Advertising on price comparison sites is paid preferential positioning within the product listings on websites where customers compare prices. It is traffic with high purchase intent, but at the same time an environment in which the decision is made primarily on price. The result rests on three things: the quality of the product feed, including accurate names, parameters and availability; a competitive price, including delivery, which comparison sites factor in; and the store rating that is displayed next to the price. It is worth managing bids according to the margin of individual products rather than across the board – for goods with a low margin, even a slight increase in the price per click can turn a loss. The share of orders that are returned or not collected also needs to be monitored. The benefit is therefore assessed at the level of individual products and categories, not for the whole channel at once.
See also: Price comparison website, Product feed, ROAS and Advertising Cost of Sales (ACoS).
