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Product with multiple variants showing most expensive variant in search results

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi All,

I am using a feed tool to build my Google Merchant feed. The tool I use takes the SKU as the id, which means that when a product has multiple variants, each one shows up individually on the Merchant feed. When customers do a search by title, the most expensive variant shows up. How can I make sure that the cheapest variant shows up so that I will (hopefully) get some traffic?

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Hadassa G
December

Product with multiple variants showing most expensive variant in search results

[ Edited ]
Top Contributor
# 2
Top Contributor

each variant must be submitted as a separate item --
only physical items may be submitted to google and
each physical item must be submitted individually.

be certain that item_group_id is also properly
submitted, for all items in each variant-group.

outcomes in the auctions are determined mainly by quality and the bid --
only items with high enough quality and a high enough bid, to win a slot,
in the auctions, may be seen.

to improve the chances of the cheapest variant winning in the auctions
and showing, either improve that item's quality, or increase the bid,
with respect to all other physical items within the variant-group --
or lower the bid for all the higher-priced items within each group.


otherwise, simply do not submit the more expensive variants --
google does not require that all physical inventory be submitted.

 

there are many more complex methods, related to

campaign priorities, filters, supplemental-feeds,

etc., with the same similar end-results.


as an aside, generally, do not use live-searches to determine outcomes.

rather, only use impression statistics within the ad-account --
using live-searches can harm click-through-rates and therefore
harm performance in the auctions, over time, and live-searches
are usually highly personalized; what one person sees, may not,
at all, be what another person is seeing.

that said, if more low-cost items are forced to win more often, there
is usually a forced trade-off between more traffic resulting in more
lower-margin conversions, verses less traffic, but for higher-margin
conversions -- both the performance in the auctions and the overall
return-on-investment, and similar metrics, should likely be carefully

measured, before, during, and after, any such attempted change.

low-price may not necessarily be the deciding factor for users.

 

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Hadassa G
December

Product with multiple variants showing most expensive variant in search results

[ Edited ]
Top Contributor
# 2
Top Contributor

each variant must be submitted as a separate item --
only physical items may be submitted to google and
each physical item must be submitted individually.

be certain that item_group_id is also properly
submitted, for all items in each variant-group.

outcomes in the auctions are determined mainly by quality and the bid --
only items with high enough quality and a high enough bid, to win a slot,
in the auctions, may be seen.

to improve the chances of the cheapest variant winning in the auctions
and showing, either improve that item's quality, or increase the bid,
with respect to all other physical items within the variant-group --
or lower the bid for all the higher-priced items within each group.


otherwise, simply do not submit the more expensive variants --
google does not require that all physical inventory be submitted.

 

there are many more complex methods, related to

campaign priorities, filters, supplemental-feeds,

etc., with the same similar end-results.


as an aside, generally, do not use live-searches to determine outcomes.

rather, only use impression statistics within the ad-account --
using live-searches can harm click-through-rates and therefore
harm performance in the auctions, over time, and live-searches
are usually highly personalized; what one person sees, may not,
at all, be what another person is seeing.

that said, if more low-cost items are forced to win more often, there
is usually a forced trade-off between more traffic resulting in more
lower-margin conversions, verses less traffic, but for higher-margin
conversions -- both the performance in the auctions and the overall
return-on-investment, and similar metrics, should likely be carefully

measured, before, during, and after, any such attempted change.

low-price may not necessarily be the deciding factor for users.

 

Product with multiple variants showing most expensive variant in search results

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thanks for the detailed answer and explanations. You really helped me understand what's going on here.