White Paper: How to Increase Pay-Per-Click Returns

June 27, 2008

In the run up to the “How to Increase Pay-Per-Click Returns: Tracking the Multi-Channel Path to Conversion” workshop on 16th July, ChannelAdvisor have released a white paper on tracking multichannel conversions.

The article discusses the route which a buyer may take from initial searches, more indepth product research leading to an eventual purchase. You can download the white paper for free on the ChannelAdvisor website.

Written by Chris Dawson · Filed Under Selling Tips | Comments Off 

How to get top placement on Google for free

June 4, 2008

Not only is my eBay listing the first one returned in a worldwide Google search but I get a shopping bag icon beside it. The secret behind how to do this is Google Product Search (also known as Google Base).

Google Product Search is a shopping comparison engine, and one that all eBay sellers and ecommerce website owners should become familiar with. According to Scot Wingo we can expect to see a 10x increase in traffic from Google Product in the UK sometime this year, and sellers should be prepped to take advantage.

When Google Products are displayed in search results they’ll be shown as “Shopping Results” and displayed between the three sponsored links (paid adverts) and the natural search results. (In the example pictured there were no paid adverts)

There are a multitude of shopping comparison engines out there - everyone from eBay’s shopping.com to shopzilla, Ciao, Kelkoo and and Nextag. Each has a different format file which you need to create known as a “feed”, and they all have different pricing models. Some charge you on a Cost Per Click basis (CPC), others charge when a buyer makes a purchase (CPA/CPO - Cost Per Acquisition / Cost Per Order), and some like Google Product are free.

Companies such as ChannelAdvisor can manage your feeds and your budget, to list your products to multiple shopping comparison sites. They can adjust the amount you pay per click/acquisition tailoring unique offers and search terms that drive traffic and convert customers. A good feed management company will also filter out items which are not profitable from your data feed, so that you’re not paying for hits that don’t generate business.

Google Product however makes things slightly easier than other shopping comparison sites - they have Google Base Store Connector which can link eBay, Yahoo, or osCommerce shops to Google Product Search for free.

Simply download the Store Connector (software which runs on your PC), and enter in your shop web address. You’ll need to have a Google account, but if you have gmail or use another Google utility you’ll already have one. Store Connector will download all your listings and then it’s the click of a button to upload them to Google.

The downside to using Google Store Connector is that your products will only be indexed for 30 days, so you’ll need to upload your feed monthly at a minimum. To balance this it works with both eBay, and osCommerce shops. Alternatives are to upload your feed manually, set up an automated feed, or to use a third party to do the work for you. ChannelAdvisor have a free evaluation offer if you want to try a Google Product feed from your website.

It’s worth pointing out that it’s possible to generate a product feed on eBay suitable for Google, however that feed will only contain your eBay shop listings. By using the Store Connector you can post both SIF and BIN listings to Google Product Search.

One word of warning… once you’ve set up your Google Base account make sure you edit your display details prior to uploading products. I was daft enough not to and I now have several hundred products on Google Shopping with my email address instead of “Mount Road Computers” as the merchant. Doh!

Everyone selling products online should be uploading a feed to Google, it costs nothing and it should get you more traffic and more sales. Download Google Store Connector and give it a try today.

Written by Chris Dawson · Filed Under Featured, Selling Tips | 32 Comments 

Shopping comparison sites: Why use them?

March 17, 2008

This post was written in March 2008; specific information contained within it may be out of date.

What do you do when you’re successful on eBay, selling oodles on Amazon and already have your own website? One of the first thoughts is often to start an online advertising campaign with the likes of Google Adwords but have you considered shopping comparison sites?

ChannelAdvisor expect that in 2008 upwards of 15% of purchases will be influenced by shopping comparisons sites. The great thing is buyers using such sites are definately in the market for a product, the only question is who will they purchase from?

ChannelAdvisor’s latest newsletter looks in more detail at shopping comparison and announces an invitation only Business Breakfast taking place on the 28th March for those that want to find out more. Another opportunity to learn about shopping comparison is the Catalyst conference for which there are only a few spaces left.

Written by Chris Dawson · Filed Under Featured | 7 Comments