GOOGLE SHOPPING

The Clock is Ticking…..

• Google Shopping is one of the largest online shopping comparison sites.

• It is a platform that allows e-retailers to promote their products to consumers who can search, compare and click through to purchase.

WHAT IS GOOGLE SHOPPING?

UK GOOGLE SHOPPING 2013

The Change

• Only merchants that pay will be listed.

• Google says advertisers will provide data feeds or create product listings through Google AdWords, in campaigns that are set to run on Google Shopping.

• The model is similar to how Product Listing Ads work now.

• Merchants won’t bid on particular keywords but rather bid how much they’re willing to pay if their listings appear and get clicks or produce sales. Getting a top ranking will depend on a combination of perceived relevance and bid price.

• In addition, Google Shopping will incorporate Google Trusted Stores badges into the listings, for those merchants who participate in the program. Google has already been trialling the use of these within AdWords.

NOW

Organic Product Search Results

Displayed for free on Search engine results

page

Results displayed through a data feed

in the Google Merchant Centre

account

Product Search

Displayed for free on Shopping tab

Product Listing Ads

Paid Cost Per Click (CPC) on Search

Engine results page

Results displayed in a PLA data specific feed in the Google Merchant Account centre linked to

Adwords

Results displayed through a data feed

in the Google Merchant Centre

account

FEBRUARY 2013

Product Listing Ads

Displayed on Search Engine Results page & Shopping Tab through Paid - Cost Per Click

(CPC)

Displayed through a refined data

feed in the Google Merchant Centre account linked to

Adwords

£££ THE FINANCIAL ANGLE

What are the financial changes to Google Shopping?The new Google Shopping model will charge on a CPC basis. Retailers can apply a maximum bid to product target groups or individual products, through their Google Adwords account. Google will determine ranking based on what bids advertisers choose instead of imposing a minimum CPC rate. Seller A bids

6p

Seller B bids 7p

Seller B ranks higher than Seller A

Position for specific key phrases will be decided by Your bid

How relevant Google deems your product to be for a specific search query - Just like Product Listing Ads today.

KEY TAKE OUTS • Trial of new Google Shopping model in the US has been successful

• Google has announced it will be rolling out similar changes across ten more countries, including the UK.

• From February 2013, Google will change from free Google Shopping listings to a new paid for program.

• This will be based on Product Listing Ads, another Google Advertising tool.

http://www.google.com/ads/shopping/http://www.seotrafficlab.com/seo-bloghttp://searchengineland.com/google-product-search-to-become-google-shopping-use-pay-to-play-model-122959http://www.netmediaplanet.com/blog/

FURTHER READING