Google and Its Internal Search Feature for Products
October 2, 2014
Navigate to “Google Throws Up a New Hurdle for Retailers.” In order to pump up ad revenues, Google is using a nested query box. When a user plugs in a search, a new page displays with ads related to that query or ads which offer competitors’ products. What’s the trick? Google monitors the vendor whose product elicits the user’s “interest” and then implements the nesting. The payoff for Google is ads and more ads to “assist” the person wanting to buy a branded product.
According to the write up:
A Google search for Revolve Clothing brings up a typical Google search results page, except that just underneath the link to Revolve’s home page and above links to other pages on Revolve’s site, there is a search box that shows within it the text, “Results from revolveclothing.com.” A consumer can then search for anything on the revolveclothing.com domain by typing in that search box. That search produces another Google search results page with results from [a competitor].
We learned about this nesting capability in the research for the Google publications published between 2004 and 2009. There is more functionality to generate more pages on which ads can be displayed back at the Google ranch.
If nesting produces an AdWords’ revenue bump, nesting and its allied functions like generating pages Google constructs will diffuse. If no revenue bump is evident, farewell nesting.
Stephen E Arnold, October 2, 2014
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