How are zazzle products chosen for sponsored google ads?
Posted: Monday, July 22, 2019 4:57:58 AM
Hello Zazzlers,

Despite my 'Apemazing Gorilla' card being in second position for 'gorilla birthday cards' on zazzle.com, it is not in the top three positions on for zazzle's sponsored ads when using the same keywords on Google:
Is anyone able to provide any insight into how the products Zazzle choose to promote here are selected? Is it manual or automatic?

Thanks in advance,

Charlotte
Posted: Monday, July 22, 2019 5:30:24 AM
A couple of thoughts... and I may be wrong but I'll take a chance and share them.

Thought 1.
On Zazzle you are competing with say 5 to 10,000 other ape birthday cards.(Maybe far less, I didn't check) On Google you are competing with say 1,000,000. Again, didn't do a search of my own. But on google you are competing against every other ape/gorilla card on the planet.

Thought 2.
It is my understanding that descriptions and tags play a big part in google rankings. Repetition can cause google to "look" the other way. Your description is nice, but your tags have "happy birthday card/s" in each tag. Maybe the google bots don't like that *shrugs*

Hopefully I'm on the mark with those thoughts...
Posted: Monday, July 22, 2019 5:36:06 AM
Google has their own algorithm for deciding ad order in sponsored ads. They don't map the Zazzle search results to their own.

This article explains how google decides ordering:

https://support.google.com/google-ads/answer/1722122?hl=en
Posted: Monday, July 22, 2019 6:31:44 AM
Thanks a lot for your responses and time, much appreciated!

Re: Josh Thought 1: I see what you are saying, however I’m referring to Zazzle’s sponsored listings, not natural search engine listings. Thought 2: My tags aren’t final, currently trying to optimise them so they are most efficient. In fact I just changed them to long tail key phrases based on some advice on the forum. Hard to know what advice is effective and what isn’t. Trial and error I guess based on testing different things. I’ve noticed orders boosts your ranking though!

Re: Susannah, I think that post is more about generic adwords placement for multiple advertisers than for one advertiser with multiple pages/products to display? I guess I just need a bit more info from google on how that particular type of ad placement works....

Thank you

PS I did the search through a US web proxy to avoid any results personalisation
Posted: Monday, July 22, 2019 7:03:35 AM
Having done a bit of research it looks as though these ads are served by Google as part of a Smart Shopping campaign. So, my question is, is the inventory for this manually updated or automatically updated and does the rank for key phrases (if they still exist in this kind of ad) match the ranking on Zazzle.com?

Also is there anyway to know the route to purchase for a sale? I see Google Analytics seems to be just for stores rather than product pages.

In the meantime I might just assume the bulk of sales comes direct from Google than visitors browsing on Zazzle and optimise my products for Google rather than for Zazzle’s search engine based on Josh and Susannah’s advice.

Any additional contributions very welcome!
Posted: Monday, July 22, 2019 4:47:29 PM
Quote:
So, my question is, is the inventory for this manually updated or automatically updated and does the rank for key phrases (if they still exist in this kind of ad) match the ranking on Zazzle.com?


I would think that whomever creates an existing new product (from anywhere) with the exact terms "Gorilla Birthday Cards" could fall into Google's pool of 'Shopping' category. And as they're created, it would update automatically.

Quote:
So, my question is, is the inventory for this manually updated or automatically updated and does the rank for key phrases (if they still exist in this kind of ad) match the ranking on Zazzle.com?


I don't think there's a match in the ranking, each algorithms are a highly guarded secret. Here's the way I look at it...if you notice the number of results in gray "About 14,200,000 results (0.62 seconds)" . It would seem that people have a general interest for those search terms. Now in my mind, people using any computer today use some sort of browser...like Google. And not everyone even knows about Zazzle, or what it even is. Therefore, you are right in concluding the bulk of sales comes from outside of Zazzle somehow. Google facilitates in that search in many ways, and hopefully by having your product show up like this is to your advantage in making sales. But put simply, there's no guarantee.
Posted: Monday, July 22, 2019 5:42:34 PM
Is this helpful for you?

"Zazzle is constantly optimizing both the customer’s experience and the search engine experience. As you may know, Google, Bing and other websites crawl our website links to learn about our products; they don’t search for them. Customers on the other hand almost always search for them by putting in search terms like “phone grips” in our search bar.

Because we have to serve two different users (customers and search engines) we have decided to optimize each user’s experience differently. The url you reported https://www.zazzle.com/c/phone+grips?f_si=250692501813267351 is one optimized for search engines that crawl the header links. You can tell by the fact there is a /c/ in the URL.

This url https://www.zazzle.com/s/phone+grips?f_si=250692501813267351 is one optimized for customers and is how we handle customers searching for products. You can tell by the fact there is a /s/ in the URL.

You may notice that the second URL”/s/” shows all your products as it is the one that most customers would see since customers search for products, they don’t crawl URLs like search engines do.

Why are there less products in the category “/c/” URL? Because we have to strike a delicate balance of too much versus not enough content with the search engines who tend to crawl the /c/ URLs. They are constantly changing their algorithms and we have to react accordingly to make sure Zazzle keeps our top rankings in order to drive the most customers to Zazzle.

I know this was a bit of a long description but I wanted to give you some details into why you are seeing this difference. If you are checking for product listings in the marketplace make sure the /s/ is in the URL as the products in the /c/ URLs are constantly being optimized to drive more traffic to our site via SEO and hence, more traffic to our Designers.

James C"

Taken from another thread, but it talks about how search engines crawl Zazzle so I thought maybe it would be interesting for you..
Posted: Tuesday, July 23, 2019 7:44:34 AM
Thanks both, yes really useful information.

It could well be that although these are paid for ads Zazzle are running in my original screenshot, because of the quantity of pages (products) for a Google Smart Shopping campaign, they apply similar organic SEO rules and have a similar algorithm.

This thread has helped me prioritise my tagging a bit better. Josh, that post from James was particularly interesting and helpful.

Thanks a lot!
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