Comparison shopping sites like Shopping.com, Shopzilla, and CNET Shopper can be effective at driving highly qualified leads to a retailer’s online store. However, many online retailers fail to achieve these results due to data problems that limit the effectiveness of these marketing programs. Although this whitepaper promotes a specific product – there are a couple of good points to note: (1) submit complete and accurate product feeds. Many retailers aren’t providing data for all the fields within their feeds which could impede visibility, clicks and sales. (2) Place products in correct categories – categories should match those of the specific shopping engine to ensure the consumer can find your product, don’t rely on your own site’s category structure. (3) Optimize your product feeds for search – consumers who don’t use an engine’s navigation to find a product will use the search function. Ensure keywords and product names are inserted in your product description.

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