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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

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



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