Hero Conf 2015 - London, UK - October 29, 2015

@frankly_lauren | lauren.frankel@razorfishhealth.com | bit.ly/lauren-in-london
Lauren Frankel | @frankly_lauren
Paid Search Manager | Razorfish Health
Using Search to Influence Online and Offline Purchase
Behavior

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@frankly_lauren
bit.ly/lauren-in-london

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philadelphia

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chloe

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AGENDA
Consumer Behavior
Search Landscape
E-retail
Tiers of E-retail
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EVERYONE RELIES ON SEARCH
#1 3.5B 91%
WHEN LOOKING FOR INFO, PEOPLE TURN TO SEARCH ENGINES
Source: http://www.prnewswire.com/news-releases/fifth-annual-pulse-of-
online-health-survey-finds-66-of-americans-eager-to-leverage-digital-tools-
to-manage-personal-health-300039986.html

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SEARCHES ARE QUESTIONS

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BRANDS SHOULD ASPIRE TO PROVIDE RELEVANT CONTENT

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CONTEXTUALLY PREPARE FOR ALL SEARCH POSSIBILITIES

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NOT SHOWING UP IN SEARCH IS LIKE NOT BEING ON THE SHELF

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SEARCH BEHAVIOR FOR
TRADITIONAL LEAD GEN.

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SEARCH BEHAVIOR FOR
TRADITIONAL ECOMMERCE

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SEARCH BEHAVIOR FOR
REGULATED ECOMMERCE

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WHY FOCUS ON
PAID SEARCH EFFORTS
IF THERE ARE NO
ON-SITE PURCHASE
OPPORTUNITIES?

ONLINE ACTIVITY IS DRIVING
OFFLINE IMPACT
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34% of people who search on a
PC/Tablet visit a store within a
day of their search
Source: HeroConf Portland, April 2015

ONLINE ACTIVITY IS DRIVING
OFFLINE IMPACT
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50% of people who search on a
mobile device visit a store within a
day of their search
Source: HeroConf Portland, April 2015

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BRAND WEBSITE VISITORS ARE
HEAVIER BUYERS
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

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HEAVIER BUYERS
Complete
41% more
transactions
Purchase-Behavior

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HEAVIER BUYERS
Complete
41% more
transactions
Spend 37%
more on
brand in
retail store
Purchase-Behavior

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HEAVIER BUYERS
Complete
41% more
transactions
Spend 53%
more in
category
dollars
Spend 37%
more on
brand in
retail store
Purchase-Behavior

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WHAT IS E-RETAIL?

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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.

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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

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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

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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.

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3 TIERS IN E-RETAIL SEARCH
Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers

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Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers

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
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HOW TO FOCUS ON CREATING
ENHANCED CONTENT
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Expanded Product
Descriptions
Multiple Product
Images
Product Benefits
Usage Instructions
Product Logos & Badges
FAQ’s
Videos

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

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Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers
Hooklogic
Amazon

HOOKLOGIC: A NETWORK OF
THE WORLD’S LARGEST RETAILERS
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119M active
shoppers
43B ecomm
searches
$92B attributable
sales
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Source: Data from hooklogic homepage 10/13/15

119M active
shoppers
43B ecomm
searches
$92B attributable
sales
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Source: Data from hooklogic homepage 10/13/15

REACH USERS ACROSS THE
PURCHASE PATH
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Discovery

PURCHASE PATH
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Discovery Consideration

PURCHASE PATH
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Discovery Cross-Sell
& Conquest
Consideration

PROVEN RESULTS WITH
HOOKLOGIC IN 2015
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Segment Brand YTD Spend YTD Revenue YTD ROI
Beauty Brand 1 $20,900 $199,528 954%
Beauty Brand 2 $25,752 $86,477 335%
Beauty Brand 3 $73,159 $160,327 219%
Beauty Brand 4 $90,694 $102,705 113%
Beauty Brand 5 $8,209 $10,878 132%
OTC Brand 6 $4,318 $9,054 210%
OTC Brand 7 $1,039 $1,979 190%
OTC Brand 8 $13,499 $33,806 250%
OTC Brand 9 $4,403 $6,035 137%
Consumer Brand 10 $8,716 $9,958 114%
Consumer Brand 11 $7,594 $32,090 422%
HookLogic Grand Total $403,574 $769,694 191%

PROMOTE AMAZON PAGES
WITHIN AMAZON.COM SEARCH
RESULTS
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Google considers Amazon their biggest competitor

RESULTS
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Amazon is #1 in online revenue
*More than #2-#10 combined

RESULTS
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Amazon product searches up 73% YoY
*Product searches on Google are flat

RESULTS
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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

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PURCHASE PATH W/AMAZON
Headline
Search Ads
 Appears above
search results
 Keyword targeted
 Drives to a brand
page

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Headline
Search Ads
 Appears above
search results
page
Product
Display Ads
 Appears on product
detail pages
 Targeted by related
products or shopper
interests
 Ad shows info from
product detail page

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Headline
Search Ads
 Appears above
search results
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
Sponsored
Product Ads

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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%

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Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers
WMX

WALMART EXCHANGE
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WALMART EXCHANGE
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WALMART EXCHANGE
Increased prominence

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WALMART EXCHANGE
Gain insight into sales impact

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WALMART EXCHANGE
Target increased traffic

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WALMART EXCHANGE
Target increased traffic
Walmart controls all decision making

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Optimizing
Assets on
Retailer Sites
Increasing
visibility on
Retailer
Websites
Lift search
visibility on
SERPs driving
to Retailers
WMXHooklogic
Amazon

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1. Audit
Current
Experience
2. Identify
Strategic
Retailers
3. Promote
Visibility
through
Media
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Understand
the current
landscape and how
your brands are
appearing.

1. Audit
Current
Experience
2. Identify
Strategic
Retailers
3. Promote
Visibility
through
Media
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Identify key
retailers and
programs which
could benefit from
additional support
and optimization.

1. Audit
Current
Experience
2. Identify
Strategic
Retailers
3. Promote
Visibility
through
Media
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Leverage
e-retail search to
drive consideration,
purchase intent &
eCommerce.

QUESTIONS?
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@frankly_lauren
lauren.frankel
@razorfishhealth
.com laurenbfrankel
bit.ly/lauren-in-
london

Hero Conf 2015 - London, UK - October 29, 2015

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