An IRCE speaker gives tips about comparison shopping success.

To win sales through Google Shopping, it pays to do your homework, says Darren Baldwin, manager of e-commerce at web-only work wear retailer Google Shopping is the comparison shopping engine from Google Inc. that requires retailers to feed product data to Google and bid for placement in product search results. Baldwin will address the key steps merchants need to take to get their products noticed by the shoppers most likely to buy them in a session at the Internet Retailer Conference & Exhibition 2013 in Chicago.

The session, “Searching for success with the new Google Shopping,” will kick off the June 4 Search Engine Marketing workshop on the first day of the conference.

Thorough product descriptions with the right keywords, for example, are crucial for getting products seen by the most interested shoppers, Baldwin says. “Without a full product description and relevant keywords, Google has a hard time matching your product with the right customers,” he says. “With full descriptions, your products get much more visibility to searches and a much better chance of generating revenue.”

In addition, Baldwin will offer tips on how to bid most effectively on Google Product Listing Ads—the name Google gave to product placements in search results after it launched Google Shopping last fall as a paid service—and discuss how retailers should use product listing features that Google provides to produce better results in Google Shopping. Many of these features tie into Google’s paid search ad bidding system, Google AdWords. “By not taking advantage of the AdWords labels, ad groupings and other optional attributes so that Google can better match your product with shoppers, you are leaving money on the table,” he says.

The editors of Internet Retailer asked Baldwin to speak at IRCE because of his experience in digital marketing. Since joining as e-commerce manager in 2007, he has overseen multiple aspects of the retailer’s online marketing strategy. Over the past several years, he has helped Dungarees grow revenue through marketing initiatives covering Internet search, e-mail, display ads and personalization.