Google Shopping: attracting buyers who are ready to order

Google Shopping has changed how online buyers behave. When someone searches for 'pink kaftan dress', they now see product thumbnails with photo, price and shop, even before the classic links. These visitors arrive on a site with a clear purchase intent. For a Moroccan shop, this channel can become the leading sales generator. It requires a few technical prerequisites, but far less imagination than social media advertising. Unlike a search campaign, Shopping does not miss its target: the buyer who clicks has already seen the photo, price and shop. The work therefore mainly consists of earning that click, then not wasting it on the product page. ## An impeccable catalogue: the condition for everything Google Shopping doesn't sell your shop; it sells your product listings. Feed quality therefore directly determines visibility. Each product needs a stable ID, a title that describes the product (brand, type, colour, size, use), an image on a white background, a price, availability and a useful description. Titles are often neglected. 'Product 1' or 'Summer new arrival' tells Google nothing and the buyer nothing. 'Long linen dress womens beige, straight cut, size S' is understood by the algorithm and speaks to the person searching. For many shops, fixing product titles more than doubles clicks. The delivery and returns information declared in Merchant Center matters as much as the price. A product with slow, costly or unclear delivery is shown less; a product with fast delivery and clear returns appears more, especially against competitors with sparser information. Online payment is another point to watch. Google favours direct purchase journeys. A shop that only offers cash on delivery can still appear, but with lower performance on campaigns aimed at online sales; this encourages pairing Google Shopping with a push for online payment. ## Campaigns designed product by product The logic of Google Shopping is product by product. Some items have an excellent conversion rate, others generate clicks without sales. The aim is not to show the whole catalogue on the same budget, but to concentrate spending on the products that earn. The recommended sequence: start with a Performance Max or standard Shopping campaign on a small sample of products with a good image, competitive price and stock. After a few weeks, look at cost per click, conversion rate and margin for each product. Remove or exclude products that cost without selling, increase the budget of those that work. This also applies to promotional periods, which attract more buyers. Exclusions are valuable: out-of-stock products, unavailable sizes, low-margin items, seasonal products. A budget spent on a stock-out produces wasted clicks and lowers the conversion rate of the whole campaign. ## Measure, connect and improve The central indicator is return on ad spend by product, calculated with the purchase and delivery cost, not just revenue. A product sold with a 15 % margin cannot support the same acquisition costs as a product at 60 %. Shopping must also be connected to the rest of the journey: the product page, the basket, the checkout. A campaign that sends clicks to a slow page or a long checkout produces no sales, whatever the budget. Work on conversion rate happens alongside. A frequent mistake is judging Shopping on the first fortnight. A new feed takes time to be reviewed by Google, and campaigns need a few weeks to come out of the learning phase. Comparing figures weekly over a month, product by product, gives a far more reliable picture than a decision made after three days. Finally, Shopping feeds retargeting: visitors who come from a purchase search are excellent for a campaign that brings them back to a product they viewed. The full [Google Shopping](/services/publicite-en-ligne/google-shopping/) guide details feed structures, and the [creating an online shop](/services/e-commerce/creation-boutique-en-ligne/) guide covers the site's foundations.

When this guide is for you

You have an online shop with complete product pages and stable prices
Your competitors appear in the Shopping tab and are picking up the purchases
You spend on Google Ads but want to target precise purchase intents
You want to build a retargeting audience with qualified visitors

Step by step

Prepare the catalogue — Check that each product has a unique ID, a photo on a white background, a clear title, a price, availability and a description. Feed errors are the leading cause of rejected products.
Create the Merchant Center account — Set up Merchant Center, verify the domain, enable conversion tracking (Google Tag) and declare shipping and return costs. Without this information, products are limited or rejected.
Send the product feed — Generate a feed by export, by app or as a scheduled file. Start with a small sample to fix errors before sending the whole catalogue.
Launch a Shopping campaign — Start with a Performance Max or standard Shopping campaign with a sales goal, a test budget and geographic targeting. Don't try to optimise everything on day one.
Optimise by product — Identify products that spend without selling (excluded or overpriced) and those that sell well (increased budget). Fix the titles, images and prices of low click-through listings.

What it costs (in MAD)

Service	Indicative price	Good to know
Catalogue preparation and clean-up	5,000 – 25,000 MAD (≈ 450 – 2,300 €)	Depending on the number of products
Merchant Center and campaign setup	5,000 – 20,000 MAD (≈ 450 – 1,800 €)	Account, feed, conversions, campaign structure
Monthly management	15 – 20 % of the media budget	Bids, exclusions, product listings
Test media budget	3,000 – 10,000 MAD per month (≈ 270 – 900 €)	Depending on category and competition

Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.

Mistakes to avoid

Sending a feed with inconsistent prices, stock or images: products rejected and budget wasted
Putting generic phrases in the title instead of the product and its use
Expecting Google Shopping to generate traffic without checking online payment and delivery
Letting it spend the whole budget on low-margin or out-of-stock products

Frequently asked questions

Does Google Shopping work in Morocco?

Yes, the Shopping tab and campaigns are available for shops selling to Morocco. Coverage depends on the online payment method: products where cash on delivery is the only purchase option may be less well served by online sales campaigns.

Do I need a dedicated e-commerce site?

Yes, Google Shopping links to product pages on your site, not to a social media type page. The page must be fast and include the price, availability and delivery information.

How much does a Shopping click cost?

The cost per click depends on the category and competition. In Morocco it is usually lower than on classic search ads, but cost per sale is what you should track, product by product.

What is the difference with a search campaign?

A search campaign pays for a keyword (text), a Shopping campaign pays for a product listing. Shopping captures the buyer looking at a photo and comparing prices better, while search better captures the intent expressed in words.

Version française: /insights/google-shopping-attirer-des-acheteurs-qualifies/