Google Product Search Webinar Follow Up – Part 2

July 28, 2009

Digital Marketing ChannelAdvisor By ChannelAdvisor

More Q&A:

Q5) Google suggests a 30 day expiration period for products. Is
there value in optimising this attribute? for example, does it help to
set a 7 day period over a 14 day period?

A5) I haven’t ever given
this much thought. My first instinct is to maximise the time in case
something goes wrong with feed processing on either your side or
Google’s. That being said, this does seem to tie on some level to their
emphasis on data freshness, but it seems unlikely to me that this would
be an algorithmic aspect. I see it more as a boolean, either expired or
not expired.  Because of that, I don’t think I’ll be encouraging anyone
to test shorter expiration dates as it seems like too much of a risk, but if you are feeling bold, there is always a chance it could pay off to give it a try.

Q6)
Google only allows 70 characters in the short description.  Are only 70
characters actually used in the matching algorithm or is it just a
display consideration.

A6) I’ve tested this many times and the data does not appear to be ignored by the
algorithm, but it’s possible that it could be treated as less
important. One way to combat that possibility is to repeat the title at
the beginning of the Google description. It’s also possible it is
already considered on par with the description. However, I see items
with more than 70 characters in the title at or near the top of search results
pretty often so there doesn’t seem to be any harsh punishment in place. 70 is an arbitrary number so there is no
reason to think the data less relevant because it sits at the 71st character.

Q7)
a) You mentioned that dramatic changes can have a negative effect on
your feed. would you say something like adding shipping to your entire
file would fall within dramatic? And if so, do you think removing it
would be just as dramatic of a change and instead best to just wait it
out? b) Does the Amazon Product Ads require UPC code like Amazon
Marketplace does?

A7) a) Anything that involves changing all line items in the feed
definitely qualifies as dramatic, but for shipping specifically, I
would suggest implementing it. This is especially true if you have free
shipping on your items because I feel users are likely to use the “free
shipping” filter. You could argue that since traffic is free, it makes
sense to NOT display all information in order to give the user more
incentive to click through, but I think shoppers are likely to
gravitate to where shipping rates are easy to find. b) UPC is not
required but it definitely helps Amazon in their matching and
categorization process. If you have it, I suggest including it. If you
don’t include it and your product should be associated with a product
page but does not get associated with it, you will probably miss out on
exposure because that product page will get the majority of the traffic.

Q8) Any idea on how much is Bing’s CPA rate?

A8)
You set your own rate, but please note that the rate will impact rank on matched pages (via low to high price
rank) and could be part of the results algorithm as well, so the more
aggressive you are, the more likely you are to be found. We’ve seen
some retailers experience a noticeable increase in sales when they
increase the commission rate.