There is no longer a “status quo”, businesses are scrambling to keep up as the global market is being reshaped daily. With the imposition of social distancing measures to stem the spread of the coronavirus, bricks and mortar stores are shutting down and the demand for online stores rapidly increases.
In a bid to help consumers and retailers alike, Bill Ready, president of Google’s commerce division, announced on a blog post the company’s plans for advancing a pre-existing plan to make product listings free on the Google Shopping tab.
“Beginning next week, 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,” Ready said. “With hundreds of millions of shopping searches on Google each day, we know that many retailers have the items people need in stock and ready to ship, but are less discoverable online.”
The changes will be put into place in the U.S. before April ends, and introduced globally by year’s end. Australia will most likely be one of the earliest markets outside the USA and could be as soon as early May. This step is a natural course of action for Google, which finds itself still locked in intense competition with Amazon. Through this, a broader range of selection will be available on Google Shopping, giving consumers more choice as well as streamlining the payment process without leaving the site.
What it means for your business
If you are already using Google Merchant Center and Shopping Ads, then you are already eligible to show your products in Google’s “unpaid experiences.” Opting for the change is easy enough; you will simply have to select “Growth”, go to “Manage programs” in the left nav menu and then select the “surfaces across Google” program card.
Smaller businesses struggling to reach new consumers will benefit greatly from the change. Business owners will also be able to carry on showing their paid ads along with the free organic listings, increasing their flexibility in advertising specific products across Google.
To fully make use of these changes, you or your AdWords agency should prioritise optimising your Google Shopping feed and ensuring that the attributes you use will help boost both the free Google Shopping listings and the Google Shopping ads.
Organise your content
Your product information should be organised and be edited according to Google’s specifications and content requirements.
Optimise your product titles
Use Google’s best practices when it comes to optimising your product titles, which are crucial in Google’s rankings. Your titles should be clickable and search friendly to rank on search engines. Otherwise, no one will find them. The factors that influence your product’s Google rankings are the following:
- MPN/Style Number
- Excessive Capitalization
- HTML Issues
Use high-quality images
All your images should show the product clearly and correctly; otherwise, you risk turning potential consumers away. Use the highest resolution available, and if possible, provide several images that allow consumers to view the product in various angles.
How can our digital marketing agency help you?
We’ve already started to ready our existing shopping client campaigns to ensure they’re ready to take advantage. If you’re eCommerce ready speak to your LeapFrogger account manager to make sure you can take advantage.
Or get in touch with the LeapFrogger Business Development Team to discuss how we can help!