The Reach of CSE Affiliate Networks

One thing to understand when using comparison engines is the way the engines use their own affiliate networks.

When sending a product to the CSE, the product doesn’t only go to display on that engine, but it is distributed to a number of other outlets to pull in traffic. Some sites are reasonably obvious like PriceGrabber using PrecioMania (the spanish version). Others are not so obvious. Even well know sites are fed, sometimes by many sources.

As a quick example of a well known site, CNet takes products from several sources including Shopping.com and PriceGrabber. This can be a great place to advertise products, but also be aware with a large site such as this, that product information needs to be clean and accurate. Potential data inaccuracy or even excessive marketing tactics, can lead to confused consumers.

Lesser known sites can come from a variety of sources. The good news is that many times the engine can work for a merchant to augment traffic patterns by limiting poor affiliates and opening up well performing ones. One of the best examples is Shopping.com’s variable rate CPC system. In this system, Shopping places a value score on their affiliates and then bills accordingly, so many times the billed CPC cost can be lower than advertised minimums.

Cross pollination also happens. This is when a CSE will actually feed to another CSE who is lacking products. This actually occurs more often than most merchants think. The  problems with this system is that only select products are sent based on the end destination’s product fill, so there is not as much product control. Also, CPC rates may be less by going through the end destination directly, so a comparison needs to be made.

Ultimately the main take away is that merchants should ask each engine they use about their affiliate networks and how these may be controlled to untilmately improve the ROI on traffic delivered.

August 27th, 2008