Shopping EnginesWhat it Takes to Succeed

Brian Smith

SingleFeed

ComparisonEngines.com

LoveYourFeed

Pre Launch Checklist• Stand alone website• Experience with SEO/PPC• Quality website that converts• Analytics program• Ability to download and manipulate your catalog

• If you do not have all this in place, the shopping engines are not the right marketing channel for you

Cutting Through the Clutter

Why Shopping Engines?• Results

– Can account for up to 20% of revenue

• Tons of traffic– Yahoo! Shopping & Shopzilla = 20m Uniques– Shopping.com, Google Product Search = 10m Uniques– NexTag, PriceGrabber, and Become = 5m Uniques

• Dominate organic and paid listings– Google OneBox, Yahoo! Shortcuts, Ask Smart Answers, Bing

Instant Answers– Better, Stronger, Faster– Partnerships

What it Takes1. Sign up for Shopping Engine

2. Fund account

3. Build a data feed

4. Format data feed for Shopping Engine

5. Categorize your products according to specific shopping engine taxonomy

6. Upload feed to shopping engine

7. Fix Errors/Re-map

8. Re-upload to shopping engine

9. Confirm product listings went live

10. Re-submit data feed every day

11. Track performance

12. Optimize data feed

How You Succeed• Data Feed Optimization

– Engine Set Up– Qualitative– Quantitative

No more submit it and forget it mentality!!!

You wouldn’t do that with your PPC campaign,

don’t do it with your shopping engine campaign.

Top 10 Data Feed Optimization Tips

1. Formatting/mapping

2. Go live and stay live

3. Add as much data as possible

4. Unique titles & descriptions

5. Proper categorization

6. Keywords

7. Reviews

8. Bidding

9. Price

10.SKU suppression

Which Shopping Engines

Outsourcing – Questions to Ask

• Assuming you’re ready to put in the work…

• Shopping engine experts?• Relationships with the shopping engines?• Focus?• Annual contracts?• Hidden fees?• Google Product Search Partner?• Categorization?• Up and running, Validation/Correction?• Cash?

Brian Smith

SingleFeed

brian@singlefeed.com