google-store-checkSince the announcement of Google Shopping, online retailers have been scrambling to make sense of the changes and adapt for a successful Q4. On October 17th, Adwords’ Product Listing Ads officially power all of Google Shopping. As the rollout has happened over the last few months, Google has been adding features to their system to help retailers get an added lift for this year’s holiday season. One program in particular is Google Trusted Stores.

The program opened enrollment to retailers in mid-June. Since that time, Google has insisted that the benefits of the Trusted Stores endorsement would display in paid search advertising. As of mid-October, we are noticing the Google Trusted Stores logo appearing in Product Listing Ads on the search results page. This is the front lines of finding interested buyers. The added seal of approval helps consumers quickly identify retailers who meet Google’s standards for shipping reliability and excellent service. Retailers participating in the Trusted Stores program are seeing an increase in click-through-rates, conversions rates, and overall order value.

Additionally, the Trusted Stores logo is displayed under the seller’s listings within Google Shopping. As online shoppers compare prices and sellers for a specific product, the Google Trusted Stores logo indicates to consumers whom Google verifies as a reliable merchant. Shoppers can hover over the logo and see the retailer’s scores related to shipping and services.

With 2012 online holiday shopping projected to grow 16.8% over 2011, retailers stand to benefit by the added certification of Google Trusted Stores. The Trusted Store logo is sure to increase in visibility as Google completes its rollout of the endorsement program. Retailers in the US looking to become a Trusted Store can apply online and complete the necessary steps to get started.