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eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
eCommerce Summit Atlanta Single Feed
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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 …

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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  • 1. Shopping Engines What it Takes to Succeed Brian Smith SingleFeed ComparisonEngines.com LoveYourFeed
  • 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. Cutting Through the Clutter
  • 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. 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. 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. 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. Which Shopping Engines
  • 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. <ul><li>Brian Smith </li></ul><ul><li>SingleFeed </li></ul><ul><li>[email_address] </li></ul>

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