Last week, Google announced on its blog that moving forward “search results on the Google Shopping tab will consist primarily of free listings, helping merchants better connect with consumers, regardless of whether they advertise on Google.” This change is a major shift for Google as the company looks to expand its marketplace play as an alternative (dare we say, “competitor”) to Amazon’s dominance.
What do we expect to happen next:
More shoppers - COVID-19 and a surge in online shopping likely forced Google to make this move sooner than it was planning. As Amazon found itself struggling to keep up with order fulfillment, shoppers really took to exercising their shopping options across the internet, comparing to see who had what and how soon they were able to get it. As a marketer, now is the time to evaluate messaging, put your best foot forward, and meet new customers at the marketplace.
Impression share will be a key metric to focus on - Take a snapshot of where you were prior to the advent of free listings and keep this in mind as a benchmark or target to work toward. With a huge influx of new listings (and impression volume), impression shares for existing Shopping advertisers are most likely going to drop. Using impression share as an optimization goal is a wise option once you know what the adjusted range is.
Product feed optimization will become more meaningful - Now that Google Shopping is not “pay-to-play” only, there is a more important emphasis on having really high quality product content. With a growing field of competition, relevance is paramount. Listed below are a few of the more important must-do’s to get the most out of your feed:
- Building out strong, relevant product titles
- Ensuring your products are indexed into the most accurate categories
- Including high quality, clearly formatted product images
- Presenting current prices for products and promoting discounts
It’s a unique time to be in online retail, and any business that advertises products on Google should evaluate its own response to this change. If you are confident that your business can satisfy fulfillment with an expansion to Google Shopping, see Google’s help center for more details on how to get started. Google’s Shopping Insights page can also be a useful resource to understand trends and benchmarking numbers. Maybe it makes sense to expand step-by-step by listing select products or categories and adding more over time. It really depends on your goals and priorities.
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