Web Marketing with Shopping Search Engines

Shoppers often research product features, vendor history, and prices on the web before making purchases offline or online. Many product sellers should consider comparison shopping search engines such as NexTag, PriceGrabber, or Shopzilla.

To appear in Google Product Search (called Shopping in the left navigation), merchants submit their
Credit: Courtesy of Google, Inc.
To appear in Google Product Search (called Shopping in the left navigation), merchants submit their products for free via a data feed.

Some shopping search engines operate primarily as directories of vendors; others offer sophisticated comparison features including shipping prices.

These comparison sites are especially favored for the purchase of small appliances, computers and accessories, electronics, auto parts, and brand-name items. They’re less useful for jewelry, art, apparel, unique items, and high-priced luxury goods. If you’re in the hospitality arena, consider listing on Nextag, Kayak, or Yahoo! Travel.

The primary users of comparison shopping search engines used to be bargain hunters, shoppers comparing benefits and features, and buyers trying to find who sells a particular item. Now, according to statistics on the Ameromedia blog, it’s just about everyone: 91 percent of U.S. Internet users compare product prices and features online, often on mobile devices.

If you spend the time, you can be as successful with your pay per click (PPC) campaign as Happy Hound Play & Daycare, whose website is shown in the following illustration and whose PPC ad appears in the second illustration.

The Happy Hound Play & Daycare in Oakland, California, has run a successful AdWords campaign si
Credit: Courtesy of Happy Hound Play & Daycare, Inc.
The Happy Hound Play & Daycare in Oakland, California, has run a successful AdWords campaign since 2004.
Happy Hound’s PPC ad on Google lands on their home page. [Credit: Courtesy of Happy Hound Pla
Credit: Courtesy of Happy Hound Play & Daycare, Inc.
Happy Hound’s PPC ad on Google lands on their home page.
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