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15 Comparison Shopping Engine (CSE) Tips for Retailers

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Comparison Shopping Engines (CSE) can be a source of anxiety for ecommerce retailers. However, they are a targeted way to find qualified shoppers. Product feed experts from ROI Revolution share 15 comparison shopping engine tips that retailers can use to make more money on their CSE campaigns.

Learn more about this session at http://www.roirevolution.com/blog/2014/05/15_cse_tips_from_the_retail_traffic_summit_2014.php

Published in: Retail, Marketing
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15 Comparison Shopping Engine (CSE) Tips for Retailers

  1. 1. 15 Comparison Shopping Engine Tips for Retailers How to make the most of your CSE campaigns.
  2. 2. CSE TIP #1: Write Better Product Titles • Include top search queries when possible
  3. 3. CSE TIP #2: Increase Description Lengths
  4. 4. CSE TIP #3: Tag Your Destination URLs Consider: • UTM_Source = CSE Name (eg. Shopzilla) • UTM_Medium = CPC • UTM_Campaign = Brand or Category • UTM_Ad_Content = Product Type • UTM_Keyword = Product Code
  5. 5. CSE TIP #4: Choose Your Categories Wisely • Minimum CPCs vary category to category
  6. 6. CSE TIP #5: Exclude Affiliate Traffic From Google & Bing Ads
  7. 7. CSE TIP #6: Include Your Logo
  8. 8. CSE TIP #7: Send High Quality Images  Increase file size  Consider white backgrounds  Find alternative views  Use custom images  Don’t use placeholders
  9. 9. CSE TIP #8: Design A Bidding Strategy • Several different ways to bid in CSEs
  10. 10. CSE TIP #9: Zero Bids in Shopzilla
  11. 11. CSE TIP #10: Below Rate Card Bids in PriceGrabber • Submit ‘below rate card’ bids via the feed or UI • Use bids with a bid type value of ‘absolute’
  12. 12. CSE TIP #11: Create Benchmark Reports • Monitor your KPIs (Key Performance Indicators)!! – Combine clicks & costs reported from each CSE w/ sales & revenue from Google Analytics
  13. 13. CSE TIP #12: Don’t Let Your Feeds Expire • Feeds expire due to: – Inadequate budgets/Insufficient funds – Feeds not be uploaded frequently enough – Expired credit card information
  14. 14. CSE TIP #13: Be Patient With New Feeds • Let the robots do their job!
  15. 15. CSE TIP #14: Don’t Set It & Forget It
  16. 16. CSE TIP #15: Pay Attention to Data Quality Warnings • Frequently check Google Merchant Center • Look for uncategorized products in all CSEs • Run data quality reports when available
  17. 17. Free CSE Review Get a personalized CSE review contact Mike at feeds@roirevolution.com Do CSEs make you feel like this guy?

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