Shopping Ads, Buy Buttons, Social Commerce and Remarketing

#SMX #SASCon @AnnStanley@_thesocialsam

Shopping Ads, Buy Buttons, Social-Commerce and Remarketing(AKA - How to develop an integrated cross-platform shopping strategy using feed management software)

ByAnn Stanley (MD)Samantha Hearn (Head of Social)


A bit about Anicca

Founded in

2007Team of

24

PPaid

OOwned

EEarned

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A bit about Ann and SamAnn Stanley (MD) Samantha Hearn (Head of social)


Your brand website

Search SocialOther

websites & media sites

NEW & POTENTIAL CUSTOMERS

CONVERSION

Traditional ways that customers find your sites and services

PPaid

OOwned

EEarned

MMedia


Your brand website or store

Shopping / Marketplace

sSearc

hSocia

lOther



Shopping

Ads

Product feedFeed Management

Software

SocialCommerce CSE

SALE

Product/

buttons in ads

Use of shopping ads and buy buttons for ecommerce


Your brand website or store

Shopping / Marketplace

sSearc

hSocia

lOther



Shopping

Ads

Product feedFeed Management

Software

SocialCommerc

eCSE

SALE

Product/

buttons in ads

Additional sophistication of adding remarketing

Remarketing or Retargeting layer


• Shopping in search• Shopping in display ads• Statistics on social commerce• Facebook and Instagram for ecommerce• Pinterest rich and buy buttons• Twitter buy buttons and dynamic retargeting• Social shopping platforms• Feed Management Software

Agenda


Shopping in Search


• AdWords Shopping Ads • Great volumes, high CTR, high CPC, high conversion rates, high competition, ROAS varies by

sector. • It can be difficult to achieve 5:1 ROAS, so merchants are looking outside of Google Shopping

ads for alternative channels• Bing Shopping Ads • Bing share is growing due to Windows 10 (9% in the UK). • Easy to setup using your existing Google feed as it has similar structure/features to Google

Shopping• Purchases on Google • Googles buy button on mobile shopping ads – developed to compete with marketplaces• Not in the UK yet

• Combining channels with Remarketing in AdWords• Use of “Honeypots” to get visitors to your sites, so you can tag with remarketing cookie• Use of Remarketing Lists for Search Ads (RLSA) for text or Shopping Ads when they search for

your product (i.e. they are ready to buy)

Shopping in Search


Search – Bing Shopping ads• Bing share is growing due to Windows 10 (21% in USA

vs 9% in the UK)• Replaced Bing PLA’s in 2015• Claim your domain through Bing Webmaster Tools• Create Bing Merchant Center Store• Need a product feed (Product catalog) – you have to

provide a url where there will be an xml or csv file• Upload Product catalog into Merchant Center Store • Within Bing ads account - create Product ads campaign• You need to use the same log in, so this automatically

links with your Merchant Center Store• The process is identical to Google Shopping for creating

ad groups and product groups (also has Priorities feature)

• Use dimensions to view product and search term data• Bing tracking uses normal PPC conversion tracking

code (this can include dynamic value) – same as AdWords


Search – Bing Shopping ads vs AdWords

PlatformProportion

of Impression

sCTR Avg CPC Conv.

RateCost Per

Conv.

Return On Ad Spend

AOV

AdWords Shopping Ads 100% 2.10% £0.22 4.05% £5.54 6.72 £37.23Bing Shopping Ads 6% 0.34% £0.12 4.29% £2.76 16.90 £46.58

B2C - Cosmetics

PlatformProportion

of Impression

sCTR Avg CPC Conv.

RateCost Per

Conv.

Return On Ad Spend

AOV

AdWords Shopping Ads 100% 1.68% £0.86 3.50% £24.63 2.8 £68.89Bing Shopping Ads 38.8% 0.20% £0.56 1.78% £31.32 1.23 £38.55

B2B – Office equipment

• Previous research on Bing PLA’s vs AdWords Shopping has also shown similar variability by brand and sector (Carrie Albright writing on PPCHero)

• Lesson learned – you need to test and determine effectiveness for your site

http://www.ppchero.com/shopping-campaigns-how-does-bing-really-stack-up-to-google/




• There is now a limited beta with specific retailers in the USA• Retailers first have to integrate their ordering systems with

Google to become eligible for the “purchase” button to be displayed in their PLA’s

• The Buy Button will only be shown for certain advertisers next to Shopping Ads on mobile devices (possibly Android only)

• Buyers that click on the Buy button will be taken to the Google Product Page where they can choose product variants and pay with Google Wallet and possibly PayPal

• Buyers do not go to Merchant site but the buyer may be able to opt in for emails etc.

