Google quietly announced a new shopping experience scorecard on the back of confirming the page experience update for desktop websites and search results.
The tech giant introduced the shopping experience scorecard to promote online retailers that provide “excellent customer experiences”. Google will reward merchants that demonstrate excellent levels of customer service with a significant boost in rankings and more visibility in search engine result pages (SERPs). The Google Shopping experience is a great way to establish a seamless customer journey for your customers at their very first ineraction with the product.
Google is also rewarding these businesses with a badge and other benefits to help boost their appearance in SERPs and help consumers find their web pages.
How will Google Measure Customer Service Experiences?
The shopping experience scorecard will measure the level of customer service you provide based on the following metrics:
- Delivery time
- Shipping cost
- Return cost
- Return window
You can monitor the experience you provide customers and see the new scorecard section in your Google Merchant Center account. First, head to your account, then from the navigation menu, go to Growth and tap Shopping Experience Scorecard.
Although Google won’t penalise merchants for offering a substandard level of customer service, it hopes the new update will incentivise businesses to improve the experience they offer. Each metric will be allocated a rating of “Excellent”, “Comparable”, or “Opportunity”.
Any information you provide to Google will be assessed daily, although it might take a few weeks before any improvements you make are reflected in the new programme.
Suppose you are missing ratings or don’t have any at all. In that case, it might be that you have provided insufficient information or haven’t received an adequate number of impressions during the lookback period.
Note that the Shopping experience scorecard differs from Retailer Standards, which only applies to Buy on Google merchants and can result in penalties for failing to meet criteria.
If you need help managing your Google Shopping ads or any other PPC ad campaigns, then get in touch today to discuss how we can increase your visibility and conversions online.