Comparison shopping engines are effective ways to find multiple retailers who are selling the same products. The shopping engine will compare the products that are offered by different retailers and pick the offering that is the most relevant.
The comparison shopping engines are famously known as price comparison websites. Retailers consider the comparison shopping engine to be a powerful online advertising tool. This is the site where the retailers upload the product data feed, set bid for a specific product and categorize the product that they are selling.
The products that are uploaded on the product data feed would appear on a comparison shopping engine. It showcases the products of all retailers. When a user clicks on a product, he/she lands on the retailer page to take the desired action.
The best examples of comparison shopping engines include:
- Google shopping
The difference between comparison shopping engines and marketplace
There are a few marketplaces that share the common things in comparison shopping engines. Those market places include Amazon and eBay. The products are showcased when a customer searches for the product similar to yours in the marketplace. The difference in marketplace and comparison shopping engine comes in the way the purchases are made.
The comparison engines sites will operate based on cost per click (CPC). You do not have to pay until the user clicks on the ad and lands on your website. The transactions in the marketplace happen on the eCommerce sites such as Amazon, eBay, and so on. The market place will use Cost per Acquisition (CPA) model.
The benefits offered by comparison shopping engines
These are a few unique benefits that are offered by comparison shopping engines over PPC ads and marketplace:
- Reach a wider audience
The comparison shopping engines will let you reach the target audience globally and find new customers.
- Increase conversions
When the customers view the image, price and other details about the product on the comparison shopping engine, they click on the product to land on your website. If the customer is clicking means that they are happy with the product and want to make a purchase.
- Increase loyalty of Potential customers
The best part of comparison shopping engine is that when a customer purchases from the marketplace, they are likely to be a regular customer of that marketplace.
How to increase the ROI from comparison shopping engines
The aspects you must consider when you are showcasing the product ads on comparison shopping engines include:
- Optimize data feed
You must stick to the specifications of the channel feed. You also need to optimize the content on the data feed time to time so attain success for your brand using comparison shopping engines.
- Manage bids
You must manage the bids regularly. You do not need to invest in the products that are not helping you get conversions or performing well and try to increase the bids on the products that are doing well in the market.
- Improve the site
The customer will decide whether or not to buy the product after landing the site. You need to improve the website by adding fresh content and make it appealing to compel customers to buy your product. You must improve the page loading time, optimize the size for mobile devices, make it easy to use the shopping cart and make the checkout process secure.
These all will help you improve the ROI for your brand.