As an e-commerce business, knowing where to promote your products can play a huge role in achieving your business goals. Having working knowledge of product listing ads (PLAs), marketplaces, and comparison shopping engines will help you get your products in front of more shoppers, leading to a boost in overall business and an improved return on investment.
PLAs provide your business with excellent exposure. These ads are integrated with search results on major, high-traffic sites such as Google, Bing and Amazon. They give the shopper an image, description and price of the product, as well as identification of your store by both name and URL.
Marketplaces make up nearly 35 percent of all e-commerce business. Marketplace transactions take place on the marketplace - not on your website. They run on a pay-per-action model, meaning businesses only pay when customers make a purchase.
Comparison shopping engines help businesses reach targeted shoppers, and allow shoppers to find products by price, features and selection. They run on a pay-per-click model, providing a cost-effective solution to attract more qualified impressions and traffic.
Here’s a list of 8 shopping engines you can use for your e-commerce business, courtesy of GoDataFeed:
- Google: With over 3.5 billion searches per day, Google shopping provides retailers with huge exposure for their products. They do so by channeling traffic from the world’s largest search engine based on search criteria. Google shopping can also show products on PLA’s and remarketing campaigns.
- Amazon: Amazon product ads (APAs) allow retailers to present their products to Amazon shoppers while maintaining control of the purchase process. This lets retailers merchandise related products and control the brand experience. APA costs-per-click are the lowest PLA’s in the industry, ranging between $0.10 and $1.35 on amazon.com.
- Ebay: With 155 million active buyers and zero upfront costs, ebay is a popular choice for many retailers. Ebay provides businesses with the largest built-in base of users with multiple funding sources (thanks to PayPal).
- Bing: With 31 million monthly shoppers, Bing’s exclusive search partnerships make it a powerful mobile marketing channel for shoppers everywhere. Bing powers Siri search on all Apple devices and is also the default search engine on Kindle devices. It’s said that 28 percent of shoppers are more likely to spend $500+ on electronics when using Bing as their primary search engine.
- Wish: Wish is a shopping platform that uses demographics, consumer buying behavior and its own wishlists to personalize buying experiences and reach out to customers. With 10 million products added to wish lists, and 250,000 products recommended daily, Wish provides shoppers with results directly related to their unique search.
- Shopzilla: As a comparison shopping engine, Shopzilla’s listings reach a wide network of sites that include BizRate and AOL’s InStore.com. Featuring no set-up fees and 12 percent of traffic generated by email marketing, Shopzilla is perfect for comparing multiple products from different sites.
- PriceGrabber: PriceGrabber’s network of sites reaches over 100 million consumers across 26 countries. PriceGrabber also drives $1 billion in annual sales by third-party vendors, and helps shoppers find products by price, features and selection.
- Polyvore: As a social shopping community of 20 million users, Polyvore helps retailers reach socially oriented shoppers. Polyvore drives 20 percent of social commerce, and holds an average of $383 order values while helping businesses reach targeted shoppers at multiple stages of the buying cycle.
Whether you are just launching your first online store or already have a well-established e-commerce business, knowing where and how to promote your products plays a major role in achieving your business’s goals.