Comments on: Guest Commentary – JP Werlin on Product Level Bidding

By: Calli B.

Calli B. — Mon, 17 May 2010 19:51:05 +0000

Brian, I enjoyed this blog update. I really would like to speak with you on some other topics regarding one of the aforementioned companies. I’m trying to find your email, but cannot find it. Could you send it to me? I appreciate it. Look forward to speaking with you!

By: ComparisonEngines.com » Blog Archive » Shopping.com Gets With The Program

Tue, 18 Sep 2007 18:22:39 +0000

[...] lack…will probably re-visit soon. Previous Posts -SKU Level Bidding – June 5, 2006 -JP Werlin’s comments on SKU Level Bidding [...]

By: LoveYourFeed.com - Data feed optimization for the shopping comparison engines

LoveYourFeed.com - Data feed optimization for the shopping comparison engines — Thu, 30 Nov 2006 03:11:03 +0000

[...] e in trouble with some shopping engines) -A Case For Product Level Bidding (June 5, 2006) -Guest Commentary – JP Werlin on Product Level Biddin [...]

By: Brian Sannicandro

Brian Sannicandro — Mon, 17 Jul 2006 23:17:00 +0000

I cannot agree with JP more on this topic. Competing in these new and growing environments get more difficult by the week . Here are some examples of why product level bidding is a must – let’s say in “footwear”. Why should I bid the same $$ on a 6 pack of socks that I bid on a $150 sneakers? The CE’s answer, remove the unwanted product from the feed. Easy for some, not easy for most. It’s easier to manage bids with an automated sku level bid management solution than it is to manage a feed line by line, especially with over 90,000 sku’s in it (x 35 – 40 merchants) – get my drift? How would you feel bidding on keywords at the sub-category level? Not a model that works! Products are no different than keywords. Please keep the crusade on. Merchants should be demanding (not requesting) product level bidding

By: Vic Berggren

Vic Berggren — Wed, 07 Jun 2006 16:42:56 +0000

Good topic… Here’s an area where the CE’s want to probably keep the conversation one sided. Conversions!

Oh, conversions are fine to talk about but as retailers we all add a little bit of javascript to our confirmation pages to let the CE know that a conversion took place. No doubt this is contributing to the higher cpc fee’s and I’m fine with that as long as I continue to make money.

But the CE doesn’t provide me with a mechanism to cancel that conversion. Orders get cancelled after the fact… it happens every day especially for those of us that have high volume e-commerce stores. We need to be able to report those back to the CEs because a conversion doesn’t really matter if we retailers are not getting paid.

By: Louis

Louis — Tue, 06 Jun 2006 22:23:32 +0000

some very interesting & valid points – but i dont buy this statement “Over time retailers can only continue to participate in this one-sided equation until they wise up or are enabled to spend their dollars more effectively.” Plenty of retailers on CE’s track each and every click & run very very profitable campaigns. Some seeing an ROI that is unheard of using google or overture. And as long as that continues the CE’s will continue to thrive.

The issue will be when the traditional search engines (ie google, yahoo) figure out how to drive product targeted traffic and achieve the same ROI that the CE’s are at lower CPC to the retailer. Then and only then will the CE’s need to adapt their bidding-environment with either a very low price floor or no price floor at all & product level bidding.

just my 3 cents
~Louis