hands.
If your inventory is constantly changing, you’ll need to evaluate whether you have the internal resources to regularly edit your product mix in the GMB dashboard.
If your inventory is large, you may not want to add every product. Instead, you can add a representative product to each of the major product categories and write a description to make it clear that you have a wide range of products of this type.
Mobile phones can take great pictures these days, but if your photos just don’t look good, it can be annoying for customers who see low quality pictures. You may want to postpone adding products until you learn to take photos that create a professional impression of the quality of your goods and services.
Some entrepreneurs may be concerned about Google’s increasing involvement between them and their customers, and they want to work on their own website instead of owning additional resources for Google My Business features.
If resources are limited, you can skip Google My Business products for now and go directly to Google Shoppingwith a more advanced interface.
Overall, most local businesses benefit from taking the time to add Google My Business products. Google has given us every reason to believe that they are determined to focus on shopping, and two major brands are their Shopping Graph debut In I / O last spring and nearing completion download products for free on Google Shopping in 2020. We’ve all learned together over the past decades that as Google expands its search area, we should at least pay attention to how their efforts could be leveraged to benefit our local brands.
You have several opportunities to explore the online visibility of your inventory, and right now, Google My Business products are the easiest way to learn about this work. The holiday shopping season is incredibly close, and if you start downloading products today, it will happen your a listing that stands out from where local customers want in December.