{"id":7442,"date":"2020-07-16T05:30:14","date_gmt":"2020-07-16T05:30:14","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=7442"},"modified":"2022-05-19T10:12:14","modified_gmt":"2022-05-19T10:12:14","slug":"free-product-listings-google-shopping-campaigns","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/free-product-listings-google-shopping-campaigns\/","title":{"rendered":"What &#8216;free product listings&#8217; mean for the future of Google Shopping campaigns"},"content":{"rendered":"\r\n<p>On April 21st, Google <a href=\"https:\/\/blog.google\/products\/shopping\/its-now-free-to-sell-on-google\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">announced<\/a> that it was going to bring free listings in the Google Shopping Tab. Originally, these listings wouldn\u2019t be included among Shopping results integrated into the main Google Search results page. But a further announcement on June 29th signalled that this would change \u2014 at least for the US. We expect both of these features to be rolled out globally over the course of this year.\u00a0\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>So, is this a big deal? The answer is a mixed bag, and not 100% clear.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>All other online shopping platforms offer organic and paid listings. Google will continue to sell Shopping ad space. Traditional PPC Shopping ads will remain the main means of product promotion on Google, and paid advertisers will have the advantage of appearing above the free listings. Arguably, Google is playing catch-up, or even going \u201cback-to-the-future\u201d by reinstating some of its long-gone <a href=\"https:\/\/techcrunch.com\/2007\/04\/19\/goodbye-froogle\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Froogle<\/a> functionality.<\/p>\r\n\r\n\r\n\r\n<p>Now that some preliminary results have filtered in, it\u2019s time to look at what free listings likely means for the future of Google Shopping. Although it\u2019s hard to make a definitive prediction, our belief is that increased accessibility will lead to greater competition on Google Shopping, and more total listings \u2014 making the platform more relevant and more important to online sales. But that starts with understanding why Google made this change in the first place.\u00a0<\/p>\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/free-product-listings-google-shopping-campaigns\/#why-did-google-want-this-change\" >Why did Google want this change?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/free-product-listings-google-shopping-campaigns\/#are-free-product-listings-on-google-shopping-a-big-deal\" >Are free product listings on Google Shopping a big deal?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/free-product-listings-google-shopping-campaigns\/#4-things-that-will-let-you-benefit-from-change\" >4 things that will let you benefit from change\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/free-product-listings-google-shopping-campaigns\/#the-diagnosis-watch-and-wait\" >The diagnosis: watch and wait<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"why-did-google-want-this-change\"><\/span>Why did Google want this change?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>On the face of it, this change seems daft \u2014 why provide something for free when people are willing to pay for it. Google cited the Coronavirus crisis as a factor in accelerating its plans \u2014 hoping to help lessen the impact on brick and mortar retailers who had to shut up shop. But there are longer-term reasons, and the plan had been in the pipeline for some time.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Threats from Amazon<\/h3>\r\n\r\n\r\n\r\n<p>Shoppers are increasingly <a href=\"https:\/\/www.emarketer.com\/content\/more-product-searches-start-on-amazon\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">going directly<\/a> to Amazon to begin shopping searches, and Amazon is busy building an ad business to exploit this traffic. This change to Google Shopping seems like a response. Although Google has always been a \u2018middleman\u2019 when it comes to ecommerce (forwarding searches with purchasing intent to other destinations), free product listings may be part of a strategic effort to transform the Shopping Tab into a destination in its own right.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Bill Ready, <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2020-04-21\/google-makes-listing-products-on-its-shopping-service-free\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">head of Google Commerce<\/a>, wants Shopping to evolve to be a place where consumers can find products from anywhere, whether they are sold by large or small merchants. A search for shoes could return listings from Nike or a neighbourhood shoe shop.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">A long-term plan\u00a0<\/h3>\r\n\r\n\r\n\r\n<p>This offer is part of Google&#8217;s ongoing ecommerce strategy, focused on its Surfaces program and Merchant Center (MC). Google first launched its new way for customers to explore products on mobile with <a href=\"https:\/\/support.google.com\/merchants\/answer\/9199328\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Surfaces Across Google<\/a> in clothing and accessories categories.<\/p>\r\n\r\n\r\n\r\n<p>Google has now expanded its Merchant Center \u201cSurfaces\u201d program to include the Shopping tab. As a result, anyone opted into the Surfaces Across Google program in their MC will be eligible for free Shopping clicks.<\/p>\r\n\r\n\r\n\r\n<p><strong>For retailers<\/strong>, this change means free exposure to millions of potential customers.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>For shoppers<\/strong>, it means more visibility of more products from more stores.<\/p>\r\n\r\n\r\n\r\n<p>Increased traffic from shoppers and more listings from retailers makes this a win-win for Google.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"are-free-product-listings-on-google-shopping-a-big-deal\"><\/span>Are free product listings on Google Shopping a big deal?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>This offer likely won\u2019t change things very much, particularly in the short-term. Long-term trends are harder to identify, but there is little reason to think that this upends the Google Shopping paradigm. Rather, it just gives ecommerce markets one more option when it comes to Google Shopping, and increases the accessibility of the platform.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">What will be the impact on Google Shopping?<\/h3>\r\n\r\n\r\n\r\n<p>It makes sense for Google to offer these clicks for free if you assume:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Free clicks are low volume\u00a0<\/li>\r\n<li>Shopping Tab engagement is inherently valuable to Google\u00a0<\/li>\r\n<li>Budgets will still be spent \u2014 just more fully utilised on the SERP.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>There really shouldn\u2019t be impact on Shopping ads campaigns, even if the click share of the Shopping Tab is high \u2014 which is unlikely. No urgent action is really needed, you just need to opt in to get your free clicks. There is time to observe what is happening and then share what you find.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">What are the preliminary results?<\/h3>\r\n\r\n\r\n\r\n<p>Since the launch of free listings, <a href=\"https:\/\/searchengineland.com\/free-google-product-listings-expand-to-knowledge-panels-336797\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Google has recorded<\/a> an increase in both clicks on the Shopping Tab and a lift in impressions on the Shopping Tab.