In a recent survey, Internet Retailer found that only about 40% of e-tailers planned to participate in Google’s new Google Shopping program. The other 60% were undecided, planned to opt out, or weren’t even aware of the changes to Google Product Search.
(If you do happen to be a bit behind the times, here’s some Google recommended reading.)
My thoughts: Don’t be one of the 60%; take advantage of the open market share while it’s there. If you have the time and/or resources, roll with it. Set up your product listing ads and set at least a 1 cent bid to get your items up in Google Shopping. Take advantage of the $100 Product Listing Ad credit (before it ends on August 15, 2012) and use it up- build up a campaign, get some data, and see how your ads perform.
After the dust of Google testing settles, at least you’ll have an idea of how your products are performing. If you do decide to stick with Google Shopping, you’ll have some data and metrics you can use to identify opportunities and optimize your campaign. If you decide to opt out of Google Shopping, it is time to develop a new strategy to make up for lost Google Product Search readership.
So what’s going to happen come October? Will this change from a free to paid shopping engine completely pass power to retail giants? How are these changes shaping the online marketplace? What are the implications for smaller businesses? Reading through other sources, it seems that no one has all the answers – we’ll all have to just wait and see.
In the meantime, I’d like to ask some questions that can be answered.
- Have you felt any of the effects of Google’s switchover?
- Now that the Google Shopping One Box has moved off the SERPs page, how is your traffic affected?
- What challenges do you feel are coming?
- Will you be sticking it out with Google Shopping, or dropping the program altogether?
Chime in below!