1. Before we get started
Webinar Subject – 1.
1 This is a brief (30 minute) webinar
Examine the three 2. There are likely a very broad spectrum of
primary issues expertise levels attending this webinar
preventing many from
achieving success with 3. We i h to
3 W wish t provide valuable concepts and
id l bl t d
Comparison Shopping other information to every level of attendee
Engines
Define the three key
Therefore
steps to achieving that
success for yourself. 1. Please post questions to the provided chat,
there are technicians monitoring
2. Please be patient while we cover some
basics or advanced topics
3. Please place your phones on MUTE for the
courtesy of others

2. Three Steps to Comparison Shopping Engine Success
Webinar Goals:
• Examine the three primary
issues preventing many from
achieving success with
Comparison Shopping
Engines
• Define the three key steps to
achieving that success for
yourself.
Speaker: Michael Lambert

3. Search Engines vs Comparison Shopping Engines
Search Engine Search Engines
attributes:
•Driven by keywords
and web page content
•When successful, they
successful
bring “researchers” to a
merchants site
BEST for site and
company “Branding”
Branding”

4. Search Engines vs Comparison Shopping Engines
Comparison Comparison Shopping Engines
Shopping Engine
attributes:
•Product Content
•When successful, they
successful
bring “shoppers” to a
merchants preferred
product page
BEST for product
sales.
sales

5. Preliminary Information Industry Statistics
Statistics:
Online Shoppers for year end (USA only)
2000: 48 million
•20% of all internet 2003: 90 million
product sales occurred 2005: 120 million
through Comparison 2006: 130 million (estimate)
Shopping Engines 2010: 155 million (estimate, Piper Research)
Existing Marketplace:
•Consumers arriving at USA, online, non-travel revenues across all shopping destination sites*
online storefronts from 2000: $27.3
$27 3 billion
CSEs average a 25% 2003: $68.4 billion
higher order total 2005: $109.4 billion
2006: $132.0 billion (E) = 3.5% of total retail commerce
•62% of online shoppers 2010: $225 billion (E) = 5% of total retail commerce
buy after visiting
shopping destination
sites 20% of online shoppers use shopping comparison sites today
These shoppers spend 25% more than the average online consumer
•Percentage of Sales
Percentage 62% of online shoppers buy product after visiting shopping destination sites
through Shopping
Destination sites is
growing each year

6. Many merchants ISSUES FOR ONLINE MERCHANTS:
abandon one or more
1. All shopping destination sites have various
Comparison configuration requirements
Shopping Engine
efforts due to either:
ff t d t ith 2.
2 Time consuming process to custom manage data feeds
3.
3. Insufficient toolsto create, analyze and manage effective
Insufficient tools to create, analyze and manage
• Poor or No CSE Marketing CSE campaigns
effective CSE campaigns
Vision
4. High pay-per-click costs and limited marketing f
funds
• Lack of ability, tools or
resources to accomplish 5. Inefficient use of marketing dollars = lower Return on
the CSE Marketing vision Investment (ROI)
6. Establishing relationships with shopping destination
sites
7. Inefficient use of IT staff – Other processes could suffer
8. 3rd party managed solutions are extremely expensive
and require handing over significant control of your
company

7. Many merchants become
y
confused, and
overwhelmed with the
question of which
Comparison Shopping
Engine is “Best” for them.
Best them
The real issues are:
•How to “re-tool” to try a
new CSE
•How to assess successes
?
and failures for each CSE
•How to adjust the plan if
How
and when necessary
********** OR***********
How t optimize the
H to ti i th
Comparison Shopping
Engine relationship

8. Before d fi i
B f defining Comparison Sh
C i Shopping Engine
i E i
the three steps Marketing Goals
in the process
toward
success, we 1. Increase Sales with acceptable Return
Increase with acceptable
need to define ReturnSpend (Profitability)
on Ad on Ad Spend (Profitability)
p ( y)
the goals. 2. Scale successes in a controlled manner
(scalability)
3.
3 Use as few internal resources as
possible (efficiency)
4. Maintain control of the CSE marketing
process ( (control)
t l)

9. Topic Importance Two of the three key ways to effect
Profitability 8
Scalability 0
profitability within this scenario are:
Efficiency 0 1. Adjust h t
1 Adj t what content is provided f
t ti id d for
Control 0
each product to each CSE
(content optimization)
2. Adjust which products are
marketed through each CSE
(product optimization)

10. FOCUS: Content Optimization
Topic Importance Content Optimization:
Profitability 8 Provide the best possible content for each product and
Scalability 0
each marketing effort.
g
Efficiency 0
Control 0 •Send as many product attributes as you
have and the CSE will accept
•Take the time to focus on your prod ct
Take foc s o r product
name, descriptions, keywords and other feed
field content.

