Google Shopping to become free for advertisers in 2020

Google Shopping to become free for advertisers in 2020

For the past few weeks, we have been affected by a major pandemic crisis having a full impact on Retail.

Since the announcement on March 14 by Edouard Philippe of the closure of non-essential physical stores and the implementation of containment, French households have completely changed the way they consume. According to INSEE, French household consumption fell by -36%. According to Fevad, 76% of E-commerce sites have recorded a decline in their activity since March 15 and for half of them, this decline in activity is more than 50%

In this complicated context for many E-commerce sites, and merchants who are turning to digital in these times of crisis, Google announced a few days ago on its official blog that it was going to offer free access to Google Shopping for all advertisers.

Google Shopping Free for all advertisers

Bill Ready, Google’s E-Commerce President, announced on April 21, 2020 that Google wants to make selling products online accessible to as many businesses and sizes as possible. A boon for e-merchants currently in difficulty because of COVID-19 or who do not necessarily have the necessary budget to advertise on Google Shopping

Increase your visibility and improve your profitability for free

Google is thus making it possible for e-merchants to display their products in Google Shopping search results for free to millions of Internet users per day. The objective is to generate visibility and turnover. For e-merchants already present on Google Shopping, this means that you will be able to offer a list of additional products to your catalog already present on Google Shopping to increase your visibility. It may be relevant, for example, to add products that were unprofitable through Google Shopping and that you have excluded from your campaigns to meet your profitability goals.

When will the device be available ?

This feature will be available from April 27 in the United States. Deployment in other countries is scheduled for the end of 2020. We will therefore have to wait a few more months to put it in place in France.

Who is concerned ?

All advertisers are affected by this device. It doesn’t matter whether they’re already on Google Shopping or not. If you are already on Google Shopping, no action is required. On the other hand, if you’ve never advertised through Google Shopping and don’t have a Google Merchant Center, the time to set up will be slightly longer.

L'Auteur
Maëva Delécluse