Brief overview on marketplaces like Amazon, eBay, Walmart and Jet in comparison to Google and paid search management, including a future glimpse at Shopping Actions with Google. Given at HeroConf 2018, April 17. Austin, TX.

1. Marketplaces for Paid Search People
Elizabeth Marsten
Senior Director, e-Commerce Growth Services

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

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. • If you thought you had enough to do before…
• Advertising dollars and where shoppers are
going to be
• Where to draw the line
Why Should We Care?

5. Let’s go for a walk
Image source: Getty Images

6. The Amazon Buy Box
An estimated 82% of Amazon sales go through the Buy Box
https://www.bigcommerce.com/blog/win-amazon-buy-box/
Major components
• Fulfillment method
• Landed price (total price + shipping)
• Shipping time
Image source: CommerceHub

7. • Competition (FBA, SFP)
• Mobile results
• Distribution Centers or
warehouse locations
Fulfillment
Image source: CommerceHub

8. Top Influencing Factors:
Amazon vs. Google
https://support.google.com/adwords/answer/1722122
https://feedvisor.com/resource-center/blog/2018-buy-box-bible/
Amazon Buy Box Google Ad Rank
Fulfilment Method Bid
Landed Price Landing Page
Shipping Time Ad Rank threshold
minimums
Availability Relevancy
Expected impact

9. eBay Promoted Listings
• Set the ad rate
• Only pay if item sells
• Low maintenance
• Choose the products
• No eBay Commerce Network
(Shopping.com) listings anymore
Image source: CommerceHub

10. Walmart & Jet
Walmart
• Google Express
• Bonobos, Moose Jaw,
Shoebuy, Modcloth
• .com vs. in-store brand
perception
• Decreasing traffic
• Uniquely J
Jet
Image source: CommerceHub

11. “SEO” as it relates to Marketplaces
Primarily content edits for “discoverability” driving
performance and relevance.
• Keywords – product title, description, feature bullets
• Pricing
• Conversion rate
• Images
• Customer Reviews

12. Pricing on Marketplaces
• Amazon will de-list any item offered for a lower price
anywhere online by the seller
• Walmart will de-list any item offered for more than 20%
less anywhere online by any other seller
• Jet will de-list any offer that is priced 25% or more
above any other seller on Jet

13. Promotions on Marketplaces
• Sponsored Products
• Headline Search Ads
• Product Display
• Lightning Deals
• Deal of the Day
• Warehouse Deals
• Subscribe and Save
• Exclusives
• Giveaway
• Interesting Finds
There are So. Many. Options.
Image source: Getty Images

14. Totally Prepared for What’s Coming
Image source: Getty Images

15. Marketplace Sellers on PLA
Image source: CommerceHub

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

17. Not just Google Home.
Samsung, Panasonic, Sonos, TicHome, JBL, Hogar Milo,
Lenovo, Archos, Sony, Philips, Sharp, Nvidia.
Nest.
Google Assistant
https://www.the-ambient.com/guides/best-google-assistant-devices-333
Image source: Google

18. • The 2013 experiment
• Purchases on Google sunset
• Retailers primarily
• Taking back the PLA real estate
Google Express
Image source: CommerceHub

19. Image source: CommerceHub
Product Listing Ads + Express?
• Technically, no
• There are sponsored units
• Google Merchant Center connection

20. So…Now What?
Going to have to diversify your skill set
• Time and budget management
• New tools!
• Learning search results differences (marketplace vs.
search)
• Increased competition from new sources

21. • Budgeting / spend by channel balancing
• Conversion rate optimization
• Geographic
• Pricing
• Keywords
• Ad copy / messaging
• Audiences
Paid Search Knows

22. • Seller ratings
• Returns
• Inventory allocation & fulfillment
• Taxes
• Marketplace content – templates
• Marketplace search results
Marketplace Knows

23. • Pricing strategies (free shipping /
shipping costs)
• Promotions
• Brand protection
• MAP (minimum advertised price)
woes
• Product reviews (we need them)
• Developer scarcity resources
E-Commerce Work We Share
Image source: Getty Images

24. Thank you!
Image source: Getty Imag

25. • Feedvisor – Buy Box Bible – download the PDF
• Seller Labs – Amazon specific news
• Marketplace Pulse – all marketplaces, high-level
• Sellics Amazon SEO Guide
• CrazyLister- eBay Promoted Listings Guide
• Sellics Amazon Keyword Tool
• Amazon Media Services YouTube channel
Resources