Are you a merchant who regularly sells products on the Google Shopping tab? Has the fallout of COVID-19 left your sales diminished and your company struggling? The coronavirus pandemic of 2020 has caused challenges to the commerce industry. Physical stores have closed and digital commerce in all industries has become a lifeline for many retailers.
Today Google announced that before the end of April they will be making it free for merchants to sell on Google in the United States. Google plans on expanding this opportunity globally before the end of the year. This change will help merchants better connect with their consumers and provide them with better opportunities to buy from the merchant’s inventory.
What This Means for Advertisers
For advertisers, this update means paid campaigns can now be augmented with free listings. If you’re an existing user of Google’s Merchant Center and Shopping Ads, you will already be taking advantage of the free listings. For new users of Merchant Center, Google will continue to streamline the onboarding process and address challenges over the coming weeks and months.
Now is an important time for advertisers and retailers to make new customers and keep the current customers coming back to them. The fallout from the COVID-19 pandemic has left many advertisers and digital marketers questioning how to maintain healthy sales and budgets. Read up on the recent webinar “COVID-19 Response Checklist for Digital Marketers,” where Intertwine’s Jake Renter and Wes MacLaggan of Marin Software answer questions related to the effect COVID-19 has had on the digital marketing industry.
What This Means for Retailers
For retailers, the change to Google’s Shopping tab means free exposure to millions of people who visit Google every day. To make your products more discoverable, you must opt your existing product feeds into the surfaces across Google program, which does not require Google Ads to use. The “surfaces across Google program” is an available program that allows shoppers to see product results from retail stores on various Google surfaces including Google Images, Google Lens, Google Search, and Google Shopping. Google is also kicking off a partnership with PayPal to allow merchants to link their accounts, which will speed up the onboarding process and help provide shoppers with the highest quality results.
What This Means for Shoppers
For shoppers, this update increases the number of products you can buy from more stores, all discoverable through the Google Shopping tab. For companies that in the past have depended on physical store locations as their main business channel, Google’s update will present them better opportunities to offer their products to shoppers for free.