There are tons of comparison shopping engines to consider advertising on and some great opportunities to use them to direct targeted shoppers back to your website, however once you get down and dirty with actually following through there are many challenges, obsticles and hoops you'll need to get through to ensure the campaigns actually work in the first place and deliver an ROI that makes sense.
There are always enterprise solutions like Channel Advisor that will charge you an arm and a leg to create and manage your feeds. However, if your budgets aren't massive and you're looking to just get started without all the corporate schtick, there are services like FeedOptimise that pretty much do everything an enterprise solution offers at a fraction of the price.
In this interview, I caught up with Marcin Rosinski who is the founder and visionary behind FeedOptimise. I figured that his solution makes it so easy to get through all the challenges of actually setting up a feed and getting everything in place to launch a campaign, so I decided to direct the conversation more around strategies, best practices and how to dominate in the comparison shopping engines - regardless of the product you sell.
Dominate Comparison Shopping Engines
The Conversation: Blow by Blow
50 sec - General FeedOptimise Overview.
3.09 min - Traffic quality between comparison shopping engines and marketplaces.
4.52 min - Traffic quality between the main comparison shopping engines.
6.47 min - Getting started: The best comparison shopping engines to start with and budgets.
9.26 min - Testing keywords and networks, how much do you really need?
11.00 min - Essential elements to include in your feed for greater ROI.
15.08 min - Elements other than click cost to rank well in shopping comparison engines.
18.40 min - Blowing out your campaign from one channel to the next.
27.50 min - Dealing with attribution and reporting from multiple reporting dashboards.
Comparison Shopping Engines Highlights:
Critical product feed elements to ensure a strong ROI
Daniel: Other than the obvious like price, and title, and whether the product is in stock or not, are there any other elements that you can share with us that are really important to helping the success of the marketing campaign? Any other elements that should be in the product feed?
Marcin: Sure. I mean, you ultimately should put as many elements as you can inside the data feed or elements such as... Again, that isn't category-dependent because you might not feed that category. But let's say consumer, electronic goods, or home appliances where products can be grouped together because there is usually more than one sub selling the exact same item and it's quite easily for a user to know it's the exact same item.
So for those particular products definitely I recommend things like making sure you have a proper bar codes, or making sure you have a proper manufacturing part numbers. Because like from the Google point of view, but not only, also other networks, is that then they can easily group you together with your competitors and then you're gaining that edge of being in that particular group rather than being somewhere below that group. And users when they want to compare a price they will go directly to that group to see who sells the items.
Daniel: Right. So the deeper you can go with your segmentation of your products. So even down to an SKU number because I know especially in electronics, a lot of people, they'll get an SKU number or a model number and not type it in to Google. And if you can have that inside your feed then you're going to appear. And, I guess, what that does as well is it qualifies a person much more because somebody who types in the model number has probably done a bit more research than someone who just types in Apple iPad.
Getting Started: Budgets and Networks
Daniel: What would you consider as a decent budget to start out per, say, per network to actually just see if you can get some traction on what works and what doesn't work? And is there a preferred comparison shopping engines or is there like a better starting point than not in terms of which network to sort of start with?
Marcin: Sure. So ultimately I would recommend based on popularity. I mean based on what you're using it's quite a good example of, you know, where to start. So ultimately we pretty much only use Google.
Marcin: So it's a good point to start because, let's be honest, everyone uses it. And the good stuff about Google is not only that everyone uses it, it's that they give you a huge amount of controls. So you can bid as low as one cent. And that's it, so, you know, you can just try yourself whatever low budget or try very incrementally increase your performance. So that would be Google. The other stuff is things like, for example, eBAY network. eBAY Commerce Network that gives you quite a big array of networks or websites but it also gives you an eBAY itself.
Marcin: Which again it's quite popular and lots of people is using but, you need to keep in mind that eBAY doesn't always need to play well for you. It depends on what you're selling and whether eBAY fits that particular niche. For example, if you sell quite business to business, like those products, EBAY might not be a good fit. Saying so, we have people actually doing eBAY. We try business to business and they're doing sales. So, you know, its hard to say whether it work or it doesn't. It's good to try. That's why popularity is a good indicator, because otherwise you just need to give it a go.
Marcin: And that probably was a price but it would be also a good fit to start off with because of the Yahoo shopping, which is quite a big network itself. Quite a lot of people are still using Yahoo. That's why this is kind of an indicator but saying so, you know, every single websites can work for you. It's a matter of giving them a go for a month or so and keep an eye on them, of course.
Marcin: And this way you can see if it works or not.
Daniel: Right, so basically when it comes to comparison shopping engines you're saying is let's follow the crowd, let's follow where the majority of...
Marcin: Pretty much.
Daniel: ... shoppers really sit to actually find a starting point.
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