• Michelle McCoy

5 New Features Coming to Google Shopping

Good news for eCommerce advertisers: Google has announced several new features and provided an update on its Shopping Actions program, adding some key details to the features. Let's take a look at the changes and how it affects its users.

Google is a powerhouse when it comes to marketing your online store and is a strong competitor to Amazon. Google's main concern (after making money) is providing its users with the best experience possible and these new features enhance a user's experience along with the marketer too!

#1: New innovations to highlight your location

When a consumer sees your ad on Google, an affiliate location extension tells them which nearby retailers also carry your product. When the consumer clicks on your ad, Google marks the relevant retailers on a map and shows directions to the different stores.

This expansion is a tool to help your business capture local consumers looking for fast and readily available solutions. The affiliate location extension works similarly on the Display network. Your ad is shown to those who are interested in your product and near a retailer that carries it. People can also get directions to the nearest stores.

Now, Google has expanded the feature to video ads on YouTube. While your ad plays, the viewer has the option to get directions to the nearest retailer that carries your product. According to Google, affiliate location extensions have increased CTRs and bumper ads by over 15%!

#2: New local catalog ads

Google is rolling out the new local catalog ads to Display advertisers. The format is simple: underneath a hero image, the consumer can scroll through your product catalog and easily access information regarding pricing and availability. It’s a clean, interactive way to advertise your products and direct foot traffic to nearby retailers.

#3: Local inventory ads and new local feeds program

When Google shoppers click on your local inventory ad, they are taken to a local storefront: a Google-hosted landing page that presents in-store product availability, store hours, directions, and related information, kind of like Google MyBusiness.

Before the update, retailers had to set up their own local inventory feeds in order to run local inventory ads. Fortunately, Google has launched a new program to partner with POS (point-of-sale) and inventory data providers. Now, retailers can directly connect their data providers to Google and rest assured that the sales and inventory data need for inventory ads is being reported accurately and in real time.

#4: Competitor pricing information

A new feature is coming to AdWords for online webstore advertisers...they can now access the pricing information of competitors. Shopping advertisers can see what their competitors are charging for the same products and use this information to improve their bids.

#5: Shopping Actions program

Launched in March, the Shopping Actions is Google’s response to Amazon’s growing dominance over the eCommerce marketplace. The platform allows retailers to sell their products to consumers across Google Search, Google Express, and Google Assistant. Consumers use a universal shopping cart that combines their orders from different retailers and different media – mobile, desktop, and voice.

Shopping Actions is a pay-per-sale platform: retailers only pay Google when a transaction is completed (instead of the pay-per-click AdWords). Google has announced the benefits of using Shopping Actions: more clicks, more conversions, lower CPC, and lower cost per conversion.

The Take Away...

These new improvements will help Google Shopping advertisers and users create potential customers across medias. Along with improved local sales, Goggle Shopping is upping the anty so you can be more competitive with Amazon products, have higher conversion rates, and put more money in your pocket. And don't we all love that.

What do you think about these new features? Tell us in the comments below.

Michelle McCoy has been developing and ranking websites, shopping accounts, and map listings for over fifteen years. She lives in Columbus, Ohio with "the hubby," "the kids," "the dog" and she loves her Ohio State Football. She coaches youth soccer, basketball and enjoys running through the mud.



twitter: @buckeyedynamics


© 2023 by Buckeye Dynamics LLC. 

Contact Us

3559 Karikal Drive, Suite 100

Westerville, Ohio 43081

P: (888) 688-5111



  • Facebook B&W
  • Twitter B&W
  • LinkedIn B&W
  • Vimeo B&W