Really, what are the benefits of creating a Google Brand page for an e-commerce site?

[Gavo]

We have a jewellery store client who already have a Google My Business page set up for its store front business. Should we also create a Google Brand page for its e-commerce site (which has a different business name to the jewellery store)? This client already has a pretty robust Facebook profile. Is it worth it maintaining a Brand page then - since it targets Google plus users?
And what are the chances of a Brand page appearing on search results when you're not a Nike or a Calvin Klein?

Thanks heaps in anticipation of your response.

[Mustansar]

You can have many reason to create Google Shop for your business however these few may give you an breif idea what you can get if you have set up Google shop.

More product focusedGoogle Shopping provides more product specific performance information. By providing your complete product inventory directly in AdWords, you can structure your campaigns by product groups and categories to give you greater control over your bidding strategies.

More granular control with custom labels and campaign prioritiesCustom labels are a new, structured way to tag your products in your data feed with attributes that matter to you, such as ‘margin’ to separate your high- and low-margin products, price range or promotional status. Google Shopping Campaigns now offers 5 levels of custom labels.

More advanced reporting capabilitiesGoogle Shopping Campaigns now offer you the ability to view your performance data by product or product attribute. Since performance metrics are associated with the item and not the product group, you can filter and segment data by your product attributes. This includes Google product category, product type, brand, condition, item id and custom labels.

Access to competitive metricsNew to Google Shopping is the ability to gain valuable insights into your competitive landscape.  You now have access to the estimated average CTR and Max CPC for other advertisers with similar products. Although the performance data is anonymous it gives you an accurate benchmark on what your competitors are doing and enables you to make more strategic decisions.Source

[RyanScollon]

Hey,

The truth is many people don't use Google+ as a social platform. My advice would be to not waste your time with a Google Brand page but I guess it all depends on their target audience. If you know customers are using it, then it might be worth a shot. But there is not point having it just to have it - if that makes sense. Regarding it appearing in search results - it is quite unlikely. It is usually major brands like you mentioned that have the brand page knowledge panel appear in the search results.

[Gavo]

Hi Ryan,

Thanks for your thoughts. After chatting it through internally, we believe the same as you ie. no point creating a Brand page for this client!

Cheers.