With the introduction of paid search being introduced to Google’s Shopping platform during 2013, now is the time merchants need to ask themselves what Google Shopping can offer them either as a current or prospective user.
Merchants should be more selective of their choices of inventory to advertise and market based on their competitive position in the marketplace. More searches are now made by consumers prior to purchase, so the strategic targeting of products across shopping channels through feed submissions is now a key issue for merchants to resolve during 2013.
The initial first stage roll out of Google Shopping’s new model on February 13th does not mean the end of free clicks, but what it does mean is that paid clicks for merchants will take preference, thus downgrading free clicks. Having seen this happen in the United States last fall the results could be (badly) dramatic for many merchants. By the time Google has fully introduced its paid system in the summer of this year, merchants will receive no free clicks through Google Shopping.
As one of, if not the, biggest online shopping comparison site available, Google Shopping is the primary choice for many online merchants for product placement and presence. Putting preference on items that merchants feel sell best to their audience in a competitive market are the items that should be promoted and selected carefully in the new experience.
Paid search on goods that primarily do not perform well or do not generate revenue will now be wasted clicks for which the merchant will be paying for the privilege from June 30th 2013.
Understanding what is happening in your Google Merchant Centre (GMC) is now more pivotal than ever. Being aware of what is happening on the dashboard, data feeds, key product information, data quality and performance will be key to monitoring and ensuring the success of your listings prior to placing bids on products within Adwords Product Listing Campaigns/Adgroups, or in Shopping itself.
To talk to us in more detail about the changes and implications for e-commerce merchants, please do not hesitate to contact us today.
