According to a report from Bloomberg, Google is preparing to run again at retail giant Amazon with a new determination to conquer e-commerce.
E-commerce is a “department” [Google] I’ve tried many times and failed to understand, “the report said.
If Google is taking e-commerce seriously again, why would something different this time work?
First, the new VP has been in charge since the last time Google strongly promoted e-commerce.
Google’s senior vice president of search, maps, and advertising, Prabhakar Raghavan, gave everyone a glimpse of his vision at this year’s Google I / O conference.
Raghavan’s influence on Google’s retail strategy dates back to the 2020 promotion. This was around the time Google removed the price for online purchases.
Bloomberg describes Ragavan’s vision as “anti-Amazon.” While retailers have to pay to use Amazon’s website as a storefront, Google has recently been able to offer free shopping ads to businesses.
Free shopping lists sound like an effective way for businesses to stand in front of their customers, but are customers conditioned to use Google as a place to buy their products?
In this article, we’ll see if Google can realistically compete with Amazon in the retail industry. Next, let’s talk about what this means for businesses and what they can do to prepare for an e-commerce push from Google.
Google’s new e-commerce strategy to show promise
There are early signs that Google’s new approach to e-commerce is working.
Google recently revealed in a revenue report that e-commerce advertising contributed a 43% increase in search revenue in 2021.
Advertisers are ready to embrace the direction Google is heading, but what about customers?
Last year, Google reported that more than a billion people shop for their property every day.
According to a Morgan Stanley survey published in the fall of 2021, consumers were more likely to use Google and YouTube to research products and prices than to use Amazon, EBay, and Walmart.
Even Prime subscribers, Amazon’s most enthusiastic shoppers, are searching for products more often on Google.
In April, Morgan Stanley reported that 59% of survey respondents who are Amazon Prime members have begun researching their products on Google. That number has increased from 50% last fall.
However, industry insiders tell Bloomberg that Google’s retailer-friendly approach to e-commerce hasn’t attracted many new shoppers.
Google has succeeded in getting the approval of advertisers and retailers, now it needs to understand how to turn searchers into buyers.
Preparing for Google’s E-Commerce Push
As Google realizes its e-commerce vision, there are two things retailers can do now to position themselves for success.
The first is to upload your product feed to the Google Merchant Center. You can learn everything about how to do it with this beginner’s guide to shopping ads.
There is no initial cost to use the Google Merchant Center. You only pay if you decide to run a premium shopping ad.
It leads us to the following recommendations. It makes use of Google’s free product list.
You are eligible to view your free shopping list using product feeds uploaded to Google via the Merchant Center.
The main difference between paid and free shopping lists is that one takes precedence over the other. As far as appearance and function are concerned, they are the same product.
[ショッピング]In addition to being displayed on tabs, free lists may appear in search results.
Finally, pay close attention to the latest Google updates to get ready. I think Google will make innovative efforts throughout the year to attract more shoppers.
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