Google Adwords Checkout
The number of Adwords carrying the checkout symbol is on the increase. For those of you who don’t know, Google Checkout is Google’s answer to Paypal. The incentives for using the checkout go way beyond a secure transaction, as the presence of the Google Checkout badge has been know to increase the clickthrough rate by 23%. Also, the brand identification increases the probabilities of customer conversion, and retention. Google’s sales spiel looks like this:
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Increase sales. Google Checkout users click on AdWords ads 10% more when the ad displays the Checkout badge, and convert 40% more than shoppers that have not used Checkout before. |
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Process sales for free. For every £1 spent on AdWords each month, merchants can process £10 in sales the following month through Google Checkout for free. For all other sales, the charge is a low 1.5% + £0.15 per transaction. |
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Protect yourself from fraud for free. Our fraud prevention tools stop invalid orders from reaching you. And our Payment Guarantee policy helps protect you from chargebacks. |
So the economic benefits of clear, but it’s surprising how few people know how to integrate Google Checkout into their store, and into their Adwords campaigns. Here’s how:
1. Get a Google checkout account here : http://checkout.google.com
2. Now the tough bit; integrate with your store. Most mainstream providers already offer checkout integration, and Google also provides code for most of the open source platforms. (OS Commerce integration is very easy). If you’re interested in getting the Adwords bit rolling for a few products, you could simply produce a buy it now button and slap it on the page.
3. When you set your account up, in the merchant profile, place the root of your domain (e.g. webreality.co.uk, not www.webreality.co.uk).
4. In Google Checkout : settings : Adwords, add your Adwords Customer ID (when you’re logged in to Adwords this is displayed top right).
4. Run your Adwords campaigns as normal.
5. Initially, nothing will change, after the first Google Checkout transaction, there is a delay, and then your Checkout Badge will be active on your campaigns.
You can set your Adwords Checkout badges to Inactive but it will affect all campaigns. It’s worth running tests to ensure that the Checkout badge does actually yield a higher conversion rate.
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