11. FOCUS: Content Optimization
Topic Importance Content Optimization:
Profitability 8 Send as many attributes as you have and the CSE will
Scalability 0 accept.
Efficiency 0 We will use Shopzilla as an example:
Column name
Control 0 1 Category* Required
2 Mfr Not Required
3 Title* Required
Few data fields 4 Description Not Required
are required by 5 URL* Required
most CSEs. 6 Image URL Not Required
7 SKU* Required
Providing non-
o d g o 8 Stock Not Required
required fields 9 Condition Not Required
will aid in your 10 Ship Weight Not Required
11 Ship Cost Not Required
click to purchase 12 Bid Not Required
Not Required
ratios and Return 13 Promo Text Not Required
on Ad Spend. 14 UPC Not Required
15 Price* Required

12. FOCUS: Content Optimization
Topic Importance Content Optimization:
Profitability 8 •Focus on the content of your data
Scalability 0 Column name Suggestions
Enter the name of the category where this product appears in your online store. If you do not use a
Efficiency 0 CSE provided category, they cannot guarantee that your product will appear in the preferred
Category* category on their site
Control 0 The Manufacturer field should contain the manufacturer name, brand name or publisher of the product.
Mfr Consumers often search by Brand or Manufacturer, so include this whenever available.
Title* Include additional information along with product name for best results
Adding dditi
Addi additional l Description Not required But if you include correct data will be helpful
Image URL Not required But if you include correct data will be helpful
information in key Use UPC for Music & Movies and ISBN for books. Use Mfg Part Number or Model Number for
fields can be SKU* Computer Hardware & Software or electronics
Stock designates the quantity of products currently on-hand or if the product is in-stock. Use a
helpful.
helpful Stock
numerical value to represent quantity in-stock; alternate designations include: In-Stock, Back
in stock;
Order, Pre-Order, Out of Stock, Limited Quantity, Special Order, See Site
In Stock, Back-
Condition Include for better Data Processing
Ship Weight Not required But if you include correct data will be helpful
Ship Cost Not required But if you include correct data will be helpful
Promo Text
Promo Text Not required ut if you include correct data will be helpful
Not required But if you include correct data will be helpful
UPC Not required But if you include correct data will be helpful

13. FOCUS: Product Optimization
Topic Importance
Product Optimization:
p
Market the highest performing products and remove products creating a
significant negative impact while maintaining a constant marketing budget.
Profitability 8
Scalability 0 To help illustrate this point, and to create a starting point, lets make a
Efficiency 0 few assumptions as a “faux” case study:
f ti “f ” t d
Control 0
Product Optimization •15,000 total SKUs (all being marketed to this
•Do remove high cost channel)
per click items with low
or no sales •$5,000 monthly budget to this CSE
•Do NOT remove items •Average price point of $60/product
Average
with low or no cost per
click – regardless of •Average Cost Per Click of $0.33
sales performance •Starting Click to Purchase Rate of 1%
•Starting Monthly Revenue of $9 000/month
$9,000/month
from this channel

14. FOCUS: Product Optimization
Topic Importance Product Optimization:
Profitability 8 Market the highest performing products and remove
Scalability 0 products creating a significant negative impact while
Efficiency 0 maintaining a constant marketing b d
i i i k i budget.
Control 0
Balance SKU count t
B l t to Let’s View a Demonstration Applet Now
achieve the desired
gross revenues and
Click to Purchase ratios, SKU Count SKUs Marketed CTPR Avg Price Point Click Count Monthly Budget Avg CPC Revenues
15000 15000 1% $ 60 00
60.00 15,000
15 000 $ 5 000 00
5,000.00 0.33
0 33 $ 9 000 00
9,000.00
or R t
Return on Ad S
Spend. d
SKU Count SKUs Marketed CTPR Avg Price Point Click Count Monthly Budget Avg CPC Revenues
15000 10500 6% $ 60.00 15,000 $ 5,000.00 0.33 $ 54,000.00
SKU Count SKUs Marketed CTPR Avg Price Point Click Count Monthly Budget Avg CPC Revenues
15000 7500 8% $ 60.00 15,000 $ 5,000.00 0.33 $ 72,000.00

15. FOCUS: Product Optimization
Topic Importance Product Optimization:
Profitability 8 Market the highest performing products and remove
Scalability 0 products creating a significant negative impact while
Efficiency 0 maintaining a constant marketing b d
i i i k i budget.
Control 0
Balance SKU count t
B l t to
achieve the desired
gross revenues and
Click to Purchase ratios,
or R t
Return on Ad S
Spend. d

16. Topic Importance 1.
1 Adjust what content is provided for
Profitability 8 each product to each CSE
Scalability 0
Efficiency 0
(content optimization)
Control 0
2. Adjust which products are
marketed through each CSE
Third key step in
(product optimization)
successful CSE
marketing >> 3. Assess and evaluate your efforts,
y ,
and adjust accordingly.

