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.

1. Make Your Products Visible Everywhere!
ASD Las Vegas | March 26, 2012
Ryan Douglas
Product Manager, SingleFeed
1

2. • Quick Intro
• What are the Comparison Engines?
• Getting Started
• How To Implement
• Real World Examples
• Feed Optimization Tips
• Recap
• Q&A
2

3. • Over 6 years hands on ecommerce experience
• At SingleFeed – Customer Development and
Full Service Account Management
• Worked with directly with hundreds of retailers
• PlumberSurplus.com – Online Marketing for
Internet Retailer Hot 100 Retailer.
• Remember - I used to be in your shoes!
3

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. Comparison Shopping Engine? Shopping
Comparison Engine? Price Comparison Engine?
What's the difference?
5

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. • 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. • 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. • 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. 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, Shopping.com, etc
10

11. The checklist to begin listing on the
shopping engines
11

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. 1. Create Engine
2. Fund Accounts (if CPC)
3. Create Data Feed(s)
4. Upload Feeds
5. Review Errors
6. Setup Tracking and
Reporting
13

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. • 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. • 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. • 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

18. 18

19. 19

20. 20

21. 21

22. There’s no one size fits all
“magic formula”
22

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. •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.  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. • 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

27. 27

28. Ryan Douglas
ryan@singlefeed.com
800-705-8852 ext 201
www.SingleFeed.com
28