Google is introducing a new “Offer” feature in the shopping tab to help advertisers present their promotions and offers more easily, especially with the arrival of the festive season.
Other additions, in the Merchant Center, complement Google Deals, to help advertisers more easily manage their promotions, sales and product price drops; but also to improve user experience and transformation.
What is the “Deals” feature?
All products with an “Offer” badge can now be automatically displayed in a new feed in the “Shopping” tab of search results.
This new feed appears when a user performs a generic search related to an offer or sales event, such as “offers” or “black friday”, or when they select “Offers” from the drop-down menu in the “Purchasing” tab.
How do I set up a Google Deal?
In the Google Merchant Center, you can now see which products are eligible for the “offer” badge. Eligibility is based on promotions, sale prices and/or price cuts for products in the feed.
Advertisers will also have access to a new dashboard in the merchant center presenting the performance of products that have received this badge. Several metrics will be presented, such as impressions, click-through rates and number of clicks, with the option of segmenting the analysis by promotion type, product, brand and category. Thanks to this new dashboard, you’ll be able to measure the impact and performance of your offers.
For advertisers using Shopify’s Google Channel or WooComerce’s Google Listing & Ads, it is now possible to synchronize promotions directly on the merchant center’s “products” tab.
Some best practices for Google Deals
- To take advantage of this feature, start by checking which products are eligible in the merchant center’s “product” tab.
- Keep your feed up to date
- Measure, via merchant center analytics, the types of offers that generate the most conversions: you can use these analyses to create commercial actions on Google or other advertising platforms.
The team’s opinion
This new free placement is a new opportunity to generate additional traffic and conversions via google. It would be a shame not to take advantage of it. Our Google ads certified agency will be happy to discuss this with you.
