In 2012, Google Shopping was launched in its current form. The platform continues to grow and is for online marketers sometimes a blessing, sometimes a curse. The platform has always proven to convert well, although it may vary in results and the one account is more suitable than the other. Of course there is always competition, but to achieve the proper optimization it is also possible for the smaller advertiser good results. But there is some change.
Introducing Google Shopping for affiliates
Everything seems to be in the Google Shopping world, but not for long. In this form, you can read that Google is working on a Google Shopping Beta for affiliates. Although my heart affiliate faster here beats, is my sea-heart moment and think this equals higher CPC's lower positions and compete with your resellers.
In order to know the implications of introducing affiliates in Google Product Search, we must first consider how such a structure could look like; namely the two sides would be able to go on.
Option 1: Intensified competition
The easiest option would be Google can choose the most simple construction; affiliates can create their own data feed of combined and / or selected products from feeds from advertisers which they are connected. This feed load them via their Google Merchant Center Affiliate Account and voila , additional competition with products from advertisers who most likely already running several shopping campaigns.
Financially this is a smart option for Google. Competition increases on top positions, which leads to higher costs per click and ultimately more revenue for Google. But although this option would be financially very lucrative strong it seems to me that Google choose this option. Google would thus undermine its own platform and, although the money still gets into their own drawer, advertisers would be less willing to stabbing a lot of money in a shopping campaign.
Option 2: Shop the Look
Option 2 is related to the relatively recent introduction of Google's " Shop the Look ", a test in which Google Product Search is currently running in the USA. In Shop the Look are photos of bloggers and other content publishers shown, together with the products shopping ads that are visible in the photo. See the example below:
Source: Inside Adwords
This course offers many opportunities, this link between Shop the Look and Google Shopping. It would mean more to affiliates an extra platform; it would be a new boost his. No one will have noticed that the affiliate world less and less quality content publishers know and is flooded with discount code parties. The introduction of this combination would give content publishers an additional opportunity to be seen and added value to deliver a product.
This value can be created by placing the content publishers where orients the consumer, but also converts. Here, content is the decisive factor between two products and the content publisher can in this way really add value.
It could also help to increase conversion rates on Google Shopping. Google Product Search is now also widely used as a guidance tool, the presence of high content could help in this as inspiration, but also as a key factor in the purchasing decision.
In addition, it would be a good reason to take a look beyond the right mix of titles and the like, but also to focus more on content. As an advertiser, this gives more insight into what " look " or style the customer is looking for, as a publisher, this is a new opportunity to become visible again and get out from under the yoke of the code parties.
implications
In short, there is a lot happening on the Google Shopping platform, but how to look exactly bowl is still guessing. The ultimate implications of such an arrangement is difficult to estimate.
On the one hand, is increased competition for the top positions, which will lead to an increase in the CPCs. On the other hand the introduction of affiliates in the shopping world may just provide an additional opportunity to differentiate you. Who works with the best content publishers? Who says the customer with the most content, rather than price?
Perhaps Google Shopping offers for affiliates a good chance to get some pressure on the price and again to focus more on quality and content.
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