Suggestions Before Starting Your Shopping Feed Campaigns
Who is NOT a good fit for comparison shopping engines?
Retailers who are not technically fluent or saavy will have trouble with major, integral aspects of CSE campaigns: shopping feeds and tracking pixels. Additionally, retailers with less than 100 products will have a hard time gaining traction on CSEs. You’ll simply have a smaller chance at receiving and converting traffic.
However, this isn’t to say that there aren’t and haven’t been exceptions to the rule before. If you’re having trouble assessing your compatibility with CSE campaigns, ask yourself these questions:
- How technical are you? How easy is it for you to generate new shopping/data feeds and export them? (If you don’t have a clue about data feeds, be sure to read Chapter 2)
- How many products do you have? 500 is a minimum as a rule-of-thumb, but will depend on your general AOV, too.
- What’s your pricing like? Shoppers on CSEs are becoming experts at comparing products and finding the best deal. If you sell products that are priced too high or products that no one’s searching for, you’re in deep, dark waters.
- What’s your expertise on the intricacies of each engine or on how to leverage their bidding platforms to get you the highest ROI? If you’re in the dark on this one, don’t jump overboard yet. This is what this book is about.