Comparison Shopping Engines - ASD/IMA Las Vegas March 2012 Ryan Douglas


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Comparison Shopping Engines - Make Your Products Visible Everywhere! Presented by Ryan Douglas, Product Manager of SingleFeed at IMA Las Vegas March, 26, 2012.

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Comparison Shopping Engines - ASD/IMA Las Vegas March 2012 Ryan Douglas

  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. • From 10 orders a day in a garage to 500+ orders a day with 3 locations• Remember - I used to be in your shoes! 3
  4. 4. • 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 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,, 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
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  10. 10. • What do you sell? • Shopping Engines support Widgets to whatchamacallit’s but no services• Part of a complete online marketing presence • CSEs contribute 5-20% of total sales/traffic• Increase traffic and sales • Controlled and profitable• Each CSE spends $$$ on marketing and SEO to drive traffic, adding to your “reach” 10
  11. 11. • 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+) 11
  12. 12. Free CSE’s• 100% Free!• The Find, Google Product Search, Bing Shopping, Sortprice…• The “No Brainers”CPC CSE’s• Pay for each click, regardless of conversion• Most common variety• Nextag, Shopzilla, Pricegrabber,… 12
  13. 13. The checklist to begin listing on the shopping engines 13
  14. 14. 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) 14
  15. 15. 1. Create Engine Accounts2. Create Data Feed(s) 1. You may need help from a developer with this3. Upload Feeds4. Review Errors 1. You may need to do this several times5. Setup Tracking and Reporting 1. We’ll talk about this later 15
  16. 16. • Enter the feed “Matrix” • Most CSEs use 15-20 fields • Product Title, Description, UPC, Color… • Every CSE has different needs- download feed spec’s from each one • Common and unique data fields • File formats• Data Feed Management Services • SingleFeed helps in this area 16
  17. 17. • 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 17
  18. 18. • 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! 18
  19. 19. • 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 19
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  24. 24. There’s no one size fits all “magic formula” 24
  25. 25. •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 25
  26. 26. •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] 26
  27. 27.  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 27
  28. 28. • 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. 28
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  30. 30. Ryan Douglas ryan@singlefeed.com800-705-8852 ext 201 30