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If you're new here, you may want to subscribe to our RSS feed. Don't like RSS? That's Ok! Subscribe to our Blog and get email updates. You can also sign up for our monthly newsletter or get to know Shawna by following me on Twitter. Thanks for coming by and please come back again soon!! Sunday, June 15, 2008  Tips from a Small Retailers PerspectiveRyan 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 Free CSE’s * 100% Free! * The Find, Google, Product Search, Become, MSN Live * The “No Brainers” CPC CSE’s * Bid on products and categories * Pay for each click, regardless of conversion * Most common variety CPA CSE’s * 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 Optimization Guide What you shouldn’t leave home without * Data Feed requirements * Product Mapping Associating your products to shopping categories * Reporting and Analyzing The Checklist 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 Product Mapping * 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 Twitter With Shawna | Subscribe to our Blog | Subscribe To Our Radio Show |
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