1 This is a brief (30 minute) webinarBefore we get startedWebinar SubjectWebinar Subject –– 1. This is a brief (30 minute) webinar

2. There are likely a very broad spectrum of expertise levels attending this webinar

3 W i h t id l bl t d

Webinar Subject Webinar Subject

Examine the three primary issues preventing many from 3. We wish to provide valuable concepts and

other information to every level of attendee

Therefore

preventing many from achieving success with Comparison Shopping Engines

1. Please post questions to the provided chat, there are technicians monitoring

ThereforeDefine the three key steps to achieving that success for yourself.

there are technicians monitoring 2. Please be patient while we cover some

basics or advanced topics3. Please place your phones on MUTE for the

courtesy of others

Three Steps to Comparison Shopping Engine Success

Webinar Goals:Webinar Goals:

•• Examine the three primary Examine the three primary issues preventing many fromissues preventing many fromissues preventing many from issues preventing many from achieving success with achieving success with Comparison Shopping Comparison Shopping Engines Engines

•• Define the three key steps to Define the three key steps to achieving that success for achieving that success for yourself.yourself.

Speaker: Michael Lambert

Search Engine

Search Engines vs Comparison Shopping Engines

Search EnginesSearch Engine attributes:•Driven by keywords and web page content•When successful they

Search Engines

•When successful, they bring “researchers” to a merchants site

BEST for site and company “Branding”company Branding”

Comparison

Search Engines vs Comparison Shopping Engines

Comparison Shopping EnginesComparison Shopping Engine attributes:•Product Content•When successful they

Comparison Shopping Engines

•When successful, they bring “shoppers” to a merchants preferred product page

BEST for product salessales.

Industry StatisticsPreliminary InformationOnline Shoppers for year end (USA only)2000: 48 million2003: 90 million2005: 120 million

Industry Statistics:Preliminary Information

•20% of all internet product sales occurred 2005: 120 million

2006: 130 million (estimate)2010: 155 million (estimate, Piper Research)Existing Marketplace:USA, online, non-travel revenues across all shopping destination sites*2000: $27 3 billion

through Comparison Shopping Engines

•Consumers arriving at online storefronts from 2000: $27.3 billion

2003: $68.4 billion2005: $109.4 billion2006: $132.0 billion (E) = 3.5% of total retail commerce2010: $225 billion (E) = 5% of total retail commerce

online storefronts from CSEs average a 25% higher order total

•62% of online shoppers

20% of online shoppers use shopping comparison sites todayThese shoppers spend 25% more than the average online consumer62% of online shoppers buy product after visiting shopping destination sites

buy after visiting shopping destination sites

•Percentage of SalesPercentage of Sales through Shopping Destination sites is growing each year

ISSUES FOR ONLINE MERCHANTS:Many merchants

1. All shopping destination sites have various configuration requirements

2 Time consuming process to custom manage data feeds

ISSUES FOR ONLINE MERCHANTS:Many merchants abandon one or more Comparison Shopping Engine

ff t d t ith 2. Time consuming process to custom manage data feeds

3. Insufficient tools to create, analyze and manage effective CSE campaigns

f• Poor or No CSE Marketing

Vision

efforts due to either:

3. Insufficient tools to create, analyze and manage effective CSE campaigns4. High pay-per-click costs and limited marketing funds

5. Inefficient use of marketing dollars = lower Return on Investment (ROI)

Vision

• Lack of ability, tools or resources to accomplish the CSE Marketing vision

6. Establishing relationships with shopping destination sites

7. Inefficient use of IT staff – Other processes could suffer

8. 3rd party managed solutions are extremely expensive and require handing over significant control of your company

Many merchants become yconfused, and overwhelmed with the question of which Comparison Shopping Engine is “Best” for themEngine is Best for them.

The real issues are:

•How to “re-tool” to try a new CSE ?•How to assess successes and failures for each CSE

•How to adjust the plan if

?How to adjust the plan if

and when necessary

********** OR***********

H t ti i thHow to optimize the Comparison Shopping

Engine relationship

C i Sh i E iB f d fi i Comparison Shopping Engine Marketing Goals

Before defining the three steps in the process

1. Increase Sales with acceptable Return on Ad Spend (Profitability)

toward success, we need to define

1. Increase Sales with acceptable Return on Ad Spend (Profitability)

2. Scale successes in a controlled manner (scalability)

3 Use as few internal resources as

need to define the goals.

p ( y)

3. Use as few internal resources as possible (efficiency)

4. Maintain control of the CSE marketing ( t l)process (control)

Two of the three key ways to effectTopic Importance

Profitability 8

Scalability 0

Two of the three key ways to effect profitability within this scenario are:1 Adj t h t t t i id d f

Topic Importance

Efficiency 0

Control 01. Adjust what content is provided for

each product to each CSE (content optimization)(content optimization)

2. Adjust which products are marketed through each CSEmarketed through each CSE (product optimization)

Content Optimization:FOCUS: Content Optimization

Topic Importance Content Optimization: Provide the best possible content for each product and each marketing effort.

