If you’re submitting an optimized data feed to Google Shopping, you can get an amazing amount of traffic and sales. But just as organic placement can fluctuate because of algorithmic changes, your product listings on Google Shopping might fluctuate because of similar algorithmic changes or placement tests. The old standard of Onebox results showing up below the sponsored ads and above the organic listings is not a guarantee anymore. You might find the Onebox listings in a different form, halfway down the page, or even in the AdWords listings [Any product results showing up in AdWords listings are called Product Ads. These are not related to Onebox listings in any way.] (will share screenshots of these variations soon).
With all these tests that Google is running, your traffic will most likely go up and down and up and down and up and down. Frustrating when you’re a marketer trying to meet your numbers. That’s why you can’t put all your eggs in one basket – be it Google Shopping, NexTag, Shopzilla, Amazon Product Ads, or PriceGrabber.
Brian Mark of Toolbarn had a great slide in a SES presentation years ago that showed how he used the shopping engines to make up for a decline in traffic/sales after a site change knocked all his listings out of Google’s organic results. If he didn’t have the shopping engine listings, he would have been in serious trouble. In the same vein, as Google Shopping will continue to play around with its listings, merchants should think about listing on other top shopping engines. Yes, Google Shopping might be at the top of the list in terms of traffic and revenue (and of course, ROI), but NexTag, PriceGrabber, Shopzilla, and Shopping.com can provide a steady stream of traffic and revenue in the face of uncertainty from Google Shopping.
I’ll release some recent SingleFeed numbers discussing aggregate traffic/revenue #s for the shopping engines soon, but let’s just say that listing on additional top engines can significantly boost results. Yes, you’ll have to think about PPC costs and not all products will work on all shopping engines, but if you’re smart about your data feed marketing efforts (reporting/analytics!, you can succeed
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