To stay competitive in a crowded online marketplace and bring online  shoppers closer to the point of purchase, retailers should complement  traditional paid search programs by advertising on shopping engines  and improving organic search rankings through search engine  optimization. Shopping engines. Empowered by powerful comparison shopping tools,  more consumers are relying on shopping engines to deliver the best  deals online. However, most retailers are not including shopping  engines in marketing efforts.  Here are six steps to gain a  competitive edge: • Focus on high-margin areas to maximize return on advertising  spending and enable the flexibility to test and optimize feeds  without detrimentally affecting the bottom line. • Actively manage cost per click across campaign, category and  product to improve the click-through rate and conversion rate of  listings. • Measure progress agains