thinking big: enterprise ecommerce paid search by elizabeth marsten

#SMX #12B1 @ebkendo

Thinking Big: Enterprise Ecommerce Paid Search

PLACE YOUR BETS

#SMX #12B1 @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 #12B1 @ebkendo

§ Pauseherefor“awwwwwws”

New mommy

#SMX #12B1 @ebkendo

ASSORTMENT EXPANSION EXPAND PRODUCT ASSORTMENT BY CONNECTING TO, BRAND MANUFACTURERS, DROP-SHIPPERS & SUPPLIERS

DELIVERY DELIVER 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

#SMX #12B1 @ebkendo

Google AdWords

#SMX #12B1 @ebkendo

§  Adspendefficiencyanduserexperienceimprovements§  CompetitionfrommarketplacesandFacebook§  Leaving“ownership”ofthecustomerandtheexperienceto

retailersandbrandswhowantit§  And…

GTIN Requirements: Why?

#SMX #12B1 @ebkendo

§  Knowandstorepopularproductdata-TheAssortmentReportinMerchantCenter-ShoppingInsightstool

§  AbilitytoserveveryspecificversionsofPLAs

The New Exact Match Keyword?

#SMX #12B1 @ebkendo

HowlongbeforeGoogleknowsmyfavoritecolorisblueandmyclothingandshoesizes?

Personalization takes on a new meaning

#SMX #12B1 @ebkendo

§ ProductCards,GoogleShopping,GoogleNow,ShoppingExpress

§ Alternativeimagescanbeused§ Reportedincreaseconversionrate–  Bosch,4%lift

§ WillnotoverridePLAproducttitles§ Fillinmissinginformationorclarifylike“cordless”orweight

Manufacturer Center

#SMX #12B1 @ebkendo

§ GoogleShopping§ ManufacturerCenter§ MerchantPromotions§ LocalInventory(instoreandpickup)§ ProductReviews§ BusinessData

The need for feeds. Good ones and many of them.

#SMX #12B1 @ebkendo

TheBuyButton:aProductListingAdsenhancementonmobile

Purchases on Google

#SMX #12B1 @ebkendo

§ Stillrunningona%ofeligibletrafficacrossAndroidandiOS§ Onlycertainproducts(atyourcontrol)showthebuybutton§ Learnedthateverythingbeforethebuybuttoniswhatleadstoitbeingusedornot

§ Builtahugeinfrastructure,150k+activeretailersand500mproductstounderstandashopper’sintent

How is that going?

Ugg–50%increaseinconversionratesonmobilePLAswithPOGanda25%decreaseincostperconversion.

#SMX #12B1 @ebkendo

Mobile–PurchasesonGoogle/hostedstorefrontResearch–ManufacturerCenter,ProductCardsInperson–InStoreVisitsFrictionlessandseamlesspathstoconvincingaCFOtoconsideradifferentattributionmodelandmarketingbudgetallocation.Also,Amazon.

Continuing Innovations to Connect all the Pieces

#SMX #12B1 @ebkendo

Bing Ads: Playing Nice

#SMX #12B1 @ebkendo

Bingisslowlyreplacingtheinventorygap.

Yahoo Pulls Back

#SMX #12B1 @ebkendo

YahoostartedpullingbackinventoryforGemini,optingtoserveadsfromPolyvore,hittingapparelandhomethehardest.

The December 2015 Gap

#SMX #12B1 @ebkendo

Lessthan1%ofsalescomesfromthereferrersinceJanuary

AOL Partnership – Not Much for eCommerce

#SMX #12B1 @ebkendo

Yahoo Gemini: Products

#SMX #12B1 @ebkendo

Yahoo Ecosystem

ProductAds

(defunct)

• PolyvorePromotedProducts

Native(Display)

Search(TextAds)

TextAds

• SearchPartners• Yahoo• Ask

ProductListingAds

• SearchPartners• Yahoo• Amazon(defunct)

DisplayAds

TextAds

• SearchPartners• Yahoo• AOL• adMarketplace

• SyndicatedSearchPartners

ProductAds

• SearchPartners• Yahoo

#SMX #12B1 @ebkendo

Yahoo.com SERP – Google PLA & Bing Text Ads

YahooTextAd

GooglePLAAds

BingAdsText

GoogleTextAd

#SMX #12B1 @ebkendo

Discovery Shopping

#SMX #12B1 @ebkendo

Polyvore:

#SMX #12B1 @ebkendo

§ Polyvoreis…–  Asocial/commercesite

–  84%femaleusers

–  70%femaleuserswho50%ofareunder34(“Millenials”)

–  AhighAOVchannelforluxuryapparelretailers

–  3millionsetscreatedeverymonth

What is Polyvore?

#SMX #12B1 @ebkendo

Andforpartoflastyear,waspoweringalloftheYahooShoppingadswhenitcametoapparel.

