Five Steps to Effectively Using Comparison-Shopping Engines

[mandy]

One in three Internet shoppers use comparison-shopping engines, John Lazarchic, vice president of e-commerce at pet supplies merchant Petco, told attendees at eTail 2007 on Wednesday. When used effectively, he added, those engines help to significantly increase traffic and sales. Plus, your competition is there...

The Petco executive suggested five other strategies for effectively using comparison-shopping engines:

1) Define your marketing objectives...
2) Optimize your product data...
3) Advertise the right products...
4) Minimize click costs...
5) Maximize profitable orders...

full article: http://multichannelmerchant.com/webchann..._02152007/

[valleygirl]

The best advice he gave was "adjust bidding based on product performance by bidding higher on top sellers, placing minimum bids on moderate sellers, and offering zero bids (when a comparison-shopping engine will allow it) on poor sellers."