E-commerce Insights: Add the Fifth ‘P’ of Marketing

Google displays a shopping cart icon next to Google Checkout advertisers. Ling notes that participation in Checkout can increase clickthrough rates, which ups the quality score, giving advertisers higher paid positions on Google search results pages at a lower cost.

How to Choose

For online merchants with significant AdWords programs, the benefit of the shopping card badge on the search results page is a strong incentive for adding Google Checkout. Online merchants with high average order values will find the instant credit and delayed payment options of Bill Me Later quite attractive to their customers. And retailers with a strong eBay presence will appreciate the large base of PayPal users.