Introducing Google Shopping Actions
Last week Google introduced its new Shopping Actions program. Shopping Actions allows retailers to list products across Google Search, Google Express, and in the Google Assistant. The program seeks to make it easier for consumers to shop using their Google Assistant and Search.
Shopping Actions introduces a shareable list, universal shopping cart (mobile, desktop or via a voice-powered device), and instant checkout with saved payment credentials that work across Google.com and the Google Assistant. For example, a consumer can now do a search on Google for a product, see a sponsored listing from a retailer, and add it to his/her Google Express cart. Later, the consumer can order another product through voice, add it to the same cart using Google Home, and then purchase all of the items at once through a Google-hosted checkout flow. Shopping Actions also includes 1-click re-ordering and personalized recommendations.
Shopping Actions uses a pay-per-sale model. Advertisers only pay when a sale occurs. Shopping Actions appear within the sponsored Shopping Unit on the Google Search page, and on Google.com/Shopping. This update does not impact organic rankings.
Seamless Shopping & Taking On Amazon
In the official program announcement, Google explains that the goal of Shopping Actions is to create a frictionless shopping experiences that encourages basket-building and brand loyalty regardless of how and where consumers choose to shop. They cite the growth of voice search and increase of “where to buy” queries as a driving force behind the program. However, many also view this program as a way for Google to help retailers take on Amazon.
What Does Shopping Actions Mean for Advertisers?
The primary benefit to retailers is scale across the Google network without risk. This is particularly true for ones who are already leveraging Google Express. Although Shopping Actions is still in beta, it is a compelling answer to Amazon’s offering, particularly with their CPA model. For advertisers that participated in the Google Express Beta and saw low conversion rates/return on ad spend compared to their PLA campaigns, this model may be more advantageous. As Google further incorporates Shopping Actions and Google Express into their Google Home product, we expect retailers who have taken advantage of this inventory to gain greater visibility around not only their product, but also specific category keywords and phrases, similar to Amazon advertisers on Alexa products.