Many clients have asked MerchantAdvantage questions about how buying keywords on general search engines - as Google, Bing, and Yahoo! Search - translates to using these same keywords when sending their data feeds to shoppping comparison sites, consumer shopping engines, and other comparison shopping engines ("CSEs"), i.e. if an ecommerce merchant is allowed to send keywords in their data feed to CSEs and other shopping destination sites should they use the key word information they have acquired using general search engines to create those keywords?
This is an excellent question and I have a simple answer. Yes.
Eventhough it might be best to know exactly what keyword searches customers use on a particular CSE and shopping destination site directly, I believe there is a correlation between search on general search engines and comparison shopping engines. And besides, you never know exactly what keyword search term a customer might use when looking for your product on a comparison shopping engine.
Therefore, the more keyword search terms you can identify and then send to a comparison shopping engine in your data feed the better. Right? So why not use research and keywords identified from your general search adword campaigns? And besides, it does not cost you anything to send keyword tag identifiers in your product data feed to comparison shopping engines....so the more the better!
So, let's call this process the transitivity game = what applies to one search engine probably can help with another - even if that "other search engine" is focused just on products.
If you like what you are reading, then the following article from eTaildTail friends at Practical Ecommerce will help you identify some of the best keywords that you can also utilize for your product data feeds while provding valuable advice on managing your keyword campaigns.
"If you own or manage an ecommerce business, you may not directly execute your pay-per-click advertising campaigns yourself. Instead, you may delegate the execution of them to an employee or an outside firm. But owners and managers need to know that broad outlines and the successes and failures of their pay-per-click advertising efforts, and to help them with this I've assembled a list of 10 questions to ask the employee or outside firm who executes the campaign.
1.How many keywords do we have running? If the answer is anything less than a few thousand, you’re probably not taking advantage of the longtail game of the business. While there are always exceptions, a few thousand keywords for an ecommerce store are not uncommon when you consider all kinds of product and brand variations.
2.What are our top converting terms (by sales volume and spend)? This one is always interesting....
“To put the world right in order, we must first put the nation in order; to put the nation in order, we must first put the family in order; to put the family in order, we must first cultivate our personal life; we must first set our hearts right.”
There is nothing worse than having an affiliate program only offer you links to predetermined landing pages. Not long ago, I had an issue with a merchant (who is a household name) that only offered affiliate links to their homepage...(continue reading by clicking here)...
Yes...the headline is true and Microsoft's Bing Cashback program will pay up to 50% of the purchase price. So, as I understand it when you purchase a pair of shoes for $100 you get $50 back!
That is one heck of ratio to pay for traffic, but I guess when you have that much cash on hand and are going after Google, this is one way to do it.
Want to learn more about this incredible program? Well, I turned to a comprehensive article written by Boaz Berkowitz at Seeking Alpha. Here is part of it and then a link to the whole story.
Note: Microsoft began this program last year after they bought the online shopping comparsion engine JellyFish an incorporated their "cash-back" tool into Live Cash Back - now Bing Cashback; for August this porgram has been ramped up to a whole new level.
"Starting today, Microsoft (MSFT) plans to actually pay users to search via Bing. Yes, you read that correctly - they will PAY you, in cash, to use Bing rather than some other search engine such as Yahoo (YHOO), or more likely Google (GOOG). How will they do this? When you shop online through the Bing search engine, Microsoft will refund you a portion of your purchase price at its own expense. Okay, they have actually been doing this for a while, but starting today they will double that amount to up to 50% of your purchase price. That’s worth taking notice.
In practice, this concept isn’t entirely new. Many e-commerce sites have affiliate programs which will pay a third party site (like Bing) for referring customers to them. Microsoft’s search engine has taken advantage of this by combining its search engine capabilities with various affiliate programs. When a buyer searches for an item on Bing and then purchases it, Microsoft gets paid a commission for the referral.
There are many sites that do this, but Microsoft is the only one that refunds 100% of this commission back to its users. For more on this, read my last article on Microsoft’s Bing.com (formerly Live.com) here. As you can see from the article, Microsoft has dabbled with paying users out of pocket to shop via Bing in the past. Previously, they have offered similar promotional discounts to specific stores like eBay (EBAY). In that instance, users received up to 30-35% cashback for making their eBay purchases through Bing. But with this promotion, they will double the cashback on ALL affiliate stores, up to 50%!
Want to save 50% at FTD Flowers (FTD) or 50% at Footlocker (FL)? You can, but only if you buy their items through Bing. For a full list of stores..."