Google has new innovations designed to remove friction from discovering products in store and online and measuring results announced at this week’s Search Marketing Expo (SMX) Advanced for marketers and retailers as well as a new feature for advertisers, too.
The announcements include features for local selling, price comparisons and an update on Google Shopping Actions.
Here’s a look at all what was announced on stage in Seattle:
Affiliate Location Extensions Expansion
In addition to already available for Search and Display campaigns, Google expanded its affiliate location extensions to video campaigns on YouTube as well. Google says, by “adding affiliate location extensions to TrueView in-stream and bumper ads can increase clickthrough rate by over 15%.”
Affiliate Location Extensions, “helps brand manufacturers to drive and measure foot traffic to nearby retail stores and auto dealers that sell their products.”
In this image you can see affiliate location extensions on YouTube:
Local Catalog Ads
By the end June, Google is all set to roll out its new local catalog ads on Display to all advertisers.
These interactive display ads includes a hero image and products inventory in an easy-to-scroll, mobile layout and helps shoppers discover products in a physical store. Additionally, in-store availability and detailed pricing information is included as well.
Google says, this new ad format can complement traditional print campaigns, including catalogs, flyers, and circulars.
Competitive Pricing Insights
Google will soon begin to show Shopping advertisers :how other retailers are pricing same products” through a new “price benchmarks” report in AdWords.
Once available, advertisers can use these pricing insights for their bidding strategy when promoting their price-competitive products, or to troubleshoot performance drops due to competitors’ pricing. This will influence pricing strategy with their merchandising teams.
An image below shows new price benchmark report:
Shopping Actions Program Updates
In addition, Google also shared updates coming to Google Shopping Actions, a new program available across Google platforms, like Search, Assistant and by voice. The program was launched in March and give consumers an easy way to complete the purchase from retailers.
Google citing some early testing results said that “participating retailers on average see an increase in total clicks and conversions at a lower overall cost per click and conversion, compared to running Shopping ads alone.”
Here you can see how Shopping Actions program works with Assistant:
Local Feed Partnership Program
Lastly, Google will also be launching a new program for retailers’ “point-of-sale” and “inventory data” providers that will help them skip the process of creating local inventory feeds as it’ll let them “send sales and inventory data directly to Google.”
As an additional benefit, the program will also enable retailers to show their local inventory for free in the “See What’s In Store” feature on the search knowledge panel that’s currently in beta.
A GIF demonstration of new local feed partnership program: