SlideShare uma empresa Scribd logo
1 de 31
Baixar para ler offline
Comparison
             Shopping Engines 101
             Getting Your Products Found
               IMA Las Vegas | August 13, 2012




Ryan Douglas - Product Manager, SingleFeed       1
Personal Bio
• Over 7 years hands on ecommerce experience
• At SingleFeed – Customer Development and Full
  Service Account Management
   • Working directly with hundreds of retailers
• PlumberSurplus.com – Online Marketing for Internet
  Retailer Hot 100 Retailer.
   • From 10 orders a day in a garage to 500+ orders a day
     with 3 locations
• Product Manager of SingleFeed – help integrate our
  tools for Vendio users
• Remember - I used to be in your shoes as a retailer

                               2
About SingleFeed
• Leading data feed management tool for small and
  medium sized retailers
• Founded in 2006 True Ventures, Acquired in 2011 by
  Vendio
• Trusted Partner – To Google and many of the leading
  shopping engines
• Core Customer - Retailers doing $250K to $20M
• Pricing – Flat Rate Service plans from $99/mo




                           3
Overview
•   What are the Comparison Engines?
•   Why Should I use Shopping Engines?
•   How to Get Started
•   Recap
•   Q&A



                     4
What are Comparison Shopping
          Engines
  Comparison Shopping Engine? Shopping Comparison
Engine? Price Comparison Engine? What's the difference?




                                                          5
What are Comparison Shopping Engines?
• Traditional shopping engine lists one picture,
  one title, one description and all of the
  merchants that sell that particular product
• Product listings help consumers quickly and
  easily make apples-to-apples comparisons to
  make smart buying decision




                         6
Where to begin?
• CSE – Comparison Shopping Engine
   • There are 25+ Major CSE’s
       • General to Niche
   • Google Product Search, Pricegrabber,
     Nextag, Shopping.com, Shopzilla, etc

• Pricing – Cost per click (CPC)
   • Flat CPC rates, determined by each engine
   • Variable CPC rates “bidding” at a category or
     product level
   • Budgets managed per engine
   • Does this work with your budget and cash
     flow?




                                   7
List of Comparison Shopping Engines




             And many more!


                    8
Google Shopping




www.singlefeed.com          9          (800) 705 8852
Google Shopping




      10
Google Shopping




www.singlefeed.com         11          (800) 705 8852
Google Shopping




www.singlefeed.com         12          (800) 705 8852
Nextag




www.singlefeed.com     13     (800) 705 8852
Nextag




www.singlefeed.com     14     (800) 705 8852
Shopzilla




   15
Why Use Comparison Shopping
         Engines?
       What’s in it for me?




                              16
Why use CSE’s
•   Each CSE spends $$$ on marketing and SEO to
    drive traffic, adding to your “reach”
     •   They have more experience and deeper pockets than
         you do. Let them help you.
•   Unique visitors per month (comscore April 2012)
     •   Google Shopping >20M
     •   Shopzilla >18M
     •   Nextag >17M
     •   Pricegrabber >7M


                               17
Why use CSE’s
• What do you sell?
   • Shopping Engines support Widgets to whatchamacallit’s
     but no services
      • Each engine has different policies on allowable products – ie no
        tobacco or alcohol, digital downloads, etc
• Part of a complete online marketing presence
   • CSEs contribute 5-20% of total sales/traffic
• A way to increase traffic and sales on your site
   • Controlled and profitable approach
   • Own the customer, not like eBay/Amazon
   • Relies on your own site conversion experience


                                   18
Who uses CSE’s
• The Shoppers
  • Top CSE’s account for over 200 Million unique visits per
    month
  • Price isn’t the only driver in their searches
     • Seller reputation, product rating, shipping cost are all factors
  • Typically already know what they are looking for




                                   19
Who uses CSE’s
• The Merchants
  • Already listing on other channels – Amazon/Ebay
  • Actively using online marketing such as SEM (AdWords),
    SEO, and email.
  • Selling well established brands of products – no obscure
    generic/house brand items
  • Price competitive to a degree – won’t work well if you’re
    selling at the highest price
  • Have bandwidth/people to handle Marketing duties



