An integrated approach to using different search,, social and display platforms for increasing sales to an e-commerce site

1. #SMX #SMXAdvanced @AnnStanley
How to develop an integrated cross-platform strategy
SHOPPING ADS,
BUY BUTTONS,
SOCIAL-
COMMERCE &
REMARKETING

2. #SMX #SMXAdvanced @AnnStanley
A bit about Anicca and Ann!
Founded in
2007
Team of
24
P
Paid
O
Owned
E
Earned
T
Technical
SMXLondon since
2011

3. #SMX #SMXAdvanced @AnnStanley
Your brand website or store
Shopping /
Marketplaces
Search Social
Other websites
& media sites
NEW & POTENTIAL CUSTOMERS
Shopping
Ads
Product feed
Feed
Management
Software
Social
Commerce
CSE
SALE
Product/
buttons
in ads
Use of shopping ads and buy buttons for ecommerce
1 2 3

4. #SMX #SMXAdvanced @AnnStanley
• AdWords updates – Todd and Mona
• Purchases on Google – Todd
• Bing – share is growing due to Windows 10 (21% in USA vs 9% in
the UK)
Search1

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Search – Bing Shopping ads vs AdWords1
Platform
Proportion of
Impressions
CTR Avg CPC
Conv.
Rate
Cost Per
Conv.
Return On
Ad Spend
AOV
AdWords ShoppingAds 100% 2.10% £0.22 4.05% £5.54 6.72 £37.23
Bing ShoppingAds 6% 0.34% £0.12 4.29% £2.76 16.90 £46.58
B2C - Cosmetics (UK)s
Platform
Proportion of
Impressions
CTR Avg CPC
Conv.
Rate
Cost Per
Conv.
Return On
Ad Spend
AOV
AdWords ShoppingAds 100% 1.68% £0.86 3.50% £24.63 2.8 £68.89
Bing ShoppingAds 38.8% 0.20% £0.56 1.78% £31.32 1.23 £38.55
B2B – Office equipment (UK)s
• Previous research on Bing PLA’s vs AdWords Shopping has also shown variability by brand and sector (PPC
Hero Carrie Albright)
• Lesson learned – you need to test and determine effectiveness

6. #SMX #SMXAdvanced @AnnStanley
Share of ecommerce web traffic originating from social2
• Share of ecommerce web traffic from
social is still low (but growing rapidly)
• Need to consider
• Sales that happen on the social
platforms e.g. F-commerce
• Impact of assisted conversions and
uplift form more engaged users that
revisit your site via other channels
• Using social as a source of cheaper
traffic followed by retargeting with
other channels

7. #SMX #SMXAdvanced @AnnStanley
Growth in social commerce and social shopping2

8. #SMX #SMXAdvanced @AnnStanley
Average order value from social shopping (Shopify)2

9. #SMX #SMXAdvanced @AnnStanley
• Research by
Adobe shows
that although
Facebook still
drives the most
visits to UK
sites, Pinterest
drives the most
revenue per
visits
Revenue per visitor by social channel (Adobe)2

10. #SMX #SMXAdvanced @AnnStanley
Different types of social commerce and social shopping
• F-Commerce (desktop only) – integrated store from
apps like Shopify, Big Commerce, ShopYa, Ecwid etc.
• Buy buttons (in app purchase and website checkout)
• Dynamic remarketing (e.g. Facebook, Twitter)
• Social shopping sites (e.g. Polyvore, Houzz and
OpenSky)
You can also consider Shoppable UGC , Shoppable video
and ‘conversational commerce’ with Chatbots. Check out
this presentation for more information:
http://bit.ly/1WUvZ2I
2

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Shop front Category page Product page Checkout Checkout on website
Shop on Facebook (levels of sophistication)2
Hard Graft
Carbon Speed

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Buy buttons - Facebook2

13. #SMX #SMXAdvanced @AnnStanley
Buy buttons – Instagram (Shop Now)2
Setup via Facebook:
• Go to your Facebook
Business Manager
and then your Adverts
Manager
• Extend the reach by
advertising on
Instagram for existing
dynamic remarketing
ads Requires Product
Catalog feed (see
subsequent slide on
Facebook
remarketing)

14. #SMX #SMXAdvanced @AnnStanley
Pinterest - Rich Pins
What are Rich Pins?
• Product Pins make it easier for Pinners to
see information about things you sell and
include pricing, availability and buy
location
• It’s a live product feed. This means
everytime you update the price, the pin
updates
Requirements
• Product pins support Open Graph,
Schema.org and oEmbed mark up
• You are required to validate a selection
of product pins before Pinterest approves
a full roll out
2

15. #SMX #SMXAdvanced @AnnStanley
Buy buttons – Pinterest (Buy It)
What are Buy Buttons?
• Pinterest Buy Buttons allow a customer to
buy things without ever leaving the
Pinterest app
• Pinterest do not take a cut from the sales
Requirements
• Currently available for US on
BigCommerce, Demandware, IBM
Commerce, Magento and Shopify
• Other providers can sign up to a waiting
list
2
Pinterest has just announced the launch of dynamic remarketing

16. #SMX #SMXAdvanced @AnnStanley
• Initially keep product value low for
in-platform purchasing
• Leverage the impulse purchase
• Educate your audience
• For Pinterest tailor boards and pins to a
commercial strategy
• Test and learn!
Practical tips for using Buy Buttons2

