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
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.