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Build Your Own Awesome Mix Tape - Retail Search Beyond Google: Get Found More, Sell More By Elizabeth Marsten

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Build Your Own Awesome Mix Tape - Retail Search Beyond Google: Get Found More, Sell More By Elizabeth Marsten

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Retail Search Beyond Google: Get Found More, Sell More. PRESENTATION: Build Your Own Awesome Mixtape - Retail Search Beyond Google: Get Found More, Sell More - Given by Elizabeth Marsten, @ebkendo - CommerceHub, Director of Paid Search. #SMX #13C

From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Retail Search Beyond Google: Get Found More, Sell More. PRESENTATION: Build Your Own Awesome Mixtape - Retail Search Beyond Google: Get Found More, Sell More - Given by Elizabeth Marsten, @ebkendo - CommerceHub, Director of Paid Search. #SMX #13C

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Build Your Own Awesome Mix Tape - Retail Search Beyond Google: Get Found More, Sell More By Elizabeth Marsten

  1. 1. #SMX #13C @ebkendo Retail Search Beyond Google: Get Found More, Sell More Build Your Own Awesome Mix Tape
  2. 2. #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
  3. 3. #SMX #13C @ebkendo § Still counts if it’s under a year § Also, be nice. It’s my birthday. Newish mommy
  4. 4. #SMX #13C @ebkendo 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
  5. 5. #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
  6. 6. #SMX #13C @ebkendo The Guardians of the Galaxy soundtrack spent 11 weeks at the top of the Billboard 200 in 2014, selling over 1 million copies. It was the number two album of the year. Image: iStock
  7. 7. #SMX #13C @ebkendo Not one song was original. Image: Wikimedia
  8. 8. #SMX #13C @ebkendo The #1 album? Google. I mean, Frozen. Image: iStock
  9. 9. #SMX #13C @ebkendo Ain’t No Mountain High Enough, Right? Image: iStock
  10. 10. #SMX #13C @ebkendo Pinterest Image: iStock
  11. 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. 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. 13. #SMX #13C @ebkendo Facebook Dynamic Products Ads Image: Pixabay
  14. 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. 15. #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
  16. 16. #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
  17. 17. #SMX #13C @ebkendo Yahoo! Image: iStock
  18. 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. 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
  20. 20. #SMX #13C @ebkendo Polyvore Image: iStock
  21. 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. 22. #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
  23. 23. #SMX #13C @ebkendo Polyvore Pays Out … for Luxury Apparel Retailers Source: Polyvore
  24. 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
  25. 25. #SMX #13C @ebkendo Connexity Image: iStock
  26. 26. #SMX #13C @ebkendo § Yahoo § Meredith (Better Homes & Gardens, Parents) § Ask/Pronto Connexity: Pricegrabber, Become, Shopzilla Image: Connexity
  27. 27. #SMX #13C @ebkendo Connexity – What’s Next Highly curated editorial content -Engaging with social agencies & influencers -A “marketplace” connecting retailers & influencers Image: Connexity
  28. 28. #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
  29. 29. #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
  30. 30. #SMX #13C @ebkendo Amazon Sponsored Products Image: iStock
  31. 31. #SMX #13C @ebkendo Amazon Product Ads (APA) and Sponsored Links were sunset. I miss them. Amazon Sponsored 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. 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. 33. #SMX #13C @ebkendo eBay + eBay Commerce Network Image: iStock
  34. 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. 35. #SMX #13C @ebkendo Remember these? eBay: Driving Traffic to the New ASIN Pages Image: Wordstream
  36. 36. #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
  37. 37. #SMX #13C @ebkendo LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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