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Optimization Audit Summary for E-commerce Comparison Shopping Engines

This audit reveals critical insights into the performance gaps within your comparison shopping engine (CSE) strategies as of May 16, 2012. Key issues identified include a lack of bidding on high-performing categories impacting major CSEs like Shopzilla and PriceGrabber, and the need to reactivate your Nextag account, which previously generated significant revenue. Recommendations include addressing missing product images, increasing bids on digital cameras, and re-categorizing low-performing items to enhance visibility and sales.

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Optimization Audit Summary for E-commerce Comparison Shopping Engines

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  1. Comparison Shopping Audit Sample May 16th, 2012

  2. Table of Contents What’s in this audit? Lack of bidding on highly performing categories -Impacts Shopzilla, PriceGrabber, Shopping.com Major CSE Inactive -Impacts Nextag Re-categorize low performing categories -Impacts PriceGrabber

  3. Shopzilla Issues 1. FIX THE MISSING IMAGE FOR YOUR MOST POPULAR PRODUCT • This product has received over 500 clicks (over $200) in the last 30 days so this is a pretty major issue. • The product has a working image URL on your site, so this is an issue with your Shopzilla data feed.

  4. Shopzilla Suggestions 2. INCREASE BIDS ON YOUR DIGITAL CAMERAS • It’s your best performing sub category and you are only bidding $0.01 above the Avg. CPC • These bid tests often lead to an increase in sales without doing too much damage to the Cost of Sale %

  5. Nextag Suggestions 3. RE-ACTIVATE YOUR NEXTAG ACCOUNT • In March Nextag generated over $80k in revenue for you with an 18% Cost of Sale • If you were concerned about the spend, we can re-launch Nextag with a smaller feed of your top sellers

  6. Shopping.com Suggestions 4. INCREASE BIDS ACROSS ALL MAJOR CATEGORIES • You should be MUCH more aggressive with your bidding on Shopping.com

  7. PriceGrabber Suggestions 5. INCREASE BIDS ON DIGITAL CAMERAS • Your digital cameras are killing it on PriceGrabber and you should increase your bids to give them more exposure

  8. PriceGrabber Suggestions 6. RE-CATEGORIZE MISC. CAMERAS • The Misc. Cameras category is performing poorly • You should lower the bids below rate card on this entire category and try to re-categorize these misc. cameras to get them out of this category

  9. Audit Summary 1. FIX THE MISSING IMAGE FOR YOUR MOST POPULAR PRODUCT ON SHOPZILLA 2. INCREASE BIDS ON YOUR DIGITAL CAMERAS ON SHOPZILLA 4. INCREASE BIDS ACROSS ALL MAJOR CATEGORIES ON SHOPPING.COM 3. RE-ACTIVATE YOUR NEXTAG ACCOUNT 5. INCREASE BIDS ON DIGITAL CAMERAS ON PRICEGRABBER 6. RE-CATEGORIZE MISC. CAMERAS ON PRICEGRABBER

  10. Meet Jordan (click image to watch our presentation in your web browser)

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