Are you running Google Ads campaigns for your ecommerce store? Online retailers spend a full 76% of paid search budget on Shopping Ads. Yet, studies have shown that nearly half that spend is wasted. One simple change may be all it takes to eliminate ad spend wastage in your Google Shopping campaigns. In this webinar, Jeff Deutsch, Marketing Director at Longtail UX, shares how optimizing your landing page and improving online shopper experience from Google Shopping Ads can boost your conversions. Discover: - Why improving customer experience with Shopping Ads is the best place to start increasing efficiency. - How ecommerce companies can reduce their Shopping Ad budgets while generating the same amount of revenue. - What landing page optimization you can do to improve your online consumers' shopping experience. - Case studies of successful ecommerce websites that implemented multi-product landing pages through Longtail UX.

1. #SEJWebinar
@LongtailUX
How Ecommerce
Companies Can Do More
with Less Shopping Ad
Budget in 2020

2. #SEJWebinar
@LongtailUX
Jeff Deutsch
Marketing Director at Longtail UX
Author, Growth Marketing in 2019

3. #SEJWebinar
@LongtailUX
The Current
Ecommerce Climate
Challenges to solve

4. #SEJWebinar
@LongtailUX
Ecommerce Climate
“Given the economy and
my personal finances, I
have to be very careful
how I spend my money.”
Source: McKinsey, April 2020
8%
53%
United States United Kingdom Australia
12%
44%
6%
53%
Strongly Disagree Strongly Agree

5. #SEJWebinar
@LongtailUX
Ecommerce Climate
Source: Wordstream, April 2020
Paid Ad Conversion
rates down 21%

6. #SEJWebinar
@LongtailUX
Ecommerce Climate
69%
Source: Influencer Marketing Hub, April 2020
The percentage of
Ecommerce marketers
who plan to reduce their
ad spend in 2020

7. #SEJWebinar
@LongtailUX
Where to
Optimize First
The biggest line item in your Paid Search budget has the
most opportunity for improvement

8. #SEJWebinar
@LongtailUX
Where to Optimize
The percentage of
Ecommerce budget that
goes to Paid Search
Source: Segment, 2017

9. #SEJWebinar
@LongtailUX
Where to Optimize
The percentage of
Paid Search that goes
to Shopping Ads
Source: Adthena, Q1 2018
76%

10. #SEJWebinar
@LongtailUX
Poll #1
1. What percent of your marketing budget goes to Shopping Ads?
- Less than 10%
- 10-30%
- 30-50%
- 50-75%
- 75%+
- I don't know

11. #SEJWebinar
@LongtailUX
Where to Optimize
Shopping Ads direct to single product landing pages...

12. #SEJWebinar
@LongtailUX
Source: Monetate, 2018
Where to Optimize
48%
...but single product landing
pages do 48% worse when a
shopper arrives from a search.

13. #SEJWebinar
@LongtailUX
Source: Monetate, 2018
Where to Optimize
1.5%
2.9%
Ecommerce conversion rates:
single product landing pages
other landing pages

14. #SEJWebinar
@LongtailUX
Poll #2
2. How's your ROI for Shopping Ads, compared to other channels?
- It's one of my best channels
- Above average
- Below average
- It's one of my worst channels
- I don't know

15. #SEJWebinar
@LongtailUX
Shopping Ad Search experience for keyword "outdoor extension cord with multiple outlets.”
The poor search experience
of single product pages
explains their low
conversion rate.

16. #SEJWebinar
@LongtailUX
"Pogo-sticking" back and
forth from search results
to single product pages
is a bad search
experience.

17. #SEJWebinar
@LongtailUX
Takeaways
Ecommerce marketers looking to be more efficient with budgets
should look to their Shopping Ad landing pages first.
Up to 48% of Shopping Ads spend is wasted due to the use of single
product landing pages.

18. #SEJWebinar
@LongtailUX
Takeaways
Pogo-sticking between the search results and single product pages
is a poor user experience. It causes high bounce rates and low
conversion rates.

