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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
Blog Blog focused on ecommerce Marketing and CSEs
Visithttp://www.etaildtail.com
support resources as possible to aid the
merchant in accomplishing their
Forum Forum for merchants to communicate
Click eTaildTail Tattler at http://www.etaildtail.com
White Papers and Reports
Various industry information and reports
Click on Educationhttp://www etaildtail comaccomplishing their
marketing goals.Reports information and reports http://www.etaildtail.com
The latest on our Products and partners
Company and application information
Visithttp://merchantadvantage.com
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.”