Google Commercializes Retail Product Feeds

  |  May 31, 2012   |  Comments

New "Shopping" platform will charge for listings that were once free.

Retail marketers that have been submitting their product feeds for free via the Google Product Search feature will be paying CPC or CPA bid prices for the same placements before the end of the year. The Mountain View, CA-based digital giant today is announcing its Google Shopping commercial platform, which combines the products ads typically seen at the top of the search page with what Google has called "product universal" results - or free listings based on a retailer's products feed in the system. Google Shopping will be tested and slowly rolled out during the summer and fall months, the company said.

Google believes that merchants will provide better product data feeds under the new paid circumstance, theoretically creating higher quality search results for users.

"We are building an experience that helps merchants big and small connect with and attract more customers," Sameer Samat, VP of product management at Google, told ClickZ. "And one of the best ways we can do that is by creating a more clear and concise way of sharing this information on Google.com. And when they do click through to retailers' sites, they are more likely to convert."

During a Google Shopping test going through summer and into fall, marketers that run Google's Product Listing Ads will participate in a trial highlighted by an ad unit with bigger images than what's previously been seen on the search site.

"We are using bigger pictures of products because we think that helps users understand the results more effectively," Samat said. "Shopping is often very visual."

Compared to the old ads that had a cream-colored overlay, the new ones have a white background, melding more subtly with the rest of the page. The ad unit is marked with "Sponsored" copy in the top right-hand corner.

Among other items revealed on Google's blog on Thursday, the company said it will distribute retailer circulars via the Google Shopper app that's available for iPhone and Android smartphones.

"If you are inside a mall, for example," Samat said, "you will be able to see the local sales promotions that are near you."

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...