Selling custom products online can feel tricky, especially on platforms like Google Shopping, where standard product data is the norm. But the good news is, you can sell custom items on Google Shopping if you follow the right steps. Here’s a complete guide to get your made-to-order or personalized products in front of the right customers.
Set Up Your Google Merchant Center Account
Before you can list any products, you’ll need a Google Merchant Center (GMC) account. This is Google’s hub for product listings and ad campaigns. To get approved:
- Make sure your website is live and functional.
- Include clear policies on returns, refunds, and shipping.
- Provide accurate business information, including contact details and tax information.
- Decide How to Handle Custom Products
Custom items aren’t standard inventory, so you need to think carefully about how to list them:
- Product Variants: If your item has options, like colors, sizes, or personalization, create separate listings for each variation.
- Made-to-Order Items: For items that are created after a customer orders, make sure your product listing clearly communicates estimated production and delivery times.
- Transparency is key. Google expects accurate delivery information to avoid disapprovals.
- Prepare Your Product Feed
Google Shopping uses a product feed (CSV, XML, or API) to pull product data. For custom items, pay attention to these details:
- Unique SKUs: Assign a unique SKU to each variation or customizable option.
- Custom Attributes: Use attributes like size, color, material, or custom_label_0 to organize your listings.
- Shipping & Availability: Clearly indicate processing times if your item is made-to-order. Customers should know when to expect their custom product.
- Generally, if a data feed is submitted as a .txt. or .cvs file, custom goods should be submitted with”identifier_exists” filled in with “FALSE”.
- Follow Google’s Policies
Google is strict about product accuracy. To avoid disapprovals:
- List real product details, no vague descriptions.
- Be honest about shipping times for made-to-order items.
- Avoid misrepresentation, your product image should reflect what the customer will actually receive.
- Promote Your Custom Products
Once your products are approved, it’s time to advertise:
- Use Shopping ads to appear in Google search results when customers are searching for relevant products.
- Consider Smart Shopping campaigns to automatically reach users across Google Search, YouTube, Gmail, and Display Network.
- Tips for Success
Show clear images: Even if the product is customizable, show examples to help customers visualize it.
- Describe customization clearly: Tell buyers exactly what they can personalize and how.
- Manage inventory carefully: For made-to-order items, ensure your feed reflects production capacity to prevent overselling.
Selling custom products on Google Shopping is absolutely possible, but it requires careful planning and precise product data. By being transparent, providing clear images, and using accurate delivery times, you can reach more customers and grow your custom product sales online.