As you have likely heard, Google is making changes to their Google Product Search (GPS) feeds which will affect many Bonanza merchants. It’s important that you take note of this change as it will soon determine whether or not your items appear in GPS.
As of May 3rd, Google is now requesting unique product identifiers (UPI) for most products uploaded.
What is a UPI? Unique product identifiers (UPI) are product codes or other values associated with an individual product/listing. A UPI is something like a UPC code, MPN (manufacturer part number), or brand. These values are very important for matching users' searches to your products. This means that, unless your products fall into the categories listed in the next paragraph, or you file for an exemption (see below), you will need to specify UPC, Brand, MPN, or ISBN data, as applicable to your item. Again, these attributes need to be included on items by May 3rd.
Categories not currently requiring a UPI: Apparel (including accessories like jewelry), collectibles, vintage, antiques, one-of-a-kind, and custom made goods.
How do I update my items to include UPIs? We have worked to ensure that all applicable categories now include the required Google UPI fields as item traits. For example, if your item is in any subcategory of “Books,” there is now an “ISBN” trait that you can fill out to become UPI compliant. If your item is in a more ambiguous category, like “Everything Else” or “Electronics,” Google is asking that you include two of the three traits between “UPC,” “MPN” (manufacturer part number) and “Brand.” The easiest way to ensure all of your items have the applicable traits is to visit the “Item Traits” page of the batch editor and click the “Edit traits for all filtered items” link, pictured in the screen shot below.
Is this really that important? If you like visitors finding and buying your items, yes. Google Product Search is a big traffic generator, accounting for about half of Google traffic for many of our merchants. Products lacking a UPI (again, with the exceptions previously mentioned) will likely not be shown in Google Product Search.
Even though your item would still show up in Google organic search (i.e. searching on Google.com) and of course the Bonanza site search, you are missing out on a lot of free traffic if you fail to include UPI information. In filling out your UPI information, often the UPC database can help with locating the UPC. Manufacturer websites can often help with the MPN.
My items do not have UPIs. What am I supposed to do? Google Product Search has provided an exemption form to address this exact quandary. The application process is not particularly difficult. Just complete a few questions on a simple form, submit and wait with fingers drumming on desk for a reply. To help you along with the process, we have included step-by-step instructions, below.
1. First check out the new item exemption form.
2. Complete each field on the Exempt form and submit it to Google.
Google product review will respond in 3 business days or less letting you know if your exemption has been approved or not. To find your Account ID just sign-in, visit your 'My Bonanza' page and click on the 'Google' link. You can see where in the two screenshots below.
What if I am denied? If your items do not have UPI’s, then re-apply for another review providing better details on the exemption form. If the exemption is denied because other retailers have included the UPI’s. then search Google Product for the information, use upcdatabase.com to locate the UPI’s or manufacturer websites and catalogs for the MPN.
Do I have to file for an exemption each time I list items? No. Once your product is exempt it is not necessary to apply again. If you start listing other product that the UPI’S are available for, you should include the UPI’s with those listings.
What if I have some items that are exempt and others that are not? Apply for exemption for product that do not have the UPI’s. If you have the UPI for any product, always include it when listing.
That’s everything. If you have questions I strongly encourage you to read more about the changes and Unique Product Identifiers via the two links below. This is a Google requirement that we are working to accommodate so chance are most of your answers can be found....by Googling.