Topic Importance

Profitability 8

Scalability 0 g

•Send as many product attributes as you have and the CSE will acceptTake the time to foc s on o r prod ct

Efficiency 0

Control 0

•Take the time to focus on your product name, descriptions, keywords and other feed field content.

Content Optimization:FOCUS: Content Optimization

Topic Importance Content Optimization:Send as many attributes as you have and the CSE will accept.We will use Shopzilla as an example:

Topic Importance

Profitability 8

Scalability 0We will use Shopzilla as an example:

Column name

1 Category* Required

2 Mfr Not Required

3 Title* Required

Efficiency 0

Control 0

Few data fields4 Description Not Required

5 URL* Required

6 Image URL Not Required

7 SKU* Required

Few data fields are required by most CSEs. Providing non-

8 Stock Not Required

9 Condition Not Required

10 Ship Weight Not Required

11 Ship Cost Not Required

12 Bid Not Required

o d g orequired fields will aid in your click to purchase

12 Bid Not Required

13 Promo Text Not Required

14 UPC Not Required

15 Price* Required

ratios and Return on Ad Spend.

Content Optimization:FOCUS: Content Optimization

Topic Importance Content Optimization: •Focus on the content of your data

Topic Importance

Column name Suggestions

Profitability 8

Scalability 0

Category*

Enter the name of the category where this product appears in your online store. If you do not use a CSE provided category, they cannot guarantee that your product will appear in the preferred category on their site

MfrThe Manufacturer field should contain the manufacturer name, brand name or publisher of the product. 

Consumers often search by Brand or Manufacturer, so include this whenever available.

Title* Include additional information along with product name for best results

Efficiency 0

Control 0

Addi dditi l Description Not required But if you include correct data will be helpful

Image URL Not required But if you include correct data will be helpful

SKU*Use UPC for Music & Movies and ISBN for books. Use Mfg Part Number or Model Number for

Computer Hardware & Software or electronics

Stock designates the quantity of products currently on-hand or if the product is in-stock. Use a numerical value to represent quantity in-stock; alternate designations include: In-Stock, Back-

Adding additional information in key fields can be helpful Stock

numerical value to represent quantity in stock; alternate designations include: In Stock, BackOrder, Pre-Order, Out of Stock, Limited Quantity, Special Order, See Site

Condition Include for better Data Processing

Ship Weight Not required But if you include correct data will be helpful

Ship Cost Not required But if you include correct data will be helpful

Promo Text Not required But if you include correct data will be helpful

helpful.

Promo Text Not required ut if you include correct data will be helpful

UPC Not required But if you include correct data will be helpful

Product Optimization:

FOCUS: Product Optimization

Topic Importance pMarket the highest performing products and remove products creating a significant negative impact while maintaining a constant marketing budget.

To help illustrate this point, and to create a starting point, lets make a f ti “f ” t d

Topic Importance

Profitability 8

Scalability 0few assumptions as a “faux” case study:Efficiency 0

Control 0

Product Optimization •15,000 total SKUs (all being marketed to this channel)•$5,000 monthly budget to this CSE •Average price point of $60/product

•Do remove high cost per click items with low or no sales•Do NOT remove items Average price point of $60/product

•Average Cost Per Click of $0.33•Starting Click to Purchase Rate of 1%•Starting Monthly Revenue of $9 000/month

with low or no cost per click – regardless of sales performance

•Starting Monthly Revenue of $9,000/month from this channel

Product Optimization:FOCUS: Product Optimization

Topic Importance Product Optimization: Market the highest performing products and remove products creating a significant negative impact while

i i i k i b d

Profitability 8

Scalability 0

Topic Importance

maintaining a constant marketing budget.Efficiency 0

Control 0

B l SKU t t Let’s View a Demonstration Applet NowBalance SKU count to achieve the desired gross revenues and Click to Purchase ratios,

R t Ad S dSKU Count SKUs Marketed CTPR Avg Price Point Click Count Monthly Budget Avg CPC Revenues

15000 15000 1% $ 60 00 15 000 $ 5 000 00 0 33 $ 9 000 00

Let’s View a Demonstration Applet Now

or Return on Ad Spend. 15000 15000 1% $ 60.00 15,000 $ 5,000.00 0.33 $ 9,000.00

SKU Count SKUs Marketed CTPR Avg Price Point Click Count Monthly Budget Avg CPC Revenues

15000 10500 6% $ 60.00 15,000 $ 5,000.00 0.33 $ 54,000.00

SKU Count SKUs Marketed CTPR Avg Price Point Click Count Monthly Budget Avg CPC Revenues

15000 7500 8% $ 60.00 15,000 $ 5,000.00 0.33 $ 72,000.00

Product Optimization:FOCUS: Product Optimization

Topic Importance Product Optimization: Market the highest performing products and remove products creating a significant negative impact while

i i i k i b d

Profitability 8

Scalability 0

Topic Importance

maintaining a constant marketing budget.Efficiency 0

Control 0

B l SKU t tBalance SKU count to achieve the desired gross revenues and Click to Purchase ratios,

R t Ad S dor Return on Ad Spend.