19. #SEJWebinar
@LongtailUX
Delight Shoppers, Increase
Conversion with
Multi Product Pages
What are Multi Product Pages
Why Amazon depends on them
Why Multi Product Pages
Perform better in Search
Searching ≠ Browsing

20. #SEJWebinar
@LongtailUX
Multi product page
Multi Product Pages
Single product page
Search: "mini displayport to hdmi female adaptor”

21. #SEJWebinar
@LongtailUX
Multi Product Pages
Amazon depends on multi
product landing pages for
search.
Search: "mini displayport to hdmi female adaptor”

22. #SEJWebinar
@LongtailUX
Percent of market share in shopping search by website, U.S, 2015-18.
(Source: Jumpshot, 2018)
Google Amazon
54% 54%
46% 46%
2015 2018
Amazon's superior shopping
search experience has given it
the lead over Google in the
U.S.

23. #SEJWebinar
@LongtailUX
Search is Important
Percent of online
shoppers who start their
research on a search
engine before visiting a
specific website.
Source: Adweek, 2018
60%

24. #SEJWebinar
@LongtailUX
Conversion rate by
landing page type,
channel
Source: Monetate, 2018
1.5%
2.9%
1.7%
0.8%
2.2% 2.0%
3.0%
2.0%
1.0%
0.0%
Search EmailSocial
single product page multi product page

25. #SEJWebinar
@LongtailUX
• Mood: Playing, mentally passive
• Expectation: Variable reward
• Shopping style: Impulse purchase of a
particular newfound item
Browsing

26. #SEJWebinar
@LongtailUX
Searching
• Mood: Working, mentally active
• Expectation: Fixed reward
• Shopping style: Informed choice between
multiple options

27. #SEJWebinar
@LongtailUX
Highest converting landing page type:
vs
single product page
SearchingBrowsing
Highest converting landing page type:
multi product page

28. #SEJWebinar
@LongtailUX
Multi product pages give
shoppers a personalized
search experience that
surprises and delights
them.
Thirty-six buying options for "mini displayport to hdmi female adaptor" from
Kogan.com, with variations by type, hertz, voltage, length, color, and more.
Personalization

29. #SEJWebinar
@LongtailUX
Personalization
Source: Segment, 2018
Percent of shoppers “likely” to
buy from online store
repeatedly if it offers a
personalised shopping
experience

30. #SEJWebinar
@LongtailUX
Personalization
Source: Segment, 2018
of shoppers have
purchased something
more expensive than
originally planned due to
a personalized shopping
experience.
of shoppers expressed
frustration towards shopping
experiences that feel
"impersonal"
40% 71%

31. #SEJWebinar
@LongtailUX
Just sell on Amazon?
The Amazon search
experience is great for
shoppers – but harmful for
brands.

32. #SEJWebinar
@LongtailUX
The Amazon search
experience is great for
shoppers – but harmful for
brands.
Margin
Retargeting
Brand Building
List-Building
Cross-Selling
Selling on Amazon

33. #SEJWebinar
@LongtailUX
Solution:
Shopping Ads that lead to multi product pages get high
conversion plus brand security.
Give shoppers the Amazon search experience
on your website.

34. #SEJWebinar
@LongtailUX
Everybody Wins
Experience
Channel
MultiproductSingleproduct
Your websiteThird party

35. #SEJWebinar
@LongtailUX
Poll #3
3. Do you put multiple products on your Shopping landing pages?
- Yes
- No
- I don't know

36. #SEJWebinar
@LongtailUX
Poll #3
Follow-up: What's the criteria for the other products on your Shopping landing pages?
- People also bought...
- People also viewed...
- Similar to the item on the page
- Other
- I don't know

37. #SEJWebinar
@LongtailUX
Multi Product Shopping
Landing Pages -
Requirements
1. Page contains other products
2. Products are above the fold
3. Products are related to search

38. #SEJWebinar
@LongtailUX

39. #SEJWebinar
@LongtailUX

40. #SEJWebinar
@LongtailUX

41. #SEJWebinar
@LongtailUX
Challenges to Create
Multi Product Pages
for Shopping Ads
• Matching products (tf-idf)
• Replatforming
• Internal dev resources
• Time spent by marketing

42. #SEJWebinar
@LongtailUX
Longtail UX

43. #SEJWebinar
@LongtailUX
Search is still king in online shopping. Sixty percent of online
shoppers start their research on a search engine before visiting a
specific website.
The top Ecommerce websites use multi product landing pages for
search because they provide a better user experience.
Takeaways

