Google is always unveiling something new for retailers to try out, so today we’re sitting down with Matt Jones to discuss Google Merchant Promotions.
Q: Welcome Matt. Tell us about your position with ChannelAdvisor.
A: I’m a Digital Marketing Product Manager at ChannelAdvisor, which means I work to understand the intricacies of the digital marketing space and create ways for our products to help retailers excel online through digital marketing channels.
Q: What does Digital Marketing include?
A: ChannelAdvisor Digital Marketing includes the many channels retailers use to drive traffic back to their websites, such as product listing ads, paid search and comparison shopping engines, as well as our Flex Feeds that retailers can use to send data feeds to affiliates, retargeting sites, social sites like Pinterest and more. Digital Marketing also provides analytics that allow retailers to compare performance across all of these disparate channels on a product-level basis.
Q: So what are Google Merchant Promotions?
A: Google Merchant Promotions are a new special offer call to action that is displayed by Google on PLAs. They show up on both the Google.com search engine results page and Google.com/Shopping.
Q: What are the benefits of Google Merchant Promotions?
A: Merchant Promotions allow retailers to include more detailed information regarding a promotion such as a promotion code, applicable dates, short and long promotion titles, etc. to enhance their product listing ads and increase conversions. Basically, Google is helping retailers create a sense of urgency with shoppers and encourage them to convert. Also, customers are able to own the “last touchpoint” rather than having someone go searching for “coupon code” and end up having that sale go through another source.
Oh, and it’s free!
Q: It’s free? That’s great. But what kind of results are retailers seeing?
A: Google indicates that Merchant Promotions can increase click-through rates by as much as 7 percent.
Q: Wow! Well, what kind of promotions can retailers include with Merchant Promotions?
A: Retailers can promote a dollar amount off, a percentage off, free gifts and opportunities to buy more and save more, such as a “buy one, get one free” offer.
Q: Are there any promotions that are not eligible for Google Merchant Promotions?
A: Yes, promotions can NOT be mail-in rebates, free or discounted shipping, markdowns/advertised price reductions or of insignificant monetary value, meaning less than $5 off or 5% off.
Q: How do retailers start taking advantage of Google Merchant Promotions?
A: If a retailer is working with Google directly they have to send two feeds to Google: the standard Merchant centre Feed and then a Promotions feed. It can be a time-consuming process, especially since Google has detailed guidelines and requirements for promotions that, if not followed, will lead to promotions being rejected.
Q: How does ChannelAdvisor support Google Merchant Promotions?
A: We offer end-to-end support that enables retailers to create Google Merchant Promotions and associate them with the correct products through one simple workflow. This means retailers don’t have to manually generate and send a separate product feed or update their Google Merchant centre feeds. Instead, retailers can quickly and easily start and stop promotions, assign inventory and send to Google, all within our platform.
Also, we have a user-friendly interface that is aligned with Google’s requirements to ensure that retailers promotions are approved.
Q: Sounds exciting. How can retailers find out more?
A: Retailers can contact us at firstname.lastname@example.org to find out how they can get started. With these kind of results, and for no investment except time, it’s really a no-brainer for retailers!