Our Director of Paid Search, Elizabeth Marsten, presented at SMX East this week on alternate search marketing options for retailers beyond Google and Bing.
Here's the lowdown.
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Retail Search beyond Google & Bing
1. #SMX #13C @ebkendo
Retail Search Beyond Google: Get Found More, Sell More
Build Your Own Awesome Mix Tape
2. #SMX #13C @ebkendo
10 years in the search industry
PPC, Social, SEO, Analytics, Content
Speaker: SMX Adv/East/West,
Mozcon, Searchfest, State of Search
Author: Lynda.com, All in One Web
Marketing for Dummies, ClickZ
And…
Elizabeth Marsten,
CommerceHub Director of Paid Search
3. #SMX #13C @ebkendo
Still counts if it’s under a year
Also, be nice. It’s my birthday.
Newish mommy
4. #SMX #13C @ebkendo
NORTH AMERICA’S LARGEST RETAILERS,
MARKETPLACES AND SEARCH ENGINES
DEMANDGENERATION
ASSORTMENT EXPANSION
WAREHOUSES, STORES, DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERY
NATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS
5. #SMX #13C @ebkendo
Supply Solutions
Increase product offering and grow
revenue through “virtual inventory”
Integrate with any trading partner or
order fulfillment source
Maintain branding and complete
control over fulfillment process
Demand Solutions
Profitably acquire new customers
through search, social and
marketplace channels
Push product catalog to channels
where consumers seek new products
Manage and optimize digital
advertising spend across channels
Delivery Solutions
Optimize consumer shipping through
real-time decisions on cost-effective
delivery methods that meet the
consumer’s delivery date
Extend the reach of rapid delivery
programs by geographically distributing
inventory to partner 3PLs
6. #SMX #13C @ebkendo
The Guardians of the Galaxy soundtrack spent 11 weeks at the top of
the Billboard 200 in 2014, selling over 1million copies. It was the
number two album of the year.
Image: iStock
11. #SMX #13C @ebkendo
Rich, Promoted, Buyable, Retargeting & Video
100 million active users
80% of Pinners access via mobile
Promoted Pins drive 5x more incremental in-
store sales per impression
Retargeted Ads targeted at act-a-like Audiences
increased CTRs by up to 63%, reach by 30x in
early testing
Pinterest referrals have AOV $50
Source: http://qz.com/719039/pinterest-really-really-wants-you-to-shop-from-its-pins/; https://business.pinterest.com/en/blog/oracle-data-cloud%E2%80%99s-
study-proves-promoted-pins-drive-store-sales; https://www.searchenginejournal.com/pinterest-ad-targeting-options/166167/
12. #SMX #13C @ebkendo
Pinterest: Getting Started
Rich pins are free. FREE.
– But you need metadata on that page of your site
Product Feed needed for Promoted & Buyable
– Ability to edit or designate which products are promoted
– Buyable requires a partner to handle the transaction
Retargeting
– Need a Marketing Developer Partner (and some dreams)
Video
– Need a Pinterest account team
14. #SMX #13C @ebkendo
CH – What we’ve seen:
– Average monthly performance
• Return on Ad Spend: 900%-1,200%
• Product Catalog Size: 350-1,000 Products
Facebook Dynamic Products Ads
Image: Facebook Advertising
Source: CommerceHub
15. #SMX #13C @ebkendo
Dependent on Everything Else
Still a remarketing method
Need first time engagement channels to create audiences
Cannibalizes other channels with a last click attribution
Use your revenue numbers, not just Facebook’s
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Keep it Simple to Start
Abandoned Cart, Viewed Product Page, Past Purchasers
Focus on where the ad is being placed
– Right rail
– Newsfeed
Structure account so you can bid by placements/user behavior
Follow image quality guidelines
21. #SMX #13C @ebkendo
Polyvore is…
– A social / commerce site
– 84% female users
– 50% of that 84% are under 34
(“Millenials”)
– A high AOV channel for luxury apparel
retailers
– 3million sets created every month
What is Polyvore?
Source: Polyvore
22. #SMX #13C @ebkendo
And for part of last year, was powering all of the Yahoo Shopping
ads when it came to apparel.
Polyvore is Owned by Yahoo
Image: CommerceHub
27. #SMX #13C @ebkendo
Connexity – What’s Next
Highly curated editorial content
-Engaging with social agencies & influencers
-A “marketplace” connecting retailers & influencers
Image: Connexity
28. #SMX #13C @ebkendo
Influencers lift purchase intent 2x
2.7x increase in purchase intent with brand exposure
5.2x increase in purchase intent with brand and influencer exposure
49% of users rely on recommendations from influencers (56% from friends)
Connexity: Influencers
Source: Connexity
29. #SMX #13C @ebkendo
What we’re seeing at CommerceHub
Connexity
49% Increase in Sales YoY
38% Increase in Ad Spend YoY
13% Increase in Clicks
Source: CommerceHub data
31. #SMX #13C @ebkendo
Amazon Product Ads (APA) and Sponsored Links were sunset.
I miss them.
Amazon Sponsored Products Released 2015
$90
$95
$100
$105
$110
$115
$120
$125
$130
0%
200%
400%
600%
800%
1000%
1200%
1400%
2015 APA – CommerceHubClients
Average Order Value Return on Ad Spend
Source: CommerceHub data
32. #SMX #13C @ebkendo
Uses keywords, match types, ad groups,
campaigns, negative keywords
Automatic & Manual campaign options
“Double dip” cost of CPC and % of sale by
category
SKAGs exist (granularity matters)
Can bid on competitor names
Reporting only in Amazon UI
ASP – The AdWords UI of 2009
Image: iStock
34. #SMX #13C @ebkendo
Accelerated Mobile Pages
ASIN pages
– Improve SERPs to be static pages, not
auctions that have ended
Facebook
– Monetizing messaging apps (apparently
no one opens emails anymore)
– Creating collections for sharing
eBay – What’s Next
Image: Pixabay
By Chris Favero from USA - Guardians of the Galaxy try to call Ronan on his phone C2E2 2015, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=41978641
Usain Bolt – setting realistic expectations, revenue is still revenue, even if it doesn’t hit Google like proportions
Social wire now Manifest commerce, Nanigans – do you really need a whole other vendor? You can use a feed provider to set up and your own developers. Just a matter of who is running the program after that. 12-20% cannibalization of Google PLA at CH study
Social wire now Manifest commerce, Nanigans – do you really need a whole other vendor? You can use a feed provider to set up and your own developers. Just a matter of who is running the program after that
20% male users, now accepting (Feb)
Fashion. Beauty. Home
Work directly with Polyvore – clipper tools like the Pinterest pin tool
Google PLA Affiliate program - 85% of one catalog’s revenue on Connexity coming from there