In today’s web-focused world, establishing your online presence should be of the utmost importance to any retailer or merchant worth their salt.
However, with the sheer abundance of retailers now using Google AdWords and other paid campaigns to advertise their brand and products online, how can you avoid your marketing campaigns becoming merely background noise among a sea of search results?
Enter Google Trusted Stores, a handy (and not to mention, free) feature that will instantly let potential buyers know that your store can be trusted, having been given the seal of approval from Google itself.
So, what does it involve?
Applying for Google Trusted Store status is incredibly easy. All you have to do is create an account and add two snippets of code on your website. Google will then use these codes to monitor your website’s performance, while you wait to hear whether you’ve been verified- a procedure that can take between an estimated 30 and 90 days.
This is a down sight simpler than previous versions of the extension, making now the best time to get verified. Before last January’s update, merchants had to provide Google with their complete shipment and cancellation feeds- something that retailers felt uneasy handing over.
Now, however? None of that is required, thanks to those nifty code snippets.
But while applying has become simple enough, there’s still a specific set of guidelines that your online shop must follow in order to receive that all-important verification.
To become a Google Trusted Store, you must have an average monthly order volume of over 200, not stock restricted products (such as weapons and tobacco), and you must be able to provide accurate estimated dates for shipping.
Additionally, shopping cart or basket pages must not be hosted on a separate domain, all checkout pages must be encrypted, and your customer service team should respond to any customers’ issues within one working day. Simple, right?
The main question now, though, is this; is it worth getting your online store verified?
The short answer is yes.
Although it may not be achievable for every retailer (due to a lack of staff or funding), small to medium sized businesses can really benefit from such a stamp of approval.
Potential buyers may be hesitant to put their trust in a company they don’t know, instead opting to buy from a merchant they’re already familiar with. In fact, Edelman’s Trust Barometer 2009 found that 91% of people preferred to purchase from trusted retailers.
To put it simply, people trust Google’s opinion, and being verified as a trusted store is a clear indication that your business is legitimate. Plus, having the badge displayed wherever you want on your website (an additional perk from last year’s update), as well as on Google shopping ads, is sure to lend a helping hand when it comes to standing out from your competitors.
Another advantage of the Google Trusted Stores feature? It will allow you to optimise the seller rating extension, reinforcing your company’s credibility. Both of these features make great additions to paid ads, improving click through rates and reducing PPC costs.
It has also been shown to increase conversion rates by up to 9%, and average order sizes by up to 6% (source: bigcommerce.com), further proving its worth to smaller retailers and merchants.
Want more information on getting the most out of your product listing ad campaigns? Contact Traffic Jam Media for a free audit and advice.
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