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Thinking Big: Enterprise Ecommerce Paid Search By Elizabeth Marsten

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Thinking Big: Enterprise Ecommerce Paid Search. PRESENTATION: Thinking Big: Enterprise Ecommerce Paid Search - Given by Elizabeth Marsten, @ebkendo - CommerceHub, Director of Paid Search. #SMX #12B1

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Thinking Big: Enterprise Ecommerce Paid Search By Elizabeth Marsten

  1. 1. #SMX #12B1 @ebkendo Thinking Big: Enterprise Ecommerce Paid Search PLACE YOUR BETS
  2. 2. #SMX #12B1 @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 #12B1 @ebkendo § Pause here for “awwwwwws” New mommy
  4. 4. #SMX #12B1 @ebkendo 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
  5. 5. #SMX #12B1 @ebkendo Google AdWords
  6. 6. #SMX #12B1 @ebkendo §  Ad spend efficiency and user experience improvements §  Competition from marketplaces and Facebook §  Leaving “ownership” of the customer and the experience to retailers and brands who want it §  And… GTIN Requirements: Why?
  7. 7. #SMX #12B1 @ebkendo §  Know and store popular product data -The Assortment Report in Merchant Center -Shopping Insights tool §  Ability to serve very specific versions of PLAs The New Exact Match Keyword?
  8. 8. #SMX #12B1 @ebkendo How long before Google knows my favorite color is blue and my clothing and shoe sizes? Personalization takes on a new meaning
  9. 9. #SMX #12B1 @ebkendo § Product Cards, Google Shopping, Google Now, Shopping Express § Alternative images can be used § Reported increase conversion rate –  Bosch, 4% lift § Will not override PLA product titles § Fill in missing information or clarify like “cordless” or weight Manufacturer Center
  10. 10. #SMX #12B1 @ebkendo § Google Shopping § Manufacturer Center § Merchant Promotions § Local Inventory (in store and pick up) § Product Reviews § Business Data The need for feeds. Good ones and many of them.
  11. 11. #SMX #12B1 @ebkendo The Buy Button: a Product Listing Ads enhancement on mobile Purchases on Google
  12. 12. #SMX #12B1 @ebkendo § Still running on a % of eligible traffic across Android and iOS § Only certain products (at your control) show the buy button § Learned that everything before the buy button is what leads to it being used or not § Built a huge infrastructure, 150k+ active retailers and 500m products to understand a shopper’s intent How is that going? Ugg – 50% increase in conversion rates on mobile PLAs with POG and a 25% decrease in cost per conversion.
  13. 13. #SMX #12B1 @ebkendo Mobile – Purchases on Google/hosted storefront Research – Manufacturer Center, Product Cards In person – InStore Visits Frictionless and seamless paths to convincing a CFO to consider a different attribution model and marketing budget allocation. Also, Amazon. Continuing Innovations to Connect all the Pieces
  14. 14. #SMX #12B1 @ebkendo Bing Ads: Playing Nice
  15. 15. #SMX #12B1 @ebkendo Bing is slowly replacing the inventory gap. Yahoo Pulls Back
  16. 16. #SMX #12B1 @ebkendo Yahoo started pulling back inventory for Gemini, opting to serve ads from Polyvore, hitting apparel and home the hardest. The December 2015 Gap
  17. 17. #SMX #12B1 @ebkendo Less than 1% of sales comes from the referrer since January AOL Partnership – Not Much for eCommerce
  18. 18. #SMX #12B1 @ebkendo Yahoo Gemini: Products
  19. 19. #SMX #12B1 @ebkendo Yahoo Ecosystem Product Ads (defunct) • Polyvore Promoted Products Native (Display) Search (Text Ads) Text Ads • Search Partners • Yahoo • Ask Product Listing Ads • Search Partners • Yahoo • Amazon (defunct) Display Ads Text Ads • Search Partners • Yahoo • AOL • adMarketplace • Syndicated Search Partners Product Ads • Search Partners • Yahoo
  20. 20. #SMX #12B1 @ebkendo Yahoo.com SERP – Google PLA & Bing Text Ads Yahoo Text Ad Google PLA Ads Bing Ads Text Google Text Ad
  21. 21. #SMX #12B1 @ebkendo Discovery Shopping
  22. 22. #SMX #12B1 @ebkendo Polyvore:
  23. 23. #SMX #12B1 @ebkendo § Polyvore is… –  A social / commerce site –  84% female users –  70% female users who 50% of are under 34 (“Millenials”) –  A high AOV channel for luxury apparel retailers –  3million sets created every month What is Polyvore?
