Skipping the Marketplace Markup: How to Sell More on Your Ecommerce Site

LIVE WEBINAR
© Copyright WordStream 2018. © Copyright Privy 2018. All rights reserved.
Skipping the
Marketplace Markup
How to Sell MORE on Your
Ecommerce Site

| Confidential 2Learn more at: bit.ly/wordstream-ecommerce
About the Speakers
Navah Hopkins
Sr Innovation Strategist
Customer Success – Team Lead
Josh Mendelsohn
VP of Marketing

| Confidential 3
Five (Tricks) for Fighting Shopping Cart
Abandonment With Paid Search
PART 1:

We’ll Be Talking About:
• Why Does Shopping Cart Abandonment Exist
• Cross Ad Medium Messaging
• Mobile
• Retargeting
• The Localization of eComm

| Confidential 5
What Makes People Abandon
Shopping Carts?

Shopping Cart Abandonment is at 80%
Baymard Institute

• 66% of online consumers abandon their cart because of problems
with the payment process. (RetailMeNot.com)

• 63% of online consumers said they were more likely to return to a
website that offers live chat. (RetailMeNot.com)

57% Won’t Recommend A Retailer With Bad Mobile
UI/UX

SEM Can Only Send The Leads

Let’s Work Magic With
What We Can Control

Trick #1 Cross Platform Messaging

First A Confession: I’m An Avid Witcher Fan

So It Stands To Reason I’d Engage With Witcher Merch

Alas, They Didn’t Have My Size, So I Bounced
No matter how
much I love it, it
won’t fit…guess it
wasn’t meant to be

Within 5 Seconds: On My Facebook Page

85% of orders From Social Media Sites Come From
Facebook

#1 In Shopping Box

Don’t Forget YouTube

Even Bing Had Me

Average Click Through Rates Compared to Search
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Computer Smartphone Tablet
Average CTR Q1 2018
Search Shopping
Data based off of 550 accounts with at least one shopping campaign

0
20
40
60
80
100
120
140
160
Average Conversions Q1 2018
Search Shopping
Average Conversions Compared to Search

Average Cost Per Acquisition Compared to Search
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
$180.00
Average CPA
Search Shopping

What Went Right?
✓ Consistent experience: Return visitors
are up to 6X more likely to convert, but
only if they’re sure they’re in the right
place
✓ Contextual placement was great
(particular on the youtube video)
✓ The ad followed around at a reasonable
pace of impressions.

What Went Wrong?
• Title is not keyword centric
• Price stayed the same/no promos to get me
to buy
• Missed opportunity to hit me in my Facebook
feed.
• No accounting for why I didn’t buy in the first
place!

Trick #2 Owning eComm By
Owning Mobile

Different Devices Have Different SERP Sizes

Mobile Might Be More Expensive,
But The Volume Is Clear
70% of online transactions occur on a mobile device.

Mobile Ads Take Up More SERP Real Estate
Mobile Ads Take Up More SERP Real Estate

Price Extensions – Filter Out Bad Prospects and
Get Good Ones to buy Into Your Pricing

Trick #3 The Power of Promos

| Confidential 32
• Over 80% of shoppers say they use
more than one promotional media
type to make purchase decisions.
(Market Track)
• 40% of shoppers prefer receiving
discounts on purchases over loyalty
program points or a gift
basket (Precima)
• 91% of brand loyal shoppers use
coupons (Valassis)

Use Promotion Extensions So Ad Copy Can be Devoted
to Why You’re Amazing

Promotion Extensions Enable Engagement!

Dynamic Product Ads Can Give Passive Reminders
Characteristics of good
Dynamic Product Ads:
• Include price (hopefully
with some sort of discount)
• Include product
• Include your brand
• Simple design!

IF: Your Shopping Ads Exist
THEN: You Already Have
the Feed!

Contextual Images Are Powerful

Even if I Already Booked, This Is Helpful

One of the Most Costly Mistakes Advertisers Make is
Combining Search & Display in the Same Campaign

Display Average CPC’s Are Cheaper – Google Could Be
Fooled into Funneling More Budget into Display Than
Search
0
0.5
1
1.5
2
2.5
3
3.5
0
200
400
600
800
1000
1200
1400
Display Search
November 2017
Clicks Conversions Average cpc
10%
conversion
rate vs 4%
conversion
rate

Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to Pick-up
$496
Monthly
Budget
168550
Monthly
Impressions
701
Monthly
Clicks
*Average monthly budget, impressions and clicks
across 4000 accounts (no budget over $50 and no
budget under $1)

Trick #4 RLSA/Customer Match

Abandoning = You’ve Been Tagged!

Retargeting Lists Search Ads(RLSA) For Shopping
• Membership has been extended
to 540 (display) days!
• Catch folks who abandoned you
before
• One of the most receptive
audiences to promos

Customer Match: Use Emails
From Promos/Past Orders!

New Customer Can Be Up To 6X More Expensive Than
Returning Customer
Source: invesp

Trick #5 Local + eComm

53% of consumers are willing to share
their current location to receive more
relevant advertising.