                             20
Getting Started
The checklist to begin listing on the shopping
                   engines




                                                 21
You Need the Basics First
Requirements
  •   Access to product data/catalog
  •   Ability to frequently updates feeds
  •   Shopping Engine Accounts
  •   Credit Card for CPC engines
  •   Tax and Shipping Information
  •   5-10 hours for initial setup/launch (not
      including feed generation)

                           22
Step By Step
Step 1 - Create Shopping Engine Accounts

•  Typically takes 20-30 minutes to register/setup
•  Need basic store information – tax, shipping
   rates/rules, store logo, Support phone #, etc
• Pay initial deposit (if required) via Credit card
• CPC fees are set by product category rate cards
  • Fees from $0.15-$1.00+ (avg $0.35)



                        23
Example – Become.com




www.singlefeed.com            24            (800) 705 8852
Step By Step
Step 2 - Create Data Feeds

• Enter the “Feed Matrix”
   • Most CSEs use 10-15 fields or more
       • Product Title, Description, UPC, Color…
   • Every CSE has different requirements - download feed spec’s
     from each one and follow instructions
   • Common and unique data fields between each CSE
   • File formats – csv, txt, xml, etc
       • Use Excel to open/create/read files.
• Get a Developer to help create a feed generation script
   • Re-useable solution for your website
• Data Feed Management Services
   • Streamline/automate the process.
   • SingleFeed helps in this area

                                     25
Step By Step
Step 3 – Upload/submit Feed Files

•   Automate this process if you can via scripts
    and FTP delivery.
    •   Will require Developers
•   Deliver feed files regularly – as often as
    your product data changes.
    •   Upload via web for small files, FTP for larger
        files
    •   Once per day is our recommendation
                          26
Step By Step
Step 4 – Review & Correct Errors

•   May take several tries to get the feed file
    “just right”
    •   Strive for >90% approval and move on
•   Error messages from CSEs are not always
    clear
•   Warnings vs Errors vs Recommendations
                        27
Step By Step
Step 5 – Setup Tracking and Reporting

•       Don’t want to be “flying blind” on performance
•       Use Google Analytics at a minimum
    •     Utm parameters: utm_medium and utm_source will
          get you started
•       Most CSEs have their own tracking as well, we
        recommend you install too
    •     Helps w/ ranking and bid amounts and conversions to
          have this installed
    •     Monitor performance regularly – look at least 1x a
          week

                               28
Key Takeaways
     •     Submit Feeds frequently
     •     Don’t submit the same feed to all the CSEs
     •     Set a budget – daily/monthly to avoid overspend
     •     Remember to check results – “Don’t set it and forget it”
     •     Start with 1 or 2 CSEs then expand – avoid shotgun
           approach




www.singlefeed.com                   29                          (800) 705 8852
Question and Answer




        30
Contact Info
         Ryan Douglas
     ryan@singlefeed.com
     800-705-8852 ext 201
     www.SingleFeed.com




31

Mais conteúdo relacionado

Destaque

Ecommerce Content Marketing for SEO
Ecommerce Content Marketing for SEOEcommerce Content Marketing for SEO
Ecommerce Content Marketing for SEORoss Hudgens
 
Hot Trends in Retail: "The Social Customer Experience"
Hot Trends in Retail: "The Social Customer Experience"Hot Trends in Retail: "The Social Customer Experience"
Hot Trends in Retail: "The Social Customer Experience"iMedia Connection
 
The 7 Pillars Of Ecommerce
The 7 Pillars Of EcommerceThe 7 Pillars Of Ecommerce
The 7 Pillars Of EcommerceFadi Shuman
 
20 Tips to Improve Sales on your Ecommerce Site
20 Tips to Improve Sales on your Ecommerce Site20 Tips to Improve Sales on your Ecommerce Site
20 Tips to Improve Sales on your Ecommerce SiteJosh Levine
 
Optimizing Your Supply Chain for eCommerce Fulfillment: How to Set Up Your Wa...
Optimizing Your Supply Chain for eCommerce Fulfillment: How to Set Up Your Wa...Optimizing Your Supply Chain for eCommerce Fulfillment: How to Set Up Your Wa...
Optimizing Your Supply Chain for eCommerce Fulfillment: How to Set Up Your Wa...HighJump
 
eCommerce Trends for 2015
eCommerce Trends for 2015eCommerce Trends for 2015
eCommerce Trends for 2015Grant Morrow
 