44. #SEJWebinar
@LongtailUX
Shoppers who search want multiple options on landing pages
personalized to their search. They want to make an informed choice.
Offering a personalized search experience wins loyal customers.
Forty-four percent of shoppers will buy from your store repeatedly if
you offer this kind of personalized experience.
Takeaways

45. #SEJWebinar
@LongtailUX
You have to provide the multi product page experience yourself.
Selling on Amazon gets the job done, but long-term, it's harmful for
your brand.
There are many tech, resource, and time hurdles to overcome to do
it, which often means it gets put in the “too hard” or “too expensive”
bucket (lucky there’s LUX!)
Takeaways

46. #SEJWebinar
@LongtailUX
Case Study:
• Vertical: Beauty
• Annual turnover: $100 million+

47. #SEJWebinar
@LongtailUX
AdoreBeauty
Before (Single product page)
Example shopping search term: "invisible lip liner"
After (Multi product page)

48. #SEJWebinar
@LongtailUX
Results: AdoreBeauty
2,574LUX pages
98%conversion rate
169%ROAS

49. #SEJWebinar
@LongtailUX
Case Study:
• Vertical: Food & Beverage
• Annual turnover: $60 million

50. #SEJWebinar
@LongtailUX
VinomofoBefore (Single product page) After (Multi product page)
Example shopping search term: "sweet champagne wine"

51. #SEJWebinar
@LongtailUX
Results: Vinomofo
3,186 42%
62%
LUX pages conversion rate
repeat buyers

52. #SEJWebinar
@LongtailUX
Case Study:
• Vertical: Consumer electronics
• Sales: 1M+ mobile phones

53. #SEJWebinar
@LongtailUX
Mobileciti
Before (Single product page) After (Multi product page)
Example shopping search term: "samsung galaxy s10"

54. #SEJWebinar
@LongtailUX
Results: Mobileciti
2,181 95%
52%
LUX pages conversion rate
AOV

55. #SEJWebinar
@LongtailUX
LUX Customers

56. #SEJWebinar
@LongtailUX
LUX Patents
US10534781B2:
“Improvements in Website
traffic optimization”
Granted: 2016, 2019

57. #SEJWebinar
@LongtailUX
LUX Patents
WO2017197430A1:
“Improvements in
Landing Page
Generation”
Pending

58. #SEJWebinar
@LongtailUX
LUX Shopping
✓ Delivers multi product experience for Shopping search experience
✓ Simple: Light touch for tech (reverse proxy)
✓ Fast: implementation takes 2-4 weeks
✓ Guaranteed: 15% increase in ROAS in 90 days or money-back

59. #SEJWebinar
@LongtailUX
Schedule a free session now:
longtailux.com/shopping

60. #SEJWebinar
@LongtailUX
LUX Shopping
Implementation Timeline
3 5 10 20
(Business Days)
Set up Reverse Proxy
Approve Landing
Page Template
4-5 days 7-10 days
LUX Supplementary
Feed set up in
Merchant Center
1-2 days
Connect Shopping Feed
2-3 days

61. #SEJWebinar
@LongtailUX
Single product pages waste up to 48% of your Shopping Ad
spend, and deliver a poor user experience.
Multi product pages convert much better from search, which
is why the most advanced Ecommerce websites use them.
They provide a personalized experience, which makes 40%
of shoppers to spend more, and 44% repeat buy.
Takeaways

62. #SEJWebinar
@LongtailUX
Doing this in-house requires a lot of tech resources, time, and
project management from marketing. That’s why Longtail UX offers
multi product search landing page creation and optimization for
Ecommerce websites.
We’ve been doing this since 2013 and have had great results, which
is why we can offer a 15% guaranteed increase in ROAS or your
money back.
Takeaways
13.

63. #SEJWebinar
@LongtailUX
Next steps
Find out what LUX Shopping will look like
on your Ecommerce website
• Improve search experience for your visitors
• Increase repeat buying and average order value
• Save wasted Shopping Ad spend with higher
conversion rates

64. #SEJWebinar
@LongtailUX
Schedule a free session now:
longtailux.com/shopping

65. #SEJWebinar
@LongtailUX