#SMX #12B1 @ebkendoThinking Big: Enterprise Ecommerce Paid Search

PLACE YOUR BETS

#SMX #12B1 @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

#SMX #12B1 @ebkendo

Pause here for “awwwwwws”

New mommy

#SMX #12B1 @ebkendo

ASSORTMENT EXPANSIONEXPAND PRODUCT ASSORTMENT BY CONNECTING TO, BRAND MANUFACTURERS, DROP-SHIPPERS & SUPPLIERS

DELIVERYDELIVER AT MAXIMUM SPEED, MINIMUM COST WITH OUR NATIONAL NETWORK OF 3PL PARTNERS, WAREHOUSES, CARRIERS

SYNDICATE AND PROMOTE YOUR PRODUTCTS ON NORTH AMERICA’S LARGEST MARKETPLACES, RETAIL SITES AND SEARCH ENGINES

DEMAND GENERATION

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Google AdWords

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Ad spend efficiency and user experience improvements

Competition from marketplaces and Facebook Leaving “ownership” of the customer and the

experience to retailers and brands who want it And…

GTIN Requirements: Why?

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Know and store popular product data-The Assortment Report in Merchant

Center-Shopping Insights tool

Ability to serve very specific versions of PLAs

The New Exact Match Keyword?

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How long before Google knows my favorite color is blue and my clothing and shoe sizes?

Personalization takes on a new meaning

#SMX #12B1 @ebkendo

Product Cards, Google Shopping, Google Now, Shopping Express

Alternative images can be used Reported increase conversion rate– Bosch, 4% lift

Will not override PLA product titles Fill in missing information or clarify like “cordless” or weight

Manufacturer Center

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Google Shopping Manufacturer Center Merchant Promotions Local Inventory (in store and pick

up) Product Reviews Business Data

The need for feeds. Good ones and many of them.

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The Buy Button: a Product Listing Ads enhancement on mobile

Purchases on Google

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Still running on a % of eligible traffic across Android and iOS Only certain products (at your control) show the buy button Learned that everything before the buy button is what leads to it being used or not

Built a huge infrastructure, 150k+ active retailers and 500m products to understand a shopper’s intent

How is that going?

Ugg – 50% increase in conversion rates on mobile PLAs with POG and a 25% decrease in cost per conversion.

#SMX #12B1 @ebkendo

Mobile – Purchases on Google/hosted storefrontResearch – Manufacturer Center, Product CardsIn person – InStore Visits

Frictionless and seamless paths to convincing a CFO to consider a different attribution model and marketing budget allocation.

Also, Amazon.

Continuing Innovations to Connect all the Pieces

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Bing Ads: Playing Nice

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Bing is slowly replacing the inventory gap.

Yahoo Pulls Back

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Yahoo started pulling back inventory for Gemini, opting to serve ads from Polyvore, hitting apparel and home the hardest.

The December 2015 Gap

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Less than 1% of sales comes from the referrer since January

AOL Partnership – Not Much for eCommerce

43M unique searchers1

240M monthly searches1

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Yahoo Gemini: Products

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Yahoo Ecosystem

Product Ads

(defunct)

•Polyvore Promoted Products

Native (Displ

ay)

Search (Text Ads)

Text Ads

•Search Partners•Yahoo•AskProduc

t Listing

Ads

•Search Partners•Yahoo•Amazon (defunct)Displ

ay Ads

Text Ads

• Search Partners• Y

ahoo

• AOL

• adMarketplace

• Syndicated Search Partners

Product Ads

•Search Partners•Yahoo

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Yahoo.com SERP – Google PLA & Bing Text Ads

Yahoo Text Ad

Google PLA Ads

Bing Ads Text

Google Text Ad

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Discovery Shopping

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Polyvore:

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Polyvore is…– A social / commerce site – 84% female users– 70% female users who 50% of

are under 34 (“Millenials”)– A high AOV channel for luxury

apparel retailers– 3million sets created every

month

What is Polyvore?

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And for part of last year, was powering all of the Yahoo Shopping ads when it came to apparel.

Polyvore is Owned by Yahoo

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Apparel – When Pulled Apart from Yahoo Referrer

Made up most of the “Yahoo” revenue

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Polyvore Pays Out … for Luxury Apparel Retailers

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41% Increase in Clicks YoY

27% Increase in Sales YoY

11% Decrease in Cost

Apparel & Home Goods

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Niche. Discovery. Mobile.

#SMX #12B1 @ebkendo

Rich pins, they’re free! Yes.Promoted pins. Yes.Buyable Pins –if you can work with a shopping cart partner, otherwise, get on the waitlist.

Is Pinterest Worth It?

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Pin This Apparel – in 2015, consistently in the top 5 for channel returns with minimal effort– 34% of Google sales for a home décor client– 16% of Google name brand apparel– 24% of Google name brand apparel

Increased competition from Facebook/Instagram Minimal effort to do rich/promoted if you already have a feed set up

Shopify is the lowest barrier to entry right now for Buyable

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Order Integration. Easier to say than do.

Add to Cart is More Than a Button

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Pricegrabber, Become, ShopzillaConnexity

Backend systems finally merged Targeted CPC vs. Smart Pricing – network reach Clear ROI goals and historical conversion data needed

Need room to “play”– Tight budgets or return goals struggled– Higher quality publishers won’t be reached otherwise– Best when paired with an account manager

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Syndication at scaleConnexity

49% Increase in Sales YoY

38% Increase in Ad Spend YoY

13% Increase in Clicks

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“Not a CSE. We are eBay Product Ads.”Shopping.com/eBay

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Shopping.com/ECNAbout 40% of traffic is from ebay.com and only .05% from Shopping.com.

We show 25% ebay.com and 2% Shopping.com

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eBay Commerce NetworkAnd you care because… Sponsored Links on eBay.com Don’t look at Shopping to view listings or boost bids to try and be visible there

Use the competitive insights tool in the UI on a per category basis

At least you have a 25-40% chance of knowing where your ads are

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Facebook Dynamic Product Ads

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What We’re Seeing on FB DPA

Customer #1– 1,200% ROAS– 350 products

Customer #2– 1,400% ROAS– 15,000 products

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Keep it Simple to Start

Abandoned Cart Viewed Product Page Past Purchases

Focus on where the ad is placed– Right rail– Newsfeed– Structure so that you can bid by placement, product

category and user behavior

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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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Get the Team Together

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Google: GTINs, Remarketing Bing: Maintain parity Polyvore: If you’re apparel or beauty

Facebook Dynamic Product Ads

Purchases on Google (in some cases)

Where Did I Put My Money?

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Twitter Dynamic Product Ads

Yahoo Shopping Houzz Google Gmail Ads Pinterest (Buyable Pins)

Where Should I Wait and See?

#SMX #12B1 @ebkendo

Vertical– A niche discovery shopping market may be right for you

Seasonality– Getting into betas, setting up now for holiday

Audience– Does brand matter? Price?

Uniqueness – Are you the manufacturer?– How easy is it to buy from you?

Build your own decision tree

#SMX #12B1 @ebkendo

Fear and Loathing

#SMX #12B1 @ebkendo

Brands are looking to sell more direct to consumer– Removing the retailer/re-seller, keeping that margin– Want to own the customer

Marketplaces multiplying– Jet.com– Walmart– Hook Logic

Physical stores – Tying to online/mobile and– Assortment and price = survival

The Bigger Picture

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THANK YOU! SEE YOU AT THE NEXT #SMX