Google and all its applications are integral to any ecommerce business. As anyone with any degree of familiarity with the company knows, however, remaining static isn’t in its nature. Those in the ecommerce business owe it to themselves to know how these changes could affect them, if they want to remain ahead of the pack.
Below are some of the recent changes Google has made, and tips on how ecommerce businesses can benefit from them:
Real-Time Search. Late last year, Google released the “Latest Search” feature, which displays up-to-the-minute news updates, Tweets, etc. in response to search queries. Its introduction meant that online shoppers would be exposed to the latest information about products they are searching for. Ecommerce businesses can take advantage of this feature by making social media marketing a part of their overall SEO strategy. As consumers do their shopping in real-time, and with the immediate appearance of the Latest Search feature, it becomes vital for businesses to attract their attention during the initial search phase, and before consumers turn towards competitors.
Product Listing Ads. Product Listing Ads are now making appearances, in addition to paid search ads. These ads come from a search of product inventories and affiliate networks approved by Google. It includes the product image, name, and price. The Product Listing Ads use a cost-per-acquisition (CPA) model rather than a cost-per-click (CPC) model, giving ecommerce retailers more visibility with less risk. However, Product Listing Ads are still in only in beta form and are limited to a few advertisers. When they go full blast, it’s possible that methods of attracting customers will change drastically.
Product Extensions. These connect keywords with products being offered through ecommerce retailers by showing product images and pricing information as part of the results. Ecommerce retailers get more screen space and have an opportunity for higher click-through rates. However, if no images are available for display, ecommerce merchants risk being shown lower in search results, leading to a lower click-through rate.
Product Reviews. Google recently partnered up with Bazaarvoice, a leading product review company, to have user ratings and reviews appear alongside relevant search results. While this feature is only available to ecommerce retailers connected with Bazaarvoice, this is set to change in the near future. With reviews and ratings being available to all consumers, those in the ecommerce business should prepare themselves for any possible impact this will have on their sites.Android Apps. With mCommerce surging rapidly, ecommerce companies would do well to integrate mobile marketing into their overall strategy. Google’s “Google Shopper,” a mobile application that allows consumers to search for products using a barcode scan, picture scan, or keywords, has made mobile shopping a breeze. It won’t be long before trends shift from ecommerce to mcommerce.