How is Shopping Actions different from Purchases on Google?
The overall transactions strategy at Google is not changing. We are still looking to improve users’end-to-end shopping experiences with merchants across Google Surfaces and help them drive incremental sales. As with the previous transactions product, merchants will still be responsible for their own fulfillment.
What’s changing?
- New branding: The transactions product at Google is no longer called Purchases on Google. The new name of the product is Shopping Actions.
- Ads on Search: We are replacing the CPC charged POG on Search ad component with a commission based unit (for eligible inventory/merchants), which will be charged on a commission basis (not CPC) so you only pay when a conversion happens. There will be no charge for the click on the unit.
- Landing page: Clicking on the unit takes users to the Google Express product page vs. the Google-owned merchant-branded storefront.
We are also announcing a few more features with Shopping Actions:
- Introducing a personalized shopping cart and shopping list across Google surfaces including Google.com, Google Express and the Assistant (soon other platforms) for users to easily buy multiple merchant products.
- Drive loyalty and repeat business through loyalty card integration.
- Allow for easy re-ordering and building baskets of merchant products based on user purchase history and preferences on Google Express.
- Emails and customer support will be managed by Google, but merchant branding would be a part of all communications.
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