Should You Add Consumer Shopping Engines to Your Marketing Strategy?
Almost everyone is familiar with general search engines like Google. However, not all marketers are aware of the value of appearing in consumer shopping engines. Understanding these tools and how you can use them to market in the health and wellness industry offers tremendous opportunities.
The following is an overview of the role of consumer shopping engines, their value and how to optimize your listings for best results.
Consumer Shopping Engine Basics
A consumer shopping engine is simply a search database that allows people to concentrate searches for consumer products or services. Google has its own “Google Shopping” engine. Other prominent consumer shopping engines include Shopzilla, Nextag, Pricegrabber and The Find.
Consumers enter searches for specific products, and like other general search engines, the shopping database attempts to return the most useful and relevant product results.
Shopping Engine Value
One of the most obvious benefits of a consumer engine is it allows users to concentrate searches for consumer products. Similarly, it allows marketers to target search strategies to consumers sorting through product listings.
Additionally, many of the top consumer engines allow users to compare buying opportunities with hundreds or thousands of merchants. Consumers can compare prices for the same product from numerous providers. Beyond price, users can also normally filter results based on product availability and merchant ratings.
Optimize Consumer Search Performance
To optimize your health and wellness industry performance in consumer shopping engines, you must first understand how to get listed. Unlike traditional engines, you must create a CSV file and upload it into the feed of the engine. Microsoft Excel offers a common CSV file format, but most spreadsheets work as well. Your spreadsheet file must feature several data types, such as product title, price, product description and image location.
One of the biggest hurdles to incorporating consumer search engines into your health and wellness industry marketing is their emphasis on price. Typically, users turn to these databases to get the products they want at the lowest price. This focus challenges merchants to either reach the low-price threshold, or suffer a lack of click-throughs.
There are a couple ways to get around this discounting risk. One is to focus your search strategy on exclusive or rare merchandise that you won’t have much competition for in consumer search engines. Another is to use the search engine to offer “loss leaders”, which drive traffic to your ecommerce site. Then, you can hook customers with more differentiated, quality-oriented offerings.
For online product sellers, consumer shopping engines offer a more targeted strategy for reaching shoppers. You only pay when people click on your listings as well. However, you need to recognize the natural price orientation of shoppers so you can plan an effective strategy.
As a top digital advertising firm, Response Mine Interactive can help you build and execute your strategy for consumer shopping engines. Contact our Director of New Business Development, Amanda Sparks now!