Google aims to minimize friction for both consumers and merchants in the shopping experience. For consumers, Google wants to reduce decision friction by making the purchasing process quick and easy, especially on mobile. For merchants, Google wants to reduce feed management and campaign management friction to simplify the process. As mobile shopping increases, Google emphasizes the importance of optimizing for mobile to deliver relevant ads and allow for quick checkouts on the go.

1. True @ Google Shopping Central

2. Google Shopping Priorities

3. Main focus for consumers: need for instant gratification
(especially on mobile)
Google’s aim: minimise friction for consumers
Decision friction – minimise the factors that might affect
the final decision to purchase
Transaction friction – minimise the factors that interrupt
the ease of the purchase process
The Consumer Perspective

4. Consumers are getting more
‘browsy’

5. Main focus for merchants: a simpler, more manageable
process
Google’s aim: minimise friction for advertisers
Feed management friction - make the feed creation and
management less complex
Campaign management friction - allow more flexibility in
the campaign management
The Merchant Perspective

6. Increase value
Deliver better insights
Simplify management
Key Priorities for Google Shopping

7. The Mobile Shopper

8. Mobile: a sales channel that
can deliver the right message
to the right user at the right
time.

9. Mobile Shopping Best Practices
• Keep in mind that people are used to scrolling on mobile, and mobile clicks are
cheaper than desktop
• The main focus for advertisers needs to be minimising consumer friction and
allowing speedy checkout on mobile
1st position in mobile shopping results gets up to 3x higher CTR
Mobile share of online transactions in the UK expected to reach 45% by end of ‘16
(that’s the 3rd highest in the world - in the U.S. it’s around 30%)

10. Best Practices in Feed & Campaign
Management

11. Performance Optimisation Checklist
1. Avoid suspension - this can be caused by prohibited products or a
mismatched landing page
2. Get all products live in your shopping feed
3. Optimise product content (e.g. optimise titles with attributes,
keep each ad format in mind, provide high quality images etc.)
4. Differentiate your product ads (e.g. use merchant promotions,
display product ratings etc.)