advertisers can take advantage of free Google Shopping!

advertisers can take advantage of free Google Shopping!

Yes, you read the title! The news fell on Tuesday, April 21, 2020 on the official Google blog in an article signed by Bill Ready, President E-Commerce of Google. We told you about the impact of Covid-19 on digital marketing in one of our previous posts, and in particular the vertical most affected by this crisis. Not far from the travel sector, we particularly mentioned the difficulties in Retail and e-commerce more generally, which had to face the closure of physical stores . In light of these challenges, Google therefore decided to give these advertisers a boost by making advertising on Google Shopping available for free. Towards free Google Shopping? Let’s explain!

Free Google Shopping: Why such a change?

If the retail sector was already among the most competitive, the latter has experienced in recent weeks even greater challenges with the announcement of the containment, the closure of brick & mortar stores and the evolution of consumer trends post Covid-19 among consumers. These challenges are all the more complicated for all advertisers who have not been able to take the turn in their digitalization in time, and who find themselves today with the online as the only lifeline to the crisis we are going through. Indeed, despite timid beginnings where it was only a question of purchases of basic necessities, confined Internet users are today doubling their time consumption on the web in search of entertainment, education, but also putting all their shopping desires on the only available channel . With in particular the limitation of Amazon to offer products other than food and medical, it is here as many opportunities to connect with its consumers that Google wanted ( re) give advertisers, all types combined, during the pandemic.

Free Google Shopping: when will the device be effective?

Light at the end of the tunnel, Google has therefore announced an action plan to to allow retailers and e-merchants to re-build their game by offering them the possibility of selling for free on Google Shopping. Available first on the US market by the end of the month, free ads will be available globally by the end of the year. Do not hesitate to consult the Google support to follow the evolution of this new feature. The device will take effect by week 18 (from Monday, April 27) and the free announcements will be directly available in the Shopping tab . A boon therefore to be exposed to the several hundred million of daily searches carried out on the platform. The objective here, to restore visibility and an immediate cash flow lever to brands with the possibility of shipping their parcels and having items in stock that could be searched by Internet users.

 Google Shopping

Free Google Shopping: who will be affected?

A win-win situation with a wider range of products for Internet users available in a larger number of stores, and for advertisers the possibility of supplementing their campaigns with these free advertisements. It’s also important to note that these ads will be within the reach of all advertisers whether or not they have already been on Shopping. If you were already on Google Shopping and used the GMC (Google Merchant Center), you will not have to take any action to be able to benefit from it. On the other hand, for new users of the GMC, the delay will be a little longer because Google is currently working on an effective deployment plan which should be available in the weeks or months to come.

In order to contribute to this historic reversal of Google Shopping and to offer all advertisers a chance to adapt to this new digital ecosystem post Covid-19 Google is also working on new partnerships with Shopify for a more rigorous management of products and inventory, or even Paypal in particular which could be directly linked to the accounts of e-merchants. The objective? Advance faster on the deployment of free ads and guarantee their reliability to offer the best shopping experience to Internet users. (Source: Google Blog )

Google Shopping Agency do not hesitate to contact our Google Ads consultants via our form contact if you want to be supported in your web marketing strategy.

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