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In this newsletter, you’ll find:
🛒 Google’s universal cart vs your own checkout: where should the sale close?
📢 OpenAI rolls out visual ads and launches ChatGPT business hub
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🛒 Google’s universal cart vs your own checkout: where should the sale close?
Google’s Universal Cart is now live for US shoppers in Search and the Gemini app. Search Engine Roundtable reported on October 23 that a cart icon sits at the top right of results, product listings carry “Add to cart” buttons, and the cart works across Google Shopping with Google Pay and a “My orders” tab.
A shopper can now build a basket across several stores without visiting any of them. That forces a choice about where you want your sales to close.
Option A: Google’s cart
Wins when: your products get compared side by side, such as electronics, home goods or gifts. A shopper collecting items across stores is unlikely to leave Google to visit yours, so being easy to add beats being visited.
Costs you: the visit. Shoppers who never land on your site miss your bundles, upsells and email signup, and you compete mostly on price, shipping and reviews.
Option B: Your own checkout
Wins when: your profit comes from what happens on site, such as bundles, quizzes, subscriptions or a strong first-order email capture.
Costs you: convenience. With a competitor one tap away in Google’s cart, sending the shopper to a separate site adds a step at the exact moment they’re ready.
The deciding question
How much of your profit per order comes from what shoppers add after they land? Compare first-item value with final order value across last month’s orders. A shopper who lands for a $40 item and leaves with $58 in the cart shows your site adding $18. If add-ons lift the average order by a third or more, your site is earning its keep.
The verdict
Both, with different products in each lane. Get every product cart-ready on Google, and put your effort into winning visits for the products your site sells better, such as bundles and subscription items. In my judgment, resisting Google’s cart entirely is a losing position for commodity products.
Coverage so far hasn’t detailed merchant controls, so check Merchant Center for new settings before planning around them.
What cart-ready means
Shipping speed and cost filled in accurately for every product
Return window stated in the feed and on product pages
Feed prices matching site prices, so listings don’t get held back
Your homework
Split your top 20 products into two lists: products shoppers compare on price, and products your site sells better than any listing can. The first list gets feed work. The second gets landing pages built to win the click.
📢 OpenAI rolls out visual ads and launches ChatGPT business hub
OpenAI is expanding ChatGPT’s advertising and business capabilities with visual ads during image generation and a new Business Hub that helps companies track visibility, manage their profiles, and connect with customers.
The Breakdown:
ChatGPT Business Hub is now available in beta, allowing verified businesses to track brand mentions, website clicks, and discovery topics to understand how customers find them through ChatGPT.
Businesses can claim their profiles through phone or DNS verification, update their information and, if eligible, launch AI-powered Business Agents to answer customer questions and explain their offerings.
ChatGPT is rolling out visual ads that appear while users generate AI images, displaying sponsored content separately from the conversation and disappearing once the image is ready.
The new ad format is being tested with select U.S. advertisers, featuring clearly labeled promotions for products, services, and experiences. Early users have begun reporting live placements.
OpenAI is turning ChatGPT into a platform where businesses can advertise, measure their visibility, and engage potential customers. With website click data and verified AI agents, brands have new ways to understand their presence and reach customers directly through AI conversations.
Together with AirOps
See how competitors are selling inside ChatGPT
You probably know what competitors say on their websites. But what message are they putting in front of people asking ChatGPT for help?
Seeing their pitch can help you decide how to position your own offer.
The AirOps ChatGPT Ad Library lets you search by brand name or domain to see competitor ad messaging and the prompts where those ads appeared. With 6,000+ brands listed, there’s plenty to explore before you write your own brief.
See how a competitor positions its offer in a specific conversation. Then consider what would make yours worth a click.
Use what you find to choose a stronger messaging angle and give your team a concrete reason to test it.
Before you spend on your first test, see how competitors are making their pitch.
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