Google Shopping Rolls out New Pay-to-Play Model in Mobile
By Ina Steiner
Google Shopping took another step towards "pay-to-play" - now mobile shoppers using tablets and smartphones in the U.S. will only see paid ads in Google Shopping results.
In May, the company had announced it would merge Google Product Search - its free shopping engine - with Google Product Listing Ads (PLA), a paid program. Merchants will have to pay for PLA ads in order to have their listings appear in the Google Shopping tab and in the Google Shopping widget that appears on the Google.com search results pages.
Google began testing new the new Product Listing Ads in Google Shopping widget on Google.com in late May, and the transition will be completed by the fall. Merchants can set up Product Listing Ads in AdWords after linked their Merchant Center account.
Google advised merchants to ensure mobile and tablet shoppers could view their Product Listing Ads by making sure their campaigns are targeting mobile and tablet devices with full browsers. It also reminded merchants of incentives it was offering during the transition to the pay-for-performance model:
- Both new and existing merchants who create Product Listing Ads by August 15, 2012 will automatically receive a monthly credit for 10% of their total Product Listing Ad spend through the end of 2012;
- Existing Google Product Search merchants who are new to Product Listing Ads can receive $100 AdWords credit toward Product Listing Ads if they fill out a form before August 15, 2012.
Merchants can learn more on the Google Shopping website.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to firstname.lastname@example.org.
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