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Sunday, June 15, 2008
Tips from a Small Retailers Perspective
Ryan Douglas – Online Marketing Team Leader PlumberSurplus.com
Where To Begin:
CSE—Comparison Shopping Engine
* There are 15+ CSE’s
* Google Product Search, Pricegrabber, Nextag, Shopping.com, Shopzilla, Smarter, Yahoo Shopping, etc.
CPC—Cost per click
* Flat CPC rates
* Variable CPC rates “bidding” at a category or product level
CPA—Cost per action
* You only pay when the traffic converts
Why Use CSE’s?
* Part of a complete online marketing presence
* Increase traffic and sales
* Leverage “social shopping”
How To Start
It’s like line dancing!
* Getting started is the easy part
* Doing it well is the challenge
What Do I Need?
* Product Data Feeds
* CSE Accounts
* Time and Patience!
Navigating the CSE Landscape
Types of CSE’s
* 100% Free!
* The Find, Google, Product Search, Become, MSN Live
* The “No Brainers”
* Bid on products and categories
* Pay for each click, regardless of conversion
* Most common variety
* Pay only when traffic converts
* Better ROI than CPC engines
* Jellyfish, Shopping.com, PriceFight
Plotting a Path
Start with the “No Brainers”
* They are free and can drive decent traffic
* Great learning platform to launch from
Slowly add additional CSE’s
Choosing a Final Destination
What’s your organization’s goal?
* Lower CPA
* Increase sales
Evaluate your progress regularly
* Weekly, monthly, quarterly
What you shouldn’t leave home without
* Data Feed requirements
* Product Mapping
Associating your products to shopping categories
* Reporting and Analyzing
Vital to Survive
* Store Information
* Contact information
* Access to product data
* Frequency of updates
It’s ok to not submit every product to every engine!
Are you ready for each season?
Data feed requirements
Enter the Matrix
* Most CSE’s use 15-20 fields
* Every CSE has different needs- download feed spec’s from each one
* Common and uncommon data fields
* File formats
Data feed tools
* Processing and Optimization
Singlefeed, ChannelAdvisor, Channel Intelligence, etc
* Tell your products where to go
* Spend the time to properly categorize items
* Dewey Decimal System
Reporting and Analyzing
* Conversion code tracking
* Analytics tracking
* Monitor closely—weekly, monthly, quarterly
* Watch your KPI’s—develop targets
* Each CSE behaves differently
* Determine profitability
Closing Tips and Tricks
* Don’t submit every product to paid CSE’s
* Try different bids!
* Add your store logo
* Hackersafe shopping badge
* Try different product titles
* Use Google Product Search if nothing else
* Submit, Analyze, Optimize, Repeat.
by: Shawna Seigel
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