17. #SMX #SMXAdvanced @AnnStanley
What are Twitter Dynamic Product Ads?
• Dynamic Product Ads allow advertisers to serve
Promoted Tweets based on products users have
recently viewed on the advertisers website.
• Product feeds will be used by Twitter, and
Promoted Tweets will be dynamically created.
Requirements
• Ads API production access
• Dynamic Product Ads permissions
• Tailored Audience Web permissions
• Advertiser accounts enabled for ads on Twitter
Audience Platform
Twitter – have “discontinued” their buy buttons in favour
of dynamic remarketing product ads!
2

18. #SMX #SMXAdvanced @AnnStanley
Top social shopping sites by sector2
Fashion &
accessories
Beauty Jewellery &
Gifts
Home and
Garden
Electronics Other
   
    
     Art & Gifts
 Find
professionals
  

19. #SMX #SMXAdvanced @AnnStanley
• Aimed at the fashion and
lifestyle market, Polyvore
utilises peer to peer influence
and visual inspiration to inspire
purchase
• There’s 20 million + unique
monthly visitors
• 2.2 million products added
monthly
• 7.5 billion product impressions a
month
• The average user has a
household income of £47k
Social shopping sites – example Polyvore2

20. #SMX #SMXAdvanced @AnnStanley
• Interior design and
architecture social
shopping site
• 40 million active users
• 90% of users are
homeowners, 74% plan to
decorate and 40% plan to
build or renovate
Social shopping sites – example Houzz2

21. #SMX #SMXAdvanced @AnnStanley
• Google Contextual Dynamic Creative for display ads (Beta in USA)
• Ad Serving – paid display using technology such as Double Click, Flash
Talking, Sponge Cell etc.
Products and price buttons in display ads3
Example from
FlashTalking

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Buy buttons in Trueview ads3
Click from TrueView video ad
to the merchant website

23. #SMX #SMXAdvanced @AnnStanley
Your brand website or store
Shopping /
Marketplaces
Search Social
Other websites
& media sites
NEW & POTENTIAL CUSTOMERS
Shopping
Ads
Product feed
Feed
Management
Software
Social
Commerce
CSE
SALE
Product/
buttons
in ads
Additional sophistication of adding remarketing
4 5
Remarketing layer
7
6

24. #SMX #SMXAdvanced @AnnStanley
Use “honeypots” to get visitors to your site at a low cost –
so you can create a remarketing audience in Analytics
4
Create remarketing
lists in Analytics
Your site

25. #SMX #SMXAdvanced @AnnStanley
• Use “honeypot” content to attract potential customers to your site
• Use utm codes on all links, so you can create remarketing audiences
in Analytics
• Use remarketing audiences in conjunction with Shopping Ads to
target these users with increased bids when they are proactively
buying
• Particularly powerful when Shopping ads CPC is high or ROAS is low
• This strategy allows you to focus budget on previous visitors to your
site, as they are more likely to convert
RLSA for shopping with traffic from search, social or
display
4

26. #SMX #SMXAdvanced @AnnStanley
• Need to use Facebook’s own
retargeting tags
• Test different ad formats and
use the ad templates
• Overlay additional audience
targeting over your
remarketing audience
• You can use you Google feed
or feed management software
to create the catalog
Facebook dynamic retargeting with traffic originally
from search, social or display
5

27. #SMX #SMXAdvanced @AnnStanley
Dynamic remarketing in display ads with traffic from
search, social or display
6
• Create display campaign for
dynamic remarketing linked to
your shopping feed (Merchant
Center account)
• Use dynamic ad unit(s) picked
from the ad gallery (with choice of
sizes, format, text options)
• Overlay with your Analytics
remarketing audience (and select
“target and bid” option)

28. #SMX #SMXAdvanced @AnnStanley
Examples of feed management software7

29. #SMX #SMXAdvanced @AnnStanley
• Support multiple platforms - allowing easy expansion into new channels - Google/Bing,
Shopping comparison engines (CSE), Affiliate feeds, Social Commerce, Marketplaces (eBay,
Amazon etc.)
• Easy to set-up – you create one “feed-in” (usually your Google Shopping feed) and the software
creates multiple “feeds-out” (bespoke for each specific platform)
• Some offer creation of dynamic AdWords text ad with parameters e.g. price inserted from
feed for a specific SKU
• Bid management – including rules based
• Reporting by product, category, brand etc.
• Manual adjustment of feed content tailored for specific platforms i.e. allows you to modify
content outside of website
• Large choice of software suppliers - some with low entry costs, and some with orders back
from Market Places
Why you should use feed management software7

30. #SMX #SMXAdvanced @AnnStanley
When to implement:
• If you want to expand beyond AdWords to 1 or more additional channels (e.g. Bing,
Social, CSE, marketplaces and affiliate marketing)
• If you need to modify the content of the feed but cannot make any changes via the
website
• Due to low entry cost of feed management software - it can save significant time as
compared to manually modifying your feed fro each channel
Price of feed management software:
• Software packages from $75 - $5,000+ per month
• Many charge for each additional channel
• Some charge a percentage of sales (especially software for managing marketplaces)
When to implement feed management software and
how much will it cost
7

31. #SMX #SMXAdvanced @AnnStanley
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