Monetizing Google Product Search
So, it looks like Google has finally found a way to monetize Google Product Search.
It’s been discussed for years, ever since Froogle was in beta, how Google would eventually get money out of their free product listings. Retailers have been seeing shifts in traffic for several months now, where clicks are moving away from Google Product Search and over to Google Product Listing Ads.
The exact amount of the shift will depend on the product segment and retailers in question, but the trend is undeniable and feeds into Google’s strategy to more aggressively pull in revenue from their programs. There are still likely to be many changes upcoming for for Google, including potentially new programs which are based on the product data which is sent to Google Product Search. However for now, retailers should aggressively work to expand their Product Listing Ad programs through:
- Aggressive bidding
- Campaign and ad group structure
- Negative keyword lists
- Promotion text
- More advanced techniques such as day parting which is now available
After all, if Google is aggressively pushing the program, that can be a powerful current to ride.
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