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Shopping Across Google is Easier Than Ever

Every single day, millions of people all over the world shop for products on Google, and Google is now making the entire experience a whole lot easier. The sites where people browse, looking for just the right product, will now be shoppable. This allows them to seamlessly research what they want and buy it right then and there. This involves Google Search, YouTube, Google Images and an entirely reconfigured Google Shopping destination.

Google’s New Shopping Experience

Google will soon launch a newly reconfigured shopping experience with entirely new ways for shoppers to find and do comparisons on millions of products originating from thousands of online stores. When they are ready to make their purchase, they can buy the item online, in a local retail store and now for the first time, right there on Google. For all the brands and online stores that we work with, it puts ads, local businesses and transactions all together in one place, which connects them with customers right when they’re ready to buy.

Shoppers will be offered their own personal homepage accessed on Google’s Shopping tab. They can personalize their page using filters for the brands they like and the features most important to them. They can read customer reviews and watch YouTube videos to learn about the products they’re interested in. For example, if they want new headphones, they can set the filter to just show wireless, along with the specific brand they want.

The little blue shopping cart at the top of the screen shows shoppers that they can now seamlessly and safely make a purchase with Google’s guarantee for easy returns and great customer support. This gives shoppers the confidence to quickly buy, knowing that if they don’t receive what they ordered, it comes late, when, or if they can’t get a refund, they will have Google’s help in resolving the matter. With its new shopping experience, Google will now be combining Google Express and Google Shopping.

The little blue shopping cart at the top of the screen shows shoppers that they can now seamlessly and safely make a purchase with Google’s guarantee for easy returns and great customer support. This gives shoppers the confidence to quickly buy, knowing that if they don’t receive what they ordered, it comes late, when, or if they can’t get a refund, they will have Google’s help in resolving the matter. With its new shopping experience, Google will now be combining Google Express and Google Shopping.

For Google’s Shopping Actions merchants, their products will be included in the simplified buying experience on Google.com, Google Assistant and of course, Google Shopping. Before the end of the year, Google will have expanded its Shopping Actions to include Google Images and YouTube.

 More Places Where Consumers Can Discover Your Products

Consumers now increasingly expect useful information, visual images and swipeable experiences. Shoppers can go on Google Images to find shoppable ads that allow them to highlight the products they like featured on your paid ad. Google will also launch Showcase Shopping ads, a gorgeous visual format that features elaborate lifestyle imagery, in more places like the Discover feed and Google Images, where people go to come up with fresh ideas and inspiration. We now notice that approximately 80% of the traffic from the ads on Showcase Shopping that goes to specific brand and retail sites is comprised of new visitors who just discovered those brands.

Drive More Customers to Your Brick & Mortar Retail Store

Google is also paving the way for customers to shop in your brick and mortar store. Google now has more than 2 billion offers from stores mapped to those stores’ physical locations worldwide. These can all be found on Google’s existing local ad formats, such as local inventory ads. The results of a recent Google study showed that 45% of shoppers globally now buy online and pickup in-store, offering them more flexibility in purchasing and obtaining their items.

This is what motivated Google to make it easier for shoppers to buy online and pickup in-store and you can participate with your Shopping ads. All you need to do is add product landing pages to your site informing shoppers when they can pick their items up in your store. You would also need to go to the Merchant Center and add a local inventory feed showing which items are currently in stock. You can also show which items can be quickly shipped to your store for pickup.

 

 

Shopping Campaigns Perform Better for Brands & Retailers

At a Google Marketing Live event last year, it was announced that Smart Shopping campaigns utilize machine learning technology to optimize the performance of Shopping ads based on goals as well as where they appear on YouTube, Image Search, Google.com and millions of other sites and apps on the Internet. Beyond optimizing for maximum online conversions, implementing Smart Shopping campaigns will drive more customers to your brick and mortar store when you optimize your campaign for in-store visits and present your local inventory details.

Before launching your first Smart Shopping campaign, you will need to set up a remarketing list, your product feed and conversion tracking. Seamlessly join via Google Shopping integration on Magento or Shopify, another ecommerce platform integration system.

 

 

 

Finally, retailers and brand manufacturers have been looking for more ways to partner together in their digital marketing campaigns to reach online shoppers. Shopping campaigns with partners allow brands to use their own budgets to help promote priority products in retailers’ Shopping campaigns. This helps to drive more visibility, traffic and sales for both the brands and their retail partners.

The Estée Lauder Companies and one of their top retailer partners ran this type of Shopping campaign to boost sales of their branded designer fragrances with that retailer—both online and in stores. As a result, click share on Shopping ads for The Estée Lauder Companies’ fragrances at their partner retailer increased by 70% on Google.

Get Google Ads Shopping Certified Today

Google Shopping is today an integrated part of consumers and business alike. With Googles continues updates of not only their merchant center and Shopping campaign features but all their Google Ads feature, it is more important than ever to have your Google Ads Certification at all time. Get our updated Certification Answers here and become a Google Ads Certified Expert in no time.

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