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Sunday, June 15, 2008
By Rob Wright CEO Channel Intelligence

5 Keys to Success

1. Recognize that shopping engines are different than search engines.

Shopping engines are search engines that focus on product searches

-Search engines are keyword focused

-Shopping engines are product focused

-Shopping engines are no longer focused on price comparisons

2. Invest in accurate, complete product content that is customized for each shopping engine.

Just as quality keywords are key to success with search engines, quality product content is the key to success with the shopping engines

-Product identifiers to match up products

-Large images so consumers can look at products before clicking through

-Keyword rich product names and descriptions so consumers can find products

-Products categorized into each shopping engines classification

-Attributes so consumers can find products via guided navigation

3. Spend on products that matter on shopping engines that deliver

Advertise only on products that deliver on your goals.

-Shopping engines make it easy to advertise a lot of products, but difficult to determine which products are the right ones to advertise.

4. Measure results accurately

A retailer will have multiple touch points with a consumer during the buying process. Make sure the shopping engines are getting credit for their contribution to the sale.

-Shopping engines do an excellent job of advancing the buying decision because they provide:

* Product and retailer reviews
* Product information
* Price comparisons
* Retailer comparisons

-You should know which programs contribute to and/or convert sales.

5. Decide whether to manage in-house or use an agency

Managing in-house gives you more program control, but less expertise.

If you choose to use an agency, here are answers to expect from the agency.

* -What percentage of the traffic from your data feed to Shopzilla actually came from Shopzilla.com?
* -Which shopping engine had the highest conversion rate for evening gowns last month?
* -How has Google Product Search changed their feed specs within the last two weeks?
* -How many new categories has Shopping.com added over the past 30 days?
* -How does your Return on Ad Spend on the shopping engines compare to your peers?

Summary of the 5 Keys to Success

1. Recognize that shopping engines are different than search engines

2. Invest in accurate, complete product content that is customized for each shopping engine.

3. Spend on products that matter on shopping engines that deliver

4. Measure the program accurately

5. Decide whether to manage in-house or use an agency


by: Shawna Seigel



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