What transfers from paid search on search engines when managing marketplace placements? What's not the same? Who should do the work, how do you budget for it (time and money) and what resources should you start with? Given at Engage SEMPDX 2018.

1. When Worlds Collide: Paid Search Meets Marketplaces
Elizabeth Marsten
Senior Director, e-Commerce Growth Services
Images:Getty Images

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

3. Last time I was at Engage…
Images:@ebkendo

4. NORTH AMERICA’SLARGEST RETAILERS,
MARKETPLACES AND SEARCHENGINES
DEMAND GENERATION
ASSORTMENT EXPANSION
WAREHOUSES, STORES,DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERY
NATIONAL CARRIERS, REGIONAL
CARRIERS, LOCALCARRIERS

5. Let’s start with some numbers…
$1.6 billion
$27 billion
$80 billion
http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4

6. The “Danger” of Amazon Advertising
• Volume
– 300 million active customer accounts(1)
– 64% of Americans are Prime members(2)
• Data
– Desktop, mobile app, geography, basket size, similar products, wishlist, search filters,
reviews, etc.
• Demographics
(1) http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4
(2) https://www.forbes.com/sites/shephyken/2017/06/17/sixty-four-percent-of-u-s-households-have-amazon-prime/#6121d7244586

7. Amazon Ad Types
• Sponsored Products
– Campaigns, ad groups, keywords with match types and negatives
– Have to be winning the Buy Box
• Headline Search Ads
– Campaigns, ad groups, keywords
– Auction based system
– Do not have to be winning the Buy Box
• Product Display Ads
– Campaigns, ad groups, keywords with match types and negatives

8. Amazon Ad Types - AMS
Sponsored Products
Product Display Ads
Headline Search Ads
Images:CommerceHub

9. What’s a Buy Box?
• Major components
– Fulfillment method
– Landed price (total price plus shipping)
– Shipping time
https://www.bigcommerce.com/blog/win-amazon-buy-box/
An estimated 82% of Amazon sales go through the Buy Box
Images:CommerceHub

10. Now imagine that
Google is in the
auction with you.
Image:Getty Images

11. Or is selling the same things you do. Image:CommerceHub

12. The “Danger” of Marketplaces Advertising on Google
Images:CommerceHub

13. What does this mean?
Diversification of your skill set
• Time and budget management
• Tool knowledge
• Knowing search results differences (marketplace vs. search)
• Increased competition

14. Borrowing. Stealing.
What can you steal from paid search?
• Budget
• Pricing
• Keywords
• Ad copy
• Promotions

15. Image:Getty Images

16. What doesn’t translate to paid search
Marketplace advertising and search advertising are NOT 1:1
• Search behavior and results
– Match types, head terms, some competitor keywords
• Traffic volumes
– Impressions, clicks, CTR, CPC
• Measurement / metrics

17. Learn More About
• ACoS (average cost of sale) vs. ROAS
• Returns
– Processing and reviewing true ROAS
• Inventory allocation for multi-channel clients
• Seller ratings
• How is “e-commerce” being defined

18. Who’s Doing the Work? Who Should be Doing the Work?
Marketplace Experts
• Seller ratings
• Inventory allocation & fulfillment
• Taxes
• Marketplace search results
• Marketplace content - template
Paid Search Experts
• Budgeting / spend allocation
• Conversion rate optimization
• Geographic
• Audiences / personas
• Search engine search results

19. Work We Share
e-Commerce Experts
• Pricing strategies
– Free shipping / shipping costs
• Promotions
• Product reviews
• MAP (minimum advertised price) woes
• Developer scarcity resources

20. Where Does the Budget Come From?
Image:Getty Images

21. Budgeting for your future
• Ad spend by channel
– Fluidity and dynamic needs
– 80/20 rule
• Tool costs
– 3rd party bid management keyword/PLA/AMS tools
– Keyword research
– Repricing tools for marketplaces
– Offline to online attribution

22. Charging for Management - Discussion
How Do You Decide?
• Budget
• Forecast / Goals
• Net new or established
• Competitiveness
What Should You Use?
• Ad Spend
• Flat rate/fee
• Revenue share
• Per order
• Minimums?
• Other?

23. Thank You Keep Growing
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CommerceHub, the CommerceHub logo, OrderStream, and ProductStream are registered
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Other product names, logos, and brands are the property of their respective owners.

24. Resources
• Amazon Media Services YouTube Channel – watch the how to videos
• Feedvisor – Buy Box Bible – download the PDF
• Seller Labs – Amazon specific news
• Marketplace Pulse – subscribe for all marketplaces
• Sellics Amazon Keyword Tool