SES panelists discuss shopping search tactics

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Content from your e-commerce or merchant site can - and should - be included in shopping search engines.

Panelists at Search Engine Strategies Conference & Expo's "Shopping Search Tactics," talked about the importance of shopping feeds and comparative engines and how to include your content on them.

"Add as much information about your product to the feed as possible," said Brian Smith, analyst at ComparisonEngines.com. "Track, track, track."

Mr. Smith identified Shopzilla, Yahoo Shopping, Become and Froogle as the major shopping search engines.

He also said that the consumers on sites like these are either looking to buy or do research.

"First thing to do is download the feed specs from each engine you want to use," Mr. Smith said. "Use information from your catalogs and remember categorization does matter."

Scott Greenberg, senior vice president of advertising services at Marchex, Seattle, WA, said it is wise to start in high margin areas.

He stressed the importance of actively managing cost per click.

"Understand pricing, pricing changes and bidding," Mr. Greenberg said. "Also try and provide users with favorable rating and customer testimonials."

Include images, shipping information, tax information, product weight and store ratings. Leave no questions unanswered.

Brian Mark, chief technology officer at Toolbarn.com, identified rising CPC, poor tracking tools, changing rules and hard-to-calculate ROI as shopping search difficulties.

He talked about shopping search tactics.

"List everything, scale back, track data, develop technology to properly target the exact feed and know your clicks and sales associated with them," Mr. Mark said.

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