Microsoft Targets Google Over Online Shopping Results reports Easy For Shopping
Campaign claims returned search results mostly targeted ads
Microsoft has recently launched a campaign highlighting its Bing search engine, which highlights "Bing's commitment to honest search results."
The Redmond, Washington-based software and search engine giant recently began the Bing ads "to help explain to consumers the risks of Google Shopping's newly announced 'pay-to-rank' practice," according to a Microsoft statement.
As part of the ad campaign, Microsoft has created a Web page called "Scroogled," which highlights certain issues about Google and the Google Shopping search engine, indicating that Google has reversed course on its pledge to avoid paid ad inclusion for search results, and was at the time of the Google initial public stock offering.
In the statement, Microsoft says "Google Shopping is nothing more than a list of targeted ads that unsuspecting customers assume are search results."
Earlier this year, Google announced it would revamp its product search to become a shopping service with paid listings. As a result, merchants, such as online sales giant Amazon.com, who chose not to pay for listing privileges were eliminated from the search results.
Google completed the paid-listing transition in the United States in October and has begun rolling out changes in several other countries, including Australia, Brazil, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, and the United Kingdom.
"We think this will bring the same high-quality shopping experience to people -- and positive results to merchants – around the world," according to a recent Google blog post.
Using both online and offline ads, Microsoft is "demonstrating why consumers should be concerned and helping them take action" as a result in Google business model, the Microsoft statement said.
"We're also calling on Google to stop this 'pay-to-rank' system for their shopping results and give shoppers what they expect -- an honest search."
However, Google maintains that sellers who have a financial stake in the results will keep their information up to date and merchants cannot pay more to improve their rank.
Analysts say that Microsoft is not entirely without blame and that both companies are less than transparent about how their shopping search engines work.
Search Engine Land analyst Danny Sullivan said that the Microsoft campaign would be great, "if it were true. It's not. Bing does the same things it accuses Google of."
According to Sullivan, Microsoft excludes new merchants from Bing search results unless they pay to be included on Shopping.com, a Microsoft partner/ Sullivan said that this fact is not fully transparent to consumers.
"Payment is a factor for ranking," in Bing, Sullivan said, and went on to say that Microsoft's campaign is misleading.
Microsoft said in the statement payment does not influence shopping results through Bing.
About Easy For Shopping:
Easy For Shopping (http://www.easyforshopping.com) is an Italian based shopping portal that services shoppers in Italy and across the European Union. They offer products made by Anzi Besson, Geek, K-Way, Kappa, Robe di Kappa, Sabelt, and Superga shoes, among others. For more on their casual wear, casual clothing, casual shirts, casual shoes and casual jackets, visit the website.
Easy For Shopping
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