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BizReport : Advertising archives : October 15, 2015

What Connexity's new integrations mean for brands heading into holidays

The Connexity CPC Marketplace provides a market for more than 7,000 retailers to distribute their product listings and efficiently drive sales on cost-per-click basis. Retailers provide a data feed, or upload their product offers (175 million high-quality product listings) into its system. Connexity then distributes these product offers to its owned and operated sites: Shopzilla, Bizrate, the newly aquired PriceGrabber and Become, as well as a network of publishers across the web. Over the past few months, Connexity (formerly known as Shopzilla) has been hard at work integrating their acquisitions of the PriceGrabber and Become into a new unified marketplace.

by Kristina Knight

As of a few days ago, the three platforms are now fully integrated and campaigns that used to run on Become or PriceGrabber, will run exclusively through giving brands and retailers access to over 30 million shoppers on over 3,000 publishers.

We spoke with Connexity to learn more about what's changing.

Kristina: How do retailers benefit from working with Connexity after the acquisitions?

Bob Michaelian, Executive Vice President, Marketing Services, Connexity: One of our goals is to save our client's time and focus by providing a consolidated source of high-quality leads. In fact, analysts are estimating that we'll be one of the largest suppliers of high quality retail leads - second only to Google. Now retailers can access this network all in one place.

Kristina: What pricing changes can retailers expect?

Bob: We listened to customer feedback and now offer both Single Rate and Targeted bidding, and merchants can use a combination of both bidding types.

With the Single Rate option, merchants will receive the highest volume of leads. Single Rate bids of $4 or more are distributed to our entire combined Connexity and PriceGrabber network. Our Smart Pricing system adjusts the rate charged based on expected traffic quality and your actual CPC charges are materially lower, in some cases as little as $0.01.

Targeted Bidding allows you more control over your CPC rates. With Targeted Bidding you can enter a bid in any amount between $0.05 and $1.25. We will still adjust individual clicks based on traffic quality, but with the goal of keeping your overall average CPC close to the Targeted Bid amount. An individual click charge will never exceed 30% above the Targeted Bid entered. Although a higher bid will produce more traffic volume, Targeted Bids will generally not receive the same exposure as Single Rate bids (even though the CPC rate charged could be higher).

Here is a PDF with more details on our pricing guidelines.

Kristina: What can merchants do to drive more holiday leads?

Bob: Connexity typically sees a substantial increase in traffic and quality leads during the holidays. This year with the unified platform, we expect to deliver the highest volume of leads in our history. Please make sure you fund your account to accommodate this increase in leads.

We expect CPCs to go up in accordance with the seasonal demand and higher conversion rates. Single Rate bids will automatically adjust based on your conversions, and are the best option for maximizing your lead volume. If you are using Target Bidding, you will notice an increase in average CPC, but keep in mind that it will never exceed more than 30% of the actual bid entered.

Tags: advertising, advertising trends, Connexity, ecommerce, ecommerce trends

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