Google Product Ads: New Google Feature
It has always made sense to pay attention to Google. As the number one search engine in the world, every website has to care A LOT about Google’s organic search engine page rankings and has to register its pay per click ads with Google. It appears that there may be yet another reason to be absolutely positively sure that your retail website is registering on Google radar.
The website Google Blogoscoped is an unofficial reviewer of Google’s business activities and technical modifications to its offerings. On June 19, 2009, the editors mentioned that they have gotten a bit of confidential information on a new program that Google is intending to place into beta testing in the near future. It appears to be called something like Google Product Ads.
Google is apparently inviting selected members of its merchant advertisers group to participate in a beta test of the new program. In essence, Google will allow merchants to purchase high positions in its Google product search queries. So, if a user searched for children’s yellow rain boots, they would be rewarded with search results that include today’s features.
According to the information provided, the merchant pays only if there is actual sales conversion from the product ad listing.
Naturally, placement would be based upon commission rate.
This is actually an enormous breakthrough for advertisers wishing to give their products a premium position. Just think. The customer is searching for African beads and the Google search not only returns a list of websites that the customer needs to click on and page through to get what they want, but also a set of images of your African beads along with pricing. What a time savings advantage for searchers! Plus, conversions are likely to be higher when the searcher finds what they want quickly.
However, in order to be on the receiving end of this new and expeditious way of finding products, you need to have your Google-specific house in order. According to Google Blogoscoped, Google has suggested that ad rank will be determined by an algorithm of commission times quality. They quote a Google email that states: ‘The quality score takes into account the relevance of your product to the users query, conversion rate of the query and the matched product ad on Google, your account history, and other relevant factors.’
Google also stated that you the merchant will not be able to add keywords to the product ads. Google will be in charge of matching your products to the queries made by searchers. This means that you need to be sure that any product feeds that you supply to Google for this purpose are extremely accurate and designed to create the best possible match between the searcher and your product.
There does not yet seem to be any information about when Google plans to roll out the commercial version of this new feature. Keep your eyes open on this one.
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