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Q4 Retail Search Strategy: Engage Shoppers Where They're Actively Buying

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The single most critical factor for success this year will be your ability to engage shoppers where they’re actively looking to buy. While there are many ways to drive traffic and conversions this Q4, …

The single most critical factor for success this year will be your ability to engage shoppers where they’re actively looking to buy. While there are many ways to drive traffic and conversions this Q4, CPC’s CEO Rick Backus and HookLogic’s VP of Search Media Steve Elson dive into how retailers and brands can drive conversions at key Retail Search channels by connecting retail inventory with high consumer intent.

Topics Discussed Include:

New Findings on Consumer Behavior
The New Challenge of Harnessing Retail Search Intent
The Effect of Google Shopping
The Role of Shopping Engines
Promoting Inventory on Major Retail Websites

Published in: Retail

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  • The Retail Search Intent platforms developed by Amazon, Google, and Microsoft are significant drivers of online traffic, revenue, and profit. Harnessing and exploiting consumers’ buying signals through these platforms will determine the success or failure of your business in the 21st century.
  • What googles done, what amazons become, how bing has followed
  • Other than your vertical
  • [callout to mobile ppc white paper]
  • [callout to mobile ppc white paper]
    L-Carnitine
    Apricot Kernels

  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • What googles done, what amazons become, how bing has followed
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • The different amazon selling levers to pull is a black box for many brands and resellers
  • Transcript

