Announced this February, Google Shopping is further enforcing its pricing policy. Changes took effect on April 6, 2021. The rule is simple: if a product’s price is presented in a shopping ad, or the product listing differs from the price seen in a customer’s shopping cart, Google can suspend your account.
Let’s take a closer look at exactly what’s changing and what adjustments you’ll need to make to your ads to be in compliance.
If the price of a product displayed in a shopping ad or free product offer differs from the price that appears in a customer’s shopping cart, it can negatively impact their experience and cause you to lose a sale.
Up until now, Google checked (using their GoogleBot) whether the price shown in a shopping ad was identical to the price on the landing page. Since April 6, Google has also been reviewing the price at the conclusion of the order.
The explanation Google provides for this change is as follows: “Your customers expect to pay the advertised price for your products. If the price for a product featured in a shopping ad or offered for free differs from the price showing up in a customer’s shopping cart, it can negatively impact their experience and result in you losing a sale.”
If Google detects an inconsistency in your e-commerce store, then you have 28 days to correct the mismatch. Do not take this warning lightly, since you can expect a permanent suspension of your account if you do so.
While you can generate interest in your product from potential customers and get them to click on it, a sale is not final until the product is paid for. To accomplish this, Google explains in its Google Merchant Center Help section exactly what requirements must be met:
Besides pricing, you may also face some challenges in submitting your feed when selling your products through Google Shopping. In a previous article published on our blog, we highlighted the top Google Shopping errors that you can resolve within Lengow. Do not hesitate to consult them regarding categorization, sizing, color, or gender…
The most important thing is to keep your primary goal in mind: to present optimized ads that lead to purchases. It is the entire process, starting from the publication of the ad all the way to the final payment, that needs to be optimized: you generate more conversions by providing your customers with a superior payment experience.
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