Google Opens the Door to the Trusted Stores Program
Google's intent is clear. The ad giant wants to enroll more high volume merchants in its program. A greater number of stores would enhance Google's position as a shopping resource. By dropping the data sharing requirement, Google removes a clear and significant barrier to participation. Surely, a merchant with a stellar performance rating, attaining the coveted review extensions for AdWords and enjoying enhanced click through rates will be more willing to purchase more AdWords, a clear win for Google. To industry watchers, this move is not just a program change or a way to gain more AdWord sales. It is a strategic move to counter the growing influence of Amazon as a commerce source for consumers and to consolidate Google's position as a source of trusted reviews versus other review platforms. This program change is a signal of things to come and bears careful watching.
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