Thinking Big Enterprise Ecommerce Paid Search - SMX Advanced 2016
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Transcript of Thinking Big Enterprise Ecommerce Paid Search - SMX Advanced 2016
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#SMX #12B1 @ebkendoThinking Big: Enterprise Ecommerce Paid Search
PLACE YOUR BETS
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#SMX #12B1 @ebkendo
10 years in the search industry PPC, Social, SEO, Analytics, Content
Speaker: SMX Adv/East/West, Mozcon, Searchfest, State of Search
Author: Lynda.com, All in One Web Marketing for Dummies, ClickZ
And…
Elizabeth Marsten, CommerceHub Director of Paid Search
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#SMX #12B1 @ebkendo
Pause here for “awwwwwws”
New mommy
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#SMX #12B1 @ebkendo
ASSORTMENT EXPANSIONEXPAND PRODUCT ASSORTMENT BY CONNECTING TO, BRAND MANUFACTURERS, DROP-SHIPPERS & SUPPLIERS
DELIVERYDELIVER AT MAXIMUM SPEED, MINIMUM COST WITH OUR NATIONAL NETWORK OF 3PL PARTNERS, WAREHOUSES, CARRIERS
SYNDICATE AND PROMOTE YOUR PRODUTCTS ON NORTH AMERICA’S LARGEST MARKETPLACES, RETAIL SITES AND SEARCH ENGINES
DEMAND GENERATION
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#SMX #12B1 @ebkendo
Google AdWords
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#SMX #12B1 @ebkendo
Ad spend efficiency and user experience improvements
Competition from marketplaces and Facebook Leaving “ownership” of the customer and the
experience to retailers and brands who want it And…
GTIN Requirements: Why?
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#SMX #12B1 @ebkendo
Know and store popular product data-The Assortment Report in Merchant
Center-Shopping Insights tool
Ability to serve very specific versions of PLAs
The New Exact Match Keyword?
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#SMX #12B1 @ebkendo
How long before Google knows my favorite color is blue and my clothing and shoe sizes?
Personalization takes on a new meaning
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#SMX #12B1 @ebkendo
Product Cards, Google Shopping, Google Now, Shopping Express
Alternative images can be used Reported increase conversion rate– Bosch, 4% lift
Will not override PLA product titles Fill in missing information or clarify like “cordless” or weight
Manufacturer Center
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#SMX #12B1 @ebkendo
Google Shopping Manufacturer Center Merchant Promotions Local Inventory (in store and pick
up) Product Reviews Business Data
The need for feeds. Good ones and many of them.
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#SMX #12B1 @ebkendo
The Buy Button: a Product Listing Ads enhancement on mobile
Purchases on Google
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#SMX #12B1 @ebkendo
Still running on a % of eligible traffic across Android and iOS Only certain products (at your control) show the buy button Learned that everything before the buy button is what leads to it being used or not
Built a huge infrastructure, 150k+ active retailers and 500m products to understand a shopper’s intent
How is that going?
Ugg – 50% increase in conversion rates on mobile PLAs with POG and a 25% decrease in cost per conversion.
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#SMX #12B1 @ebkendo
Mobile – Purchases on Google/hosted storefrontResearch – Manufacturer Center, Product CardsIn person – InStore Visits
Frictionless and seamless paths to convincing a CFO to consider a different attribution model and marketing budget allocation.
Also, Amazon.
Continuing Innovations to Connect all the Pieces
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#SMX #12B1 @ebkendo
Bing Ads: Playing Nice
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#SMX #12B1 @ebkendo
Bing is slowly replacing the inventory gap.
Yahoo Pulls Back
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#SMX #12B1 @ebkendo
Yahoo started pulling back inventory for Gemini, opting to serve ads from Polyvore, hitting apparel and home the hardest.
The December 2015 Gap
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#SMX #12B1 @ebkendo
Less than 1% of sales comes from the referrer since January
AOL Partnership – Not Much for eCommerce
43M unique searchers1
240M monthly searches1
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#SMX #12B1 @ebkendo
Yahoo Gemini: Products
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#SMX #12B1 @ebkendo
Yahoo Ecosystem
Product Ads
(defunct)
•Polyvore Promoted Products
Native (Displ
ay)
Search (Text Ads)
Text Ads
•Search Partners•Yahoo•AskProduc
t Listing
Ads
•Search Partners•Yahoo•Amazon (defunct)Displ
ay Ads
Text Ads
• Search Partners• Y
ahoo
• AOL
• adMarketplace
• Syndicated Search Partners
Product Ads
•Search Partners•Yahoo
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#SMX #12B1 @ebkendo
Yahoo.com SERP – Google PLA & Bing Text Ads
Yahoo Text Ad
Google PLA Ads
Bing Ads Text
Google Text Ad
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#SMX #12B1 @ebkendo
Discovery Shopping
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#SMX #12B1 @ebkendo
Polyvore:
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#SMX #12B1 @ebkendo
Polyvore is…– A social / commerce site – 84% female users– 70% female users who 50% of
are under 34 (“Millenials”)– A high AOV channel for luxury
apparel retailers– 3million sets created every
month
What is Polyvore?
