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This webinar is a must to see in today’s fast pace online shopping environment. Comparison Shopping Engines are increasing in popularity as people do their holiday shopping online. Businesses with heavy Q4 sales especially cannot avoid this sales channel. Enjoy our Chief Revenue Officer and ex Google insider Adam Goldberg as he presents on the latest industry tactics.
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ClearSaleingTM Confidential
October 31, 2007
The ClearSaleingTM Webinar Series
6 Tactics to Better Manage Your Comparison Shopping Engines This Holiday Season
Presented by Adam Goldberg a former Google Insider and Co-Founder of ClearSaleingTM
ClearSaleingTM Confidential
The 6 tactics
1. How to Effectively Manage All of Your Comparison Shopping Engines in One, Simple Dashboard
2. How to Select an Appropriate Comparison Shopping Engine
3. If Your Comparison Shopping Engines Should Be Managed In House or if They Should Be Outsourced
4. How to Determine the Most Effective Evaluation Criteria for Outsourcing Your Comparison Shopping Engines
5. How Comparison Shopping Engines Will Make Your Overall Online Advertising More Productive
6. How to Utilize the Best Reporting Requirements for Optimal Results
3 phases of Comparison Shopping Engines
» Set-up– Unsophisticated vs. Sophisticated
» Management Tools– Unsophisticated vs. Sophisticated
» Management Techniques– Unsophisticated vs. Sophisticated
ClearSaleingTM Confidential
Set-up Process
ClearSaleingTM Confidential
In-house set-up process
ClearSaleingTM Confidential
Feed Configure
• You need to establish relationships with each engine• Multiple points of failure• Need knowledge of each engines processes• Multiple conversion tracking codes
Outsourced set-up process
ClearSaleingTM Confidential
Feed ConfigureFeed
Provider
• Relationship with your feed provider • One point of failure• Only have to worry about creating 1 feed• May be able to utilize a single tracking solution
Configure
» Engines have up to 24 data points per product they collect
» Each have different nomenclature– Pricegrabber: Y = available– Nextag: Yes = available– Shopping: In stock = available
» Categories– Electronic -> Personal Audio -> Clock Radios– Home & Garden -> Kitchen– Electronics -> Home Audio -> Other
ClearSaleingTM Confidential
Configure
Configure con’t
» Setting bids– Bid the category minimum or bid for top position?– Add a logo?– Category vs. SKU level bidding?– CPA vs. CPC?
ClearSaleingTM Confidential
ClearSaleingTM Confidential
Management Tools
Optimization: bid, ad dollar allocation, removal
ClearSaleingTM Confidential
Unsophisticated SophisticatedSet it
and
forg
et it
Man
ual c
ateg
ory
Man
ual p
rodu
ct le
vel
Auto
mat
ed c
ateg
ory
Auto
mat
ed p
rodu
ct
Auto
mat
ed p
rofit
Auto
mat
ed p
rofit
acr
oss
CSE
s
Auto
mat
ed p
rofit
acr
oss
ad s
ourc
es
• Does a change in bid increase performance?• Should I spend more on CSE X vs. Y?• Should I remove product X from my feed?
Reporting: category level vs. SKU level
ClearSaleingTM Confidential
• What SKUs helped and which hurt the category?• Are those actual sales dollars or assumed dollars?
SKU level reporting with profit calculation
ClearSaleingTM Confidential
• SKU level vs. category level • Actual revenue vs. assumed revenue• True ROI: Return On Investment vs. Assumed Revenue On Investment
CSE reporting vs. advertising dashboard
ClearSaleingTM Confidential
ClearSaleingTM Confidential
Alerts
Why use alerts?
» Impossible to keep your eye on 10,000’s of SKUs
» Saves time by allowing you to focus
» Insurance against human error
» Ability to automate responses to alerts– Sophisticated companies automate optimizations based on alerts
Management Techniques
ClearSaleingTM Confidential
ClearSaleingTM Confidential
Never underestimate the value of air conditioning
Should I close the doors to save on my electric bill?
Purchase Path ™
ClearSaleingTM Confidential
Comparison Shopping Engine Optimization
Clic
ks
Clic
ks
ClearSaleingTM Confidential
2 feeds to one CSE
ClearSaleingTM Confidential
Clic
ksMaximum Budget Remaining Budget
ClearSaleingTM Confidential
CSE metrics are flawed
» Assumed Revenue can increase…Profit can decrease
» Conversion Rate can increase…Profit can decrease
» CPA or Cost Per Conversion can decrease…Profit can decrease
» Sales can increase…Profit can decrease
» ROAS can increase…Profit can decrease
ClearSaleingTM Confidential
Adam S. Goldberg
1.800.592.0463
Blog: www.clearsaleing.com/blog
TM