62% of consumers share local deals with friends.

When Local + Ecomm Meet

What’s the Experience Like?

Let’s Go Shopping!

“In Store” Signals the Local Landing Page

What’s Working Well?

Where’s the risk

Biggest Risk: I Can’t
Convert on That Page!

But that’s ok – Google’s tracking my Movements and
saw I made a purchase

What Did We Learn?

Keep messaging consistent across content
mediums

Own Shopping By Owning Mobile

Promos Are the Lifeblood of Shopping

Adding Retargeting Through
RLSA & Customer Match

Bridge the Gap
Between Local
Retail and
eCommerce

About the Speakers
Navah Hopkins
Sr Innovation Strategist
Customer Success – Team Lead
Josh Mendelsohn
VP of Marketing

Low Effort/High Impact On-Site Campaigns
to Sell More on Your Site
PART 2:

250K
RAPIDLY GROW THEIR EMAIL LIST,
REDUCE CART ABANDONMENT, AND
DRIVE REPEAT SALES
Privy helps small and medium
sized businesses

Four things we know
1) Not everyone who visits our websites are looking for the exact
same thing.
2) Each visitor brings their own unique set of interests.
3) We SHOULD be creating more targeted, relevant experiences on
our sites.
4) Industry standard conversion rates are 2-3%.

We know that in real life it’s sad,
why is it okay online?

The most common response to this problem is
spending more money on driving people
to our websites and hoping to maintain
the same conversion rates

But that doesn’t
actually solve the
problem.

Instead, most marketers fall into
three buckets
The
frozen
The one size
fits
all-ers
The over-
optimized

The Frozen
• Recognize the problem but ultimately
don’t know what to do
• Figure they have invested so much
time in their products and website
that they should let those assets do
the selling
“If someone comes to my site they’ll
buy or join my list. Why wouldn’t
they? What I sell is pretty awesome.
And because I don’t know exactly
how to make it better, I am better off
spending my time elsewhere, like
driving more traffic.”

The One Size Fits All-ers
• Overwhelmed by the concept of
personalization
• Have probably read too many
blog posts about needing a 1:1
strategy for their websites
• Know they need to do
something proactive
“That sounds like a lot of work that may
or may not be worth it, so I am just
going to do a simple welcome message
with a discount for everyone who hits
their site. We’re saying “It’s better than
nothing and I’m growing my list and
business, so that’s good enough.”

The Over Optimized
• Look at marketing strictly as a math equation
• Doesn’t think about the messaging that goes
along with it
• Thinks it’s about audience size, ad performance,
and conversion but the human factor isn’t present
• Not thinking about how they influence someone
once they reach our site
“If I spend $xx on facebook ads to
get yy amount of traffic, I will get z
dollars. It’s just how it works. Then
maybe if I make my button blue I
can optimize further.”

So, what is holding us back?
• We’ve been taught it’s too hard or too expensive. That every piece of every funnel
for every visitor needs to be personalized and optimized.
• We’ve been taught that 2% is okay and 3% is great – so good enough is acceptable.
• We believe that greater success requires time, tools, budget and expertise that we
don’t have readily available.

Focusing on low effort, high impact
campaigns that combine email and on-site
marketing can make you a marketing super
hero

Step 1: Identify your top 3-4 sources

Step 2: Implement simple strategies for the
beginning of the path to purchase
Use targeted displays for your top sources and that drive new visitors towards a purchase
or subscription

Deliver a highly relevant experience
Use a consistent image, message, or product
to what first bought them to the site.
Welcome!
Welcome!

Create offers that are meaningful

Use autoresponder emails to deliver on your
offer and introduce people to your brand

Step 3: Implement simple strategies for
the middle of the funnel
Your online
store/website
Autoresponder
Emails
Coupon
Reminder
Emails
Retargeting
Ads
Newsletters and
Announcements
Welcome back
displays

Use retargeting ads to remind people about
your brand, offers & products

Use automated email series to
drive repeat visits and sales

Tell repeat visitors that you know them
Have they signed up?
Have they purchased?
Did retargeting bring them back?
Or was it email?

70% of carts go abandoned.
Step 4: Implement simple strategies
for the bottom of the funnel

Today’s approach to cart
abandonment is too little, too late

Look for pre-abandonment signals,
act accordingly

Use different offers for different
shoppers based on cart value

Instantly recover 10% of carts,
pre-abandonment.

Project Repat
12% visitor to email rate
10% reduction in abandoned carts

Kleen Kanteen
40 Targeted overlays
43% Lift in opt-in rates

Master Class
Content specific forms
10% Opt-in rate with no coupon

4Ocean
10% Conversions
100k Subscribers

Forget endless landing pages.
Forget over-personalization.
Forget perfectly-optimized copy and design.
Forget 2% conversion rates.

You’ll become your company’s
marketing super hero.

Skipping the Marketplace Markup: How to Sell More on Your Ecommerce Site

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