    • 1. Engage Shoppers Where They’re Actively Buying Q4 Retail Search Techniques Presented by CPC Strategy & HookLogic #cpcwebinar
    • 2. About CPC Strategy We Drive Conversions by Matching Retail Inventory with Consumer Intent. Services Include  Retail-focused Paid Search (PPC)  Product Listing Ads Management  Full-Service Shopping Channel Management  Product Feed Management  Founded in 2007  More than $35 million a year in managed ad spend  Over +250 active clients  2x Top 50 fastest growing companies in San Diego  Now an Official Google Shopping Partner CPCStrategy.com/packages #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 3. Webinar Housekeeping Webinar Recording & Questions  Stay tuned for webinar recording email (next week)  Q&A following the presentation  Chat box to the right  Tweet #cpcwebinar Jon Gregoire Marketing Specialist @Jon_Gregs #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Speakers Rick Backus CEO and Co-Founder of CPC Strategy Steve Elson VP of Search Media at HookLogic
    • 4. About HookLogic Provides marketers unprecedented access to bottom of funnel shoppers and a clear view into resulting sales attribution Retail Network Includes:  Founded in 2004  Pioneered paid product listings on retail sites  Growing network of retail sites in network HookLogic.com/retail #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com 300+ Brand & Marketplace Advertisers, Including:
    • 5. Steve Elson HookLogic | VP of Search Media HookLogic Speaker  Retail Search expert  Speaker at iMedia Summits  Responsible for helping brands leverage HookLogic's retail network  10+ years of media and advertising experience #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 6. Rick Backus CEO and Co-Founder @CPC_Rick  Retail Search & Google Shopping Expert  Speaker at IRCE 2013  Speaker at SearchLove San Diego and Boston  Monthly Retail Contributor for Search Engine Land  Over 8 years working with Ecommerce Merchants CPC Speaker #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 7. Today’s Agenda #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com  The New Challenge of Harnessing Retail Search Intent  How Google and Shopping Engines Fit Into Overall Strategy  The Amazon Marketplace  The Retail Search Exchange by HookLogic  New Findings on Consumer Behavior  Live Q&A
    • 8. What is Retail Search Intent (RSI) and Why Does it Matter?  Retail Search Intent is motivated online searching with the purpose to buy. (ex. shopping with a list vs. window shopping)  Tools now exist that allow brands and retailers to harness RSI  Significant drivers of online traffic, revenue, and profit - #1 contributor to your digital bottom line Retail Search Intent is the Next Big Thing #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 9. The Fundamental Retail Search Channels  Google & Other Comparison Shopping Engines  Amazon  Top-tier Retail Websites – The Retail Search Exchange Harnessing Retail Search Intent #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 10. The Factors that Influence Success on Retail Search Channels CPC Product Ads: Connect High-Converting Shopper Searches With Your Relevant Products  Product Data  Build your feed’s “quality score”  Enhance product titles and descriptions  Use custom labels in the feed to segment your inventory  Campaign Management  Leverage search term data to strategically deploy products  Implement advanced bid modifications by device, time of day, and location  Identify negative keywords to reduce unprofitable ad spend  Increase/Decrease exposure for custom inventory segments (ex. top performing SKUs) Amazon Marketplace: Unpack the Levers that Drive Buy Box Ownership  Technology Selection  Pricing Strategy  Competitive Intelligence  Feedback Management Harnessing Retail Search Intent #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 11. Today’s Agenda #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com  The New Challenge of Harnessing Retail Search Intent  How Google and Shopping Engines Fit Into Overall Strategy  The Amazon Marketplace  The Retail Search Exchange by HookLogic  New Findings on Consumer Behavior  Live Q&A
    • 12. How Google Has Changed the Game  Product Listing Ads are the #1 driver of paid traffic for many of our clients  Resources focused on connecting products with high retail intent (constant UI testing) Taking Advantage of Google Shopping #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 13. Updates and Things to Keep in Mind the Next Couple of Months  Have You Switched Yet? Shopping Campaigns take over in late August  New Feed Specifications Set for September 30th – Main takeaway: New character limits on “a variety of attributes.”  Q3 Cleaning: Make sure your feed is set for Q4 (ie. monitor for restricted products, broken mobile product pages, etc.)  Take Advantage of the New Features Impression Share, Bid Simulator, and SKU-Level Reporting  Mobile Bid Modifications: Traffic will amplified in the coming months Taking Advantage of Google Shopping #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 14. How Shopping Engines Fit Into Ecommerce Strategy  A brand/retailer’s presence on comparison shopping engines (CSEs) is essential  Solid source of incremental traffic and revenue growth Strategy:  Only send limited feeds  Close monitoring of each engine’s caveats in your vertical (ie. Amazon Product Ads is high volume – must monitor spend closely) The Role of Shopping Engines #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 15. Today’s Agenda #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com  The New Challenge of Harnessing Retail Search Intent  How Google and Shopping Engines Fit Into Overall Strategy  The Amazon Marketplace  The Retail Search Exchange by HookLogic  New Findings on Consumer Behavior  Live Q&A
    • 16. The Amazon Marketplace  Goal: Unpack the black box of Amazon selling  The “typical“ Amazon seller narrative – What do you do once you’re up and running on Amazon?  Amazon can be just as influential to your bottom line as traditional paid channels (text + product ads) Selling on Amazon #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 17. Amazon Marketplace Optimization  Amazon selling as a Brand vs. Reseller What Are The Different Levers A Third-party Seller Can Pull To Improve Marketplace Selling?  Technology Selection Is Key – Order management inventory management, multi-channel management platforms, feed schemas  Ongoing Processes:  Feedback management – reviews will make-or-break Amazon performance  Monitoring sales rank / Competitive intelligence reports  Repricing strategy  Shipping strategy  Understanding Buy Box Ownership Improving Amazon Selling Performance #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 18. Today’s Agenda #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com  The New Challenge of Harnessing Retail Search Intent  How Google and Shopping Engines Fit Into Overall Strategy  The Amazon Marketplace  The Retail Search Exchange by HookLogic  New Findings on Consumer Behavior  Live Q&A
    • 19. Promoting Inventory Closer to the ‘Buy’ Button • Shoppers head to Google, Amazon, AND Retail Websites: Top-tier retail websites are often overlooked in overall Retail Search strategy. Take Advantage of Leading Retail Sites #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com RSX US Online Retail Sales RSX US Offline Retail Sales $45B $40B US Retail Sales Sources: 2013 Internet Retailer 500 Guide, 2013 annual reports $580 Billion Total US Sales $535B