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#SMX #12B1 @ebkendo
And for part of last year, was powering all of the Yahoo Shopping ads when it came to apparel.
Polyvore is Owned by Yahoo
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#SMX #12B1 @ebkendo
Apparel – When Pulled Apart from Yahoo Referrer
Made up most of the “Yahoo” revenue
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#SMX #12B1 @ebkendo
Polyvore Pays Out … for Luxury Apparel Retailers
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#SMX #12B1 @ebkendo
41% Increase in Clicks YoY
27% Increase in Sales YoY
11% Decrease in Cost
Apparel & Home Goods
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#SMX #12B1 @ebkendo
Niche. Discovery. Mobile.
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#SMX #12B1 @ebkendo
Rich pins, they’re free! Yes.Promoted pins. Yes.Buyable Pins –if you can work with a shopping cart partner, otherwise, get on the waitlist.
Is Pinterest Worth It?
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#SMX #12B1 @ebkendo
Pin This Apparel – in 2015, consistently in the top 5 for channel returns with minimal effort– 34% of Google sales for a home décor client– 16% of Google name brand apparel– 24% of Google name brand apparel
Increased competition from Facebook/Instagram Minimal effort to do rich/promoted if you already have a feed set up
Shopify is the lowest barrier to entry right now for Buyable
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#SMX #12B1 @ebkendo
Order Integration. Easier to say than do.
Add to Cart is More Than a Button
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#SMX #12B1 @ebkendo
Pricegrabber, Become, ShopzillaConnexity
Backend systems finally merged Targeted CPC vs. Smart Pricing – network reach Clear ROI goals and historical conversion data needed
Need room to “play”– Tight budgets or return goals struggled– Higher quality publishers won’t be reached otherwise– Best when paired with an account manager
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#SMX #12B1 @ebkendo
Syndication at scaleConnexity
49% Increase in Sales YoY
38% Increase in Ad Spend YoY
13% Increase in Clicks
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#SMX #12B1 @ebkendo
“Not a CSE. We are eBay Product Ads.”Shopping.com/eBay
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#SMX #12B1 @ebkendo
Shopping.com/ECNAbout 40% of traffic is from ebay.com and only .05% from Shopping.com.
We show 25% ebay.com and 2% Shopping.com
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#SMX #12B1 @ebkendo
eBay Commerce NetworkAnd you care because… Sponsored Links on eBay.com Don’t look at Shopping to view listings or boost bids to try and be visible there
Use the competitive insights tool in the UI on a per category basis
At least you have a 25-40% chance of knowing where your ads are
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#SMX #12B1 @ebkendo
Facebook Dynamic Product Ads
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#SMX #12B1 @ebkendo
What We’re Seeing on FB DPA
Customer #1– 1,200% ROAS– 350 products
Customer #2– 1,400% ROAS– 15,000 products
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#SMX #12B1 @ebkendo
Keep it Simple to Start
Abandoned Cart Viewed Product Page Past Purchases
Focus on where the ad is placed– Right rail– Newsfeed– Structure so that you can bid by placement, product
category and user behavior
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#SMX #12B1 @ebkendo
Dependent on Everything Else
Still a remarketing method Need first time engagement channels to create
audiences Cannibalizes other channels with a last click
attribution Use your revenue numbers, not just Facebook’s
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#SMX #12B1 @ebkendo
Get the Team Together
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#SMX #12B1 @ebkendo
Google: GTINs, Remarketing Bing: Maintain parity Polyvore: If you’re apparel or beauty
Facebook Dynamic Product Ads
Purchases on Google (in some cases)
Where Did I Put My Money?
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#SMX #12B1 @ebkendo
Twitter Dynamic Product Ads
Yahoo Shopping Houzz Google Gmail Ads Pinterest (Buyable Pins)
Where Should I Wait and See?
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#SMX #12B1 @ebkendo
Vertical– A niche discovery shopping market may be right for you
Seasonality– Getting into betas, setting up now for holiday
Audience– Does brand matter? Price?
Uniqueness – Are you the manufacturer?– How easy is it to buy from you?
Build your own decision tree
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#SMX #12B1 @ebkendo
Fear and Loathing
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#SMX #12B1 @ebkendo
Brands are looking to sell more direct to consumer– Removing the retailer/re-seller, keeping that margin– Want to own the customer
Marketplaces multiplying– Jet.com– Walmart– Hook Logic
Physical stores – Tying to online/mobile and– Assortment and price = survival
The Bigger Picture
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#SMX #12B1 @ebkendoLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX