Google Checkout Goes Live in the UK!

Although you might think of Google as ’just’ a search engine, they have been busily diversifying over recent years. They have used the Google brand to launch an email service, a desktop photograph organiser and lots of other fun stuff like Google Earth (don’t download it or you’ll get nothing done this afternoon!) Their latest offering could, however, really put the cat among the pigeons.

What is it?

In essence, Google Checkout is a simple online payment system - rather like PayPal. Integrated tightly with Google’s AdWords system, it lets advertisers use Checkout to collect credit card payments from customers.

Advertisers using Checkout can place a small icon next to their AdWords advertisements on Google’s search results page. This discreet but attractive logo is intended to make an ad stand out slightly from its competitors - increasing the likelihood that browsers will click the ad.

Of course this benefits the business concerned - but every click also means more money for Google. As ever, they are attempting to create a virtuous circle where customers, businesses and (most importantly) Google all win.

Is it a Good Product?

Since its launch in the US last year, Checkout hasn’t made too much of a dent in the market and PayPal continues to dominate the field. There have been grumblings about the workings of the sytem, and eBay has gone so far as to ban the use of Checkout for transactions carried out on their site.

Despite these hiccups, Google is continuing to press the product and its UK launch is anticipated to preface a European launch in the near future.

Whatever teething problems the service may have had, with Google’s sheer brainpower and resources it would be foolish to ignore their offering.

For online retailers, it does offer the option to integrate online marketing activity with sales and payment information, making Google a one-stop shop for anyone selling online. With Google’s princely share of the search engine space, that’s an alluring proposition.

Today’s Moral

Google really know how to make the most of their brand. The trust that people have in the brand helps them to create new revenue-generating possibilities. If you are advertising through AdWords and selling online, it may be worth a look. If you’re interested in how a strong brand can be used to leverage product launches in new markets it’s definitely worth a look.

(Oh - and if Google know what people are searching for, which sites they visit, which sites they buy from, how much they spend and where they come from, you’re looking at heaps of competitive intelligence. Good luck if you’re trying to second guess that.)