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

1. Make Your Products Visible Everywhere!
ASD Las Vegas | March 26, 2012
Ryan Douglas
Product Manager, SingleFeed
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2. • Quick Intro
• What are the Comparison Engines?
• Getting Started
• How To Implement
• Real World Examples
• Feed Optimization Tips
• Recap
• Q&A
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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.
• From 10 orders a day in a garage to 500+ orders a
day with 3 locations
• Remember - I used to be in your shoes!
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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
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5. Comparison Shopping Engine? Shopping
Comparison Engine? Price Comparison Engine?
What's the difference?
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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
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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
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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”
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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+)
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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, Shopping.com…
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13. The checklist to begin listing on the
shopping engines
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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)
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15. 1. Create Engine Accounts
2. Create Data Feed(s)
1. You may need help from a developer
with this
3. Upload Feeds
4. Review Errors
1. You may need to do this several times
5. Setup Tracking and Reporting
1. We’ll talk about this later
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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
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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
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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!
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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
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24. There’s no one size fits all
“magic formula”
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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
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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]
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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
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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.
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30. Ryan Douglas
ryan@singlefeed.com
800-705-8852 ext 201
www.SingleFeed.com
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