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SEMrush E-Commerce Online MeetUP by Elizabeth Marsten

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SEMrush E-Commerce Online MeetUP by Elizabeth Marsten

  1. 1. Ecommerce Online Meetup Images: Getty Images Elizabeth Marsten Senior Director, e-Commerce Growth Services @ebkendo
  2. 2. • Senior Director, E-Commerce Growth Services • Seattle, WA • 12 years in the search industry • PPC, Social, SEO, Analytics, Content • Speaker: SMX Adv/East/West, Mozcon, PPC Masters, Friends of Search, HeroCon • Author: Lynda.com, All in One Web Marketing for Dummies @ebkendo Images: ebkendo
  3. 3. NORTH AMERICA’S LARGEST RETAILERS, MARKETPLACES AND SEARCH ENGINES DEMAND GENERATION ASSORTMENT EXPANSION WAREHOUSES, STORES, DROP-SHIPPERS, BRAND MANUFACTURERS DELIVERY NATIONAL CARRIERS, REGIONAL CARRIERS, LOCAL CARRIERS
  4. 4. Let’s start with some numbers… $1.6 billion $27 billion $80 billion http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4
  5. 5. The “Danger” of Amazon Advertising • Volume – 300 million active customer accounts(1) – 64% of Americans are Prime members(2) • Data – Desktop, mobile app, geography, basket size, similar products, wishlist, search filters, reviews, etc. • Demographics (1) http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4 (2) https://www.forbes.com/sites/shephyken/2017/06/17/sixty-four-percent-of-u-s-households-have-amazon-prime/#6121d7244586
  6. 6. Amazon Ad Types • Sponsored Products – Campaigns, ad groups, keywords with match types and negatives – Have to be winning the Buy Box • Headline Search Ads – Campaigns, ad groups, keywords – Auction based system – Do not have to be winning the Buy Box • Product Display Ads – Campaigns, ad groups, keywords with match types and negatives
  7. 7. Amazon Ad Types - AMS Sponsored Products Product Display Ads Headline Search Ads Images: CommerceHub
  8. 8. Now imagine that Google is in the auction with you. Image: Getty Images
  9. 9. Shopping Actions on Google Express Image source: Getty Images
  10. 10. Shopping Actions with Google Express Image source: Google
  11. 11. Shopping Actions It’s all about the transaction. The payment processing, order taking, receipt giving, delivery information, customer support providing workflow.
  12. 12. Shopping Actions on Google Express • Tier 1 Customer Support • Single, seamless checkout • New revenue stream • Google Merchant Center needed • Order management requirement • Marketplace-like experience Image source: Google Express
  13. 13. What About Google Product Listing Ads? • Express listings do not participate in the PLA auction • A Shopping Actions on Search sponsored unit may shows when there is inventory on Express • If an seller has a product eligible for both – Google dedupes for that SKU • Complimentary, increased impression share Image source: Google
  14. 14. Product Data Permeates Farther It’s going everywhere… • Product titles and description • Prices • Product reviews • User behavior – brand affinity, customer loyalty • Product detail pages in the SERP
  15. 15. In a nutshell… who manages this? Image source: Getty Images
  16. 16. Marketplace Experts • Seller ratings • Inventory allocation & fulfillment • Taxes • Marketplace search results • Marketplace content - template Paid Search Experts • Budgeting / spend allocation • Conversion rate optimization • Geographic • Audiences / personas • Search engine search results Define What e-Commerce Means
  17. 17. Thank You Keep Growing Copyright © 2018 CommerceHub Technologies, LLC – Confidential CommerceHub, the CommerceHub logo, OrderStream, and ProductStream are registered trademarks, and DemandStream is a trademark of Commerce Technologies, LLC. Other product names, logos, and brands are the property of their respective owners.

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