Google Merchant Center is piloting a “paid” test that could give you an additional opportunity to drive customers to your website.
The Google Merchant Center team sent an email alerting merchants to this pilot and described:
“Give ready-to-buy customers the option to land directly in your checkout. A. Google’s new pilot has helped increase conversions and sales for participating merchants.”
To enter the test, you must fill out a form.
Once you’re in the pilot test, the “paid” CTA will appear next to the “visit site” link on free product listings.
Why we care: This new feature could help create a more seamless shopping experience for customers and potentially drive more traffic to brand websites.
How it works? To participate in the paid pilot for your free listing, simply sign in to Merchant Center, click Settings, and add your paid landing page link where you want shoppers to land. You’ll have the option to add a dynamic URL template for their entire brand, or they can add a unique checkout link for each individual product in the feed.
How to set up your URL template: Advertisers must ensure that the URL template they wish to use has placeholder product data parameters to specify the product identifier as well as any other parameters. This is to ensure that customers land on the correct payment page. Google currently supports a maximum of five parameters within a URL template.
Essential Google Placeholder Parameters Requirements:
id – The ID attribute associated with the offer. This will be replaced with the [id] attribute indicated in the offer feed.
Optional Google Placeholder Parameter Requirements:
size – The size attribute associated with the offer. This will be replaced with the [size] attribute provided in the offer feed.
color – The color attribute associated with the offer. This will be replaced with the [color] attribute provided in the offer feed.
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What did Google say? The search engine is encouraging advertisers to ensure that customers who are directed to their website from Google receive the best possible user experience. Although not essential, Google recommends that you consider:
Support a smooth transition to purchase with purchase flows designed for customers coming directly from Google. Communicate clearly so customers can easily verify who they are buying from, as well as what they are buying and how much it will cost them.
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