19. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
ONLINE ACTIVITY IS DRIVING
OFFLINE IMPACT
19
34% of people who search on a
PC/Tablet visit a store within a
day of their search
Source: HeroConf Portland, April 2015
20. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
ONLINE ACTIVITY IS DRIVING
OFFLINE IMPACT
20
50% of people who search on a
mobile device visit a store within a
day of their search
Source: HeroConf Portland, April 2015
23. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
23
BRAND WEBSITE VISITORS ARE
HEAVIER BUYERS
Complete
41% more
transactions
Spend 37%
more on
brand in
retail store
Source: https://www.comscore.com/Insights/Press-
Releases/2012/1/Accenture-comScore-and-dunnhumbyUSA-Study-Shows-
Direct-Correlation-Between-CPG-Brand-Website-Usage-and-In-Store-
Purchase-Behavior
24. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
24
BRAND WEBSITE VISITORS ARE
HEAVIER BUYERS
Complete
41% more
transactions
Spend 53%
more in
category
dollars
Spend 37%
more on
brand in
retail store
Source: https://www.comscore.com/Insights/Press-
Releases/2012/1/Accenture-comScore-and-dunnhumbyUSA-Study-Shows-
Direct-Correlation-Between-CPG-Brand-Website-Usage-and-In-Store-
Purchase-Behavior
27. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
27
WHAT IS E-RETAIL?
Retailers are acting more and more like
publishers of content and providing
opportunities for brands to strive for visibility
on retailer websites.
28. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
28
E-RETAIL SITES ARE BECOMING
SEARCH ENGINES
“Our biggest search competitor is
Amazon…” –Eric Schmidt, Google
Source: Search Engine Land, “Google’s Eric Schmidt: “Really, Our Biggest
Search Competitor Is Amazon.” October 13, 2014
29. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
29
ECOMMERCE LANDSCAPE IS
CHANGING
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
2013 2014 2015 2016 2017 2018 2019
AnnualRetaileCommSales(Billions)
Health & Personal Care Food & Beverage Consumer Electronics
Source: eMarketer, June 2015
31. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
31
WHAT IS E-RETAIL?
Retailers are acting more and more like publishers of
content and providing opportunities for brands to strive
for visibility on retailer websites.
32. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
32
3 TIERS IN E-RETAIL SEARCH
Retailers are acting more and more like publishers of
content and providing opportunities for brands to strive
for visibility on retailer websites.
Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers
33. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
33
3 TIERS IN E-RETAIL SEARCH
Retailers are acting more and more like publishers of
content and providing opportunities for brands to strive
for visibility on retailer websites.
Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers
34. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
WHY TO FOCUS ON CREATING
ENHANCED CONTENT
Engaging, educational content
Amplifies the brand message
Maximizes relevance and ranking
Creates connections between shoppers and products
Integrates with SEO initiatives
34
35. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
HOW TO FOCUS ON CREATING
ENHANCED CONTENT
35
Expanded Product
Descriptions
Multiple Product
Images
Product Benefits
Usage Instructions
Product Logos & Badges
FAQ’s
Videos
36. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
BENEFITS OF OPTIMIZING
E-RETAIL PAGES
Strong existing organic authority
More real estate in SERPs (image,
shopping)
Building brand awareness and trust
Digital shelf visibility
Linking opportunities in enhanced
content
Provides outlet and touch point for sales
ROPO – research online, purchase offline36
37. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
37
3 TIERS IN E-RETAIL SEARCH
Retailers are acting more and more like publishers of
content and providing opportunities for brands to strive
for visibility on retailer websites.
Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers
Hooklogic
Amazon
39. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
HOOKLOGIC: A NETWORK OF
THE WORLD’S LARGEST RETAILERS
119M active
shoppers
43B ecomm
searches
$92B attributable
sales
39
Source: Data from hooklogic homepage 10/13/15
40. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
HOOKLOGIC: A NETWORK OF
THE WORLD’S LARGEST RETAILERS
119M active
shoppers
43B ecomm
searches
$92B attributable
sales
40
Source: Data from hooklogic homepage 10/13/15
46. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
PROMOTE AMAZON PAGES
WITHIN AMAZON.COM SEARCH
RESULTS
46
Google considers Amazon their biggest competitor
Amazon is #1 in online revenue
*More than #2-#10 combined
47. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
PROMOTE AMAZON PAGES
WITHIN AMAZON.COM SEARCH
RESULTS
47
Google considers Amazon their biggest competitor
Amazon is #1 in online revenue
*More than #2-#10 combined
Amazon product searches up 73% YoY
*Product searches on Google are flat
48. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
PROMOTE AMAZON PAGES
WITHIN AMAZON.COM SEARCH
RESULTS
48
Google considers Amazon their biggest competitor
Amazon is #1 in online revenue
*More than #2-#10 combined
Amazon product searches up 73% YoY
*Product searches on Google are flat
33% of searches begin on Amazon
*vs. 13% that begin on traditional search engines
49. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
49
REACH USERS ACROSS THE
PURCHASE PATH W/AMAZON
Headline
Search Ads
Appears above
search results
Keyword targeted
Drives to a brand
page
50. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
50
REACH USERS ACROSS THE
PURCHASE PATH W/AMAZON
Headline
Search Ads
Appears above
search results
Keyword targeted
Drives to a brand
page
Product
Display Ads
Appears on product
detail pages
Targeted by related
products or shopper
interests
Ad shows info from
product detail page
51. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
51
REACH USERS ACROSS THE
PURCHASE PATH W/AMAZON
Headline
Search Ads
Appears above
search results
Keyword targeted
Drives to a brand
page
Product
Display Ads
Appears on product
detail pages
Targeted by related
products or shopper
interests
Ad shows info from
product detail page
Appears within
search results
Keyword targeted
Sponsored
Product Ads
52. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
52
PROVEN RESULTS WITH AMAZON
IN 2015
Segment Brand
YTD
Spend
YTD
Revenue
YTD ROI
Headline
Search
Sponsored
Products
Product
Display
Beauty Brand A $1,257 $16,073 1278% x x x
Beauty Brand B $5,138 $29,089 566% x x x
Beauty Brand C $646 $10,433 1616% x x x
Consumer Brand D $29 $120 418% x x x
Consumer Brand E $479 $3,548 741% x x x
OTC Brand F $1,383 $7,553 546% x
Amazon Grand Total $9,632 $67,225 698%
53. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
53
3 TIERS IN E-RETAIL SEARCH
Retailers are acting more and more like publishers of
content and providing opportunities for brands to strive
for visibility on retailer websites.
Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers
WMX
59. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
59
WALMART EXCHANGE
Increased prominence
Gain insight into sales impact
Target increased traffic
Walmart controls all decision making
60. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
60
3 TIERS IN E-RETAIL SEARCH
Retailers are acting more and more like publishers of
content and providing opportunities for brands to strive
for visibility on retailer websites.
Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers
WMXHooklogic
Amazon
62. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
1. Audit
Current
Experience
2. Identify
Strategic
Retailers
3. Promote
Visibility
through
Media
62
Understand
the current
landscape and how
your brands are
appearing.
63. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
1. Audit
Current
Experience
2. Identify
Strategic
Retailers
3. Promote
Visibility
through
Media
63
Identify key
retailers and
programs which
could benefit from
additional support
and optimization.
64. @frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
1. Audit
Current
Experience
2. Identify
Strategic
Retailers
3. Promote
Visibility
through
Media
64
Leverage
e-retail search to
drive consideration,
purchase intent &
eCommerce.
I’m lauren
Feel free to reach out during the presentation or any time after to get in touch
I also posted this presentation on slideshare which you can access from this link on the screen.
Unfortunately she didn’t make the trip.
I previously worked at Seer Interactive which is an agency located in Philadelphia. I was there for about four years and was specializing in e-commerce accounts.
Recently, however, I started a new position at Razorfish Health they serve healthcare and pharmaceutical clients so I had to shift my focus a little bit since it’s a more regulated industry where you can’t utilize many traditional tactics like remarketing or product listing ads on google.
Quick agenda of what we’re going to cover this morning.
