The Scoop on Scroogled

Author: Sam Peters
Published: December 25, 2012 at 8:58 pm


Bing has launched ‘Don’t Get Scroogled’ campaign as a response to Google Shopping's transformation into an ad-based model. The campaign portrays the new policy as harmful to consumers. Google excluded companies that didn’t pay to be listed when they rolled out this new requirement back in October. The big Amazon has been missing from the results since then.

Mike Nichols, Bing’s Chief Marketing Officer, explained Google Shopping now decides what will be presented to the users, and the prominence each ad will be given depends upon the amount paid by merchants. This is not what consumers expect from search. He also thinks consumers should be aware when they shop online, and understand the result displayed by their search engine.

Despite the campaign, TechCrunch’s Fredric Lardinois was quick to note that Bing wasn’t including new merchants either after partnering with owned by eBay. All the merchants are now supposed to work with their partner, and the reason given by the search engine was that Bing Shopping would give prominence to paid offers for both product pages and search results. However, Lardinois mentioned the words of Bing’s senior director that merchants are not placed higher based on the amount they’ve paid.

On Google’s move, it’s still uncertain the impact it’ll have on the consumers. When they’ll type a query for any product, the top results presented to them will be from Google Adwords. The top organic results will redirect them to website like Ebay, Amazon etc.

With all the changes that have been going on, it’s become increasingly important for online companies to be aware of overall web practices.  Search engine optimization is not what it used to be. Companies still focusing on old fashioned SEO campaigns have been affected, and those who managed to survive will see adverse effects sooner or later.

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