I’m pretty sure it’s the latter. Check out the “Ad” text next Sears, KMART, and PC Connection. The links all go through Google Affiliate Network.

I’m all for Product Ads, I’m excited for the program, but this execution isn’t something I ever expected to see. Note that the results are sorted by relevance. KMART is not the second most relevant result here. For instance, they don’t have shipping or tax charges.

Google has always maintained that paid inclusion would undermine confidence in search results. Based on how this looks – I agree.

Thoughts?

So what are we going to do now?

My answer is three-fold:

1. Get better about what we’re doing elsewhere
2. Redistribute – believe it or not, there are other low-cost high-efficiency channels out there
3. Reset expectations all around.

The answer above means that we’ll have to work harder in managing more programs as well as putting more work into the actual maintenance of these programs. That’s okay, though, because it has always been known that SSP would eventually cease to exist.

On top of working harder and finding new channels and ways to expand current ones, we’ll have to reset expectations. Our job is to help our clients not only explain the SSP change, but it’s also to help them reset expectations within their organizations if possible. While it’s true that ol’ faithful is leaving us in December, we’re not in a position where we need to cut spend – in fact it becomes even more paramount to solidify our presence in other channels.

One of the most significant factors for determining online behavior is age. Chances are a business’ products won’t provide the same service for a grandmother as they will her grandchild. As such, age stratification is a practical tool to use for finding your audience. Focusing on a consumer’s age when choosing social networks on which to place ads and shopping engines to offer your products is a vital tactic for growing your business.

Believe it or not, young, online consumers are bargain hunters. Although teens and young adults want to have exactly what their friends have, they are also (generally) aware of the depth of their providers’ wallets. Increasing visibility of Comparison Shopping Engines (CSEs) has led to an increase in online research before a product is purchased. A recent study performed by Platform-A and Information Resources, Inc. found that 51% of 18 to 24-year-old shoppers indicated they would be very likely to use coupons presented to them online.

The go-to phrase of businesses recently, “in these economic times”, remains a valid reason for a marketers to increase their presence on CSEs and offer more bargains when pursuing a younger demographic. High school graduates and college students returning to school are under pressure from their parents to find better deals. Whether it be PCs, digital cameras or back-to-school clothes, the term “budget” is creeping its way in to the vocabulary of these young people.

Where do you go from here? Obviously no one sells every product a young person wants or needs, but for those that do, paying attention to the economy’s effect on Generation Y has its benefits.