How to Make the Most of Google Shopping for Industrial Equipment Sales
How to Make the Most of Google Shopping for Industrial Equipment Sales
Blog Article
If you sell industrial equipment — whether it’s heavy machinery, power tools, or parts — getting your products in front of the right buyers can be a challenge. Google Shopping offers a valuable opportunity to showcase your products to potential buyers right when they're searching online. You’ve probably seen those product listings at the top of search results with pictures, prices, and store names. That’s Google Shopping in action.
While it's often associated with consumer products, Google Shopping can also be a powerful tool for industrial sellers. In this post, we’ll walk you through how to use it effectively to attract the right buyers and grow your business. Whether you're managing it in-house or considering hiring an industrial marketing expert to help, this post will walk you through how to use it effectively to attract the right buyers and grow your business.
Start with a Clean and Detailed Product Feed
Your journey with Google Shopping starts by uploading your products to the Google Merchant Center. This is like handing Google a list of everything you’re selling. However, it’s not just a simple list — you’ll need to include important details like product names, descriptions, prices, stock availability, and more.
For industrial equipment, you should be as specific as possible. Include details like voltage, size, weight, material, model numbers, and brand.
Since many buyers search with exact specifications in mind, providing detailed product information increases the likelihood of your listing appearing in relevant searches.
Use Clear and Informative Product Titles
Your product title is what helps Google match your item to a searcher’s intent. So instead of just saying “Air Compressor,” try something like “5HP 230V Industrial Air Compressor – Brand Name.” This tells both Google and your customer exactly what you’re offering.
Think of your product titles as mini product summaries. Include the most important information first — brand, power, size, and use. Avoid using codes or internal terms that customers wouldn’t understand.
Add High-Quality Images
Even in the industrial world, pictures matter. A clear, well-lit image helps buyers feel more confident about what they’re purchasing. Try to avoid blurry photos or generic placeholders.
If possible, show the product from different angles or even in use. For example, showing a forklift in action inside a warehouse can help potential buyers visualize its use in their own environment. Google favors high-quality images with clear, uncluttered backgrounds.
Organize Your Products into Campaign Groups
Once your product feed is ready, it’s time to set up your ad campaigns in Google Ads. Don’t just throw all your products into one big campaign. Instead, group them into smaller categories — like heavy equipment, hand tools, or electrical parts. This helps you control how much you spend on each group and tailor your strategy based on what’s performing best.
You can also label products based on profitability or popularity and bid higher on those that matter most to your bottom line.
Avoid Wasted Clicks with Negative Keywords
One downside of Google Shopping is that your ads can show up in irrelevant searches if you're not careful. For example, if you’re selling industrial fans, you don’t want to show up in searches for “bedroom fan” or “decorative ceiling fan.”
That’s why keyword research is so important — it helps you understand what your target buyers are actually searching for and spot terms that could lead to mismatches. To fix this, you can add negative keywords — words that tell Google not to show your ad when certain terms are used.
This helps you save money and focus only on the clicks that are likely to turn into real leads or sales.
Make Sure You’re Tracking Conversions
You’ll want to know whether your ads are actually working. Google lets you track when someone makes a purchase, fills out a form, or calls your business after clicking your ad. Set up conversion tracking in Google Ads so you can see which products and keywords are bringing in results.
If your sales don’t happen online (which is common in the industrial world), you can track phone calls or import offline sales data into Google Ads. This gives you a clearer picture of what’s driving revenue.
Try Smart Bidding for Better Results
Once you’ve gathered some data from your campaigns, consider switching to Smart Bidding. Google’s smart bidding technology automatically updates your bids on the fly to improve campaign performance. You can set goals like maximizing conversions or achieving a higher return on ad spend, and the system will optimize accordingly.
It’s like letting Google use your data to make smarter decisions for you, saving you time and often improving performance.
Bring Back Visitors with Remarketing
It’s common for potential buyers to browse a product without making an immediate decision to buy. That’s especially true in the industrial world, where purchases are often big decisions.
Remarketing lets you re-engage visitors who’ve previously checked out your website by displaying targeted ads that encourage them to return and take action, like finalizing a purchase or submitting a quote request.
These gentle reminders can make a big difference in bringing leads back to your site.
Final Thoughts
Google Shopping may have started with consumer products, but it’s a powerful tool for industrial equipment sellers too. By uploading detailed product data, using clear titles and images, organizing your campaigns, and using smart tools like conversion tracking and remarketing, you can reach serious buyers who are ready to take action.
With the right approach, Google Shopping can help you increase your visibility, improve sales, and grow your industrial business in today’s digital marketplace.
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