Zboží.cz: clean design but lacking in features
Zboží.cz focuses primarily on a responsive design, which is very clean and free of unnecessary ad formats. From the perspective of an ordinary user, the Zboží.cz comparison site isn’t particularly user-friendly. Compared to Heureka, it’s more difficult to find the desired product; moreover, Heureka offers customer reviews, which are missing from Zboží.cz.
Most online shops still make virtually no use of the option to set auction bids, even though price optimisation can help you significantly increase sales! According to Milan Šmíd, the general manager of Zboží.cz, it pays to be in the top 5 positions; reportedly, these 5 positions account for up to 70% of all clicks.
Another major drawback is that Zboží.cz does not automatically add new brands to the brand-based sorting. In any case, a browser that can bring plenty of satisfied customers to e-shops is essential. Registering and launching a feed on Zboží.cz is very straightforward.
Google Shopping: essential for e-shops
Google Shopping is now essential for the operation of a successful e-shop. Working with Google Shopping is slightly more complex than with Zboží or Heureka, but it certainly brings significant benefits. Products are displayed both directly on Google Shopping, where clicks are free, and in Google Search, where clicks are paid. The feed (product preview) for Google Shopping serves several purposes: for Shopping, PLA (product listing ads) and also for dynamic remarketing.
How dynamic remarketing works
Dynamic remarketing is similar to the standard remarketing we are familiar with, but it comes with certain improvements. It can be linked to the Google Ads and Google Shopping systems. The principle of dynamic remarketing is simple: a customer browses products on an e-shop but does not make a purchase. Banners then display the specific items they viewed in various places across the website, thereby reminding the user. To set up dynamic remarketing, you simply need to implement a modified ‘remarketing’ code and have active advertising on Google Shopping.
Key benefits of Google Shopping
- Attractive image
The image presents the product, so don’t underestimate the quality of the photograph, as customers shop with their eyes first and only then read the text. An attractive photograph can influence the user’s initial decision and give you a head start over the competition.
- Product description
A short message appears when the cursor hovers over the product image. This factor is often decisive if a customer is hesitating when choosing an online shop. This brief message can hint to them that a particular online shop offers, for example, free delivery or has another competitive advantage.
- Price
Google Shopping constantly compares you with the competition, which is why price has a significant impact on campaign performance. Lowering your price to match the competition usually does not lead to better results; for good results on Google Shopping, high-quality product presentation (photos and descriptions) and a sufficiently high cost-per-click are therefore crucial to ensure you outrank the competition. In paid search, price and the quality of product presentation are the key factors.
Google Shopping is one of the top 3 product search engines and will certainly boost your turnover. Need help with the setup? Contact us!