Remarketing technology drives multichannel sales enhancements for e-commerce marketplace backing small British businesses
Small business e-marketplace, notonthehighstreet.com
, has been working with e-commerce marketing technology provider FusePump
to increase online visibility.
Established in 2006, today over 3,700 small British businesses are registered with notonthehighstreet.com, offering more than 80,000 original and handmade products between them.
Executing multichannel plan
In order to increase online brand visibility, the company decided to incorporate its products into Google Shopping and within paid search listings, so that products would be more efficiently integrated into Google Search and become more prominent and successful in search results.
John Ashton, notonthehighstreet.com digital marketing executive, explained why they chose to work with FusePump on the company’s online channel marketing campaigns.
“FusePump offered us a great solution that allowed us to service both the Google channels that we use, and our affiliates, with ease and confidence. They were competitively priced, provided prompt and detailed communications and great technology.”
Managing multichannel integration
FusePump has been working with notonthehighstreet.com for almost two years, providing it with high quality data feeds
, which have helped improve its e-marketing services. These includes product feed integration with pay-per-click (PPC) search through Stellar Search
, affiliate marketing with LinkShare
, retargeting with Struq
and international Google Shopping.
Each online channel requires a dedicated product data feed. This is mapped against the required channel integration criteria and then optimised for use in each specific channel.
FusePump extracts comprehensive product data, incorporating all product attributes from an e-commerce site. By including these additional features and refreshing the data at least once a day, FusePump have enabled notonthehighstreet.com can to be more creative with its data and achieve better results across the channels.
For example, in the data feed used for PPC search
, being able to feature all attributes within the data feed helps the notonthehighstreet.com adverts to rank better in search results for long-tail keywords.
Ashton added: “FusePump has provided us with a product that we can trust and that’s the most important thing. It means that we can be confident that whoever accesses our product is getting the best, and most relevant, information. It offers quality, reliability and peace of mind.”
For Google Shopping, FusePump has made sure that all notonthehighstreet.com products are correctly classified and categorised to comply with Google’s data feed specifications and so direct more high-quality web traffic to the notonthehighstreet.com website.
Making Goggle Shopping gains
The enhanced data feed optimisation and mapping that FusePump provide has also helped notonthehighstreet.com to steadily increase their Google Shopping clickthrough. By August 2011, consumer clickthrough for notonthehighstreet.com had already exceeded the highest number of clicks from 2011. The clickthrough then continued to increase for the rest of year, culminating with a total of more than 20,000 clicks by the end of December last year.
“We were initially concerned that the changes would have a negative effect on our channels, both harming SEO and increasing the CPA of paid search,” said Ashton. “But with the help of the FusePump product feed, we instead experienced a smooth transition with no negative effects. The team at FusePump made sure that the feed was completely ready for the changes and I don’t think we could have had a more stress-free changeover.”
In fact, since the changes, notonthehighstreet.com has seen positive effects, including a 35% increase on its return on investment (ROI) due to product listing ads (PLAs) on its AdWords account.
Sam Hodges, head of client services at FusePump, explained why the changeover was so straightforward: “As soon as we heard that Google Shopping was changing, we made sure that we were prepared. FusePump took great care to correctly categorise and classify every single notonthehighstreet.com product before the changes were implemented. By doing this, we not only made sure that each product listing complied with Google’s data feed specification, but also helped to better match the listings to consumer search terms, which helps to improve the quality of redirected web traffic.”
Paid search automation
The additional attributes that FusePump extract from the main notonthehighstreet.com site have also helped to improve the paid search results for long-tail keywords.
Notonthehighstreet.com is now able to include all of its products within the product feed for its PPC adverts, which are managed by Stellar Search. Each of its campaigns, of which there are more than 40, targets a separate site category through the product feed. Since implementing search automation, notonthehighstreet.com has seen a 15% clickthrough rate (CTR) uplift via its paid search channel.
“Stellar Search has been managing the PPC campaigns of notonthehighstreet.com for over four years and it’s going really well,” commented Stelios Pardalakis, Stellar Search managing director. “Google Product Listing Ads have been a great success for us and this is because of the quality of the FusePump feed, which ensures that all of the information we have is accurate and up-to-date. The results that we have show that a high-quality feed can really make the difference in paid search campaigns and between us we have helped notonthehighstreet.com achieve these great results.”
Ashton concluded: “At notonthehighstreet.com we’re really happy to be using the feed provided by FusePump. Whether working with affiliates, or any of Google’s services, it always provides us with exactly what we need.”