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Comparison Search Engines: Make Your Products Visible Everywhere!


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Comparison Search Engines: Make Your Products Visible Everywhere!

Build it and they will come. Sound familiar? Growing your business on the internet can be done but it takes more than building a web site and waiting for the customers. Learn what comparison search engines are and how they can help get your products listed all over the web. Ryan Douglas of SingleFeed will show you how.

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Comparison Search Engines: Make Your Products Visible Everywhere!

  1. 1. Make Your Products Visible Everywhere! ASD Las Vegas | March 26, 2012Ryan DouglasProduct Manager, SingleFeed 1
  2. 2. • Quick Intro• What are the Comparison Engines?• Getting Started• How To Implement• Real World Examples• Feed Optimization Tips• Recap• Q&A 2
  3. 3. • Over 6 years hands on ecommerce experience• At SingleFeed – Customer Development and Full Service Account Management • Worked with directly with hundreds of retailers• – Online Marketing for Internet Retailer Hot 100 Retailer.• Remember - I used to be in your shoes! 3
  4. 4. • Leading data feed management tool for 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 4
  5. 5. Comparison Shopping Engine? ShoppingComparison Engine? Price Comparison Engine? Whats the difference? 5
  6. 6. • 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. 7. • CSE – Comparison Shopping Engine • There are 25+ Major CSE’s • 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 7
  8. 8. • What do you sell? • Widgets to whatchamacallit’s but no services• Part of a complete online marketing presence • CSEs contribute 5-20% of total sales• Increase traffic and sales • Controlled and profitable• Each CSE spends $$$ on marketing and SEO to drive traffic, adding to your “reach” 8
  9. 9. • The Shoppers • CSE’s account for over 200 Million unique visits per month • Looking for product information, recommendations, price comparison, retailer reputations • Price isn’t the only driver in their searches• Merchants • Thousands of retailers participating, are you? • Promoting millions of products • From small (<$100K) to massive retailers ($50M+) 9
  10. 10. Free CSE’s• 100% Free!• The Find, Google Product Search, Bing Shopping, Sortprice• The “No Brainers”CPC CSE’s• Bid on products, and categories• Pay for each click, regardless of conversion• Most common variety• Nextag, Shopzilla, Pricegrabber,, etc 10
  11. 11. The checklist to begin listing on the shopping engines 11
  12. 12. Requirements • 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) 12
  13. 13. 1. Create Engine2. Fund Accounts (if CPC)3. Create Data Feed(s)4. Upload Feeds5. Review Errors6. Setup Tracking and Reporting 13
  14. 14. • Enter the feed “Matrix” • Most CSEs use 15-20 fields, • Every CSE has different needs- download feed spec’s from each one • Common and unique data fields • File formats• Data Feed Management Services 14
  15. 15. • Set a “data standard” • Give your data Integrity! • Any new fields to add?• Begin Requiring New Fields like UPC, Brand/Manufacturer, model number• Create a plan to update existing products • Set a Goal and a Target Finish Date• Separate Out Attributes into New Fields • Color, Model Number, Brand • Extremely useful to have this data “faceted”• Ask for better product data from vendors 15
  16. 16. • On Product detail pages for SEO• Print and Online Catalogs• Site Search & Personalization Tools• Sitemaps for Search Engines• In Email Newsletters/Campaigns• Comparison Shopping Engines • Often forgotten! 16
  17. 17. • Conversion tracking per CSE• Use your own Analytics• Monitor closely and regularly• Don’t “set it and forget it”• Watch your Metrics • Develop targets • Measure against other channels• Each CSE behaves differently• Determine profitability 17
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  22. 22. There’s no one size fits all “magic formula” 22
  23. 23. •Figure out what’s relevant to your products•Find Keywords from your analytics•Typically includes: •Brand/Manufacturer •Model Numbers •Colors and Sizes •Gender •Keyword Phrases 23
  24. 24. •Logitech K350 Wireless Keyboard & Mouse [brand] [model] [feature] [keyword phrase]•Vizio 42”LCD TV E420VO [brand] [size] [keyword phrase] [model]•Levi’s Women’s 501 Dark Wash Denim Jeans [brand] [gender] [model] [color] [keyword phrase] 24
  25. 25.  TDK 16x 4.7gb 50 pack TDK DVD-R Storage Media 16x 4.7gb 50 pack Arturo Fuente Chateau Arturo Fuente Chateau Cigars Mephisto Hurrikan Mephisto Hurrikan Men’s Dress Shoe 25
  26. 26. • Invest In your Product Data• Don’t set it and forget it• No “Magic One Size Fits All” Solution• Don’t submit every product to paid CSEs• Try different product titles• Use Google Product Search if nothing else• Submit, Analyze, Optimize, Repeat. 26
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  28. 28. Ryan Douglas ryan@singlefeed.com800-705-8852 ext 201 28