Google has revolutionized the way we search the Internet, and now, with Google Shopping Actions, the technology giant is fundamentally changing the way we shop online.
The e-commerce market allows retailers of all sizes to list their products on various Google platforms, allowing consumers to buy directly from Google Search, Google Shopping, Google Images, Google Assistant and, soon, even YouTube . Buyers can add products from numerous brands and companies to a universal cart and checkout instantly with saved payment information.
In other words, Google Shopping Actions allows consumers to buy products wherever they are on Google. They can add any participating product they find to the cart – whoever sells it – and make just one transaction for all their purchases with ease.
Clearly, Google Shopping Actions is ready to revolutionize the way retailers sell and consumers buy. Here’s why your company should use Google Shopping Actions and how to get started.
The benefits of Google Shopping actions
Google’s online market presents a unique opportunity for retailers.
It’s where your customers are
People do billions of searches on Google every day and 20% of consumers start your product searches on search engines.
With Google Shopping Actions, users can make purchases directly from search, Google Shopping, Google Assistant, Google Images, and soon, YouTube. This creates a unique opportunity to reach customers, whether they are on mobile devices, desktop devices or even chatting with the Google Home page. In fact, 44% of Google Home page customers use the device to order household items weekly.
It’s a great user experience
Buyers can easily make a purchase at the time of inspiration without having to visit individual e-commerce sites and product pages.
Any item with the Google Shopping Actions logo, illustrated above, can be added to your cart.
And Google Shopping Actions provides personalized product recommendations and makes reordering quick and simple.
Here’s how Google illustrates this functionality for a fictional consumer: “If Kelly does a search for ‘peach blush’ and she chooses to link her Google account to Ultimate Rewards status, we will recognize this and also present relevant blush results as items related – like makeup brushes – from Ulta Beauty to help you put together a basket with your favorite retailer. If we know that she regularly buys makeup remover on a monthly basis, we will introduce the same brand of makeup remover to her, exactly when she has the greatest intention of reordering. “
In addition, Google Shopping Actions makes the checkout process efficient with saved credit card information, so purchases are almost instant.
Acquire valuable new customers
68% of buyers purchased through Google Shopping Actions are new to merchants. And they are 14% more valuable than those who don’t use it.
The ease of use of Google Shopping actions and the convenience of your universal shopping cart result in fewer clicks, more items added to the cart, and a higher conversion rate.
In fact, existing customers spend time 10% more after using Shopping Actions, merchants see a 30% increase in basket size year after year.
Provides access to user data
Unlike Amazon, Google Shopping Actions retailers have access to user data, including name, email and shipping address.
Creates consumer confidence
All purchases made through Google Shopping Actions are supported by Google Warranty, which helps build trust with first-time buyers. In addition, Google handles returns and refunds, providing buyers with a consistent and reliable customer experience.
You pay only when an item is sold
There are no membership fees to sell on Google Shopping Actions and, unlike Google Shopping, which uses a pay-per-click model, Google Shopping Actions retailers pay only when a product is sold.
Google Shopping stock commission rates range from 5-15%, with an average of 12%.
There is no competition from Google
Although markets like Walmart and Amazon compete with third-party sellers on their respective sites, Google is not a direct retailer. This means that sellers using Google Shopping Actions will not compete with Google itself, as the search giant is not selling products on the market.
Introduction to Google Shopping actions
o to sell your products with Google Shopping Actions, you must first ensure that your business meets the participation criteria. If yours, you can set up an account.
Here’s what you need to have ready:
- Product information
- Business information, including address, EIN and customer service contact
- Hex code for your store’s color
- Logo that meets the following criteria:
- Format: PNG, SVG
- Maximum size: 5 MB
- Dimensions: 768 × 768 pixels
- Transparent background outside the circle
- Tax information
- Company return policy
- Shipping costs and operator you work with
- Bank information for payments
After collecting this information, you can register for an account at Google Merchant Center.
1. Enter basic information about your company
For this first part, just provide your company name, address and contact information.
2. Select the program for which you are registering
Check the box next to Shopping Actions, as shown below.
3. Provide additional information about your company, policies and products
Then, go to the Google Merchant Center, where you will continue to register for Shopping Shares.
Here, you need to upload the logo and brand colors, set up sales tax, publish a return policy and link a bank account.
Some of these steps can take several days to complete. For example, Google must review all products submitted for approval and you will need to verify your bank account information.
4. Accept the Google Terms of Service
After submitting all information about your company, you will be asked to read and accept the terms of service.
5. Review and view your store
Check that all your products are present and that your logo is displayed correctly. It is also recommended to add some items to the cart to ensure that shipping costs and sales taxes are accurate.
To review your store, click “Review my store”. After confirming that your information is accurate, navigate to the Review section and request final validation.
6. Publish your store
It will take Google a few days to verify your store. After receiving a validation email from Google, you can publish your store. To do this, log in to your Google Merchant Center account, click the tools icon, select “Purchasing actions” and click “Publish storefront”.
Google recommends publishing your store Monday through Friday, during business hours, so that you’re prepared to fulfill incoming orders.
How Google Shopping actions work with Google Shopping ads
While advertising on Google Shopping ads directs consumers to your website to make a purchase, Google Shopping Ads allows consumers to purchase your products directly from Google. However, the two programs are complementary, and using them can help your e-commerce company maximize sales.
In fact, sellers using Shopping Ads and Google Shopping Actions have seen an increase in conversions at a lower cost, compared to the isolated display of Shopping Ads.
When Ambush Board Co. wanted to increase its online presence, the brand experimented with running Google Shopping actions and shopping ads simultaneously.
First, Ambush ran the Shopping Ads alone for four months, and then the brand started using Google Shopping Actions as well. Then the company compared its performance before and after.
The results? The ambush increased conversions by 115% and total revenue by 104%. The brand even experienced sales growth during off-peak hours, and today the company continues to use Shopping Actions in conjunction with advertisements.
Feed your products with Google
Google Shopping Actions has been referred to as a “game changer” for retailers, for good reason.
The online market allows consumers to buy on the computer, on their cell phones and even by voice. And they can add a product to their cart from anywhere on Google, including image search and, soon, YouTube videos.
So, get started with Google Shopping Actions today and have your products listed in the same place that virtually everyone will find them: on Google itself.