August 6, 2009, 12:00 AM

Instawares.com boosts traffic 42% with feeds to Google Product Search

Overall, retailers accessing Google Product Search via Channel Intelligence’s platform have boosted sales by 57% in first half, Channel Intelligence says.

Feeds to Google Product Search using marketing services vendor Channel Intelligence Inc.’s platform have driven traffic up by 42% and sales up by 21% in the first half of the year over last year for Instawares.com, says the online retailer of food service equipment and supplies.

Channel Intelligence reports that overall, retailer clients using Google Product Search through its platform had a 57% increase in sales in the first half over last year’s first half. And they experienced a 10% increase in traffic and a 27% increase in sales in June over the previous month.

Google Product search is Google’s comparison shopping engine. It’s populated by direct product information feeds from retailers. To use it, consumers go to Google Shopping, enter a search term, and Google presents Google Product Search. Consumers can then sort those results as they would on any comparison shopping engine: by price and seller ratings.

Over the past year Google Product Search has generated 9.4% of all traffic for Instawares.com, says Bruce Brown, CEO.

Channel Intelligence says it’s achieved results for its clients using Google Product Search by continuously testing techniques to optimize product content so as to keep up with Google’s continual adjustments to its paid and natural search programs. Additionally, the company’s marketing experts constantly analyze results for individual clients and across the industry using advanced analytics, the company says.

“Ultimately, success with Google Product Search results from highly optimized product content that allows consumers to find the products they want to purchase,” says Rob Wright, CEO of Channel Intelligence. “Since the beginning, we have been focused on improving our clients’ data through our patented optimization technology.”

Scot Wingo, CEO of online channel management services provider ChannelAdvisor Corp., says that Google Product Search has become strategic for many retailers and notes that among retailer clients using ChannelAdvisor’s comparison shopping engine management software platform, Google Product Search ranks in the top five drivers of revenue.

“The first reason that retailers love GPS is it is essentially free traffic and access to Google’s massive audience,” Wingo says. “The second reason is that unlike search engine optimization, Google Product Search is much less of an art and more of a science. In SEO, you have to try to guess how Google’s spider will work and what it will pull from your site. With GPS, you send a feed and have 100% control over what is sent to Google.”

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