Paid Search Certification: Learn How To Maximize Your Paid Search (PPC)

In SECTION 2, we move from data to analysis, from theory to practical application. Here is a distillation of more than six months of research:

How can you set up a DealTime campaign?

1. Prepare your product feed.
2. Sign up online. There are no set-up fees. And you can start your account with $200.
3. Choose your categories. You can view and html document with a detailed outline of DealTime's categories. (Click here)
4. Upload your store logo and products. You have two options:
   1. You do the work - You provide DealTime with the file of all your products.
   2. DealTime does the work - DealTime crawls your site and pulls all of your products. This can be easier than compiling feeds, but it does cost $50 per month.
5. Set your minimum bids. You can view a table detailing the minimum bid for each category in DealTime. Click here:

   https://www.dealtime.net/RateCard.html

   The current range is between .08 and .30, depending on the popularity of the category.

6. 6. Begin your campaign monitoring and optimization. To view the DealTime F.A.Q., Click here:

   https://www.DealTime.net/FAQ.html

What are the minimum bids for DealTime's main categories?

Beginning on January 1, 2003, DealTime will be raising its minimum bids across its main categories. However, the cost per click will still be lower than many other sources of similar traffic.

For what type of merchants is DealTime best suited?

1. Merchants with products from any of DealTime's categories (see rate card)

   https://www.dealtime.net/RateCard.html

2. Merchants with a strong value proposition, particularly those with either low prices or niche products
3. Merchants with a strong customer service program (user reviews will affect ranking)
4. Merchants with a transaction-enabled website (DealTime does not offer a shopping cart)
5. Merchants with an up-to-date data feed that supplies pricing, product images, shipping cost, and availability

   DealTime attracts both large (Wal-Mart, JCrew and Office Depot) and small (eBags, ExpressFlorals and OnlineSports) merchants.

On what other sites does a DealTime listing appear?

The DealTime Network is comprised of destination sites at www.DealTime.com, www.shopping.com, and www.DealTime.co.uk, and the sites of more than 1,000 syndicated distribution partners including co-brand partners, marketing partners, and affiliates. Millions of shoppers access DealTime's Shopping Search engine each month through Network partners including top portals, search engines, tech sites, and other shopping-related sites.

Shoppers come from:

1. DealTime destination sites (repeat visitors)
2. Co-Brand Partners including AltaVista, Excite Network, and Terra Lycos
3. Marketing Partners including Google, Looksmart, and Overture
4. DealTime Associates including Consumer Guide, Steves-Digicams, Music.com and many others

In addition to the destination sites, both co-brand partners and associates show DealTime listings, while marketing partners refer shoppers who are researching purchases.

How can you achieve a high click-through ratio and a strong ROI with the DealTime merchant program?

1. Put all of your SKUs online. In DealTime's pay-for-performance model, it makes sense to put everything you sell online, including obscure products. If shoppers aren't looking for it, you lose nothing. But if shoppers are looking for your obscure items, you will benefit from a higher rank and a lower cost-per-click.
2. Keep your feeds up-to-date, and include product availability information.
3. Supply shipping information in your feed. Tax is calculated based on the shopper's zip code.
4. Include a product description in the feed where possible. This will result in your listings appearing in more search results. It will also increase the quality of the leads and help to weed out bad clicks. Accuracy in your description is also very important (correct prices, availability, and shipping cost).
5. If you have the capability to take phone orders, include your phone number in the feed, since some online shoppers are still reluctant to complete their purchases online.
6. Start with minimum bids in each category, then gradually increase the amounts to the maximum level within the constraints of your ROI objective. Monitor results aggressively during the first few weeks and increase bids where appropriate. It will pay off in the long run to optimize early based on what's working and what's not working.
7. Carefully filter out products that are having a negative impact on ROI. The top 7 to 10 search results provide maximum exposure.
8. Test for at least one month to determine optimal ROI practices.

What other comparison search engines can you use to promote your products?

DealTime Rate Card:
https://www.dealtime.net/RateCard.html

DealTime Frequently Asked Questions:
https://www.dealtime.net/FAQ.html

DealTime Sample Listing:
https://www.dealtime.net/sr_screenshot.html

Merchant Reviews Example:
http://www.dealtime.com/dealtime2000/Reviews/read_merchant/
1,6955,90093,00.html

"StoreFinder" Example:
http://www.dealtime.com/dt-app/SE/FN-Mens_Clothing/KW-jacket/FD-2025/CR-2/
compare-prices.html

Tax and Shipping Example:
http://www.dealtime.com/xPN-Minolta_Dimage_Scan_Multi_PRO_Scanners/FD-7/PD-
20177280/GSID-d18d15258e8b741a39bb2cda/
product-overview.html

Popularity Results Example:
http://www.dealtime.com/GS2/GS2StatReDirect/?keyword=scanner

MEC Comparison Search Engine Report:
http://www.marketingexperiments.com

At DealTime, They're Dealing (12/2/2002):
http://www.internetnews.com/xSP/article.php/1550171

DealTime Teams with Altura to Provide Shoppers With Greater Gift-Giving Variety This Holiday Season (12/2/2002):
http://biz.yahoo.com/bw/021202/20270_1.html

It's DealTime for EarthLink (12/2/2002):
http://biz.yahoo.com/bw/021202/20268_1.html

Finding What You Want, Not What You Don't (11/25/2002):
http://www.zwire.com/site/news.cfm?BRD=1942&dept_id=
388646&newsid=6178518&PAG=461&rfi=9

Search Marketing Finds Its Way (11/25/2002):
http://www.dmnews.com/cgi-bin/artprevbot.cgi?article_id=22245

Inside DealTime's Shopping Search Engine (11/20/2002):
http://searchenginewatch.com/searchday/02/sd1120-shopping3.html

Online Holiday Marketing: 3 Ways To Stand Out (12/10/2001):
http://www.bcentral.com/articles/krotz/160.asp

Terra Lycos Taps Dealtime (10/3/2001):
http://boston.internet.com/news/article.php/2001_896361

The Bottom Line on Online Shopping Bots (7/13/2001):
http://www.newsfactor.com/perl/story/11999.html

It's DealTime for iWon.com (7/11/2001):
http://www.atnewyork.com/news/article.php/8471_799591

The Rise of E-Brokers (4/13/2001):
http://www.clickz.com/aff_mkt/aff_mkt/article.php/840351

The Missing Link in Comparison Shopping (10/5/2000):
http://www.clickz.com/mkt/onl_mkt_comm/article.php/830181

Sprint PCS Adds DealTime Comparison Shopping (7/10/2000):
http://www.internetnews.com/ec-news/article.php/411181

Bertelsmann Sells Evenbetter.com to DealTime (5/22/2000):
http://www.internetnews.com/bus-news/article.php/376701

DealTime Upgrades Its DealAgent Technology (5/2/2000):
http://www.internetnews.com/bus-news/article.php/352401

DealTime.com Adds New Shopping Categories, Buying Groups (10/19/1999):
http://www.internetnews.com/ec-news/article.php/220921

DealTime Secures $20 Million in Financing (9/17/1999):
http://www.internetnews.com/ec-news/article.php/202961

DealTime Raises $20 Million, Moves to NY (9/17/1999):
http://www.atnewyork.com/news/article.php/249521

Reviving the Promise of Bots: DealTime Adds a New Dimension (3/5/1999):
http://www.atnewyork.com/news/article.php/247771

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