Build Your Own Awesome Mix Tape - Retail Search Beyond Google: Get Found More, Sell More By...

#SMX #13C @ebkendo

Retail Search Beyond Google: Get Found More, Sell More

Build Your Own Awesome Mix Tape

#SMX #13C @ebkendo

§ 10yearsinthesearchindustry§ PPC,Social,SEO,Analytics,Content§ Speaker:SMXAdv/East/West,Mozcon,Searchfest,StateofSearch

§ Author:Lynda.com,AllinOneWebMarketingforDummies,ClickZ

§ And…

Elizabeth Marsten, CommerceHub Director of Paid Search

#SMX #13C @ebkendo

§ Stillcountsifit’sunderayear§ Also,benice.It’smybirthday.

Newish mommy

#SMX #13C @ebkendo

TITLE OPTION #2 – IMAGE Slide with SMX FOOTER:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooter-eitherforatitleslideorallothers.YOUMUSTUSETHISFOOTERATMINIMUMONYOURTITLESLIDE&ALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifusingexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionSMXwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

NORTHAMERICA’SLARGESTRETAILERS,MARKETPLACESANDSEARCHENGINES

DEMANDGENERATION

ASSORTMENTEXPANSIONWAREHOUSES,STORES,DROP-SHIPPERS,

BRANDMANUFACTURERS

DELIVERYNATIONALCARRIERS,REGIONAL

CARRIERS,LOCALCARRIERS

#SMX #13C @ebkendo

Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

SupplySolutions

Increaseproductofferingandgrowrevenuethrough“virtualinventory”

Integratewithanytradingpartneror

orderfulfillmentsource

Maintainbrandingandcompletecontroloverfulfillmentprocess

DemandSolutions

Profitablyacquirenewcustomersthroughsearch,socialandmarketplacechannels

Pushproductcatalogtochannels

whereconsumersseeknewproducts

Manageandoptimizedigitaladvertisingspendacrosschannels

DeliverySolutions

Optimizeconsumershippingthroughreal-timedecisionsoncost-effective

deliverymethodsthatmeettheconsumer’sdeliverydate

Extendthereachofrapiddelivery

programsbygeographicallydistributinginventorytopartner3PLs

#SMX #13C @ebkendo

TheGuardiansoftheGalaxysoundtrackspent11weeksatthetopoftheBillboard200in2014,sellingover1millioncopies.Itwasthenumbertwoalbumoftheyear.

Image: iStock

#SMX #13C @ebkendo



Notonesongwasoriginal.

Image:Wikimedia

#SMX #13C @ebkendo



The#1album?

Google.Imean,Frozen.Image: iStock

#SMX #13C @ebkendo

Ain’t No Mountain High Enough, Right?

Image: iStock

#SMX #13C @ebkendo

Pinterest Text Slide with Solid Blue Banner:


Image: iStock

#SMX #13C @ebkendo



Rich,Promoted,Buyable,Retargeting&Video

§ 100millionactiveusers§  80%ofPinnersaccessviamobile

§  PromotedPinsdrive5xmoreincrementalin-storesalesperimpression

§ RetargetedAdstargetedatact-a-likeAudiencesincreasedCTRsbyupto63%,reachby30xinearlytesting

§  PinterestreferralshaveAOV$50

Source: http://qz.com/719039/pinterest-really-really-wants-you-to-shop-from-its-pins/; https://business.pinterest.com/en/blog/oracle-data-cloud%E2%80%99s-study-proves-promoted-pins-drive-store-sales; https://www.searchenginejournal.com/pinterest-ad-targeting-options/166167/

#SMX #13C @ebkendo



Pinterest:GettingStarted

§ Richpinsarefree.FREE.– Butyouneedmetadataonthatpageofyoursite

§ ProductFeedneededforPromoted&Buyable–  Abilitytoeditordesignatewhichproductsarepromoted

–  Buyablerequiresapartnertohandlethetransaction

§ Retargeting–  NeedaMarketingDeveloperPartner(andsomedreams)

§ Video–  NeedaPinterestaccountteam

#SMX #13C @ebkendo

Facebook Dynamic Products Ads

Image: Pixabay

#SMX #13C @ebkendo

§ CH–Whatwe’veseen:–  Averagemonthlyperformance

•ReturnonAdSpend:900%-1,200%•ProductCatalogSize:350-1,000Products

Facebook Dynamic Products Ads

Image: Facebook Advertising

Source: CommerceHub

#SMX #13C @ebkendo

Dependent on Everything Else

§ Stillaremarketingmethod§ Needfirsttimeengagementchannelstocreateaudiences§ Cannibalizesotherchannelswithalastclickattribution§ Useyourrevenuenumbers,notjustFacebook’s

#SMX #13C @ebkendo

Keep it Simple to Start

§ AbandonedCart,ViewedProductPage,PastPurchasers§ Focusonwheretheadisbeingplaced–  Rightrail

–  Newsfeed

§ Structureaccountsoyoucanbidbyplacements/userbehavior§ Followimagequalityguidelines

#SMX #13C @ebkendo

Yahoo!

Image: iStock

#SMX #13C @ebkendo

Yahoo – The Ecosystem Image + Bullets Sample Slide:

Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.

