Changes To Google Product Search
Last week me and James Bavington (head of web design here at Creare) filmed a video blog explaining that Google Product Search as we know it is changing.
If you are an online merchant or a search marketer and you’d like to watch this video explaining what is changing and what this means for you please follow the below link:
If however, you prefer to read your facts or simply don’t have the time to watch a video please find below the main point you needs to know. You’re welcome!
Google Product Search aka Google Merchants, Google Base, Google Products and even Froogle is changing its name to Google Shopping. This isn’t the big news; the big news is that very soon in order to list your products on Google Shopping via a feed and receive traffic to your site you will have to pay!
Rather predictably Google claim this change will improve search quality and argue many other shopping engines already charge for traffic from them. However, understandably many merchants and searchers fear this could be the tip of the iceberg as Google continue to monetize another previously free service.
At present it’s possible for a merchant to list their inventory on Google via a feed into Merchant centre which will then display their products in the SERPS and in the shopping comparison listings as below.
Google Shopping Results in the SERPs
Google Product Search Comparison Facility
Any searcher who clicks on your product listing is directed through to your site to purchase.
Google now wants all merchants to list their products via Product Listing Adverts which is a feature of Google Adwords. This would mean that in order to continue listing products on Google a Merchant will need to set up and link an Adwords account to their Merchant Centre account and then within Adwords control the settings for exposure and targeting. A process that may cause difficulties for those not so well versed with Adwords.
Product Listing Adverts in the SERPs
This process of listing products through Adwords Product Listing Adverts offers some decent benefits to merchants with the ability to add a promotional message to the product image, price and description as well as advanced targeting options ensuring the right products appear in front of the right searchers.
The ‘gateway charge’ that will be applied by Google for any click on your product listing advert will be the point that upsets most retailers. Unfortunately for merchants, Google is well aware of its status in the UK as the premier search engine and as such is a major source of information for prospective online purchasers and a major source of sales for online merchants.
Any merchants who wish to continue to draw sales directly from Google will now need to pay a small gateway charge on every visit sent to your site.
Luckily Creare have being working with Adwords and Product Listing Adverts for a while and are already well versed in how to generate sales via this format. If you require more information and advice on this change or would like Creare to help with your transfer over to Product Listing Adverts please fill in our contact form or call on 0800 0199906.
For information on how to make the most of Google Product Search while it is free please see my colleague Hannah Stephens’ recent blog post ‘How to make the most of Google shopping while it’s free’.