6 Tactics to Better Manage Your Comparison Shopping Engines


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This webinar is a must to see in today’s fast pace online shopping environment. Comparison Shopping Engines are increasing in popularity as people do their holiday shopping online. Businesses with heavy Q4 sales especially cannot avoid this sales channel. Enjoy our Chief Revenue Officer and ex Google insider Adam Goldberg as he presents on the latest industry tactics.

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6 Tactics to Better Manage Your Comparison Shopping Engines

  1. 1. ClearSaleing TM Confidential October 31, 2007 The Clear Sale ing TM Webinar Series 6 Tactics to Better Manage Your Comparison Shopping Engines This Holiday Season Presented by Adam Goldberg a former Google Insider and Co-Founder of Clear Sale ing TM
  2. 2. The 6 tactics <ul><li>How to Effectively Manage All of Your Comparison Shopping Engines in One, Simple Dashboard </li></ul><ul><li>How to Select an Appropriate Comparison Shopping Engine </li></ul><ul><li>If Your Comparison Shopping Engines Should Be Managed In House or if They Should Be Outsourced </li></ul><ul><li>How to Determine the Most Effective Evaluation Criteria for Outsourcing Your Comparison Shopping Engines </li></ul><ul><li>How Comparison Shopping Engines Will Make Your Overall Online Advertising More Productive </li></ul><ul><li>How to Utilize the Best Reporting Requirements for Optimal Results </li></ul>ClearSaleing TM Confidential
  3. 3. 3 phases of Comparison Shopping Engines <ul><li>Set-up </li></ul><ul><ul><li>Unsophisticated vs. Sophisticated </li></ul></ul><ul><li>Management Tools </li></ul><ul><ul><li>Unsophisticated vs. Sophisticated </li></ul></ul><ul><li>Management Techniques </li></ul><ul><ul><li>Unsophisticated vs. Sophisticated </li></ul></ul>ClearSaleing TM Confidential
  4. 4. Set-up Process ClearSaleing TM Confidential
  5. 5. In-house set-up process ClearSaleing TM Confidential Feed Configure <ul><li>You need to establish relationships with each engine </li></ul><ul><li>Multiple points of failure </li></ul><ul><li>Need knowledge of each engines processes </li></ul><ul><li>Multiple conversion tracking codes </li></ul>
  6. 6. Outsourced set-up process ClearSaleing TM Confidential Feed Configure Feed Provider <ul><li>Relationship with your feed provider </li></ul><ul><li>One point of failure </li></ul><ul><li>Only have to worry about creating 1 feed </li></ul><ul><li>May be able to utilize a single tracking solution </li></ul>
  7. 7. Configure <ul><li>Engines have up to 24 data points per product they collect </li></ul><ul><li>Each have different nomenclature </li></ul><ul><ul><li>Pricegrabber: Y = available </li></ul></ul><ul><ul><li>Nextag: Yes = available </li></ul></ul><ul><ul><li>Shopping: In stock = available </li></ul></ul><ul><li>Categories </li></ul><ul><ul><li>Electronic -> Personal Audio -> Clock Radios </li></ul></ul><ul><ul><li>Home & Garden -> Kitchen </li></ul></ul><ul><ul><li>Electronics -> Home Audio -> Other </li></ul></ul>ClearSaleing TM Confidential Configure
  8. 8. Configure con’t <ul><li>Setting bids </li></ul><ul><ul><li>Bid the category minimum or bid for top position? </li></ul></ul><ul><ul><li>Add a logo? </li></ul></ul><ul><ul><li>Category vs. SKU level bidding? </li></ul></ul><ul><ul><li>CPA vs. CPC? </li></ul></ul>ClearSaleing TM Confidential
  9. 9. Management Tools ClearSaleing TM Confidential
  10. 10. Optimization: bid, ad dollar allocation, removal ClearSaleing TM Confidential Unsophisticated Sophisticated Set it and forget it Manual category Manual product level Automated category Automated product Automated profit Automated profit across CSEs Automated profit across ad sources <ul><li>Does a change in bid increase performance? </li></ul><ul><li>Should I spend more on CSE X vs. Y? </li></ul><ul><li>Should I remove product X from my feed? </li></ul>
  11. 11. Reporting: category level vs. SKU level ClearSaleing TM Confidential <ul><li>What SKUs helped and which hurt the category? </li></ul><ul><li>Are those actual sales dollars or assumed dollars? </li></ul>
  12. 12. SKU level reporting with profit calculation ClearSaleing TM Confidential <ul><li>SKU level vs. category level </li></ul><ul><li>Actual revenue vs. assumed revenue </li></ul><ul><li>True ROI: Return On Investment vs. Assumed Revenue On Investment </li></ul>
  13. 13. CSE reporting vs. advertising dashboard ClearSaleing TM Confidential
  14. 14. Alerts <ul><li>Why use alerts? </li></ul><ul><li>Impossible to keep your eye on 10,000’s of SKUs </li></ul><ul><li>Saves time by allowing you to focus </li></ul><ul><li>Insurance against human error </li></ul><ul><li>Ability to automate responses to alerts </li></ul><ul><ul><li>Sophisticated companies automate optimizations based on alerts </li></ul></ul>ClearSaleing TM Confidential
  15. 15. Management Techniques ClearSaleing TM Confidential
  16. 16. Never underestimate the value of air conditioning ClearSaleing TM Confidential Should I close the doors to save on my electric bill?
  17. 17. Purchase Path ™ ClearSaleing TM Confidential
  18. 18. Comparison Shopping Engine Optimization Clicks Clicks ClearSaleing TM Confidential
  19. 19. 2 feeds to one CSE ClearSaleing TM Confidential Clicks Maximum Budget Remaining Budget
  20. 20. CSE metrics are flawed <ul><li>Assumed Revenue can increase… Profit can decrease </li></ul><ul><li>Conversion Rate can increase… Profit can decrease </li></ul><ul><li>CPA or Cost Per Conversion can decrease… Profit can decrease </li></ul><ul><li>Sales can increase… Profit can decrease </li></ul><ul><li>ROAS can increase… Profit can decrease </li></ul>ClearSaleing TM Confidential
  21. 21. ClearSaleing TM Confidential Adam S. Goldberg [email_address] 1.800.592.0463 Blog: www.clearsaleing.com/blog TM