Microsoft asserts that Google‘s latest ‘pay-to-rank’ service for retailers is such a bad concept that they’ve created a notion they term, “Scroogled”. One analyst though thinks that Microsoft is really being a bit dishonest themselves though in their latest campaign to compete with Google.
Some months ago now, Google rolled out its latest shopping model marking the first time ever that retailers ranks retailers in Google Shopping if they‘re willing to pay to list their products. Google’s reason for the move and opinion on the matter is that it will make Google Shopping’s database content consist of a better inventory since companies must wisely select what products matter most to them before listing them, and maintain the list based on their willingness to pay as well.
Some have complained that because of the switch, Google Shopping is not as encompassing as it use to be when searching for available products on the market. It’s also been thought that the lack of an all encompassing return of product results means that Google is going to lose out on customers because people looking for particular items may find a null return in their search query and over time simply look for other sites to use. Whereas sites and large e-tailers such as Amazon will bring back just about anything you ask for, if it exists, and its just such sites most people are attracted to.
Google thinks differently though and has chosen to try to draw retailers into the program with the use of some proprietary features to the new service:
* 360-degree photos of items (beginning with holiday toys for the season)
* Shortlists (a wishlist list that can be used to save items you like and share the lists with friends)
* Retailing participants have their product results turn up on mobile apps for Google Maps and Google Offers as well
Well recently, Microsoft decided to stir up a little publicity about these changes in Google Shopping’s latest business model. According to Microsoft, “Google Shopping is nothing more than a list of targeted ads that unsuspecting customers assume are search results”. Google doesn’t exactly see things the same way. Google’s rebuttle to that argument is that merchants can’t increase their ranking just by “paying-to-rank”. They also assert that the new business model will if nothing else keep their database information fresh, which is a huge plus for people looking for items that generally have good user feedback and a certain level of popularity on the market.
One search engine analyst at Search Engine Land makes some poignant points with regards to Microsoft’s blasting of Google’s latest shopping venture. He says that, “Bing itself does the same things it accuses Google of.” and also noted that “at least Google has the fine print that you can read; Microsoft doesn’t have it at all. Payment is a factor for ranking [in both]“. He generally believe that Microsoft is not being upfront with their latest “Scroogled” message and sees it as a misleading campaign.