Officially, Google started Google Shopping under the name Froogle. A pun using the term “frugal”, which means being prudent. In 2007, the name was changed to Google Product Search because Google had doubts about whether the global audience would enjoy the pun. Finally, the name was finally changed to Google Shopping in 2012.


Every challenge requires a unique strategy, we’d love to hear about yours!


    The initial pun is justified, after all, Google Shopping offers consumers the opportunity to compare the same product among different providers. In this way, consumers no longer have to search endlessly for the best price/quality ratio for the product they want to buy. With Google Shopping, the Google Ads arsenal has expanded to include text and display campaigns, and now with shopping campaigns. These campaigns don’t work based on keywords, but based on a product feed. A product feed is a file that contains information about each product on your website. Based on this information, Google Merchant Center (GMC) creates an advertisement for each of your individual products.

    Instead of Google looking at the search term set in Google Ads for your text ads, Google looks at the extent to which the search term used matches the information in your product feed. It is therefore advisable to match this information as much as possible with the search behavior. Think of appropriate titles and descriptions, but also ‘product identifiers’ such as an EAN or GTIN code.

    That ‘product identifier’ is more important than you might expect. Such an ID is linked to one individual product. When you provide this, you make it very easy for Google to compare the products you offer to those of the competitor. The better Google can recognize and compare your products, the better chances of your products getting displayed.

    Google Shopping

    Product feed information is increasingly important

    It will become increasingly important to ensure that your product feed is provided with all the important information. The Verge recently announced that it will be free for companies to list their products on Google Shopping. As of April 27, 2020, it became free for US businesses and will roll out globally in the coming months. Google had had this plan for a while, but given the pandemic situation, Google decided to put this plan into practice earlier, in order to support smaller companies as well. Companies will still be able to continue making payments for top placements in the shopping overview. The organic results will then of course land under the “promoted listings”.