build the ultimate mix tape - retail search beyond google & bing - smx east 2016
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#SMX #13C @ebkendoRetail Search Beyond Google: Get Found More, Sell More
Build Your Own Awesome Mix Tape
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#SMX #13C @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 #13C @ebkendo
Still counts if it’s under a year
Also, be nice. It’s my birthday.
Newish mommy
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#SMX #13C @ebkendo
NORTH AMERICA’S LARGEST RETAILERS,
MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSIONWAREHOUSES, STORES, DROP-
SHIPPERS, BRAND MANUFACTURERS
DELIVERYNATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS
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#SMX #13C @ebkendo
Supply Solutions
Increase product offering and grow revenue through “virtual
inventory”
Integrate with any trading partner or order fulfillment
source
Maintain branding and complete control over
fulfillment process
Demand Solutions
Profitably acquire new customers through search,
social and marketplace channels
Push product catalog to channels where consumers
seek new products
Manage and optimize digital advertising spend across
channels
Delivery Solutions
Optimize consumer shipping through real-time decisions on cost-effective delivery methods
that meet the consumer’s delivery date
Extend the reach of rapid delivery programs by
geographically distributing inventory to partner 3PLs
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#SMX #13C @ebkendo
The Guardians of the Galaxy soundtrack spent 11 weeks at the top of the Billboard 200 in 2014, selling over 1million copies. It was the number two album of the year.
Image: iStock
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#SMX #13C @ebkendo
Not one song was original.
Image: Wikimedia
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#SMX #13C @ebkendo
The #1 album?
Google. I mean, Frozen.Image: iStock
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#SMX #13C @ebkendo
Ain’t No Mountain High Enough, Right?
Image: iStock
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#SMX #13C @ebkendo
Image: iStock
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#SMX #13C @ebkendo
Rich, Promoted, Buyable, Retargeting & Video
100 million active users 80% of Pinners access via mobile Promoted Pins drive 5x more
incremental in-store sales per impression
Retargeted Ads targeted at act-a-like Audiences increased CTRs by up to 63%, reach by 30x in early testing
Pinterest referrals have AOV $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/
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#SMX #13C @ebkendo
Pinterest: Getting Started
Rich pins are free. FREE.– But you need metadata on that page of your site
Product Feed needed for Promoted & Buyable– Ability to edit or designate which products are promoted– Buyable requires a partner to handle the transaction
Retargeting– Need a Marketing Developer Partner (and some dreams)
Video– Need a Pinterest account team
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#SMX #13C @ebkendo
Facebook Dynamic Products Ads
Image: Pixabay
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#SMX #13C @ebkendo
CH – What we’ve seen: – Average monthly performance
• Return on Ad Spend: 900%-1,200%• Product Catalog Size: 350-1,000 Products
Facebook Dynamic Products Ads
Image: Facebook AdvertisingSource: CommerceHub
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#SMX #13C @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 #13C @ebkendo
Keep it Simple to Start
Abandoned Cart, Viewed Product Page, Past Purchasers
Focus on where the ad is being placed– Right rail– Newsfeed
Structure account so you can bid by placements/user behavior
Follow image quality guidelines
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#SMX #13C @ebkendo
Yahoo!
Image: iStock
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#SMX #13C @ebkendo
Yahoo – The Ecosystem
Source: CommerceHub
VerizonDynamic Product
Ads (Native)
Native (Display,
Retargeting)
Search (Text Ads)Polyvore
BrightrollFlurry
Analytics
Text Ads
• Search Partners• Yahoo• Ask
Product
Listing Ads
• Search Partners• Yahoo• Polyvore
Display Ads
Text Ads
• Search Partners• Yahoo• AOL• adMarketplac
e• Syndicated
Search Partners
Product Ads
•Search Partners•Yahoo
•Search Partner•Yahoo
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#SMX #13C @ebkendo
Custom Audiences for Search: Retailer (big box store)– 225% increase in CTR– 230% increase in CR– 51% reduction CPA
Search Retargeting on Native: Retailer (big box store)– 23% conversions from native– 14% lower CPA on native than search (text) ads
Yahoo – What Else?
Source: YahooResults from comparison between audience targeted vs. non audience targeted traffic
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#SMX #13C @ebkendo
Polyvore
Image: iStock
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#SMX #13C @ebkendo
Polyvore is…– A social / commerce site – 84% female users– 50% of that 84% are under 34
(“Millenials”)– A high AOV channel for luxury
apparel retailers– 3million sets created every
month
What is Polyvore?
Source: Polyvore
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#SMX #13C @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
Image: CommerceHub
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#SMX #13C @ebkendo
Polyvore Pays Out … for Luxury Apparel Retailers
Source: Polyvore
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#SMX #13C @ebkendo
41% Increase in Clicks YoY
27% Increase in Sales YoY
11% Decrease in Cost
Apparel & Home Goods – CH Clients
Source: CommerceHub data
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#SMX #13C @ebkendo
Connexity
Image: iStock
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#SMX #13C @ebkendo
Yahoo Meredith (Better
Homes & Gardens, Parents)
Ask/Pronto
Connexity: Pricegrabber, Become, Shopzilla
Image: Connexity
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#SMX #13C @ebkendo
Connexity – What’s NextHighly curated editorial content
-Engaging with social agencies & influencers-A “marketplace” connecting retailers &
influencers
Image: Connexity
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#SMX #13C @ebkendo
Influencers lift purchase intent 2x 2.7x increase in purchase intent with brand exposure 5.2x increase in purchase intent with brand and influencer exposure
49% of users rely on recommendations from influencers (56% from friends)
Connexity: Influencers
Source: Connexity
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#SMX #13C @ebkendo
What we’re seeing at CommerceHub
Connexity
49% Increase in Sales YoY
38% Increase in Ad Spend YoY
13% Increase in Clicks
Source: CommerceHub data
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#SMX #13C @ebkendo
Amazon Sponsored Products
Image: iStock
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#SMX #13C @ebkendo
Amazon Product Ads (APA) and Sponsored Links were sunset. I miss them.
Amazon Sponsored Products Released 2015
Janua
ry 20
15
Februa
ry 20
15
March 20
15
April
2015
May 201
5
June 2
015
July 2
015
Augu
st 20
15
Septe
mber 2
015
October
2015
0%
200%
400%
600%
800%
1000%
1200%
1400%
$90$95$100$105$110$115$120$125$130
2015 APA – CommerceHub Clients
Average Order Value Return on Ad SpendSource: CommerceHub data
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#SMX #13C @ebkendo
Uses keywords, match types, ad groups, campaigns, negative keywords
Automatic & Manual campaign options
“Double dip” cost of CPC and % of sale by category
SKAGs exist (granularity matters) Can bid on competitor names Reporting only in Amazon UI
ASP – The AdWords UI of 2009
Image: iStock
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#SMX #13C @ebkendo
eBay + eBay Commerce Network
Image: iStock
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#SMX #13C @ebkendo
Accelerated Mobile Pages ASIN pages– Improve SERPs to be static pages,
not auctions that have ended Facebook– Monetizing messaging apps
(apparently no one opens emails anymore)
– Creating collections for sharing
eBay – What’s Next
Image: Pixabay
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#SMX #13C @ebkendo
Remember these?
eBay: Driving Traffic to the New ASIN Pages
Image: Wordstream
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#SMX #13C @ebkendo
Facebook Dynamic Product Ads
Amazon Sponsored Products
Pinterest (Rich, Promoted) Polyvore
Yahoo Dynamic Product Ads eBay Commerce Network Connexity
So…You Want Me to Do What Now?
Image: iStock
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#SMX #13C @ebkendoLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX