Google announced a Merchant Center processing update designed to help brands provide customers with more accurate estimated delivery times.
Starting April 9th, Google will leverage min and max attributes for product data processing time for both shopping ads and free listings.
Why we care. The timing of deliveries plays a crucial role in the consumer’s decision-making process when making a purchase. By offering more accurate delivery times, you can increase trust and confidence in your brand. This increased reliability can, in turn, contribute to higher conversion rates.
next steps If you include processing time details directly in the product data, it is essential that you review the shipping attributes for accuracy. Be sure to update them before April 9th to ensure that the estimated delivery times shown for your products are correct. This will contribute to an accurate representation of your delivery times to potential customers.
first discovered The Merchant Center processing update was first flagged by senior director of performance marketing and SMX Next speaker Thomas Eccel. He shared a screenshot of an email he received from Google announcing the update X:
Commenting on the update, Eccel told Search Engine Land:
“I think this update is good because it improves the shopping experience for customers by giving them more accurate information about how long it will take for their orders to be processed before shipping.” “Also, for advertisers and merchants, it could be beneficial to set the right expectation of delivery time.”
deep dive. Read our guide to Google Shopping ads and free listings to learn how to increase your product visibility on Google.
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