• Google will not take a commission, just the click cost • Google may take store buyers’ credit card details to improve

conversion rates for future sales• The merchant will still have to provide fulfilment but may

receive limited details about the customer

Search – Purchases on Google


Use “honeypots” to get visitors to your site at a low cost – so you can create a remarketing audience in Analytics

Create remarketing lists in AnalyticsYour site


• Use “honeypot” content to attract potential customers to your site• Use utm codes on all links, so you can create remarketing audiences

in Analytics• Use remarketing audiences in conjunction with Shopping Ads to target

these users with increased bids when they are proactively buying• Particularly powerful when Shopping ads CPC is high or ROAS is low • This strategy allows you to focus budget on previous visitors to your

site, as they are more likely to convert

RLSA for shopping with traffic from search, social or display


Shopping in Display ads


Buy buttons in Trueview ads

Click from TrueView video ad to the merchant website


Dynamic remarketing in display ads with traffic from search, social or display

• Create display campaign for dynamic remarketing linked to your shopping feed (Merchant Center account)

• Use dynamic ad unit(s) picked from the ad gallery (with choice of sizes, format, text options)

• Overlay with your Analytics remarketing audience (and select “target and bid” option)


• Google Contextual Dynamic Creative for display ads (Beta in USA)• Ad Serving – paid display using technology such as Double Click, Flash

Talking, Sponge Cell etc.

Products and price buttons in display ads (without remarketing)

Example from Flash Talking


Statistics on social commerce


Share of ecommerce web traffic originating from social

• ecommerce web traffic from social is still low (but growing rapidly)

• Need to consider • Impact of assisted conversions

and uplift from more engaged users that revisit your site via other channels

• The varied objectives of social media activity

• Using social as a source of cheaper traffic followed by retargeting/remarketing with other channels


Growth in social commerce and social shopping


Average order value from social shopping (Shopify)


• Research by Adobe shows that although Facebook still drives the most visits to UK sites, Pinterest drives the most revenue per visits

Revenue per visitor by social channel (Adobe)

http://www.cmo.com/content/dam/CMO_Other/ADI/SocialIntelligenceReport_Q42013/ADI_SocialIntelReport_Q413.pdf

http://www.cmo.com/content/dam/CMO_Other/ADI/SocialIntelligenceReport_Q42013/ADI_SocialIntelReport_Q413.pdf


Different types of social commerce and social shopping• F-Commerce (desktop only) – integrated

store from apps like Shopify, Big Commerce, ShopYa, Ecwid etc.

• Buy buttons (in app purchase and website checkout)

• Dynamic remarketing (e.g. Facebook, Twitter)

• Social shopping sites (e.g. Polyvore, Houzz and OpenSky)

You can also consider Shoppable UGC , Shoppable video and ‘conversational commerce’ with Chatbots. Check out this presentation for more information: http://bit.ly/1WUvZ2I

http://bit.ly/1WUvZ2I


Facebook and Instagram for ecommerce


Shop front Category page Product page Checkout on Facebook

Checkout on your website

Integrated Shop on Facebook (levels of sophistication)

Hard Graft

Carbon Speed


Buy buttons - Facebook


Buy buttons – Instagram (Shop Now)Setup via Facebook:• Go to your

Facebook Business Manager and then your Adverts Manager

• Extend the reach by advertising on Instagram for existing dynamic remarketing ads

• Requires Product Catalog feed


• Need to use Facebook’s own retargeting tags

• Test different ad formats and use the ad templates

• Overlay additional audience targeting over your remarketing audience

• You can use you Google feed or feed management software to create the catalog

Facebook dynamic retargeting with traffic originally from search, social or display


• Your ads will only be shown to previous visitors to your main site – so this is a form of dynamic retargeting

• Create a Business Manager account (you can create this from scratch and/or you can link it to a Business page)

• Create the feed (Product Catalog) in the correct format – best to use feed management software

• Upload the Product Catalog into the Business Manager• Add Facebook tracking pixel to thank you page on your site - also has

dynamic value of sale• Also need to add remarketing pixels and tag your site (i.e. “Custom

audience pixel”)• Use Power Editor to create the ads

Facebook dynamic remarketing with traffic originally from search, social or display


• Create separate campaigns – type is “Product Catalog sale”• Similar to AdWords - you can create filters for the products within

campaign• Choose your audience behaviour – – Viewed product but did not buy– Added to cart but did not buy– Combination of above (either or)– Custom audience• Choose your ad template– 1 single image– Multiple (recommended)– Scroll

Facebook dynamic remarketing (Cont.)


