September 13, 2016. Cleveland Research Group. Tour through latest Google, Bing Ads, Yahoo, CSE & Social Shopping platforms and their offerings.

1. Best Practices at Optimizing Your
Digital Marketing Portfolio
BEAT THE HOUSE
Image: Pixabay

2. 2
 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
@ebkendo

3. 3
Pause here for “awwwwwws”
New mommy
@ebkendo

4. 4
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
CommerceHub – One Connection

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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
What we do for large retailers and consumer brands

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Google AdWords
Image: Pixabay

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What: Google requiring unique product identifiers, especially
brands sold by multiple retailers in multiple countries
 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?
@ebkendo

8. 8
 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?
Image: Google Shopping Insights

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How long before Google knows my favorite color is blue and
my clothing and shoe sizes?
Personalization takes on a new meaning
@ebkendo Image: CommerceHub

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 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
Image: CommerceHub/Source: Think with Google

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 Google Shopping
 Manufacturer Center
 Merchant Promotions
 Local Inventory (in store & pick
up)
 Product Reviews
 Business Data
The Need for Quality Feeds
@ebkendo
Image: Pixabay

12. 12
The Buy Button: a Product Listing Ads enhancement on mobile
Purchases on Google
@ebkendo https://adwords.googleblog.com/2015/07/winning-shopping-micro-moments.html

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 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.
@ebkendo
https://adwords.googleblog.com/2016/05/ways-to-be-useful-for-mobile-shoppers.html

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Mobile – Purchases on Google/hosted storefront
Research – Manufacturer Center, Product Cards
In person – In-Store 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
@ebkendo

15. 15
Amazon
Image: Pixabay

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 Removal of Amazon Product Ads last October
 Keyword based (automatic and manual)
 Double dip cost model – CPC and fee with Amazon if
the product sells
 Very similar to a simple Google AdWords account
 Potential to take keywords from Sponsored from search
and vice versa – especially when doing dynamic search
ads on Google
Sponsored Products
@ebkendo

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Bing Ads
Image: Pixabay

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Bing is slowly replacing the inventory gap left by the 2015
changes of their partnership with Yahoo from 2009.
Yahoo Pulls Back
Source: CommerceHub data
Internal to CommerceHub

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Yahoo started pulling back inventory for Gemini, opting to serve
ads from Polyvore, hitting apparel and home the hardest.
The December 2015 Gap
@ebkendo
Source: CommerceHub data
CommerceHub Bing Ads Same Store Sales

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Less than 1% of sales for CH comes
from the referrer since January 2016
AOL Partnership – Not Much for eCommerce
@ebkendo
https://advertise.bingads.microsoft.com/en-us/blog/post/january-2016/aol-web-search-powered-by-bing

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LinkedIn Connection
@ebkendo
 Welcome to Microsoft
• LinkedIn – B2B advertising
• Lead generation primarily
• CPC for keywords still higher than products
• Product Ads available impressions far under Google
and actual available
• Product Ads on mobile devices even fewer impressions

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Yahoo (Gemini)
Image: Pixabay

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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
@ebkendo Image: CommerceHub

24. 24
Yahoo.com SERP
Yahoo Text
Ad
Google PLA
Ads
Bing Ads
Text
Google
Text Ad
Image: CommerceHub

25. 25
New ad types for parity with Google and Bing
 Custom Audiences
 Search Retargeting
What’s Next for Yahoo?
*Results from comparison between audience targeted vs. non audience targeted traffic Image/Source: Yahoo!

26. 26
Discovery Shopping
Image: Pixabay

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Polyvore: Fashion & Beauty

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 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
• 3 million sets created every month
What is Polyvore?
@ebkendo
Image: Polyvore

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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

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Polyvore Pays Out … for Luxury Apparel
Retailers
Polyvore Pays Out … for Luxury Apparel Retailers
@ebkendo
Images/Source: Polyvore
AOV according to Polyvore

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 41% Increase in Clicks YoY
 27% Increase in Sales YoY
 11% Decrease in Cost
Apparel & Home Goods
Source: CommerceHub data
CommerceHub Book of Polyvore Clients

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Accessing the Polyvore mailing list with Yahoo View for Mobile
Yahoo Leveraging a Little
Image: CommerceHub

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Pinterest
Image: Pixabay

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 Rich pins, they’re free! Yes.
 Promoted pins. Yes.
 Buyable Pins –if you can work with a shopping cart partner.
Is Pinterest Worth It?
Is Pinterest Worth It?
Source: CommerceHub data
CommerceHub Book of Pinterest Clients

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Pin This
 Apparel – in 2015, consistently in the top 5 for channel
returns with minimal effort
 Increased competition from Facebook/Instagram
 Video is coming – Cinematic and Click to Play Mobile
– Mobile only, 80% of users are on mobile
– GIF-like preview on a CPM model
– Measuring views (full or partial) and clicks to featured pins
@ebkendo http://marketingland.com/pinterest-debuts-click-to-play-mobile-only-video-ads-188302

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Order Integration. Easier to say than do.
Add to Cart is More Than a Button
@ebkendo Image: CommerceHub

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Connexity
Image: Pixabay

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Pricegrabber, Become, Shopzilla, Yahoo, Meredith
Connexity: Many Partnerships
 Current focus on publishers
 Long term growing sales through social channels
Image: Connexity

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Connexity: What’s Next
 Highly curated editorial content
– Engaging with social agencies and influencers
 Marketplace connecting retailers and influencers
Image: Connexity

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Facebook Dynamic Product Ads
Image: Pixabay

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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, which
can be inflated
@ebkendo
https://www.facebook.com/business/a/online-sales/dynamic-product-ads#u_0_d

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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
@ebkendo

43. 43
eBay Marketplace
Facebook partnership expanding
 Messaging and messenging apps
 Collections, wishlists, video and social sharing of products
@ebkendo
 AMP – implementing accelerated mobile pages
 Creation of ASIN/product pages over auction results
 Investment in AdWords to drive traffic to those pages
Google efforts expanding

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Get the Team Together
Image: Pixabay

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 Google: GTINs, Remarketing
 Facebook Dynamic Product Ads
 Polyvore: If you’re apparel or
beauty
 Local Inventory Ads (for stores)
 Purchases on Google (in some
cases)
Where Did I Put My Money?
@ebkendo
Image: Pixabay

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 Bing Product Ads
 Connexity
 eBay
Wait and see…
 Yahoo Shopping
 Pinterest (Buyable Pins)
 Houzz
 Google Gmail Ads
What Should I Watch?
@ebkendo
Image: Pixabay

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 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
@ebkendo

48. 48
Fear and Loathing
Image: Pixabay

49. 49
 Brands are looking to sell more direct to consumer
• Removing the retailer/re-seller, keeping that margin
• Want to own the customer
• Data quality, ownership and accuracy
 Physical stores
• Tying to online/mobile (LiveRamp, beacons)
• Assortment and price vs. online
What’s Next?
@ebkendo

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Thank You!