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The case for driving more traffic from Google to your website
Consumers are impatient and demanding when it comes to free and fast shipping.
Today Google unveiled its new free and fast ad label — Google Shopping ad listings with labels that promote free and fast 2-day shipping.
Promoting shipping that’s listed as free and fast in Google Shopping ads aims to increase algorithm favorability and ultimately conversion rates for items with merchants whose catalogue and logistics fit within its requirements.
At its core, Google’s new free and fast shipping label requires a merchant to provide the following:
- Free shipping: Offering free shipping across an entire website or for products over a certain cart value.
- Fast shipping: Utilising postcodes that enable a delivery within 2-3 business days based on where the inventory is located, and setting shipment date values directly in Google Merchant Centre.
ShipBob has been working through Google and their Merchant Centre to bring Google’s free and fast label in Shopping ads to customers for nearly a year. Now, all qualifying ShipBob customers can showcase their brand’s shipping speeds at point of discovery with the new free and fast shipping label in their Google Shopping ads. Hear from a couple of ShipBob customers who participated in the pilot:
“Having Google’s free and fast shipping label allowed us to bring our relevant supply information to the forefront and directly to the customer, driving real results such as a 50% increase in sales volume for our top selling product during the following month after and a lift of 33% for Google conversion rate within 1 month of launch.”
Kristel de Groot, Co-Founder, Your Super
The case for driving more traffic from Google to your website
The new free and fast shipping label can help ecommerce businesses that face rising customer acquisition costs across channels. Taking advantage of shoppers who start their search on Google, you can drive more consumers to your website, more easily build your brand, collect email addresses and remarket to customers, and reap the benefits of conversion directly through your most important sales channel.
Why apply for Google’s free and fast label in Shopping ads?
Retailers on the pilot in aggregate saw a 9% checkout conversion rate increase conditioned on impressions.
“Our team was happy to take advantage of Google Shopping’s free and fast label feature. At Your Super, we really value customer service and this pilot gave us an opportunity to improve marketing performance, but more importantly, provide value to our customers.”
Kristel de Groot, Co-Founder, Your Super
Growing brands looking for needle-movers to increase revenue should consider offering free and fast shipping and applying for Google’s free and fast label in Shopping ads. You can apply for the free and fast shipping label today.
For more information, learn how to set up the free and fast shipping label or view landing and checkout page requirements for the free and fast label.
Partner with ShipBob
Not yet a ShipBob customer? Learn why thousands of fast-growing ecommerce brands partner with ShipBob for direct-to-consumer fulfilment. With ShipBob’s 2-Day Express Shipping, international fulfilment network, and best-in-class technology, you can compete with Amazon and leave fulfilment to the experts.
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Hear from several ShipBob marketing agency partners who specialize in Google Shopping Ads on their biggest recommendations or best practices as well as the top mistakes to avoid.
ROI Revolution
What’s your number one piece of advice for selling on Google Shopping?
“You get out of it what you put into it. First, you want to give Google the information it is looking for with a high quality product feed. Don’t be afraid to let your product data to do the talking. Second, harness that information from the feed into a structure that makes sense based on your intention for each product, brand or category. Use your campaign structure to help guide Google in using your product data.”
Noel Liottar
What’s the number one mistake you see people making on Google Shopping?
“It falls in line with my statement above, but the biggest mistake in my mind is not taking the time to optimise your product feed. Your feed is the key to unlocking all Google Shopping has to offer, so it is worth your time and money to ensure that product feed is as optimised as possible.”
Noel Liotta
Hawke Media
What’s your number one piece of advice for selling on Google Shopping?
“Smart Shopping outperforms Standard Shopping 9/10 times.”
Areen Mayelan
What’s the number one mistake you see people making on Google Shopping?
“Not optimising their product feed specifically for Google. By tailoring the feed for Google Shopping, ads will not only serve more often, but will provide more relevant information for users, resulting in superior performance.”
Areen Mayelan
adQuadrant
What’s your number one piece of advice for selling on Google Shopping?
“Try Smart Shopping for 2 weeks.”
Dale Wilson
What’s the number one mistake you see people making on Google Shopping?
“Not trusting in the Smart Shopping system/process, not allocating enough budget to the test per day, and not letting it get enough signal to be a winner.”
Dale Wilson
MuteSix
What’s your number one piece of advice for selling on Google Shopping?
“Build a strong robust feed with optimised product titles, descriptions, images, and GTINs if possible.”
Adena Merabi
What’s the number one mistake you see people making on Google Shopping?
“Not understanding how to break out campaigns by margin, best sellers, etc.”
Adena Merabi
