Microsoft attacks Google's sponsored shopping search results
BY MICHAEL LIEDTKE Associated Press
Thursday, November 29, 2012
11/29/12 at 4:01 AM
SAN FRANCISCO - Microsoft is trying to skewer Google as a lousy holiday shopping guide in its latest attempt to divert more traffic to its Bing search engine.
The attack started Wednesday with a marketing campaign focused on a recent change in the way Google operates the part of its search engine devoted to shopping results. The revisions require merchants to pay Google to have their products listed in the shopping section.
In its new ads, Microsoft Corp. contends the new approach betrays Google Inc.'s long-standing commitment to provide the most trustworthy results on the Web, even if it means foregoing revenue. To punctuate its point, Microsoft is warning consumers that they risk getting "scroogled" if they rely on Google's shopping search service.
The message will be highlighted in TV commercials scheduled to run on NBC and CNN and newspaper ads in The New York Times, The Wall Street Journal and The Washington Post. The blitz also will appear on billboards and online, anchored by a new website, Scroogled.com.
Google doesn't require websites to pay to be listed in its main database, the index that provides results for requests entered into its all-purpose search box. A query made there for a particular product, such as a computer, will still include results from merchants who haven't paid for the privilege of being included.
But that's not the case for someone who clicks on a tab to enter Google's shopping-only section, which is designed to compare prices and offer other insights such as identifying sites that offer free shipping. Searches there are confined to paying merchants. That means results from sites, including Web retailing giant Amazon.com Inc., aren't displayed unless they pay. Amazon has only occasionally paid to have some of its wares listed in Google's shopping section. Zappos, a site owned by Amazon, has been more willing to pay the price to be listed in Google's shopping results.
Google defends the fee-based approach as a way to encourage merchants to provide more comprehensive and accurate information about what they're selling.
"I think you just get a well-organized set of product information, ways to buy it, and really have a great experience there," CEO Larry Page said during a conference call with analysts last month.
In a statement, Google said it's pleased with the response to the new shopping system, which offers listings from some 100,000 sellers.
Google, like Microsoft, also accepts payments for ads that are triggered by specific search terms and appear to the right or on top of regular search results. Those are labeled in colored letters as ads. The same distinctions aren't made in Google's shopping section.
Original Print Headline: Microsoft goes after Google
Microsoft Corp.'s Bing search engine is displayed on a screen. In new ads, Microsoft Corp. is saying consumers risk getting "scroogled" if they rely on Google's shopping search service. SCOTT EELLS/Bloomberg file