    • 20. The Retail Search Exchange  HookLogic’s proprietary platform for brands  Network of retail websites provides scale and meets shopper multi-tab behavior: 2.7 sites per online purchase  The first page of results represents 91% of all product listing pages viewed by shoppers on retail sites Take Advantage of Leading Retail Sites #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 21. Fundamental Retail Search Channels  Google & Other Comparison Shopping Engines  Amazon  Retail Search Exchange – Network of Retail Websites How Should Merchants Be Thinking About These Channels? Harnessing Retail Search Intent #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 22. Retail Search Exchange Product Ads  HookLogic’s proprietary platform for brands  PPC media program for Brands selling through retailers  Ability to promote retailer-specific product inventory  Native ads display on the network of high-traffic, popular retail sites HookLogic’s Retail Search Exchange #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 23. Retail Search Exchange Ads HookLogic’s Retail Search Exchange #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 24. Native PPC Ads Clicking In Retail Sites HookLogic’s Retail Search Exchange #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 25. Network of Retailers HookLogic’s Retail Search Exchange #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 26. Retail Search Exchange – Campaigns  Campaigns organized by Global Product Category  Keywords automatically assigned based on shopper behavior; advertisers can submit additional terms HookLogic’s Retail Search Exchange #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Products / Keywords Product Categories Campaigns
    • 27. Retail Search Exchange – Reporting  Standard delivery metrics, by category and product  Attributed sales and Return-On-Ad-Spend  Sponsored Product Impact: Share of Product Page Views, Sales Volume, Sales Value HookLogic’s Retail Search Exchange #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Sponsored Product Impact: Sales Volume Share of Volume - Campaign Inactive Share of Volume - Campaign Active Daily Ad Spend - Campaign Active
    • 28. Intel Leverages Retail Search Exchange Intel uses Retail Search Exchange to promote Intel based Tablets, 2-in-1 devices and All-In-One computers  HookLogic allows Intel to efficiently promote strategically important products on many retailers through a single platform  HookLogic provides SKU level reporting for Intel to track return on advertising investment Intel Case Study #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 29. Ongoing SKU-Level Optimization Intel Case Study #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Attributed sales volume and Return-on-Ad-Spend evaluated on a product level 0% 1000% 2000% 3000% 4000% 5000% 6000% 7000% 0 100 200 300 400 500 ROAS Unit Volume
    • 30. Q1 2014 Results  Positive network share shift of consideration and sales  ROAS ranges from 3x-10x+ and cost/unit $25-50 depending on the product category Intel Case Study #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com 7% 23%41% Increased Share of Sales Volume Increased Share of Sales Value Increased Share of Product Page Views
    • 31. Core Distinctions  For Brands to promote products across a network of retailers  Retail channel sales attribution  Easy to start and maintain – we have product feeds from our retailers  Native ad format, click-in conversion HookLogic’s Retail Search Exchange #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 32. Today’s Agenda #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com  The New Challenge of Harnessing Retail Search Intent  How Google and Shopping Engines Fit Into Overall Strategy  The Amazon Marketplace  The Retail Search Exchange by HookLogic  New Findings on Consumer Behavior  Live Q&A
    • 33. Retail Search = Navigation + Search + Filters Findings on Consumer Behavior #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 2014-04-01 2014-04-03 2014-04-05 2014-04-07 2014-04-09 2014-04-11 2014-04-13 2014-04-15 2014-04-17 2014-04-19 2014-04-21 2014-04-23 2014-04-25 2014-04-27 2014-04-29 2014-05-01 2014-05-03 2014-05-05 2014-05-07 2014-05-09 2014-05-11 2014-05-13 2014-05-15 2014-05-17 2014-05-19 2014-05-21 2014-05-23 2014-05-25 2014-05-27 2014-05-29 2014-05-31 2014-06-02 2014-06-04 2014-06-06 2014-06-08 2014-06-10 2014-06-12 2014-06-14 2014-06-16 Search Taxonomy 42% of listing pages are filtered
    • 34. Many Distrust Search & Filters for Discovery Findings on Consumer Behavior #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Shoppers express a fear of missing out (FOMO) 73% Browse-based navigation tools for product discovery 70% Compare Metrics and the e-tailing group: The Shopper Navigation & Discovery Study, 2014
    • 35. Higher Conversion Follows Search & Filtering  Products found via search and filtering convert at about 2X the rate of those found via navigation  Navigation preferred for product discovery; Search useful when ready to purchase  Large portion of converting searches include branded terms Findings on Consumer Behavior #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com 0 0.5 1 1.5 2 2.5 Taxonomy Listing Search Listing Filtered Listing ROAS Index Top Converting Search Terms by Traffic timex timex+weekender timex+ironman wristwatches timex+heart+rate+monitor watch+bands timex+weekender+straps timex+weekender+replacement+strap timex+watch weekender+watches
    • 36. First Page, Top-to-Bottom, Left-to-Right Findings on Consumer Behavior #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com The first page of results represents 91% of all listing pages viewed by shoppers 1.11% 0.65% 0.50% 1.03% 0.63% 0.58%
    • 37. Q4 trends: Holiday #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Decision Days • Cyber Monday was both the busiest traffic and highest converting day • Black Friday is still a key shopping day, but activity peaked for some retailers on Thanksgiving! • Significant shopping traffic growth starts right after Halloween Index vs Typical Days in 2013 5x traffic 8x conversion 0 1 2 3 4 5 6 7 8 9 Mon before Black Friday Thanks- giving Black Friday Cyber Monday Fri of Cyber Week Site Traffic Ad Click to Conversion
    • 38. Q4 trends: Holiday #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Decision Days • Traffic times conversion results in multiplicative impact Index vs typical days in 2013 0 10 20 30 40 Mon before Black Friday Thanks- giving Black Friday Cyber Monday Fri of Cyber Week Site Traffic Ad Click to Conversion Combined Impact November 24 this year!
    • 39. Key Takeaways #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com  Retail search media is critical for both retailers and brands: visibility drives sales  Advertisers should leverage multiple platforms to address multi-tab shopping  Brand advertisers can leverage Retail Search Exchange for unprecedented targeting by Retail Search Intent  Programs should be optimized before shopping kicks up on November 1, and well before November 24
    • 40. Today’s Agenda #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com  The New Challenge of Harnessing Retail Search Intent  How Google and Shopping Engines Fit Into Overall Strategy  The Amazon Marketplace  The Retail Search Exchange by HookLogic  New Findings on Consumer Behavior  Live Q&A
    • 41. CPCStrategy.com/Resources-Retail-Search Shoot Us An Email contact@cpcstrategy.com marketing@hooklogic.com @Cpcstrategy @HookLogic Questions? Comments? Check Out Our Extensive Library Of Resources On Retail Search #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com HookLogic.com/Retail/Resources
    • 42. CPCStrategy.com/Packages Questions? Shoot Us An Email @Cpcstrategy We’re On The Front Lines Of Understanding The Latest Developments In Retail Search. We leverage an extensive data pile, proprietary technology platform, and category-specific experience to deliver measurable results for ecommerce merchants. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Google Shopping Management & CSE’s Paid Search Management (PPC) Amazon Marketplace Consulting Learn more: HookLogic.com/Retail Email: marketing@hooklogic.com Retail Site Search Advertising