8
May 2013 has a Google update on the Google Shopping Feed
Specification published. This update is intended to provide
assistance with the since February 2013, paid shopping feeds, new
opportunities for different sized merchants. The intention is to
attract new customers through improved user experience. But the
motivation behind the effort to expand Google Shopping and the
consequences of the current update? The following are the key points
of the update are described and their motivation questioned.
In
fiscal 2012, the amounts of revenue Google 50.2 billion U.S. dollars.
This makes the advertising business, with 43.7 billion U.S. dollars
95% of sales. With the introduction of paid Product Listing Ads
(PLA's) for Google Shopping is expected that the revenue of Google in
2013 will continue to rise. Previously traders could place items in
the shopping toll-free system from Google. The times free customer
acquisition through this platform so are history. Of course, there
are also shopping dealers so-called "black sheep" who have
taken advantage of the old system. However, the approach is now to
apply these PLA's pay, probably more likely to see under the stars a
classic monetization strategy and not - as it is officially known -
to improve the quality of the feed.
The
Shopping Feed Specification of 8 May 2013
To
achieve the new targets for Google considers it essential to improve
the quality of the shopping results. Therefore were 8 May 2013
following changes announced for the world market:
This
update improves support for vendor-defined multi-packs. These are
products "in which multiple identical items are combined into a
larger item and submitted as a single item. The running feed
specification now illustrates how these products are entered.
In
addition, Google recommends from now on the quality of images to
increase. Therefore, the size of images should have at least 800 x
800 pixels. Background is an improved representation of products
offered, because the resolution of screens increasingly improved.
Some
products, such as custom-made, vintage items or collectibles have no
clear product labels. For these products, Google will now attribute
product labeling exists a. Additionally, the conditions were for
unique product labels updated.
In
addition, Google has the explanation of the attributes description ,
and color updated. As part of this measure, these labels should be
concise and understandable.
Google
now offers special assistance on energy efficiency labels and prices
per unit for merchants with a focus on the EU and Switzerland.
Adult
article on adult websites can be identified in the future by dealers
as "non-family".
The
implementation of the new guidelines for unique product labels for
dealers whose account is exempt from the requirement for unambiguous
product identification, from 16 September 2013 start. Enforcement for
all other accounts will begin on 15 July 2013.
Conclusion
The
current shopping Feed Specification contribute significantly to
improving the quality of the PLA's. Multipacks or price per unit
increase transparency for the user and also serve the traders to
advertise its product detail. An increased resolution of the images,
as well as a guide for product attributes from user experience
perspective will facilitate access to articles and ultimately
contribute to a buying decision. The begining of the attribute "item
labeling exists" offers a real added value for all parties
involved and has the potential to expand the market of Google
Shopping.
Ultimately,
the actual shopping feed specifications primarily increases the
transparency of the feeds for the user. Google also improved by
supportive measures the quality of Google Shopping, it being
understood was that the quality of the PLA's now paid will rise
inevitably. A pure motivation on the part of Google to increase the
user experience, however, is questionable. Rather, the monetization
strategy is a clear approach to increase sales in fiscal 2013
compared to the previous year. Whether or not the market, not just
Google benefits of these measures remains to be seen.
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