So you’ve invested in a great e-commerce site but are short on customers? The following post will outline 5 ways you can use product feeds to drive traffic to your site and increase sales. The solutions described below are pay per click (PPC) or pay per mille (PPM) so it’s important you have top quality product feeds that transmit accurate and up-to-date product information to protect your return-on-investment (ROI).
Google Product Listing Ads (PLA)
In the U.S., Google Shopping moved to a paid model at the end of 2012, which was followed by the European rollout in early 2013. Advertisers enthusiastically adopted the service with both branded and overall results on the rise.
Remarketing/Retargeting
Have you ever checked out a product on an e-commerce site only to have that product follow you around wherever you browse for the next three weeks? That’s an example of dynamic remarketing and it allows retailers to keep displaying products in front of customers that have shown interest in them. These services even make it possible to insert product ads directly into customers’ Facebook feeds. Check out Stephen More’s post on comparing some popular remarketing services.
Marketplaces
Marketplaces are gaining in popularity with retailers who seek to increase sales volumes by taking advantage of the traffic that marketplaces generate. Even newspapers and magazine publishers are opening online marketplaces.
Comparison Shopping Engines (CSE’s)
CSE’s are a popular choice with shoppers and remain an important source of traffic for retailers. Although facing challenges from the introduction of Google PLA’s, CSE’s are evolving to mitigate the threat and provide highly-quality traffic to advertisers. They are an excellent way for brands to increase brand awareness, acquire new customers and boost sales.
Affiliate networks
Although not strictly a requirement to begin an affiliate campaign, product feeds sure help. With most big and small t online retailers using affiliate programs to drive sales, competition for good quality affiliates is tough. One of the best ways to ensure you get the top affiliates is by making it easy for them to promote individual products. Product feeds allow affiliates to promote individual products in the context of their content, increasing click-throughs and conversions. n. Your affiliates are happy with better conversions, you are happy with more sales and a better chance of attracting better affiliates. Who doesn’t love a virtuous cycle?
The above online marketing channels are a few examples of how retailers can use top quality product feeds to drive customer acquisition and sales through product feed marketing. Highstreet.io provides a comprehensive platform that automates product feed management, ensuring high quality and up-to-date product information is delivered on time to your digital marketing partners. Highstreet.io has everything you need to monitor performance and optimize the ROI on your product listing campaigns.