Everything You Need to Know About Google Shopping Actions
Google Shopping Actions is Google’s first serious play to become more of a marketplace. It lets merchants expand their reach to a wider market, making it easier for shoppers to browse and purchase their products.
Google Shopping Actions focuses on 3 main goals. It allows a merchant to put their products on new Google platforms, like the voice operated Google Assistant. Google Shopping Actions also let’s your products be accessed and purchased across all Google shopping platforms, including Google Shopping, the new Google Express that lets you order from local stores, and Google Assistant. On top of these, you will have the option to enable 1-click reordering for your products, which can convert one time shoppers into loyal regulars.
Back in June 2016, purchases on Google were expanded from experimental stages to an exclusive feature for a select group of big brand advertisers. Companies like Ralph Lauren, UGG, and Staples were given the opportunity to use this new feature. After some time, all companies reported great success!
Soon after, purchases on Google were made available to anyone who was willing to try. A simple beta request form was all that was needed to give it shot.
Now, Google has rolled out the Google Shopping Actions program and made it accessible to more people. Currently, Google Shopping Actions is available to merchants who have physical stores based in the US.
To get started, first, you need to need to submit this form.
Once set up, you can access the Google Shopping Action platform within Google Merchant Center.
You have access to many features such as score history, metrics at a glance, defect rates, sales, lost sales, fill rates, rejections, and much more.
Google Shopping Actions does charge a commission rate. The rates apply to the final net price charges, including any additional fees, such as shipping, that have been applied. The item category will also influence the commission rate, with commission rates ranging from 5-20% with an average of 12%.
We have a chart listing the commission rates based on item categories. If you’d like to know the specific rate, please reach out and let us know what category of products you sell.
Merchants receive a quality score, or rating, on the first day of each month within Google Merchant Center. The score is based on data from the past 90 days. Although the score is not visible to your customers, it will still impact your campaign.
Good scores will also get discounts for the merchant. Depending on whether the merchant is a top retailer, a standard retailer, or a below standard retailer, they will receive discounts and incentives on their account.
Several new metrics have been added to help you keep better track of your data. These metrics update daily at 7AM PST. These metrics consist of sales, AOV, AOS, fulfilled orders, fulfilled items, fill rate, lost sales, swapped items, rejections, and OOS items. You can find the definitions for these new metrics in the table below.
The easiest benefit to point out is that using Google Shopping Actions will make your products more accessible to more shoppers on more platforms.
Having a simplified universal shopping cart for all Google platforms will also increase the ease of purchasing your products.
Enabling the option for 1-click reordering will also make your products more accessible for purchase due to its quick and easy nature. The ease of 1-click reordering can convert that one time shopper into a loyal regular!
Customer relationship management data is also easily accessible and yours to keep, unlike Amazon. You are able to choose what happens at the checkout for customers shopping on Google Express, as well.
Google will also facilitate and manage all returns. They provide easy to follow standards and processes, Google support for both merchants and customers, enforced return eligibility, and savings on shipping and processing costs.
Just like Google Merchant Center updates, Google Shopping Actions will also have many updates to come. A clear objective is to introduce local integration. Local integration allows shoppers to make purchases online and pick up the products at the physical store location. This is not yet possible but has been announced to be rolled out next year.
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