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Build Your Own Awesome Mix Tape - Retail Search Beyond Google: Get Found More, Sell More By Elizabeth Marsten
The document discusses various strategies for enhancing retail search and advertising across platforms like Google, Pinterest, Facebook, Yahoo, and Amazon, emphasizing the importance of integrating supply and demand solutions. It highlights successful case studies, such as the impact of promoted pins on sales and the performance of Facebook dynamic product ads. Additionally, it covers upcoming trends and technologies in the search and e-commerce landscapes, encouraging retailers to adapt to stay competitive.
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Build Your Own Awesome Mix Tape - Retail Search Beyond Google: Get Found More, Sell More By Elizabeth Marsten
- 1. #SMX #13C @ebkendo RetailSearch Beyond Google: Get Found More, Sell More Build Your Own Awesome Mix Tape
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- 9. #SMX #13C @ebkendo Ain’tNo Mountain High Enough, Right? Image: iStock
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- 11. #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/
- 12. #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
- 13. #SMX #13C @ebkendo FacebookDynamic Products Ads Image: Pixabay
- 14. #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 Advertising Source: CommerceHub
- 15. #SMX #13C @ebkendo Dependenton 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
- 16. #SMX #13C @ebkendo Keepit 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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- 18. #SMX #13C @ebkendo Yahoo– The Ecosystem Source: CommerceHub Verizon Dynamic Product Ads (Native) Native (Display, Retargeting) Search (Text Ads) Polyvore Brightroll Flurry Analytics Text Ads • Search Partners • Yahoo • Ask Product Listing Ads • Search Partners • Yahoo • Polyvore Display Ads Text Ads • Search Partners • Yahoo • AOL • adMarketplace • Syndicated Search Partners Product Ads • Search Partners • Yahoo • Search Partner • Yahoo
- 19. #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: Yahoo Results from comparison between audience targeted vs. non audience targeted traffic
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- 21. #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
- 22. #SMX #13C @ebkendo And for part of last year, was powering all of the Yahoo Shopping ads when it came to apparel. Polyvoreis Owned by Yahoo Image: CommerceHub
- 23. #SMX #13C @ebkendo PolyvorePays Out … for Luxury Apparel Retailers Source: Polyvore
- 24. #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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- 26. #SMX #13C @ebkendo § Yahoo § Meredith (Better Homes & Gardens, Parents) § Ask/Pronto Connexity:Pricegrabber, Become, Shopzilla Image: Connexity
- 27. #SMX #13C @ebkendo Connexity– What’s Next Highly curated editorial content -Engaging with social agencies & influencers -A “marketplace” connecting retailers & influencers Image: Connexity
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- 30. #SMX #13C @ebkendo AmazonSponsored Products Image: iStock
- 31. #SMX #13C @ebkendo Amazon Product Ads (APA) and Sponsored Links were sunset. I miss them. AmazonSponsored Products Released 2015 $90 $95 $100 $105 $110 $115 $120 $125 $130 0% 200% 400% 600% 800% 1000% 1200% 1400% 2015 APA – CommerceHub Clients Average Order Value Return on Ad Spend Source: CommerceHub data
- 32. #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
- 33. #SMX #13C @ebkendo eBay+ eBay Commerce Network Image: iStock
- 34. #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
- 35. #SMX #13C @ebkendo Remember these? eBay:Driving Traffic to the New ASIN Pages Image: Wordstream
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- 37. #SMX #13C @ebkendo LEARNMORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX