Comparison Search Engines 101: Getting Your Products Found

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  • 1. Comparison Shopping Engines 101 Getting Your Products Found IMA Las Vegas | August 13, 2012Ryan Douglas - Product Manager, SingleFeed 1
  • 2. Personal Bio• Over 7 years hands on ecommerce experience• At SingleFeed – Customer Development and Full Service Account Management • Working directly with hundreds of retailers• PlumberSurplus.com – Online Marketing for Internet Retailer Hot 100 Retailer. • From 10 orders a day in a garage to 500+ orders a day with 3 locations• Product Manager of SingleFeed – help integrate our tools for Vendio users• Remember - I used to be in your shoes as a retailer 2
  • 3. About SingleFeed• Leading data feed management tool for small and medium sized retailers• Founded in 2006 True Ventures, Acquired in 2011 by Vendio• Trusted Partner – To Google and many of the leading shopping engines• Core Customer - Retailers doing $250K to $20M• Pricing – Flat Rate Service plans from $99/mo 3
  • 4. Overview• What are the Comparison Engines?• Why Should I use Shopping Engines?• How to Get Started• Recap• Q&A 4
  • 5. What are Comparison Shopping Engines Comparison Shopping Engine? Shopping ComparisonEngine? Price Comparison Engine? Whats the difference? 5
  • 6. What are Comparison Shopping Engines?• Traditional shopping engine lists one picture, one title, one description and all of the merchants that sell that particular product• Product listings help consumers quickly and easily make apples-to-apples comparisons to make smart buying decision 6
  • 7. Where to begin?• CSE – Comparison Shopping Engine • There are 25+ Major CSE’s • General to Niche • Google Product Search, Pricegrabber, Nextag, Shopping.com, Shopzilla, etc• Pricing – Cost per click (CPC) • Flat CPC rates, determined by each engine • Variable CPC rates “bidding” at a category or product level • Budgets managed per engine • Does this work with your budget and cash flow? 7
  • 8. List of Comparison Shopping Engines And many more! 8
  • 9. Google Shoppingwww.singlefeed.com 9 (800) 705 8852
  • 10. Google Shopping 10
  • 11. Google Shoppingwww.singlefeed.com 11 (800) 705 8852
  • 12. Google Shoppingwww.singlefeed.com 12 (800) 705 8852
  • 13. Nextagwww.singlefeed.com 13 (800) 705 8852
  • 14. Nextagwww.singlefeed.com 14 (800) 705 8852
  • 15. Shopzilla 15
  • 16. Why Use Comparison Shopping Engines? What’s in it for me? 16
  • 17. Why use CSE’s• Each CSE spends $$$ on marketing and SEO to drive traffic, adding to your “reach” • They have more experience and deeper pockets than you do. Let them help you.• Unique visitors per month (comscore April 2012) • Google Shopping >20M • Shopzilla >18M • Nextag >17M • Pricegrabber >7M 17
  • 18. Why use CSE’s• What do you sell? • Shopping Engines support Widgets to whatchamacallit’s but no services • Each engine has different policies on allowable products – ie no tobacco or alcohol, digital downloads, etc• Part of a complete online marketing presence • CSEs contribute 5-20% of total sales/traffic• A way to increase traffic and sales on your site • Controlled and profitable approach • Own the customer, not like eBay/Amazon • Relies on your own site conversion experience 18
  • 19. Who uses CSE’s• The Shoppers • Top CSE’s account for over 200 Million unique visits per month • Price isn’t the only driver in their searches • Seller reputation, product rating, shipping cost are all factors • Typically already know what they are looking for 19
  • 20. Who uses CSE’s• The Merchants • Already listing on other channels – Amazon/Ebay • Actively using online marketing such as SEM (AdWords), SEO, and email. • Selling well established brands of products – no obscure generic/house brand items • Price competitive to a degree – won’t work well if you’re selling at the highest price • Have bandwidth/people to handle Marketing duties 20
  • 21. Getting StartedThe checklist to begin listing on the shopping engines 21
  • 22. You Need the Basics FirstRequirements • Access to product data/catalog • Ability to frequently updates feeds • Shopping Engine Accounts • Credit Card for CPC engines • Tax and Shipping Information • 5-10 hours for initial setup/launch (not including feed generation) 22
  • 23. Step By StepStep 1 - Create Shopping Engine Accounts• Typically takes 20-30 minutes to register/setup• Need basic store information – tax, shipping rates/rules, store logo, Support phone #, etc• Pay initial deposit (if required) via Credit card• CPC fees are set by product category rate cards • Fees from $0.15-$1.00+ (avg $0.35) 23
  • 24. Example – Become.comwww.singlefeed.com 24 (800) 705 8852
  • 25. Step By StepStep 2 - Create Data Feeds• Enter the “Feed Matrix” • Most CSEs use 10-15 fields or more • Product Title, Description, UPC, Color… • Every CSE has different requirements - download feed spec’s from each one and follow instructions • Common and unique data fields between each CSE • File formats – csv, txt, xml, etc • Use Excel to open/create/read files.• Get a Developer to help create a feed generation script • Re-useable solution for your website• Data Feed Management Services • Streamline/automate the process. • SingleFeed helps in this area 25
  • 26. Step By StepStep 3 – Upload/submit Feed Files• Automate this process if you can via scripts and FTP delivery. • Will require Developers• Deliver feed files regularly – as often as your product data changes. • Upload via web for small files, FTP for larger files • Once per day is our recommendation 26
  • 27. Step By StepStep 4 – Review & Correct Errors• May take several tries to get the feed file “just right” • Strive for >90% approval and move on• Error messages from CSEs are not always clear• Warnings vs Errors vs Recommendations 27
  • 28. Step By StepStep 5 – Setup Tracking and Reporting• Don’t want to be “flying blind” on performance• Use Google Analytics at a minimum • Utm parameters: utm_medium and utm_source will get you started• Most CSEs have their own tracking as well, we recommend you install too • Helps w/ ranking and bid amounts and conversions to have this installed • Monitor performance regularly – look at least 1x a week 28
  • 29. Key Takeaways • Submit Feeds frequently • Don’t submit the same feed to all the CSEs • Set a budget – daily/monthly to avoid overspend • Remember to check results – “Don’t set it and forget it” • Start with 1 or 2 CSEs then expand – avoid shotgun approachwww.singlefeed.com 29 (800) 705 8852
  • 30. Question and Answer 30
  • 31. Contact Info Ryan Douglas ryan@singlefeed.com 800-705-8852 ext 201 www.SingleFeed.com31