First I’m going to talk about some consumer behavior information and then jump into the search landscape.
The bulk of the presentation is going to cover e-retail and the 3 tiers that make up e-retail.
Let’s kick it off with consumer behavior.
It’s no surprise that everyone relies on search. Regardless of the intent, I’m sure there are some of you right now who are searching at this very moment.
The important thing to know is that google is the #1 most visited website in the US. That means it’s even more popular than Facbeook, YouTube or Instagram.
Now being the #1 most visited website, it’s no surprise that there are a ton of searches that take please every day, every hour, even every minute. In fact, there are over 3.5 billion searches done every day on Google. I’m sure I accounts for a larger number of those as I was preparing for this presentation and my trip over here.
Lastly, 91% of consumers actually search for health information online. This stat just ties back into how I’m now focusing on the healthcare and pharma industry and I’ll be touching on that a bit later in the session.
Moving right along with consumer behavior.
Searches are questions, which means keywords are questions
Because of that, it is our job as search marketers to interpret those searches and questions and analyze user intent to provide the right content that users are searching for
And as you can see from this image, the search process is evolving across many devices. In fact
90% of people use multiple screens sequentially to accomplish a task over time
98% of people move between devices that same day
By 2017, it is estimated there will be 5 connected devices for every internet user
This means we need to contextually prepare contextually for all possibilities, knowing that the purchase process may not start in-store.
In essence, brands Need to Be There to Capture the Search Demand that has been Created
It can be created by word of mouth, emails and commercials or billboards,
Any way that it is created, the bottom line is that
It’s hard for a consumer to consider your brand if you’re not there
it is really easy, however, for a consumer to consider a competitor’s brand at that time.
Brands need to be there to capture the search demand that has been created
And it’s not just about ranking for the top position, it’s about optimizing users experiences and influencing the purchase decisions
With that being said, we’re going to jump into some discussion about the current search landscape
One thing I want to note here, knowing that I am going to be giving some healthcare/pharma related examples, is that the in the US we are able to advertise directly to consumers and healthcare professionals alike. I know this might not be the case in some other countries, so I just wanted to caveat some of these examples up front.
So as I was preparing for this trip, I Did a general search looking for London tours thinking that I might have some time to go sightseeing
I clicked on an add and was taken to a landing page where I could book a tour
Tradition lead gen is generally used to track form submissions, whitepaper downloads, and the like.
Now for traditional commerce, it’s a little bit different.
If I’m having pretty bad allergies, I search for some allergy medicine, see some products with pricing and reviews, select an idea, and I can actually buy Claritin directly from the landing page.
But it gets a little more complicated in a regulated field such as pharmaceuticals, alcohol or gambling.
If that Claritin I just bought on the previous slide didn’t work and I want something stronger, maybe some prescription allergy medicine, I do a search and am directed to a landing page where I have no option to make a purchase.
Knowing that search process, why should retailers in these regulated industries focus on paid search efforts if there are no on-site purchase opportunities?
Well that’s a good question, and I’m really glad you asked because i’m about to tell you why.
Studies have shown that online activity is driving offline impact.
In fact, 34% of people who search on a PC/tablet visit a store within a day of search. That’s almost 1/3 of people.
Now would you think this number is higher of lower for people searching on mobile devices?
All of this information was actually something I learned at HeroConf Portland back in April.
That’s right, the percentage is even higher with 50% of people searching on a mobile device visiting a store within a day of their search.
Now looking for deeply at brand visitors specifically, studies have shown that they tend to be heavy buyers.
Users who visit a brand website complete 41% more transactions
They spend 37% more on the brand in a retail store
And they spend 53% more in category dollars
So with these stats, you can see how valuable users are who have just visited your brand website.
Now with all that being said, I want to introduce the concept of e-retail
What the heck is e-retail?
Again,that’s a good question, and I’m really glad you asked because i’m about to tell you.
E-retail is the idea of retailers acting like publishers of content and providing opportunities for brands to strive for visibility on retailer websites
So essentially people are skipping the step of searching on google or bing and they are going directly to amazon where they same see products, prices and reviews and can ultimately make a direct purchase
It is our responsibility as search marketers to these sites, their search functionality, etc to influence a users search decisions by capitalizing on their search behavior
E-retail sites are becoming the new search engine.
