Google Responds To Amazon Pulling Ad Spend

In a sudden turn of events, Google will begin freeing up its Shopping search results allowing access to organic, unpaid listings. This modified Google Shopping tab results will mainly consist of free product listings by the end of April. 

 

This surprising move is one drastic step the search giant has to take amid the COVID crisis that has caused countless brick-and-mortar retailers worldwide to close down. Many merchants find themselves urgently in need of an e-commerce strategy to keep up. This is very helpful for anyone wanting to increase their ecommerce marketing efforts with the new opportunity.

 

Google claims that the crisis became the drive that pushed them to open up Google Shopping to all merchants. Furthermore, the change is going to be permanent and that this actually fits the long-term vision that the brand has for online commerce. Look out Amazon there is a new superpower rival threatening to take hold of online retail.

 

The good news is that any retailer looking to use Google Shopping can get exposure to millions in the search giant’s vast market for free. Shoppers too can benefit from this as this means they can browse a lot more products and stores within the shopping tab. The shopping ads will show in teh search results and satill link people through to the sellers ecommerce store.

In a sudden turn of events, Google will begin freeing up its Shopping search results allowing access to organic, unpaid listings. This modified Google Shopping tab results will mainly consist of free product listings by the end of April. 

 

This surprising move is one drastic step the search giant has to take amid the COVID crisis that has caused countless brick-and-mortar retailers worldwide to close down. Many merchants find themselves urgently in need of an e-commerce strategy to keep up. 

 

Google claims that the crisis became the drive that pushed them to open up Google Shopping to all merchants. Furthermore, the change is going to be permanent and that this actually fits the long-term vision that the brand has for online commerce.

 

The good news is that any retailer looking to use Google Shopping can get exposure to millions in the search giant’s vast market for free. Shoppers too can benefit from this as this means they can browse a lot more products and stores within the shopping tab.  

How Will the New Google Shopping Process Work?

 

With all of the above said, let’s take a look at how the new program for Google Shopping will work. 

 

Ad Distribution and Free Listings

 

The paid shopping ads will start to appear at the top and bottom sections of the Google Shopping tab page – similar to how it was on the main search results. Changes to this layout may occur in the near future. Amazon, for instance, has been mixing sponsored product ads all over its own search results pages.

 

There won’t be any changes to the main Google Search page while the carousels of the product listing ads (PLAs) will only have ads. 

 

The US Google Shopping hub, which went through a complete redesign recently, will also feature this change – primarily on its search results. Normally featuring curated product themes, the homepage of this hub will still continue to display paid listings only, at least for starters.

 

Powered by Product Data Feeds

 

Similar to the ads, the free listings are going to be powered by-product feeds that are uploaded to Google Merchant Center. This same Merchant center was opened to everyone more than a year ago to begin driving organic product visibility in sections of its search results that included image search. Additionally, Google also recently started showing organic product listings in an area called “Popular Products.” We will discuss more about this below.

 

You can start leveraging this by opening your Google Merchant account and upload a chosen product feed. Sellers must then opt-in to the “surfaces across Google” for them to be entitled to organic visibility.

Brand New Integration with PayPal

 

There was also an announcement by Google that they were going to enter a new agreement with PayPal. Merchants that use PayPal can now start linking their accounts to Google Merchant Center allowing the search giant to garner seller data faster while also verifying trusted merchants.

 

Besides PayPal, Google has also begun partnerships with e-commerce platforms like WooCommerce, BigCommerce, and Shopify for better merchant management in terms of products and inventories.

 

Google is planning to apply all of these integrations by the end of April for merchants in the US hub and will eventually expand worldwide by year’s end.

 

Google’s Popular Products Section

 

As mentioned above, Google has started introducing a new section to its shopping search results making it easier for buyers to find popular items. 

 

Users searching for specific keywords on products will now have access to this section which showcases popular products from stores around the Web. For now, the section appears whenever one searches for things such as shoes, clothes, and accessories.

 

As shoppers browse the popular products section, they are able to filter down results based on size, department, and style. Once a product is chosen, Google will start listing websites where it may be bought, allowing people to compare prices quickly.

 

Additionally, users can also read their product reviews without having to leave the search results pages. They will however still need to visit the website of the retailer to purchase their desired items.

 

For merchants that wish for their products to show up in this new section, setting up a product feed in Google Merchant Center is required. They can also choose to apply the relevant structured data markup to their product pages to take part.

 

According to the search giant, this new aspect is going to help bring in more organic traffic to merchants that stick around. The end results however will be interesting, especially since the feature allows people to browse limitlessly without having to leave Google in the first place.

 

Google continues to improve on its consumer experiences when it comes to discovering and browsing new items, so we can only expect more updates such as this one down the road.

Fascinated by how things work. I like Pizza 🍕 and Marketing 💻 in that exact order.

Shane Pollard

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