Latest insights into e-commerce paid search, focusing on the emergence of advertising in marketplaces and Google’s new Shopping Actions and what it means for product data, budgets and even internal team workflows – both agency and in-house.

1. Ecommerce Online
Meetup
Images: Getty Images
Elizabeth Marsten
Senior Director, e-Commerce Growth Services
@ebkendo

2. • Senior Director, E-Commerce Growth
Services
• Seattle, WA
• 12 years in the search industry
• PPC, Social, SEO, Analytics, Content
• Speaker: SMX Adv/East/West, Mozcon,
PPC Masters, Friends of Search, HeroCon
• Author: Lynda.com, All in One Web
Marketing for Dummies
@ebkendo Images: ebkendo

3. 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

4. Let’s start with some numbers…
$1.6 billion
$27 billion
$80 billion
http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4

5. The “Danger” of Amazon Advertising
• Volume
– 300 million active customer accounts(1)
– 64% of Americans are Prime members(2)
• Data
– Desktop, mobile app, geography, basket size, similar products, wishlist, search filters,
reviews, etc.
• Demographics
(1) http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4
(2) https://www.forbes.com/sites/shephyken/2017/06/17/sixty-four-percent-of-u-s-households-have-amazon-prime/#6121d7244586

6. Amazon Ad Types
• Sponsored Products
– Campaigns, ad groups, keywords with match types and negatives
– Have to be winning the Buy Box
• Headline Search Ads
– Campaigns, ad groups, keywords
– Auction based system
– Do not have to be winning the Buy Box
• Product Display Ads
– Campaigns, ad groups, keywords with match types and negatives

7. Amazon Ad Types - AMS
Sponsored
Products
Product Display Ads
Headline Search
Ads
Images: CommerceHub

8. Now imagine that
Google is in the
auction with you.
Image: Getty Images

9. Shopping
Actions on
Google Express
Image source: Getty Images

10. Shopping Actions with Google Express
Image source: Google

11. Shopping Actions
It’s all about the transaction.
The payment processing, order taking, receipt giving, delivery
information, customer support providing workflow.

12. Shopping Actions on Google Express
• Tier 1 Customer Support
• Single, seamless checkout
• New revenue stream
• Google Merchant Center needed
• Order management requirement
• Marketplace-like experience
Image source: Google Express

13. What About Google Product Listing Ads?
• Express listings do not participate in the PLA
auction
• A Shopping Actions on Search sponsored
unit may show when there is inventory on
Express
• If an seller has a product eligible for both –
Google dedupes for that SKU
• Complimentary, increased impression share
Image source: Google

14. Product Data Permeates Farther
It’s going everywhere…
• Product titles and description
• Prices
• Product reviews
• User behavior – brand affinity, customer loyalty
• Product detail pages in the SERP

15. In a nutshell…
who manages this?
Image source: Getty Images

16. Marketplace Experts
• Seller ratings
• Inventory allocation & fulfillment
• Taxes
• Marketplace search results
• Marketplace content - template
Paid Search Experts
• Budgeting / spend allocation
• Conversion rate optimization
• Geographic
• Audiences / personas
• Search engine search results
Define What e-Commerce Means

17. Thank You Keep Growing
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