You can see a quote here that google actually agrees and considers amazon to be their biggest search competitor.
Amazon’s push for home delivery with FreshDirect and Subscribe & Save is allowing them to prepare for the inevitable.
And they are already adopting the idea of home delivery of Food and CPG products.
Now why is this concept of e-retail so important?
This is important because the ecommerce landscape is changing
you can see the expected shift of consumer behavior becoming increasingly more comfortable with purchasing products online
*anecdote about purchase toilet paper and tissues online
As I alluded to earlier, many of the brands we work on do not sell directly in store, but instead sell through physical retailers & the coming slides will speak to how we amplify that experience via search.
Any consumer healthcare brand, not just pharma
We already walked through what e-retail is so now we can move on to the 3 tiers of e-retail
The 3 tiers are
Optimizing assets on retailer sites
Increasing visibility of those assets on the retailer websites
And lifting search visibility of the SERPS driving to these retailers.
I’m Going to walk through each one of these tiers in more detail
Starting with the first tier of optimizing assets
First I want to start with why it is important to focus on creating enhanced content which is engaging and educational
-Amplifies the brand message
-Allows brands to maximize relevance and ranking
-Creates connections between shoppers and products
-integrations with SEO initiatives
All of those factors are obviously important and it’s great that there are so many ways to actually create that enhanced content.
Basically Try owning the entire page
One of the partners we work with is hooklogic and they are a network of the world’s largest retailers
Reinventing the paid search model on retail sites
No creative assets or keyword research needs
Provides brands the ability to track sales and ROI
What’s nice about Hooklogic is they have a huge customer base to work with.
119M active shoppers
43B ecomm searches
$92B attributable sales
Hooklogic is integrated with the world’s largest retailers to provide real-time targeting of the highest intent shoppers on the internet. the network reaches more shoppers than amazon.
Some European brands like Argos and Boots UK.
Hooklogic is also participating in the travel industry partnering with travel sites like expedia, Travelocity, hotewire, priceline and hotels.com
Focusing mostly on the retail vertical, one of the great things about using hooklogic is that you can reach users across the purchase path, starting with the discovery phase. This allows you to promote products as soon as users visit your honmepage.
As users then begin to browse your site, you can target them with featured products while they are in the active consideration phase.
And finally as users as products to their cart, you have the opportunity to cross-sell using sponsored products or featuring additional items that other customers bought who also bought that item.
BENEFITS
Impact search result rankings on big retail partner sites
Efficient CPC pricing
Proven ability to generate eROI (50% - 300%+)
Reporting capabilities (activity by SKU, top terms driving product page views & transactions, etc.)
CHALLENGES
Limited understanding of in-store impact
Opportunity to enhance ad units (reviews, brand pages, etc)
Provide competitive share reporting
Focusing mostly on the retail vertical, one of the great things about using hooklogic is that you can reach users across the purchase path, starting with the discovery phase. This allows you to promote products as soon as users visit your honmepage.
Switching gears to amazon which is a force to be reckoned with
We also know google considers amazon as their biggest competitor
Amazon is #1 in online revenue, more than #2 and #10 combined
Amazon product searches up over 73%, compared to product searches being flat YoY on Google
33% of searches begin on Amazon vs. 13% that begin on traditional search engines
We touched on this a bit earlier in that people are essentially skipping the step of searching on traditional search engines and instead are going to e-retailers like amazon where they same see products, prices and reviews and can ultimately make a direct purchase
Walmart’s search exchange advertising platform
Walmart’s search exchange advertising platform
Pursue increased prominence in Walmart.com’s Paid Search and Product Listing Ad Campaign
Gain potential insight into sales impact at retail down to specific product purchased in-store
Target increased traffic via programmatic buys
Walmart controls all messaging, landing page and keyword selection decision making
The 3 tiers are
Optimizing assets on retailer sites
Increasing visibility of those assets on the retailer websites
And lifting search visibility of the SERPS driving to these retailers.
I’m Going to walk through each one of these tiers in more detail