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Clicks on Shopping Tab: 70% lift<\/li>\r\n<li>Impressions on the Shopping Tab: 130%<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>This aligns with our predictions. It also supports the idea that longer-term, this shift will increase competition on Google Shopping and boost the platform&#8217;s relevance in ecommerce.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Increased competition over time\u00a0<\/h3>\r\n\r\n\r\n\r\n<p>Free listings are likely to increase Merchant Center adoption by brands. This might start with brands solely looking for free clicks. However, once on the platform, some of those brands will start paid campaigns.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Ecommerce competition was always going to increase. The speculative question is whether or not access to free listings will result in brands engaging in paid advertising on Google that otherwise would not have done so. Ultimately, that is an impossible question to answer. But free listings, and the Surfaces programme more generally, are part of Google\u2019s strategy to expand their ecommerce importance. It seems wise to speculate that free listings will lead to increased competition on Google Shopping overtime.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">\u2018Surfaces\u2019 might be more important than just free Shopping listings<\/h3>\r\n\r\n\r\n\r\n<p>If you want to look at long-term \u2018sea-changes\u2019, the entire \u2018Surfaces\u2019 program is a bigger deal than free listings within the Google Shopping Tab. Although consumers treat Google like an \u2018objective\u2019 information repository, as a marketer you know that it\u2019s more complicated than that. Google is an ads platform, a marketing tool, and communication channel for brands. What individuals see when they type in a search query isn\u2019t always the same \u2014 regardless of sponsored content.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Surfaces represents one more step by Google to blur the line between \u2018search engine\u2019 and ecommerce platform. By \u2018surfacing\u2019 product listings within Google Search, Shopping, and Images \u2014 it\u2019s simply become more important for retailers to think about Google as an avenue for delivering product listings, as well as informational content.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>The biggest potential change comes down to how the public views Google. If people start to think of Google differently, it may dramatically change how they interact with it. There isn\u2019t a clear answer here, but it <em>is<\/em> clear that you should be using the Surfaces program in the meantime.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4-things-that-will-let-you-benefit-from-change\"><\/span>4 things that will let you benefit from change\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>As we\u2019ve said, there isn\u2019t a lot to do right away. Opt into Surfaces Across Google and start taking advantage of free clicks. Then, just watch and wait. However, there are a few things worth trying to take full advantage of this new offering.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">1. <strong>Get your entire product catalogue uploaded<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Free listings means there is no need to prioritise which products go onto Google Shopping. Or rather, you target a selection of your catalogue at biddable listings and additionally target the remainder of your catalogue at the free surfaces. You still need to strategically think about bidding, but you might as well get all your listings online. That will also help you gather data about volumes for free clicks.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">2. <strong>Optimise your product listings<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Applying SEO scrutiny to your Google Shopping product listings has always been important to CTR and listing for relevant search queries. However, more listings, and the possibility for organic (non-paid) listings, adds to the importance. Go back over your listings (product descriptions, landing pages and schema markups) and make sure they include critical keywords and as much detail as possible.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">3. <strong>Optimise your bids<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Although you aren\u2019t competing against free product listings for advertising space, you are competing against them for conversions. It\u2019s also likely that free product listings will increase Merchant Center adoption, leading to increased competition for ad-buys long-term. Both of these outcomes mean that it is all the more important to optimise your bidding strategy.\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Product-level bidding has always been the key to maximising the effectiveness and efficiency of your paid Shopping campaigns. That means picking the right bid automation tools and providing them with essential strategic information. If you want to get into the details, <a href=\"https:\/\/smarter-ecommerce.com\/en\/demo\/\">get in touch<\/a>.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the-diagnosis-watch-and-wait\"><\/span>The diagnosis: watch and wait<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Although this is a big change as far as Google is concerned, it really doesn\u2019t impact the fundamentals of Shopping PPC on Google. We should, however, recognise that this will give small businesses and advertisers access to free traffic they didn\u2019t have before. And potentially giving Google a global-to-local advantage over Amazon as a consequence.<\/p>\r\n\r\n\r\n\r\n<p>It is a smart marketing move from Google as it manages to cover three objectives:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Provide a counter to Amazon ecommerce dominance<\/li>\r\n<li>Raise awareness for its Shopping offering to a potentially underserved audience<\/li>\r\n<li>Provide an upsell path for retailers\/brands to get used to Google Merchant Center and eventually move to paid advertising.\u00a0<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>The impact of the change at this stage is more PR than actual and we shouldn\u2019t drop everything or make any major efforts to measure its impact. Most importantly, we should definitely avoid any temptation to hype the free traffic possibilities. Let\u2019s see how this one pans out.<\/p>\r\n\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>On April 21st, Google announced that it was going to bring free listings in the Google Shopping Tab. Originally, these listings wouldn\u2019t be included among Shopping results integrated into the main Google Search results page. But a further announcement on June 29th signalled that this would change \u2014 at least &#8230;<\/p>\n","protected":false},"author":71,"featured_media":7444,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[147,253],"class_list":["post-7442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-shopping","tag-google-shopping-campaigns","tag-product-listing-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What \u201cfree product listings mean\u201d for the future of Google Shopping campaigns<\/title>\n<meta name=\"description\" content=\"Find out what will free product listings likely mean for the future of Google Shopping and understand why Google wants this change in the first place.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/free-product-listings-google-shopping-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What &#039;free product listings&#039; 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