17. FOCUS: Assess and Adjust
Topic Importance Process Assessment:
A merchant MUST have a feedback or reporting mechanism
Profitability 8 which should include clicks AND purchases.
Scalability 0 For best results, prioritize your analysis as follows:
Efficiency 0
1. High Click Cost on products, categories or brands with
Control 0
low sales performance within a channel
1. What ISN’T working 2. Any categories, products or brands with low sales
and why? performance within a channel
2. Change price, 3. Try out unknown products, categories or brands within a
description, channel
category, photo,
etc…
etc Overall –
O ll
3. IF ALL ELSE
Focus On Click to Purchase Conversion
FAILS, and cost is
high, pull the
or
product or category
category. Return on Ad Spend
p
NOT JUST CLICKS!

18. FOCUS: How “We” do it
Topic Importance
Acquiring Storefront Data:
A i i St f tD t
Profitability 8
Scalability 8
Efficiency 8
Control 8
Import your file
directly from your
storefront, a
spreadsheet or
virtually any other
y y
file format which is
available to you.

19. FOCUS: How “We” do it
Topic Importance
Acquiring Storefront Data:
A i i St f tD t
Profitability 8
Scalability 8
Efficiency 8
Control 8
Schedule the import
to easily maintain
current product
marketing data.

20. FOCUS: How “We” do it
Topic Importance
Mass updates:
Profitability 8
Scalability 8
Efficiency 8
Control 8

21. FOCUS: How “We” do it
Topic Importance
Channel Feed Automation:
Profitability 8
Scalability 8
Efficiency 8
Control 8

22. FOCUS: How “We” do it
Topic Importance
Channel Feed Automation:
Ch lF dA t ti
Profitability 8
Scalability 8
Efficiency 8
Control 8

23. FOCUS: How “We” do it
Topic Importance
Channel Feed Automation:
Ch lF dA t ti
Profitability 8
Scalability 8
Efficiency 8
Control 8

24. MerchantAdvantage is a
merchant-centric platform CHANNEL MANAGEMENT IS PRECONFIGURED FOR:
NOTE: MerchantAdvantage supports ANY additional shopping destination site feed at no extra cost to the
that provides indispensable Merchant. In addition to these preconfigured feeds MerchantAdvantage is also feeding clients to over 22 other
tools which help Merchants select shopping destination sites.
communicate with valuable
h l bl
third party vendors.

25. FOCUS: How “We” do it
Topic Importance Assess to Adjust:
Profitability 8
Scalability 8
Efficiency 8
Control 8
Sneak Peek at a
new reporting
feature!

26. FOCUS: How “We” do it
Topic Importance Assess to Adjust:
Profitability 8
Scalability 8
Efficiency 8
Control 8

27. Free Resources
More Information
M I f ti Resource
R What
Wh t How
H
It is our mission to Newsletter Monthly e-commerce Sign up at
keep marketing Marketing News Letter http://www.etaildtail.com
– Trends Tips and
p
control in the hands
Advice
of the merchant. To
Blog Blog focused on Visit
that end, we wish to ecommerce Marketing http://www.etaildtail.com
provide as many and CSEs
support resources as Forum Forum for merchants to Click eTaildTail Tattler at
possible to aid the communicate http://www.etaildtail.com
merchant in White Papers and Various industry Click on Education
accomplishing their Reports information and reports http://www.etaildtail.com
http://www etaildtail com
marketing goals. The latest on our Company and Visit
Products and application information http://merchantadvantage.com
partners

28. Additional Member Resources
More Information
M I f ti
It is our mission to
Resource What How
keep marketing Discounts Discount offers from our Available within the
partners to our member merchants
control in the hands merchants – Including online back office, and
of the merchant. To CSE discounts updated regularly
that end, we wish to Live and Ticket based Implementation and Available within the
provide as many Merchant Support education provided by member merchants
support resources as our t
team of
f online b k office and
li back ffi d
technologists via telephone
possible to aid our
member merchants Billing Status Member invoices and Available within the
in accomplishing status member merchants
online back office and
their marketing goals. via telephone
Weekly Webinar - *NEW Weekly Channel Members will be notified
Management application of time and location
training

29. Three Steps to Comparison Shopping Engine Success
Th St t C i Sh i E i S
Attendees, Thank you very much for your time and interest!
Questions not answered during th webinar will b posted at
Q ti t d d i the bi ill be t d t
http://www.etaildtail.com under the “Tattler” tab in the thread
“Three Steps Webinar”
p
Webinar details, including downloadable materials, will be located at:
www.MerchantAdvantage.com/webinar/051607
“Take Control of Your Channels >> Take Control of Your Profits.”