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Amazon Joins in Google Product Listing Ads

After years of holding out, Amazon is now participating in Google Product Listing Ads (PLAs). This is the first time ever that the world’s largest online retailer has joined in the pay-to-play format under Google Shopping. Likely due to competition between the two, the shopping giant refused to participate in Google

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The Importance of Planning for Back to School Shopping

Back to school is a big shopping event and many online retailers say that back to school shopping takes place 1-2 months before school begins. It is crucial to pre-strategize an eCommerce plan that will meet your customers’ needs and your business’ success. Things to Consider when Planning for Back

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How to Optimize Product Titles by Categorizing Color

As a frequent online shopper, it is frustrating to do a product search that contains color and not find what I am looking for. Color can be subjective; although unique hues can differentiate shades or speak to a brand, it makes online shopping complicated. In the fashion industry, mauve is

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Quick Tips for Good Google Shopping Titles

Bad product titles can confuse shoppers, raise costs, discourage clicks, and have many more adverse effects on your Google Shopping campaign. While optimizing titles SKU by SKU can be very tedious, eliminating bad titles from your product feed can have profound effects on impressions, clicks, and conversions. These quick tips will help you improve the quality and effectiveness of your product titles.

Optimizing Google Product Titles Chart

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Data Feed Basics for Comparison Shopping Engines

Getting Into Comparison Shopping: Step 1, The Data Feed

Is your business ready expand into comparison shopping engines (CSEs)?  You’ll need to get your hands on a product data feed to start!

Follow the Vertical Rail blog for our upcoming series of posts focused specifically on data feeds.  Today we begin with a basic introduction and in following weeks, will delve deep into each CSE’s data feed specs and unique requirements.

What is a product data feed?

In its simplest form, a data feed is a structured spreadsheet listing all of your products. In a data feed, each numbered row represents a single product and each letter column contains one characteristic of that particular product.

An example of a product data feed

A product data feed can be created in Excel or other spreadsheet software and then either uploaded directly to comparison shopping engines through their respective dashboards or through FTP.

Comparison shopping engines use the data provided in your product feed to identify, classify and catalog your products. They then employ that information to match products to shoppers’ search queries and display the products when they are most relevant.

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Optimized Product Data Feeds Are Better

Online merchants who know this secret make more money… Period.

Data Feed Optimization (DFO) is simply the act of making the Product Data Feed that you submit to a Shopping Engine the best that it can possibly be.

What does this actually mean?

Higher ROI.

DFO is guaranteed to help you spend less, make more, and increase your chances of success in today’s ultra-competitive Comparison Shopping Engines (CSEs).

Without DFO?

Let’s just say that you’ll be limping out of the gate, and when it comes to your business limping can really hurt.

As part of our “Optimized Product Data Feeds Are Better” series, the following are the top reasons why DFO is absolutely necessary to any successful CSE ecommerce marketing plan.

Click each reason for more information as to why it made this list.

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Shopping Engine Management & Product Data Feed Optimization Services

VIDEO: We Start Where Other Companies Stop

You have to be relentless in pursuing results, going deeper, being tenacious in your efforts to be better than yesterday and better than you’re competition right now. If you’re ready to save time, increase profit, and get your business to the next level, let’s get you moving!

Product data feed optimization is a huge part of comparison shopping engine management and what we do day to day at Vertical Rail. A lot of people have misconceptions about what data feed optimization really is. The average business thinks feed optimization is simply mapping and submission, but infact, at Vertical Rail we take it to new heights. We start where other companies stop.

It starts with collecting active data so that we can create a holistic strategy. We gather data from conversion studies, Adwords, organic search, and comparison shopping search (CSE).

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A Hidden Opportunity to Optimize: Google Image Search

Virtually everyone involved in online marketing understands the importance of on-page image optimization. However, did you ever consider image optimization in Google Image Search as a potential source of traffic to your e-commerce store?

On July 27, 2012, Google removed Product Search results from the One Box and isolated them in the new Google Shopping module in the upper right hand side of the results page. ChannelAdvisor estimates that after the shuffle, traffic to Google Product Search dropped by 80%. My theory is that the drop-off occurred because shopping results were moved from their traditional position between organic and paid ads and sent off to the periphery. So now, not only have shopping results lost center position, they’ve moved to a new area unfamiliar to users.

Image search results, however, can still appear front-and-center on SERPs.  Below, I’ve highlighted the image results that show with a search query for “three diamond engagement rings.”  The ones that are circled lead directly to e-commerce websites.

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An Easier Way To Set Up Google Product Listing Ads (PLAs) And Why You SHOULDN’T Do It

In an effort to get merchants into the swing of paid listings, Google has introduced a new, more streamlined way to set up Google Product Listing Ads.  It’s a quick three step process that Google hopes will draw in merchants who are not well-versed in AdWords, or who think that setting up a Product Listing Ad is too much trouble.  Before I get into the why-not’s, here’s the how-to for those who are interested.

(Or, see our previous article on the better way to set up Google Product Listing Ads.)

Setting Up Product Listing Ads… The Easy Way

To get started, log into your Merchant Center, expand your settings, click on AdWords, and select Option 1 to create a Product Listing Ad Campaign within Merchant Center.

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