Saturday, December 13, 2008

Have a Google Base Christmas!


Google Holiday Shopping Guide
Google Holiday Shopping Guide
With Christmas time fast approaching there has never been a better time to optimize your feed to boost your sales. With people feverishly hunting around for that hot toy or last minute bargain, optimizing your feed in these search areas can draw those xmas shoppers to your site. Google has looked at millions of searches and come up with the top ten searches on Google Product Search, they are; 
  1. Nintendo Wii
  2. Wii Fit
  3. IPod Touch
  4. XBox 360
  5. Nintendo DS
  6. IPod Nano
  7. Uggs
  8. Nikon D90
  9. Zune
  10. Digital Photo Frame
To view the top searches within your selling category visit the Google Holiday Shopping (fig1.)
Think carefully if optimising your feed and try to focus on these items only for now. As you only have 7 days to deliver items, you would have to strive to push any optimising through in time to see the rewards. If it were me, I would offer free shipping on the top ten items within your categories results to draw people to your store. Everyone wants a bargain at Christmas and late buyers are always out there, don't think its too late!
Merry Christmas!

Friday, December 12, 2008

Frequently Asked Google Base Questions


I get many emails and at times I simply can't find the time to answer them all immediately. For this reason, I decided to write this article with the most commonly asked questions that I receive. Hopefully you will find the answer to your question, however, if not, or you require further help with your feed, contact me.
All answers are to be used as a guide, like with everything there are always exceptions to the rules and inevitable hiccups on Google's Part.
How long after upload to Google Base until searchable?
As long as the upload is successful and displays no errors, (check the dashboard for any feedback on the feed process.) If your dashboard states this message "Published...searchable soon" then sometime within 24 hours is normal. You can keep track of which products have become searchable by conducting an authorID search http://base.google.com/support/bin/answer.py?answer=29025. If this is your first upload I would suggest allowing slightly longer as your account will require verification.
How long does Google Base take to process data feeds?
Google notifies you after upload to allow processing time of up to an hour, at times this can be much less. Google have in the past had processing delays, so if you feel it is taking too long, you can check for processing delays. Bare in mind, however, the time to process will be dependant on item count and any potential errors. Once you have uploaded your feed a few times, you can take a consensus from this of how long you should expect, but again, this is a guide only and cannot be guaranteed.
How to change shipping on Google Base?
Shipping is easily changed within the new settings tab within your dashboard. You will find more details in my Google Announces Shipping and Tax Attributes blog post.
How to use Google Base for multiple countries?
In order to use Google Base in Multiple Countries, you must have an individual feed for each destination. All of which must be formatted properly to fit in line with regulations for each country. Currently this would include, currency, tax, shipping, language etc
I find it easier to name your feeds with location relevancy, for instance example_feed_US.txt, example_feed_UK.txt and example_feed_DE.txt
You can now set the target country for the feed within the drop down select box, where as before you were required to upload UK feeds by visiting base.google.co.uk
Now as per duplicating content this shouldn't matter as long as the same items are in separate bulk upload file on separate regional version of google base but one thing you can do to mark your items to be treated as individual items is to add an different ID value to each.
For a uk item add UK to the front of the ID value e.g. uk123456 where 123456 is your unique item id number and then do the same for the german version adding DE. This will help Google differentiate between them, so no item will be removed.
How to create ftp account for uploading in Google Base
You can find out more about this by reading my FTP_Upload - Google Base post.
Google base, how to specify free shipping?
You can select one of these two methods.
1. Within your shipping settings contained within your dashboard you can specify this as your default value. This is the easiest way to apply Free shipping, however this will apply to all products.
2. You can input this into your data feed in the following format.
Text Example -
US::Ground:0.00 (for the entire of the US) US:CA:Ground:0.00 etc if you only offer free shipping to certain states.
XML Example -
<g:shipping>
<g:country>US</g:country>
<g:region>CA</g:region>
<g:service>Ground</g:service>
<g:price>0.00</g:price>
</g:shipping>
You can use a combination of these if you charge for say larger items and these values will override the free shipping default value.
Hope this sheds some light.

Thursday, December 11, 2008

Free Shipping and Tax by Location


For all of you who believed the Shipping and Tax attributes were a waste of time and more so for those of you whom actually put it into practice! It is now time to reap the benefits!
Google has now implemented these attributes within the product search results. A newly added option to select free shipping based on your location is now available. Simply by entering your zip code, city or state the results will filter to show only free shipping relevant to your destination. As a seller if you have not yet implemented these features, I would strongly suggest that you do so a.s.a.p 
By conducting a search for "travel mug" with the destination set to California, without Free Shipping checked it produces the result of "Road Warrior Travel Mug", $19.95 Selling Price and $29.65 with tax and shipping. However the same search with "Free Shipping" checked results in "Autotecnica Chevrolet Racing Logo Travel Mug", $7.95 Selling Price and $7.95 with tax and free shipping. Using the first search this product did not rank, however with this seller implementing "Free Shipping" they have now optimised their position within results. Lets face it who wants to pay for Shipping, if the option is there, 9 time out of 10, you are going to click it.

Many users feel it is not important to make changes until Google implements these within results. If you follow this procedure you are losing out on valuable clicks and possible sales from all the user that will utilise this feature on its launch. If you assume 50% of your competitors do not offer free shipping and you do, or they have not implemented the free shipping within their feed, although they may rank higher on relevance and even price, the option of free shipping will eliminate them from the results revealing your listing, which may be overshadowed by competitors within normal results.
The Tax Attribute is also now implemented within the Product Search results, again by entering your ZIP Code, City or State the results will show, the Price without tax and shipping as normal in large font, beneath this you will see in light grey the amount with tax and shipping added.For Example, using the search "baseball glove" and setting the State to "California"  will display the result of $389.99, with $424.25 with included Tax & Shipping (fig 2.) However, the same search using the location Chicago will display, the same top result as $389.99, with $395.98 with included Tax & Shipping. 

To sum up, it is always best to follow Googles guidelines. If they inform users that a change will be implemented then you can take for granted that this will be an important area for you to concentrate your time on. There are always going to be the sellers who stick with an original feed and only include required attributes or rely on generated feeds from the back-end of there website. Optimisation of your feed does not necessarily require hours and hours of endless work to see no changes in rankings, impressions or clicks. By utilising features that Google implement before the majority will always see you that one step ahead of your competitor and will with any luck bring in the sales.
So.... if you don't offer free shipping? Have a play around within the search results using your own products as a experiment, or better yet, why not test run it. Choose a few products to offer free shipping on, use this as a guide. You never know, by offering free shipping, you may make much more than you lose.