1 Adjust what content is provided forTopic Importance

Profitability 8

Scalability 0

1. Adjust what content is provided for each product to each CSE (content optimization)

Topic Importance

Efficiency 0

Control 0

(content optimization) 2. Adjust which products are

marketed through each CSEmarketed through each CSE (product optimization)

3. Assess and evaluate your efforts,

Third key step in successful CSE marketing >> y ,

and adjust accordingly.marketing

Process Assessment:FOCUS: Assess and Adjust

Topic Importance Process Assessment: A merchant MUST have a feedback or reporting mechanism which should include clicks AND purchases. For best results, prioritize your analysis as follows:

Topic Importance

Profitability 8

Scalability 0

1. High Click Cost on products, categories or brands with low sales performance within a channel

2. Any categories, products or brands with low sales performance within a channel

Efficiency 0

Control 0

1. What ISN’T working and why? performance within a channel

3. Try out unknown products, categories or brands within a channel

O ll

and why?2. Change price,

description, category, photo, etc Overall –

Focus On Click to Purchase Conversion or

Return on Ad Spend

etc…3. IF ALL ELSE

FAILS, and cost is high, pull the product or category p

NOT JUST CLICKS!product or category.

FOCUS: How “We” do it

Topic Importance A i i St f t D tTopic Importance

Profitability 8

Scalability 8

Acquiring Storefront Data:

Efficiency 8

Control 8

Import your file directly from yourdirectly from your storefront, a spreadsheet or virtually any other y yfile format which is available to you.

FOCUS: How “We” do it

Topic Importance A i i St f t D tTopic Importance

Profitability 8

Scalability 8

Acquiring Storefront Data:

Efficiency 8

Control 8

Schedule the import to easily maintainto easily maintain current product marketing data.

FOCUS: How “We” do it

Topic Importance Mass updates:Topic Importance

Profitability 8

Scalability 8

Mass updates:

Efficiency 8

Control 8

FOCUS: How “We” do it

Topic Importance Channel Feed Automation:Topic Importance

Profitability 8

Scalability 8

Channel Feed Automation:

Efficiency 8

Control 8

FOCUS: How “We” do it

Topic Importance Ch l F d A t tiTopic Importance

Profitability 8

Scalability 8

Channel Feed Automation:

Efficiency 8

Control 8

FOCUS: How “We” do it

Topic Importance Ch l F d A t tiTopic Importance

Profitability 8

Scalability 8

Channel Feed Automation:

Efficiency 8

Control 8

MerchantAdvantage is a MerchantAdvantage is a merchant-centric platform that provides indispensable tools which help Merchants

h l bl

CHANNEL MANAGEMENT IS PRECONFIGURED FOR:NOTE: MerchantAdvantage supports ANY additional shopping destination site feed at no extra cost to the Merchant. In addition to these preconfigured feeds MerchantAdvantage is also feeding clients to over 22 other select shopping destination sites.

communicate with valuable third party vendors.

FOCUS: How “We” do it

Topic Importance Assess to Adjust:Topic Importance

Profitability 8

Scalability 8

Assess to Adjust:

Efficiency 8

Control 8

Sneak Peek at aSneak Peek at a new reporting feature!

FOCUS: How “We” do it

Topic Importance Assess to Adjust:Topic Importance

Profitability 8

Scalability 8

Assess to Adjust:

Efficiency 8

Control 8

M I f ti R Wh t H

Free Resources

It is our mission to keep marketing

control in the hands

More Information Resource What HowNewsletter Monthly e-commerce

Marketing News Letter – Trends Tips and

Sign up at http://www.etaildtail.com

control in the hands of the merchant. To that end, we wish to

provide as many

pAdvice

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Visithttp://www.etaildtail.com

support resources as possible to aid the

merchant in accomplishing their

Forum Forum for merchants to communicate

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M I f ti

Additional Member Resources

It is our mission to keep marketing

control in the hands

More Information Resource What HowDiscounts Discount offers from our

partners to our Available within the member merchants control in the hands

of the merchant. To that end, we wish to

provide as many

merchants – Including CSE discounts

online back office, and updated regularly

Live and Ticket based Merchant Support

Implementation and education provided by

t f

Available within the member merchants

li b k ffi dsupport resources as possible to aid our member merchants

in accomplishing

our team of technologists

online back office and via telephone

Billing Status Member invoices and status

Available within the member merchants in accomplishing

their marketing goals. online back office and via telephone

Weekly Webinar - *NEW Weekly Channel Management application

Members will be notified of time and locationManagement application

trainingof time and location

Th St t C i Sh i E i SThree Steps to Comparison Shopping Engine Success

Attendees, Thank you very much for your time and interest! Q ti t d d i th bi ill b t d tQuestions not answered during the webinar will be posted at http://www.etaildtail.com under the “Tattler” tab in the thread “Three Steps Webinar”

www.MerchantAdvantage.com/webinar/051607Webinar details, including downloadable materials, will be located at:

p

“Take Control of Your Channels >> Take Control of Your Profits.”“Take Control of Your Channels >> Take Control of Your Profits.”