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360i Report: What Retailers Need to Know About the New Google Shopping

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Google recently announced that its Product Search feature will soon transition to a purely paid model, called Google Shopping. Previously, the shopping experience and product feed management service has been a free inclusion service, but by Oct. 1st this year merchants must pay to be listed in Google Shopping.

We estimate that anywhere from 5 to 10 percent of search traffic to a retailers’ website currently comes from Product Search, so the change could have a significant impact on retailers’ search performance. Marketers should keep in mind that the conversion rate for these shopping-focused searchers will be higher than it is for other paid efforts in Google. This is an important slice of traffic that retailers will want to keep a close eye on in the coming months.

360i’s latest report highlights what the shift will mean for advertisers, and how brands should prepare. Read the complete POV below, or download as a PDF.

-Bruce Williams, Associate Media Director, and David Randolph, VP of Retail at 360i, contributed to this report.