Donny Nordmann

Associate Director, PPC

Google's New Product Search Program

Google recently announced that it is teaming up with traditional retailers in efforts to boost their product results across Search, Google Express, and Google Assistant. Instead of asking retailers to proactively pay for the ad real estate, Google will take a cut of sales made, similar to how sellers operate within Amazon’s own marketplace.

What is Google Shopping Actions?
Shopping Actions allows merchants to surface their inventory on Search, Google Express, and Google Assistant. The product helps deliver a unified experience along the entire shopping journey, making it simpler for users to buy merchant products.

Benefits to Using Shopping Actions

  • Increase Reach: By surfacing their inventory on Search, Google Express, and the Assistant, merchants will be able to reach new users and boost sales across platforms through a frictionless buying experience.
  • Universal Cart: Shopping Actions provides an easy way for customers to shop and transact using one universal cart across all aforementioned platforms.
  • Personalization: Drive loyalty and repeat business through loyalty cards, making it easy for users to re-order and build baskets of your products based on purchase history and preferences on Google Express.
  • Payment Model: A pay-per-sale model so merchants only get charged when a conversion happens.
  • Trusted: All purchases are safe, secure, and protected by Google. Users feel comfortable saving their payment details for fast checkout and have confidence checking out with high quality merchants through Google.

Should Marketers Consider Using Shopping Actions?
Since Google Shopping Actions is using a unique charging model that differs from the standard Search cost-per-click model, e-comm marketers need to understand profit margins across each product category. Commission rates range between 6% - 20% so it is vital for brands to determine whether or not it makes sense from a profitability standpoint.

To participate in Shopping Actions, advertisers need to have a shopping feed and be a part of Google Express. Having both of these enables marketers to also be available to customers who use Google Assistant.

In order to be eligible for the program, the merchant needs to pass trust, safety, and data quality tests run by the Shopping Actions team. Furthermore, merchants must allow returns for up to 30 days from delivery.

Google Shopping Actions is currently not available for the following categories:

  • Pet Supplies
  • Customizable Goods
  • Vitamins, Pharmaceuticals and Supplements
  • Final Sale Items
  • Refurbished Goods
  • Pre-Order Items
  • Gifting
  • Automotive

If you have questions about Google Shopping Actions or how to implement it within your strategy, reach out to Rise to discuss a solution that is right for you.



04/05/2018 at 08:45

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