eCommerce Summit Atlanta Single Feed

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From the eCommerce Summit in Atlanta June 3-4, 2009 where Brian Smith shared what it takes to succeed using shopping engines for your online business. Find out more about eCommerce Merchants at http:/www.ecmta.org

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eCommerce Summit Atlanta Single Feed

  1. 1. Shopping Engines What it Takes to Succeed Brian Smith SingleFeed ComparisonEngines.com LoveYourFeed
  2. 2. Pre Launch Checklist <ul><li>Stand alone website </li></ul><ul><li>Experience with SEO/PPC </li></ul><ul><li>Quality website that converts </li></ul><ul><li>Analytics program </li></ul><ul><li>Ability to download and manipulate your catalog </li></ul><ul><li>If you do not have all this in place, the shopping engines are not the right marketing channel for you </li></ul>
  3. 3. Cutting Through the Clutter
  4. 4. Why Shopping Engines? <ul><li>Results </li></ul><ul><ul><li>Can account for up to 20% of revenue </li></ul></ul><ul><li>Tons of traffic </li></ul><ul><ul><li>Yahoo! Shopping & Shopzilla = 20m Uniques </li></ul></ul><ul><ul><li>Shopping.com, Google Product Search = 10m Uniques </li></ul></ul><ul><ul><li>NexTag, PriceGrabber, and Become = 5m Uniques </li></ul></ul><ul><li>Dominate organic and paid listings </li></ul><ul><ul><li>Google OneBox, Yahoo! Shortcuts, Ask Smart Answers, Bing Instant Answers </li></ul></ul><ul><ul><li>Better, Stronger, Faster </li></ul></ul><ul><ul><li>Partnerships </li></ul></ul>
  5. 5. What it Takes <ul><li>1. Sign up for Shopping Engine </li></ul><ul><li>2. Fund account </li></ul><ul><li>3. Build a data feed </li></ul><ul><li>4. Format data feed for Shopping Engine </li></ul><ul><li>5. Categorize your products according to specific shopping engine taxonomy </li></ul><ul><li>6. Upload feed to shopping engine </li></ul><ul><li>7. Fix Errors/Re-map </li></ul><ul><li>8. Re-upload to shopping engine </li></ul><ul><li>9. Confirm product listings went live </li></ul><ul><li>10. Re-submit data feed every day </li></ul><ul><li>11. Track performance </li></ul><ul><li>12. Optimize data feed </li></ul>
  6. 6. How You Succeed <ul><li>Data Feed Optimization </li></ul><ul><ul><li>Engine Set Up </li></ul></ul><ul><ul><li>Qualitative </li></ul></ul><ul><ul><li>Quantitative </li></ul></ul><ul><ul><li>No more submit it and forget it mentality!!! </li></ul></ul><ul><ul><li>You wouldn’t do that with your PPC campaign, </li></ul></ul><ul><ul><li>don’t do it with your shopping engine campaign. </li></ul></ul>
  7. 7. Top 10 Data Feed Optimization Tips <ul><li>Formatting/mapping </li></ul><ul><li>Go live and stay live </li></ul><ul><li>Add as much data as possible </li></ul><ul><li>Unique titles & descriptions </li></ul><ul><li>Proper categorization </li></ul><ul><li>Keywords </li></ul><ul><li>Reviews </li></ul><ul><li>Bidding </li></ul><ul><li>Price </li></ul><ul><li>SKU suppression </li></ul>
  8. 8. Which Shopping Engines
  9. 9. Outsourcing – Questions to Ask <ul><li>Assuming you’re ready to put in the work… </li></ul><ul><li>Shopping engine experts? </li></ul><ul><li>Relationships with the shopping engines? </li></ul><ul><li>Focus? </li></ul><ul><li>Annual contracts? </li></ul><ul><li>Hidden fees? </li></ul><ul><li>Google Product Search Partner? </li></ul><ul><li>Categorization? </li></ul><ul><li>Up and running, Validation/Correction? </li></ul><ul><li>Cash? </li></ul>
  10. 10. <ul><li>Brian Smith </li></ul><ul><li>SingleFeed </li></ul><ul><li>[email_address] </li></ul>

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