Where is That Google Shopping Discount Coming From?
Ever wonder why your products sometimes show a discount on Google Shopping, even though you’re not offering one?
As the CEO of MAPP Trap, I’ve seen this happen more often than you’d think. Some retailers work hard to follow MAP policies, yet Google Shopping may mistakenly display discounts.
This can cause unintended MAP violations and create unnecessary headaches for everyone (retailers, brands, and consumers).
Why is Google Shopping showing incorrect prices, and why does this happen?
Why Do False Discounts Appear on Google Shopping?
There are a few common reasons why Google Shopping shows discounts that you’re not offering. Three of the most common reasons include
structured data errors, cached pricing, and competitor influence. Understanding them is the first step in preventing these unintended MAP violations.
1. Structured Data Errors
What is Structured Data?
Structured data is the behind-the-scenes code on your website that helps search engines understand and display your product information accurately. It includes details like product name, price, availability, and more. Google Shopping relies on this data to display your products, so if there are errors, false discounts can appear.
How Structured Data Errors Occur
Google pulls product data directly from your website. If the structured data fields—like sale_price or discount—are incorrect or outdated, Google may think your product is on sale when it isn’t.
For example, imagine your product's regular price is $100, and it was on sale for $80 last week. If the sale_price field wasn't updated after the sale ended, Google might still display the $80 price, showing a false discount.
How to Check for Structured Data Errors
To avoid these issues, regularly audit your site’s structured data using tools like:
- Google’s Rich Results Test – Verify if your structured data is correctly implemented and up-to-date.
- Schema Markup Validator – Check for any errors or outdated fields in your structured data.
By identifying and fixing errors in your structured data, you can reduce the risk of false discounts appearing.
2. Cached Pricing
What is Caching?
Caching is a process where search engines store copies of web pages to load them faster for users. Google frequently caches web pages, including your product listings. However, if your site is updated and Google hasn’t refreshed its cache yet, outdated prices might still be displayed.
Why Does This Matter?
Let's say you updated your product price from $100 to $110. If Google still displays a cached version of the page, customers might see the older, lower price. This creates confusion and can be perceived as a discount, even though it’s not intentional.
What Can You Do?
Unfortunately, there’s no guaranteed way to force Google to update its cache instantly. However, you can:
- Use the Google Search Console’s URL Inspection Tool to request a recrawl.
- Regularly update and resubmit your XML sitemaps to prompt more frequent indexing.
While these steps don’t guarantee an immediate update, they can help minimize caching issues over time.
3. Competitor Influence
How Does This Happen?
Google Shopping compares prices across multiple retailers. If a competitor is selling a similar product at a lower price, Google might interpret your product as being discounted, even if your price is in line with your MAP policy.
Why Is This a Problem?
This perceived discount can lead to unintended MAP violations, giving the impression that you’re undercutting your brand’s pricing policy when, in reality, it’s just a competitive comparison issue.
How to Address This:
Monitoring competitor pricing is crucial. Consider using tools that track competitor prices in real time, allowing you to stay informed and adjust your pricing strategy if necessary.
Consequences of False Discounts
These false discounts aren't just frustrating—they can have serious consequences. Inconsistent pricing can erode customer trust and damage your brand's reputation. Even if unintentional, false discounts violate MAP policy, and brands have the right to penalize you. Customers may choose a competitor with a seemingly lower price, even if the discount isn't real, leading to a loss of sales. In the worst-case scenario, you will face deauthorization as a retailer for violating MAP policies. The impact on your business can be significant, which is why it's crucial to address these issues promptly.
How MAPP Trap Can Help
At MAPP Trap, we specialize in helping retailers and brands harness the power of e-commerce price monitoring software to uncover and resolve pricing discrepancies across platforms like Google Shopping and other e-commerce channels. Our advanced platform provides:
- Automated Monitoring: We continuously monitor your product pricing across multiple e-commerce channels, including Google Shopping, 24/7.
- Alerts & Notifications: Receive instant alerts when pricing discrepancies are detected, allowing you to take swift action before they hurt your brand.
- Actionable Insights: Our platform provides actionable insights that help you move toward 100% policy adherence. By monitoring and addressing pricing discrepancies, MAPP Trap helps you maintain MAP compliance and protect your brand reputation.
- MAP Compliance: By monitoring and addressing pricing discrepancies, MAPP Trap helps you maintain MAP compliance and protect your brand reputation.
Ready to Protect Your Brand?
False discounts on Google Shopping can be more than just an inconvenience—they can threaten your brand’s integrity and bottom line.
Even though there was no conscious attempt to violate MAP policy, this price discrepancy is still a violation. Understanding the causes and taking proactive steps to address them is key to maintaining MAP compliance and a strong brand reputation.
Contact MAPP Trap today and take the first step toward resolving pricing discrepancies once and for all.