Comparison Shopping Engines 101 Getting Your Products Found Online Liam Supple SingleFeed A Google Shopping Partner
Comparison shopping engines 101 getting your products found
May 17, 2015
Maybe you've heard about comparison shopping engines and want to learn more. Perhaps you've never even considered them for your ecommerce web site. In either case, this is the session for you to attend to learn the basics of comparison shopping engines. In this beginner to intermediate level class, SingleFeeds' Liam Supple will give you the knowledge you need, teach you the ins and outs of comparison shopping engines and show you some expert techniques to getting your product indexed on the comparison shopping engines.
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Transcript
Comparison Shopping Engines 101
Getting Your Products Found Online
Liam SuppleSingleFeed
A Google Shopping Partner
Agenda
• Why are you here today?• Comparison Shopping Engines CSEs• Product data feeds• 10 tips to CSE success
Why are you here?To reach the millions of shoppers that
search for products on CSEs every day.
1 Get Listed on Shopping Engines
Why are you here?
To drive more customers to Product Pages
1
2 Drive Traffic
This is why!
1 2 3
To get more customers to Order Confirmation pages
Start-to-finish Search Shopping experience
How do CSEs work?
• Transactions on Your Website-- Benefit: You own the customer
• PPC / CPC-- Free: Bing, The Find-- Category minimum CPC
-- Auction for ranking above minimum
How do CSEs work?
Product Data Feed
Data Feed Service Provider
Product Data Feed
Data Feed Service Provider
A data catalog of your store inventory, prices, descriptions, titles and images.
Data Processing
Data Feed Service ProviderCorrection
ValidationCategorizationCSE RulesMarketing Rules
Traffic to your product pages
Data Feed Service Provider
PLAs in Google Search
PLAs
AdWords
AdWords
Paid Ad
Organic
PLAs in Google Shopping
Tip #1: Use quality data
• Optimized for each CSE & search– Rules & Conventions – Good Product Titles– Product Descriptions
Tip #2: Update frequently
• Keep your data fresh – Data matches your site!
$49.99
Tip #3: Use Great Images• Scale well to small sizes• Can see detail – and what it does
Tip #4: Tap big pockets
• CSEs spend BIG $$$ driving search traffic to their sites.
Tip #5 Start Out Slow
• 2c CPC bid• $20 daily budget
Tip #6 Actively Manage
• Don’t ‘set-it-and-leave-it’
• Daily or weekly review
• Check competitor prices
• Optimize search terms
• Test bidding strategies
SingleFeed Detail Report
Tip #7: Include Shipping Rates
• Give buyers the Total Price– Primary factor in buying decision
• “See site for shipping”– People don’t want surprises
• More likely to convert– Don’t pay for lots of abandoned clicks
Tip #8: Fund your accounts
• Don’t let listings be pulled down because you didn’t fund your CSE account
• Your ads might loose their popularity score
• If your budget is a concern – list just top products
• Use the FREE CSEs
Tip #9: Data feed benefits
A Mobile WebsitePowered by your data feed!
“We keep just one feed updated, and both our shopping engines and our mobile store remain updated and selling.”
-- KitchenKrafts CEO Dean Sorensen
Tip #10: Be in the game
• Get 15% - 25% revenue on CSEs• Not hard to do• Don’t leave revenue on the table!
Notes
Blank Slide
Two Google Accounts
Data Feed Service Provider
CorrectionValidationCategorizationGoogle RulesMarketing Rules
Merchant CenterData Feed
AdWordsManage PLAs
Submit Data FeedBidding / Campaigns
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