On Tuesday, April 21st, Google announced a major shift in their Shopping Platform: for the first time in 8 years, merchants can now list products on the platform for free. This change comes at a time when many struggling retailers can truly benefit from the opportunity to get products online and connect with new customers at a great cost savings. As one of the primary consumer resources for researching, comparing products, and making purchases, learn more about how this shift can help your retail business gain new customers without increasing your spend.
Prior to 2012, Google allowed free shopping listings. However, many vendors listed irrelevant items or out-of-stock products, calling the platform’s quality into question. To provide more accurate information to consumers, Google limited Shopping Ads to paying merchants only. Since then, in anticipation of making Shopping Ads free again, the company made great strides in curating products and ensuring only correct information is visible.
Google’s plans to demonetize Shopping Ads were accelerated in response to the Coronavirus crisis. Many brick and mortar retailers have been forced to shut their doors, dramatically cutting sales and profits. In these uncertain times, eCommerce has become a lifeline for retailers. To support these businesses and make it easier for companies to connect with their consumers, Google announced that starting April 27th, U.S. merchants could now sell products on Google for free. This is especially important for smaller retail businesses who could not afford Google’s previous pay-to-play model.
Hundreds of millions of shopping searches are made on Google every day, and that number is only rising as people are continuously urged to stay at home. This change in Google’s policy provides retailers with free exposure to millions of people and gives consumers even more products to choose from.
Google is making it easier for businesses to start using Google Shopping immediately by partnering with PayPal. Merchants can link their existing PayPal accounts to Google’s Merchant Center, allowing them to accept online payments almost immediately. The tech giant plans to continue streamlining the onboarding process over the next few weeks and months, and hopes to launch free Shopping Ads worldwide by the end of 2020.
In times like these, it’s critical to take advantage of every possible sales avenue. But, optimizing your shopping ads can be a complex endeavor, especially if the platform is new to your company. Fruition is uniquely qualified to help businesses set up and manage this process. Our team of eCommerce experts are ready to set up your business’ Google Merchant Center account, upload your product feed, troubleshoot any problems and get your products online. Our team has run successful shopping ads on Google since the platform’s inception and can help your business leverage this brand new opportunity quickly. Our team offers robust in house support for the major eCommerce platforms and are able to integrate your current eCommerce website (including Shopify, WooCommerce, and BigCommerce) with Google Shopping.
If you want a consultation, or wonder if Google Shopping Ads can help your business grow, give us a call today!
Jeff Williams is an SEO Project Manager at Fruition. He uses his deep understanding of SEO and internet marketing to guide clients, optimize websites and ultimately improve search rankings. Jeff continues to focus on understanding the technical aspects of SEO factors that affect website rankings in the major search engines. He has recently found a passion in local marketing and helping business carry out effective digital marketing strategies, taking a lead role in developing Fruition’s local SEO services.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
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