Source:CommerceHub

Verizon

DynamicProductAds(Native)

Native(Display,

Retargeting)

Search(TextAds)Polyvore

BrightrollFlurry

Analytics

TextAds

• SearchPartners• Yahoo• Ask

ProductListingAds

• SearchPartners• Yahoo• Polyvore

DisplayAds

TextAds

• SearchPartners• Yahoo• AOL• adMarketplace

• SyndicatedSearchPartners

ProductAds

• SearchPartners• Yahoo

• SearchPartner• Yahoo

#SMX #13C @ebkendo

§ CustomAudiencesforSearch:Retailer(bigboxstore)–  225%increaseinCTR

–  230%increaseinCR

–  51%reductionCPA

§ SearchRetargetingonNative:Retailer(bigboxstore)–  23%conversionsfromnative

–  14%lowerCPAonnativethansearch(text)ads

Yahoo – What Else?

Source:YahooResultsfromcomparisonbetweenaudiencetargetedvs.nonaudiencetargetedtraffic

#SMX #13C @ebkendo

Polyvore

Text Slide with Solid Blue Banner:


Image: iStock

#SMX #13C @ebkendo

§ Polyvoreis…–  Asocial/commercesite

–  84%femaleusers

–  50%ofthat84%areunder34(“Millenials”)

–  AhighAOVchannelforluxuryapparelretailers

–  3millionsetscreatedeverymonth

What is Polyvore?

Source:Polyvore

#SMX #13C @ebkendo

Andforpartoflastyear,waspoweringalloftheYahooShoppingadswhenitcametoapparel.

Polyvore is Owned by Yahoo

Image:CommerceHub

#SMX #13C @ebkendo

Polyvore Pays Out … for Luxury Apparel Retailers

Source:Polyvore

#SMX #13C @ebkendo

§ 41%IncreaseinClicksYoY

§ 27%IncreaseinSalesYoY

§ 11%DecreaseinCost

Apparel & Home Goods – CH Clients

Source:CommerceHubdata

#SMX #13C @ebkendo

Connexity

Image: iStock

#SMX #13C @ebkendo

§ Yahoo§ Meredith(BetterHomes&Gardens,Parents)

§ Ask/Pronto

Connexity: Pricegrabber, Become, Shopzilla Image + Bullets Sample Slide:


Image:Connexity

#SMX #13C @ebkendo

Connexity – What’s Next Text Slide with Solid Blue Banner:


Highlycuratededitorialcontent-Engagingwithsocialagencies&influencers-A“marketplace”connectingretailers&influencers

Image:Connexity

#SMX #13C @ebkendo

§ Influencersliftpurchaseintent2x§ 2.7xincreaseinpurchaseintentwithbrandexposure§ 5.2xincreaseinpurchaseintentwithbrandandinfluencerexposure§ 49%ofusersrelyonrecommendationsfrominfluencers(56%fromfriends)

Connexity: Influencers Image + Bullets Sample Slide:


Source:Connexity

#SMX #13C @ebkendo

Whatwe’reseeingatCommerceHub

Connexity

§ 49%IncreaseinSalesYoY§ 38%IncreaseinAdSpendYoY§ 13%IncreaseinClicks


#SMX #13C @ebkendo

Amazon Sponsored Products

Image: iStock

#SMX #13C @ebkendo

AmazonProductAds(APA)andSponsoredLinksweresunset.Imissthem.

Amazon Sponsored Products Released 2015

$90

$95

$100

$105

$110

$115

$120

$125

$130

0%

200%

400%

600%

800%

1000%

1200%

1400%

2015APA–CommerceHubClients

AverageOrderValue ReturnonAdSpend


#SMX #13C @ebkendo

§ Useskeywords,matchtypes,adgroups,campaigns,negativekeywords

§ Automatic&Manualcampaignoptions§ “Doubledip”costofCPCand%ofsalebycategory

§ SKAGsexist(granularitymatters)§ Canbidoncompetitornames§ ReportingonlyinAmazonUI

ASP – The AdWords UI of 2009

Image: iStock

#SMX #13C @ebkendo

eBay + eBay Commerce Network

Image: iStock

#SMX #13C @ebkendo

§ AcceleratedMobilePages§ ASINpages–  ImproveSERPstobestaticpages,notauctionsthathaveended

§ Facebook– Monetizingmessagingapps(apparentlynooneopensemailsanymore)

–  Creatingcollectionsforsharing

eBay – What’s Next Image + Bullets Sample Slide:


Image: Pixabay

#SMX #13C @ebkendo

Rememberthese?

eBay: Driving Traffic to the New ASIN Pages Text Slide with Solid Blue Banner:


Image:Wordstream

#SMX #13C @ebkendo

§ FacebookDynamicProductAds§ AmazonSponsoredProducts§ Pinterest(Rich,Promoted)§ Polyvore

§ YahooDynamicProductAds§ eBayCommerceNetwork§ Connexity

So…You Want Me to Do What Now?

Image: iStock

#SMX #13C @ebkendo

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Build Your Own Awesome Mix Tape - Retail Search Beyond Google: Get Found More, Sell More By...

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