Polyvore is Owned by Yahoo

#SMX #12B1 @ebkendo

Apparel – When Pulled Apart from Yahoo Referrer

Madeupmostofthe“Yahoo”revenue

#SMX #12B1 @ebkendo

Polyvore Pays Out … for Luxury Apparel Retailers

#SMX #12B1 @ebkendo

§ 41%IncreaseinClicksYoY

§ 27%IncreaseinSalesYoY

§ 11%DecreaseinCost

Apparel & Home Goods

#SMX #12B1 @ebkendo

Niche. Discovery. Mobile.

#SMX #12B1 @ebkendo

Richpins,they’refree!Yes.Promotedpins.Yes.BuyablePins–ifyoucanworkwithashoppingcartpartner,otherwise,getonthewaitlist.

Is Pinterest Worth It?

#SMX #12B1 @ebkendo

Pin This

§ Apparel–in2015,consistentlyinthetop5forchannelreturnswithminimaleffort–  34%ofGooglesalesforahomedécorclient

–  16%ofGooglenamebrandapparel–  24%ofGooglenamebrandapparel

§ IncreasedcompetitionfromFacebook/Instagram§ Minimalefforttodorich/promotedifyoualreadyhaveafeedsetup§ ShopifyisthelowestbarriertoentryrightnowforBuyable

#SMX #12B1 @ebkendo

OrderIntegration.Easiertosaythando.

Add to Cart is More Than a Button

#SMX #12B1 @ebkendo

Pricegrabber,Become,Shopzilla

Connexity

§ Backendsystemsfinallymerged§ TargetedCPCvs.SmartPricing–networkreach§ ClearROIgoalsandhistoricalconversiondataneeded

§ Needroomto“play”–  Tightbudgetsorreturngoalsstruggled–  Higherqualitypublisherswon’tbereachedotherwise

–  Bestwhenpairedwithanaccountmanager

#SMX #12B1 @ebkendo

Syndicationatscale

Connexity

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

#SMX #12B1 @ebkendo

“NotaCSE.WeareeBayProductAds.”

Shopping.com/eBay

#SMX #12B1 @ebkendo

Shopping.com/ECN

About40%oftrafficisfromebay.comandonly.05%fromShopping.com.

Weshow25%ebay.comand2%Shopping.com

#SMX #12B1 @ebkendo

eBay Commerce Network

Andyoucarebecause…

§ SponsoredLinksoneBay.com§ Don’tlookatShoppingtoviewlistingsorboostbidstotryandbevisiblethere

§ UsethecompetitiveinsightstoolintheUIonapercategorybasis

§ Atleastyouhavea25-40%chanceofknowingwhereyouradsare

#SMX #12B1 @ebkendo

Facebook Dynamic Product Ads

#SMX #12B1 @ebkendo

What We’re Seeing on FB DPA

§ Customer#1–  1,200%ROAS

–  $90k+inrevenueinonemonth

–  350products

§ Customer#2–  1,400%ROAS

–  $300kinrevenueinonemonth–  15,000products

#SMX #12B1 @ebkendo

Keep it Simple to Start

§ AbandonedCart§ ViewedProductPage§ PastPurchases

§ Focusonwheretheadisplaced–  Rightrail–  Newsfeed

–  Structuresothatyoucanbidbyplacement,productcategoryanduserbehavior

#SMX #12B1 @ebkendo

Dependent on Everything Else

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

#SMX #12B1 @ebkendo

Get the Team Together

#SMX #12B1 @ebkendo

§ Google:GTINs,Remarketing§ Bing:Maintainparity§ Polyvore:Ifyou’reapparelorbeauty§ FacebookDynamicProductAds§ PurchasesonGoogle(insomecases)

Where Did I Put My Money?

#SMX #12B1 @ebkendo

§ TwitterDynamicProductAds§ YahooShopping§ Houzz§ GoogleGmailAds§ Pinterest(BuyablePins)

Where Should I Wait and See?

#SMX #12B1 @ebkendo

§ Vertical–  Anichediscoveryshoppingmarketmayberightforyou

§ Seasonality–  Gettingintobetas,settingupnowforholiday

§ Audience–  Doesbrandmatter?Price?

§ Uniqueness–  Areyouthemanufacturer?

–  Howeasyisittobuyfromyou?

Build your own decision tree

#SMX #12B1 @ebkendo

Fear and Loathing

#SMX #12B1 @ebkendo

§ Brandsarelookingtosellmoredirecttoconsumer–  Removingtheretailer/re-seller,keepingthatmargin

– Wanttoownthecustomer

§ Marketplacesmultiplying–  Jet.com

– Walmart

–  HookLogic

§ Physicalstores–  Tyingtoonline/mobileand

–  Assortmentandprice=survival

The Bigger Picture

#SMX #12B1 @ebkendo

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THANK YOU! SEE YOU AT THE NEXT #SMX