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive GuideSEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive GuideAdam Audette
 
Case Study: Mastering digital disruption in retail
Case Study: Mastering digital disruption in retailCase Study: Mastering digital disruption in retail
Case Study: Mastering digital disruption in retailScopernia
 

Destaque (8)

Ecommerce Content Marketing for SEO
Ecommerce Content Marketing for SEOEcommerce Content Marketing for SEO
Ecommerce Content Marketing for SEO
 
Hot Trends in Retail: "The Social Customer Experience"
Hot Trends in Retail: "The Social Customer Experience"Hot Trends in Retail: "The Social Customer Experience"
Hot Trends in Retail: "The Social Customer Experience"
 
The 7 Pillars Of Ecommerce
The 7 Pillars Of EcommerceThe 7 Pillars Of Ecommerce
The 7 Pillars Of Ecommerce
 
20 Tips to Improve Sales on your Ecommerce Site
20 Tips to Improve Sales on your Ecommerce Site20 Tips to Improve Sales on your Ecommerce Site
20 Tips to Improve Sales on your Ecommerce Site
 
Optimizing Your Supply Chain for eCommerce Fulfillment: How to Set Up Your Wa...
Optimizing Your Supply Chain for eCommerce Fulfillment: How to Set Up Your Wa...Optimizing Your Supply Chain for eCommerce Fulfillment: How to Set Up Your Wa...
Optimizing Your Supply Chain for eCommerce Fulfillment: How to Set Up Your Wa...
 
eCommerce Trends for 2015
eCommerce Trends for 2015eCommerce Trends for 2015
eCommerce Trends for 2015
 
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive GuideSEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
 
Case Study: Mastering digital disruption in retail
Case Study: Mastering digital disruption in retailCase Study: Mastering digital disruption in retail
Case Study: Mastering digital disruption in retail
 

Mais de Internet Merchants Association

Kick Ass Social Commerce for Small Business: It's not About Likes, It's About...
Kick Ass Social Commerce for Small Business: It's not About Likes, It's About...Kick Ass Social Commerce for Small Business: It's not About Likes, It's About...
Kick Ass Social Commerce for Small Business: It's not About Likes, It's About...Internet Merchants Association
 
The rise of tablets how responsive web design is in your future
The rise of tablets   how responsive web design is in your futureThe rise of tablets   how responsive web design is in your future
The rise of tablets how responsive web design is in your futureInternet Merchants Association
 
Comparison shopping engines 101 getting your products found
Comparison shopping engines 101 getting your products foundComparison shopping engines 101 getting your products found
Comparison shopping engines 101 getting your products foundInternet Merchants Association
 
Google shopping get the 800 pound gorilla on your side
Google shopping   get the 800 pound gorilla on your sideGoogle shopping   get the 800 pound gorilla on your side
Google shopping get the 800 pound gorilla on your sideInternet Merchants Association
 
Funding your expanding ecommerce business case studies
Funding your expanding ecommerce business   case studiesFunding your expanding ecommerce business   case studies
Funding your expanding ecommerce business case studiesInternet Merchants Association
 
Comparison Search Engines Advanced: More Tips for Experienced Online Sellers
Comparison Search Engines Advanced: More Tips for Experienced Online SellersComparison Search Engines Advanced: More Tips for Experienced Online Sellers
Comparison Search Engines Advanced: More Tips for Experienced Online SellersInternet Merchants Association
 
Creating an outstanding customer experience on your web site
Creating an outstanding customer experience on your web siteCreating an outstanding customer experience on your web site
Creating an outstanding customer experience on your web siteInternet Merchants Association
 
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstoresFollow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstoresInternet Merchants Association
 

Mais de Internet Merchants Association (15)

Guide to basic ecommerce seo
Guide to basic ecommerce seoGuide to basic ecommerce seo
Guide to basic ecommerce seo
 
Kick Ass Social Commerce for Small Business: It's not About Likes, It's About...
Kick Ass Social Commerce for Small Business: It's not About Likes, It's About...Kick Ass Social Commerce for Small Business: It's not About Likes, It's About...
Kick Ass Social Commerce for Small Business: It's not About Likes, It's About...
 
The rise of tablets how responsive web design is in your future
The rise of tablets   how responsive web design is in your futureThe rise of tablets   how responsive web design is in your future
The rise of tablets how responsive web design is in your future
 
Comparison shopping engines 101 getting your products found
Comparison shopping engines 101 getting your products foundComparison shopping engines 101 getting your products found
Comparison shopping engines 101 getting your products found
 
Google shopping get the 800 pound gorilla on your side
Google shopping   get the 800 pound gorilla on your sideGoogle shopping   get the 800 pound gorilla on your side
Google shopping get the 800 pound gorilla on your side
 
Funding your expanding ecommerce business case studies
Funding your expanding ecommerce business   case studiesFunding your expanding ecommerce business   case studies
Funding your expanding ecommerce business case studies
 
Comparison Search Engines Advanced: More Tips for Experienced Online Sellers
Comparison Search Engines Advanced: More Tips for Experienced Online SellersComparison Search Engines Advanced: More Tips for Experienced Online Sellers
Comparison Search Engines Advanced: More Tips for Experienced Online Sellers
 
The 4 S's of Successful ECommerce Selling
The 4 S's of Successful ECommerce SellingThe 4 S's of Successful ECommerce Selling
The 4 S's of Successful ECommerce Selling
 
Sales platforms that work - Multi-channel Selling
Sales platforms that work - Multi-channel SellingSales platforms that work - Multi-channel Selling
Sales platforms that work - Multi-channel Selling
 
Creating an outstanding customer experience on your web site
Creating an outstanding customer experience on your web siteCreating an outstanding customer experience on your web site
Creating an outstanding customer experience on your web site
 
The good and bad of low cost web stores
The good and bad of low cost web storesThe good and bad of low cost web stores
The good and bad of low cost web stores
 
7 must haves for your ecommerce store
7 must haves for your ecommerce store7 must haves for your ecommerce store
7 must haves for your ecommerce store
 
Get More Exposure: Using Comparison Shopping Engines
Get More Exposure: Using Comparison Shopping EnginesGet More Exposure: Using Comparison Shopping Engines
Get More Exposure: Using Comparison Shopping Engines
 
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstoresFollow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
 
10 Things Every Online Merchant Must Do
10 Things Every Online Merchant Must Do10 Things Every Online Merchant Must Do
10 Things Every Online Merchant Must Do
 

Último

Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 

Último (20)

Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 

Comparison Search Engines 101: Getting Your Products Found

  • 1. Comparison Shopping Engines 101 Getting Your Products Found IMA Las Vegas | August 13, 2012 Ryan Douglas - Product Manager, SingleFeed 1
  • 2. Personal Bio • Over 7 years hands on ecommerce experience • At SingleFeed – Customer Development and Full Service Account Management • Working directly with hundreds of retailers • PlumberSurplus.com – Online Marketing for Internet Retailer Hot 100 Retailer. • From 10 orders a day in a garage to 500+ orders a day with 3 locations • Product Manager of SingleFeed – help integrate our tools for Vendio users • Remember - I used to be in your shoes as a retailer 2
  • 3. About SingleFeed • Leading data feed management tool for small and medium sized retailers • Founded in 2006 True Ventures, Acquired in 2011 by Vendio • Trusted Partner – To Google and many of the leading shopping engines • Core Customer - Retailers doing $250K to $20M • Pricing – Flat Rate Service plans from $99/mo 3
  • 4. Overview • What are the Comparison Engines? • Why Should I use Shopping Engines? • How to Get Started • Recap • Q&A 4
  • 5. What are Comparison Shopping Engines Comparison Shopping Engine? Shopping Comparison Engine? Price Comparison Engine? What's the difference? 5
  • 6. What are Comparison Shopping Engines? • Traditional shopping engine lists one picture, one title, one description and all of the merchants that sell that particular product • Product listings help consumers quickly and easily make apples-to-apples comparisons to make smart buying decision 6
  • 7. Where to begin? • CSE – Comparison Shopping Engine • There are 25+ Major CSE’s • General to Niche • Google Product Search, Pricegrabber, Nextag, Shopping.com, Shopzilla, etc • Pricing – Cost per click (CPC) • Flat CPC rates, determined by each engine • Variable CPC rates “bidding” at a category or product level • Budgets managed per engine • Does this work with your budget and cash flow? 7
  • 8. List of Comparison Shopping Engines And many more! 8
  • 13. Nextag www.singlefeed.com 13 (800) 705 8852
  • 14. Nextag www.singlefeed.com 14 (800) 705 8852
  • 15. Shopzilla 15
  • 16. Why Use Comparison Shopping Engines? What’s in it for me? 16
  • 17. Why use CSE’s • Each CSE spends $$$ on marketing and SEO to drive traffic, adding to your “reach” • They have more experience and deeper pockets than you do. Let them help you. • Unique visitors per month (comscore April 2012) • Google Shopping >20M • Shopzilla >18M • Nextag >17M • Pricegrabber >7M 17
  • 18. Why use CSE’s • What do you sell? • Shopping Engines support Widgets to whatchamacallit’s but no services • Each engine has different policies on allowable products – ie no tobacco or alcohol, digital downloads, etc • Part of a complete online marketing presence • CSEs contribute 5-20% of total sales/traffic • A way to increase traffic and sales on your site • Controlled and profitable approach • Own the customer, not like eBay/Amazon • Relies on your own site conversion experience 18
  • 19. Who uses CSE’s • The Shoppers • Top CSE’s account for over 200 Million unique visits per month • Price isn’t the only driver in their searches • Seller reputation, product rating, shipping cost are all factors • Typically already know what they are looking for 19
  • 20. Who uses CSE’s • The Merchants • Already listing on other channels – Amazon/Ebay • Actively using online marketing such as SEM (AdWords), SEO, and email. • Selling well established brands of products – no obscure generic/house brand items • Price competitive to a degree – won’t work well if you’re selling at the highest price • Have bandwidth/people to handle Marketing duties 20
  • 21. Getting Started The checklist to begin listing on the shopping engines 21
  • 22. You Need the Basics First Requirements • Access to product data/catalog • Ability to frequently updates feeds • Shopping Engine Accounts • Credit Card for CPC engines • Tax and Shipping Information • 5-10 hours for initial setup/launch (not including feed generation) 22
  • 23. Step By Step Step 1 - Create Shopping Engine Accounts • Typically takes 20-30 minutes to register/setup • Need basic store information – tax, shipping rates/rules, store logo, Support phone #, etc • Pay initial deposit (if required) via Credit card • CPC fees are set by product category rate cards • Fees from $0.15-$1.00+ (avg $0.35) 23
  • 25. Step By Step Step 2 - Create Data Feeds • Enter the “Feed Matrix” • Most CSEs use 10-15 fields or more • Product Title, Description, UPC, Color… • Every CSE has different requirements - download feed spec’s from each one and follow instructions • Common and unique data fields between each CSE • File formats – csv, txt, xml, etc • Use Excel to open/create/read files. • Get a Developer to help create a feed generation script • Re-useable solution for your website • Data Feed Management Services • Streamline/automate the process. • SingleFeed helps in this area 25
  • 26. Step By Step Step 3 – Upload/submit Feed Files • Automate this process if you can via scripts and FTP delivery. • Will require Developers • Deliver feed files regularly – as often as your product data changes. • Upload via web for small files, FTP for larger files • Once per day is our recommendation 26
  • 27. Step By Step Step 4 – Review & Correct Errors • May take several tries to get the feed file “just right” • Strive for >90% approval and move on • Error messages from CSEs are not always clear • Warnings vs Errors vs Recommendations 27
  • 28. Step By Step Step 5 – Setup Tracking and Reporting • Don’t want to be “flying blind” on performance • Use Google Analytics at a minimum • Utm parameters: utm_medium and utm_source will get you started • Most CSEs have their own tracking as well, we recommend you install too • Helps w/ ranking and bid amounts and conversions to have this installed • Monitor performance regularly – look at least 1x a week 28
  • 29. Key Takeaways • Submit Feeds frequently • Don’t submit the same feed to all the CSEs • Set a budget – daily/monthly to avoid overspend • Remember to check results – “Don’t set it and forget it” • Start with 1 or 2 CSEs then expand – avoid shotgun approach www.singlefeed.com 29 (800) 705 8852
  • 31. Contact Info Ryan Douglas ryan@singlefeed.com 800-705-8852 ext 201 www.SingleFeed.com 31