  24. 24. #SMX #12B1 @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
  25. 25. #SMX #12B1 @ebkendo Apparel – When Pulled Apart from Yahoo Referrer Made up most of the “Yahoo” revenue
  26. 26. #SMX #12B1 @ebkendo Polyvore Pays Out … for Luxury Apparel Retailers
  27. 27. #SMX #12B1 @ebkendo § 41% Increase in Clicks YoY § 27% Increase in Sales YoY § 11% Decrease in Cost Apparel & Home Goods
  28. 28. #SMX #12B1 @ebkendo Niche. Discovery. Mobile.
  29. 29. #SMX #12B1 @ebkendo Rich pins, they’re free! Yes. Promoted pins. Yes. Buyable Pins –if you can work with a shopping cart partner, otherwise, get on the waitlist. Is Pinterest Worth It?
  30. 30. #SMX #12B1 @ebkendo Pin This § Apparel – in 2015, consistently in the top 5 for channel returns with minimal effort –  34% of Google sales for a home décor client –  16% of Google name brand apparel –  24% of Google name brand apparel § Increased competition from Facebook/Instagram § Minimal effort to do rich/promoted if you already have a feed set up § Shopify is the lowest barrier to entry right now for Buyable
  31. 31. #SMX #12B1 @ebkendo Order Integration. Easier to say than do. Add to Cart is More Than a Button
  32. 32. #SMX #12B1 @ebkendo Pricegrabber, Become, Shopzilla Connexity § Backend systems finally merged § Targeted CPC vs. Smart Pricing – network reach § Clear ROI goals and historical conversion data needed § Need room to “play” –  Tight budgets or return goals struggled –  Higher quality publishers won’t be reached otherwise –  Best when paired with an account manager
  33. 33. #SMX #12B1 @ebkendo Syndication at scale Connexity § 49% Increase in Sales YoY § 38% Increase in Ad Spend YoY § 13% Increase in Clicks
  34. 34. #SMX #12B1 @ebkendo “Not a CSE. We are eBay Product Ads.” Shopping.com/eBay
  35. 35. #SMX #12B1 @ebkendo Shopping.com/ECN About 40% of traffic is from ebay.com and only .05% from Shopping.com. We show 25% ebay.com and 2% Shopping.com
  36. 36. #SMX #12B1 @ebkendo eBay Commerce Network And you care because… § Sponsored Links on eBay.com § Don’t look at Shopping to view listings or boost bids to try and be visible there § Use the competitive insights tool in the UI on a per category basis § At least you have a 25-40% chance of knowing where your ads are
  37. 37. #SMX #12B1 @ebkendo Facebook Dynamic Product Ads
  38. 38. #SMX #12B1 @ebkendo What We’re Seeing on FB DPA § Customer #1 –  1,200% ROAS –  $90k+ in revenue in one month –  350 products § Customer #2 –  1,400% ROAS –  $300k in revenue in one month –  15,000 products
  39. 39. #SMX #12B1 @ebkendo Keep it Simple to Start § Abandoned Cart § Viewed Product Page § Past Purchases § Focus on where the ad is placed –  Right rail –  Newsfeed –  Structure so that you can bid by placement, product category and user behavior
  40. 40. #SMX #12B1 @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
  41. 41. #SMX #12B1 @ebkendo Get the Team Together
  42. 42. #SMX #12B1 @ebkendo § Google: GTINs, Remarketing § Bing: Maintain parity § Polyvore: If you’re apparel or beauty § Facebook Dynamic Product Ads § Purchases on Google (in some cases) Where Did I Put My Money?
  43. 43. #SMX #12B1 @ebkendo § Twitter Dynamic Product Ads § Yahoo Shopping § Houzz § Google Gmail Ads § Pinterest (Buyable Pins) Where Should I Wait and See?
  44. 44. #SMX #12B1 @ebkendo § Vertical –  A niche discovery shopping market may be right for you § Seasonality –  Getting into betas, setting up now for holiday § Audience –  Does brand matter? Price? § Uniqueness –  Are you the manufacturer? –  How easy is it to buy from you? Build your own decision tree
  45. 45. #SMX #12B1 @ebkendo Fear and Loathing
  46. 46. #SMX #12B1 @ebkendo § Brands are looking to sell more direct to consumer –  Removing the retailer/re-seller, keeping that margin –  Want to own the customer § Marketplaces multiplying –  Jet.com –  Walmart –  Hook Logic § Physical stores –  Tying to online/mobile and –  Assortment and price = survival The Bigger Picture
  47. 47. #SMX #12B1 @ebkendo LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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