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Comparison Shopping Engines (CSE) can be a source of anxiety for ecommerce retailers. However, they are a targeted way to find qualified shoppers. Product feed experts from ROI Revolution share 15 comparison shopping engine tips that retailers can use to make more money on their CSE campaigns. Learn more about this session at http://www.roirevolution.com/blog/2014/05/15_cse_tips_from_the_retail_traffic_summit_2014.php
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15 Comparison Shopping Engine Tips
for RetailersHow to make the most of your CSE
campaigns.
CSE TIP #1:Write Better Product Titles
• Include top search queries when possible
CSE TIP #2:Increase Description Lengths
CSE TIP #3:Tag Your Destination URLs
Consider:• UTM_Source = CSE Name (eg.
Shopzilla)• UTM_Medium = CPC• UTM_Campaign = Brand or Category• UTM_Ad_Content = Product Type• UTM_Keyword = Product Code
CSE TIP #4:Choose Your Categories Wisely
• Minimum CPCs vary category to category
CSE TIP #5:Exclude Affiliate Traffic From Google &
Bing Ads
CSE TIP #6:Include Your Logo
CSE TIP #7:Send High Quality Images
Increase file size Consider white
backgrounds Find alternative views Use custom images Don’t use placeholders
CSE TIP #8:Design A Bidding Strategy
• Several different ways to bid in CSEs
CSE TIP #9:Zero Bids in Shopzilla
CSE TIP #10:Below Rate Card Bids in PriceGrabber
• Submit ‘below rate card’ bids via the feed or UI
• Use bids with a bid type value of ‘absolute’
CSE TIP #11:Create Benchmark Reports
• Monitor your KPIs (Key Performance Indicators)!!– Combine clicks & costs reported from
each CSE w/ sales & revenue from Google Analytics
CSE TIP #12:Don’t Let Your Feeds Expire
• Feeds expire due to:– Inadequate budgets/Insufficient funds– Feeds not be uploaded frequently enough– Expired credit card information
CSE TIP #13:Be Patient With New Feeds
• Let the robots do their job!
CSE TIP #14:Don’t Set It & Forget It
CSE TIP #15:Pay Attention to Data Quality Warnings
• Frequently check Google Merchant Center• Look for uncategorized products in all CSEs• Run data quality reports when available
Free CSE Review
Get a personalized CSE review contact Mike at [email protected]
Do CSEs make you feel like this guy?