Pinterest Rich Pins and Buy Buttons


Rich Pins - Pinterest What are Rich Pins?• Product Pins make it easier for Pinners

to see information about things you sell and include pricing, availability and buy location

• It’s a live product feed. This means everytime you update the price, the pin updates

Requirements• Product pins support Open Graph,

Schema.org and oEmbed mark up• You are required to validate a selection

of product pins before Pinterest approves a full roll out


Buy buttons – Pinterest (Buy It)

What are Buy Buttons?• Pinterest Buy Buttons allow a customer

to buy things without ever leaving the Pinterest app

• Pinterest do not take a cut from the sales

Requirements• Currently available for US on

BigCommerce, Demandware, IBM Commerce, Magento and Shopify

• Other providers can sign up to a waiting list


Twitter buy buttons and dynamic remarketing


What are Twitter Dynamic Product Ads?• Dynamic Product Ads allow advertisers

to serve Promoted Tweets based on products users have recently viewed on the advertisers website.

• Product feeds will be used by Twitter, and Promoted Tweets will be dynamically created.

Requirements• Ads API production access• Dynamic Product Ads permissions• Tailored Audience Web permissions• Advertiser accounts enabled for ads on

Twitter Audience Platform

Twitter – have “discontinued” their buy buttons in favour of dynamic remarketing product ads!

https://dev.twitter.com/ads/dynamic-product-ads


• Initially keep product value low for in-platform purchasing

• Leverage the impulse purchase• Educate your audience• For Pinterest tailor boards and pins to

a commercial strategy • Test and learn!

Practical tips for using Buy Buttons


Social shopping platforms


Top social shopping sites by sectorFashion & accessorie

s

Beauty Jewellery & Gifts

Home and Garden

Electronics Other

Art & Gifts Find

professionals


• Aimed at the fashion and lifestyle market, Polyvore utilises peer to peer influence and visual inspiration to inspire purchase

• There’s 20 million + unique monthly visitors

• 2.2 million products added monthly

• 7.5 billion product impressions a month

• The average user has a household income of £47k

Social shopping sites – example Polyvore


• Interior design and architecture social shopping site

• 40 million active users• 90% of users are

homeowners, 74% plan to decorate and 40% plan to build or renovate

Social shopping sites – example Houzz


• Approach with a merchandisers POV• Use features to create inspiration

and motivate purchase through desire

• Leverage influencers and people already interacting with your products to drive reach

• Use paid features to boost top performing products

• Update regularly – including updating old links

• Test and learn!

How to use social shopping to drive sales

#SMX #SASCon @AnnStanley@_thesocialsam @_thesocialsam

1. Identify your social commerce objectives

2. Audit your audience and the platform

3. Assess internal resource4. Plan a distribution strategy

and identify key performance indicators

5. Test, measure and adapt!

How to get started


Feed Management Software


• Support multiple platforms - allowing easy expansion into new channels - Google/Bing, Shopping comparison engines (CSE), Affiliate feeds, Social Commerce, Marketplaces (eBay, Amazon etc.)

• Easy to set-up – you create one “feed-in” (usually your Google Shopping feed) and the software creates multiple “feeds-out” (bespoke for each specific platform)

• Some offer creation of dynamic AdWords text ad with parameters e.g. price inserted from feed for a specific SKU

• Bid management – including rules based• Reporting by product, category, brand etc.• Manual adjustment of feed content tailored for specific platforms i.e. allows you to

modify content outside of website • Large choice of software suppliers - some with low entry costs, and some with orders

back from Market Places

Features of feed management software


Examples of feed management software (starred products also send orders back to your site)


When to implement:• If you want to expand beyond AdWords to 1 or more additional channels (e.g. Bing,

Social, CSE, marketplaces and affiliate marketing)• If you need to modify the content of the feed but cannot make any changes via the

website• Due to low entry cost of feed management software - it can save significant time as

compared to manually modifying your feed for each channel

Price of feed management software:• Software packages from £50 - £2,500+ per month• Most charge for each additional channel• Some charge a percentage of sales (especially software for managing marketplaces)

When to implement feed management software and how much will it cost


THANK YOU!

Come and see us at our mini stand or join us at the E-Commercial Conference on 31st Oct 2016 -

early bird tickets until end of July (only £25)

www.Leicesterdigital.co.uk www.meetup.com/Leicester-Digital-Exchange

http://www.leicesterdigital.co.uk/

http://www.meetup.com/Leicester-Digital-Exchange

Shopping Ads, Buy Buttons, Social Commerce and Remarketing

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