15 Comparison Shopping Engine Tips
for RetailersHow to make the most of your CSE
campaigns.
CSE TIP #1:Write Better Product Titles
• Include top search queries when possible
CSE TIP #2:Increase Description Lengths
CSE TIP #3:Tag Your Destination URLs
Consider:• UTM_Source = CSE Name (eg.
Shopzilla)• UTM_Medium = CPC• UTM_Campaign = Brand or Category• UTM_Ad_Content = Product Type• UTM_Keyword = Product Code
CSE TIP #4:Choose Your Categories Wisely
• Minimum CPCs vary category to category
CSE TIP #5:Exclude Affiliate Traffic From Google &
Bing Ads
CSE TIP #6:Include Your Logo
CSE TIP #7:Send High Quality Images
Increase file size Consider white
backgrounds Find alternative views Use custom images Don’t use placeholders
CSE TIP #8:Design A Bidding Strategy
• Several different ways to bid in CSEs
CSE TIP #9:Zero Bids in Shopzilla
CSE TIP #10:Below Rate Card Bids in PriceGrabber
• Submit ‘below rate card’ bids via the feed or UI
• Use bids with a bid type value of ‘absolute’
CSE TIP #11:Create Benchmark Reports
• Monitor your KPIs (Key Performance Indicators)!!– Combine clicks & costs reported from
each CSE w/ sales & revenue from Google Analytics
CSE TIP #12:Don’t Let Your Feeds Expire
• Feeds expire due to:– Inadequate budgets/Insufficient funds– Feeds not be uploaded frequently enough– Expired credit card information
CSE TIP #13:Be Patient With New Feeds
• Let the robots do their job!
CSE TIP #14:Don’t Set It & Forget It
CSE TIP #15:Pay Attention to Data Quality Warnings
• Frequently check Google Merchant Center• Look for uncategorized products in all CSEs• Run data quality reports when available
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Do CSEs make you feel like this guy?
