thinking big: enterprise ecommerce paid search by elizabeth marsten
TRANSCRIPT
#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
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§ Pauseherefor“awwwwwws”
New mommy
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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
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Google AdWords
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§ Adspendefficiencyanduserexperienceimprovements§ CompetitionfrommarketplacesandFacebook§ Leaving“ownership”ofthecustomerandtheexperienceto
retailersandbrandswhowantit§ And…
GTIN Requirements: Why?
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§ Knowandstorepopularproductdata-TheAssortmentReportinMerchantCenter-ShoppingInsightstool
§ AbilitytoserveveryspecificversionsofPLAs
The New Exact Match Keyword?
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HowlongbeforeGoogleknowsmyfavoritecolorisblueandmyclothingandshoesizes?
Personalization takes on a new meaning
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§ ProductCards,GoogleShopping,GoogleNow,ShoppingExpress
§ Alternativeimagescanbeused§ Reportedincreaseconversionrate– Bosch,4%lift
§ WillnotoverridePLAproducttitles§ Fillinmissinginformationorclarifylike“cordless”orweight
Manufacturer Center
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§ GoogleShopping§ ManufacturerCenter§ MerchantPromotions§ LocalInventory(instoreandpickup)§ ProductReviews§ BusinessData
The need for feeds. Good ones and many of them.
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TheBuyButton:aProductListingAdsenhancementonmobile
Purchases on Google
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§ Stillrunningona%ofeligibletrafficacrossAndroidandiOS§ Onlycertainproducts(atyourcontrol)showthebuybutton§ Learnedthateverythingbeforethebuybuttoniswhatleadstoitbeingusedornot
§ Builtahugeinfrastructure,150k+activeretailersand500mproductstounderstandashopper’sintent
How is that going?
Ugg–50%increaseinconversionratesonmobilePLAswithPOGanda25%decreaseincostperconversion.
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Mobile–PurchasesonGoogle/hostedstorefrontResearch–ManufacturerCenter,ProductCardsInperson–InStoreVisitsFrictionlessandseamlesspathstoconvincingaCFOtoconsideradifferentattributionmodelandmarketingbudgetallocation.Also,Amazon.
Continuing Innovations to Connect all the Pieces
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Bing Ads: Playing Nice
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Bingisslowlyreplacingtheinventorygap.
Yahoo Pulls Back
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YahoostartedpullingbackinventoryforGemini,optingtoserveadsfromPolyvore,hittingapparelandhomethehardest.
The December 2015 Gap
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Lessthan1%ofsalescomesfromthereferrersinceJanuary
AOL Partnership – Not Much for eCommerce
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Yahoo Gemini: Products
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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
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Yahoo.com SERP – Google PLA & Bing Text Ads
YahooTextAd
GooglePLAAds
BingAdsText
GoogleTextAd
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Discovery Shopping
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Polyvore:
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§ Polyvoreis…– Asocial/commercesite
– 84%femaleusers
– 70%femaleuserswho50%ofareunder34(“Millenials”)
– AhighAOVchannelforluxuryapparelretailers
– 3millionsetscreatedeverymonth
What is Polyvore?
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Andforpartoflastyear,waspoweringalloftheYahooShoppingadswhenitcametoapparel.
Polyvore is Owned by Yahoo
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Apparel – When Pulled Apart from Yahoo Referrer
Madeupmostofthe“Yahoo”revenue
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Polyvore Pays Out … for Luxury Apparel Retailers
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§ 41%IncreaseinClicksYoY
§ 27%IncreaseinSalesYoY
§ 11%DecreaseinCost
Apparel & Home Goods
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Niche. Discovery. Mobile.
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Richpins,they’refree!Yes.Promotedpins.Yes.BuyablePins–ifyoucanworkwithashoppingcartpartner,otherwise,getonthewaitlist.
Is Pinterest Worth It?
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Pin This
§ Apparel–in2015,consistentlyinthetop5forchannelreturnswithminimaleffort– 34%ofGooglesalesforahomedécorclient
– 16%ofGooglenamebrandapparel– 24%ofGooglenamebrandapparel
§ IncreasedcompetitionfromFacebook/Instagram§ Minimalefforttodorich/promotedifyoualreadyhaveafeedsetup§ ShopifyisthelowestbarriertoentryrightnowforBuyable
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OrderIntegration.Easiertosaythando.
Add to Cart is More Than a Button
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Pricegrabber,Become,Shopzilla
Connexity
§ Backendsystemsfinallymerged§ TargetedCPCvs.SmartPricing–networkreach§ ClearROIgoalsandhistoricalconversiondataneeded
§ Needroomto“play”– Tightbudgetsorreturngoalsstruggled– Higherqualitypublisherswon’tbereachedotherwise
– Bestwhenpairedwithanaccountmanager
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Syndicationatscale
Connexity
§ 49%IncreaseinSalesYoY§ 38%IncreaseinAdSpendYoY§ 13%IncreaseinClicks
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“NotaCSE.WeareeBayProductAds.”
Shopping.com/eBay
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Shopping.com/ECN
About40%oftrafficisfromebay.comandonly.05%fromShopping.com.
Weshow25%ebay.comand2%Shopping.com
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eBay Commerce Network
Andyoucarebecause…
§ SponsoredLinksoneBay.com§ Don’tlookatShoppingtoviewlistingsorboostbidstotryandbevisiblethere
§ UsethecompetitiveinsightstoolintheUIonapercategorybasis
§ Atleastyouhavea25-40%chanceofknowingwhereyouradsare
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Facebook Dynamic Product Ads
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What We’re Seeing on FB DPA
§ Customer#1– 1,200%ROAS
– $90k+inrevenueinonemonth
– 350products
§ Customer#2– 1,400%ROAS
– $300kinrevenueinonemonth– 15,000products
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Keep it Simple to Start
§ AbandonedCart§ ViewedProductPage§ PastPurchases
§ Focusonwheretheadisplaced– Rightrail– Newsfeed
– Structuresothatyoucanbidbyplacement,productcategoryanduserbehavior
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Dependent on Everything Else
§ Stillaremarketingmethod§ Needfirsttimeengagementchannelstocreateaudiences§ Cannibalizesotherchannelswithalastclickattribution§ Useyourrevenuenumbers,notjustFacebook’s
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Get the Team Together
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§ Google:GTINs,Remarketing§ Bing:Maintainparity§ Polyvore:Ifyou’reapparelorbeauty§ FacebookDynamicProductAds§ PurchasesonGoogle(insomecases)
Where Did I Put My Money?
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§ TwitterDynamicProductAds§ YahooShopping§ Houzz§ GoogleGmailAds§ Pinterest(BuyablePins)
Where Should I Wait and See?
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§ Vertical– Anichediscoveryshoppingmarketmayberightforyou
§ Seasonality– Gettingintobetas,settingupnowforholiday
§ Audience– Doesbrandmatter?Price?
§ Uniqueness– Areyouthemanufacturer?
– Howeasyisittobuyfromyou?
Build your own decision tree
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Fear and Loathing
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§ Brandsarelookingtosellmoredirecttoconsumer– Removingtheretailer/re-seller,keepingthatmargin
– Wanttoownthecustomer
§ Marketplacesmultiplying– Jet.com
– Walmart
– HookLogic
§ Physicalstores– Tyingtoonline/mobileand
– Assortmentandprice=survival
The Bigger Picture
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THANK YOU! SEE YOU AT THE NEXT #SMX