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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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Transcript

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

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