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

The 6 tactics How to Effectively Manage All of Your Comparison Shopping Engines in One, Simple Dashboard How to Select an Appropriate Comparison Shopping Engine If Your Comparison Shopping Engines Should Be Managed In House or if They Should Be Outsourced How to Determine the Most Effective Evaluation Criteria for Outsourcing Your Comparison Shopping Engines How Comparison Shopping Engines Will Make Your Overall Online Advertising More Productive How to Utilize the Best Reporting Requirements for Optimal Results ClearSaleing TM Confidential

How to Effectively Manage All of Your Comparison Shopping Engines in One, Simple Dashboard

How to Select an Appropriate Comparison Shopping Engine

If Your Comparison Shopping Engines Should Be Managed In House or if They Should Be Outsourced

How to Determine the Most Effective Evaluation Criteria for Outsourcing Your Comparison Shopping Engines

How Comparison Shopping Engines Will Make Your Overall Online Advertising More Productive

How to Utilize the Best Reporting Requirements for Optimal Results

3 phases of Comparison Shopping Engines Set-up Unsophisticated vs. Sophisticated Management Tools Unsophisticated vs. Sophisticated Management Techniques Unsophisticated vs. Sophisticated ClearSaleing TM Confidential

Set-up

Unsophisticated vs. Sophisticated

Management Tools

Unsophisticated vs. Sophisticated

Management Techniques

Unsophisticated vs. Sophisticated

Set-up Process ClearSaleing TM Confidential

In-house set-up process ClearSaleing TM Confidential Feed Configure You need to establish relationships with each engine Multiple points of failure Need knowledge of each engines processes Multiple conversion tracking codes

You need to establish relationships with each engine

Multiple points of failure

Need knowledge of each engines processes

Multiple conversion tracking codes

Outsourced set-up process ClearSaleing TM Confidential Feed Configure Feed Provider Relationship with your feed provider One point of failure Only have to worry about creating 1 feed May be able to utilize a single tracking solution

Relationship with your feed provider

One point of failure

Only have to worry about creating 1 feed

May be able to utilize a single tracking solution

Configure Engines have up to 24 data points per product they collect Each have different nomenclature Pricegrabber: Y = available Nextag: Yes = available Shopping: In stock = available Categories Electronic -> Personal Audio -> Clock Radios Home & Garden -> Kitchen Electronics -> Home Audio -> Other ClearSaleing TM Confidential Configure

Engines have up to 24 data points per product they collect

Each have different nomenclature

Pricegrabber: Y = available

Nextag: Yes = available

Shopping: In stock = available

Categories

Electronic -> Personal Audio -> Clock Radios

Home & Garden -> Kitchen

Electronics -> Home Audio -> Other

Configure con’t Setting bids Bid the category minimum or bid for top position? Add a logo? Category vs. SKU level bidding? CPA vs. CPC? ClearSaleing TM Confidential

Setting bids

Bid the category minimum or bid for top position?

Add a logo?

Category vs. SKU level bidding?

CPA vs. CPC?

Management Tools ClearSaleing TM Confidential

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 Does a change in bid increase performance? Should I spend more on CSE X vs. Y? Should I remove product X from my feed?

Does a change in bid increase performance?

Should I spend more on CSE X vs. Y?

Should I remove product X from my feed?

Reporting: category level vs. SKU level ClearSaleing TM Confidential What SKUs helped and which hurt the category? Are those actual sales dollars or assumed dollars?

What SKUs helped and which hurt the category?

Are those actual sales dollars or assumed dollars?

SKU level reporting with profit calculation ClearSaleing TM Confidential SKU level vs. category level Actual revenue vs. assumed revenue True ROI: Return On Investment vs. Assumed Revenue On Investment

SKU level vs. category level

Actual revenue vs. assumed revenue

True ROI: Return On Investment vs. Assumed Revenue On Investment

CSE reporting vs. advertising dashboard ClearSaleing TM Confidential

Alerts Why use alerts? Impossible to keep your eye on 10,000’s of SKUs Saves time by allowing you to focus Insurance against human error Ability to automate responses to alerts Sophisticated companies automate optimizations based on alerts ClearSaleing TM Confidential

Why use alerts?

Impossible to keep your eye on 10,000’s of SKUs

Saves time by allowing you to focus

Insurance against human error

Ability to automate responses to alerts

Sophisticated companies automate optimizations based on alerts

Management Techniques ClearSaleing TM Confidential

Never underestimate the value of air conditioning ClearSaleing TM Confidential Should I close the doors to save on my electric bill?

Purchase Path â„¢ ClearSaleing TM Confidential

Comparison Shopping Engine Optimization Clicks Clicks ClearSaleing TM Confidential

2 feeds to one CSE ClearSaleing TM Confidential Clicks Maximum Budget Remaining Budget

CSE metrics are flawed Assumed Revenue can increase… Profit can decrease Conversion Rate can increase… Profit can decrease CPA or Cost Per Conversion can decrease… Profit can decrease Sales can increase… Profit can decrease ROAS can increase… Profit can decrease ClearSaleing TM Confidential

Assumed Revenue can increase… Profit can decrease

Conversion Rate can increase… Profit can decrease

CPA or Cost Per Conversion can decrease… Profit can decrease

Sales can increase… Profit can decrease

ROAS can increase… Profit can decrease

ClearSaleing TM Confidential Adam S. Goldberg [email_address] 1.800.592.0463 Blog: www.clearsaleing.com/blog TM