It’s almost the 12th April, have you signed up for the Google Shopping incentive?
Back in February, Google announced the international rollout of its new Google Shopping model, replacing the free Google Product Search program. The result was that ten more countries began the transition to a new experience built on Product Listing Ads, with a complete roll out of Google Shopping to be completed by the end of June.
A Product Listing Ad is an AdWords ad that appears on google.co.uk’s commercial site and also on google.co.uk/shopping. Whenever a customer searches for a product, Google will show several PLAs that include the picture, price and store name for that product. Users who click on the Product Listing Ad will be taken to your website where they can complete the purchase or shop for other products. Ranking in Google Shopping, when the full transition is complete in the countries listed above, will be based on a combination of relevance and bid price.
If you’ve been hiding under a rock for the past couple months and you don’t know about this--or if you just haven’t had the chance to get up to speed with Google Shopping --you can find everything you need to know on our Do You Understand Google Shopping blog from last month.
If you haven’t begun thinking about how this transition will impact your business, then you need to begin today. The PLA ad format has been around for two years, meaning that some retailers have the advantage of experience and have optimised listings already in place. Others began experimenting when the transition occured and are experiencing success today. Consider the impact on your business; how will you cope with the drop in traffic to your site once the free Google Product Search program is pulled? Have you allocated a marketing budget to maintain traffic in this new paid program? Have you a strategy in place for PLAs?
To entice retailers to get the ball rolling on their Google Shopping campaigns, Google have an incentive running until the 12th April 2013. Merchants in the UK, Australia, Japan, Brazil, Spain, Italy, France, Netherlands, Germany and Switzerland who create a PLA campaign listing all of their products that are already in Merchant Centre may be eligible for a £75 credit. Eligible merchants with a Product Listing Ad campaign will also receive a monthly credit for 10% of their total Product Listing Ad spend from 15 February 2013 to 30 June 2013.
This transition occurred in the US last year, and data from our platform indicates that our retailers, on average, more than tripled their revenue using Google Shopping as compared to the same time last year when they were using Google Product Search. We highly recommend you begin experimenting with PLAs and availing of this Google incentive today. This will not only help you save on your Feb-June advertising spend, but it will also help you avoid a loss of traffic as Google Product Search is phased out.
If you’d like to learn more about Google Shopping you can download our Top 12 Tips to Google Shopping Success tip sheet.