@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• And…
@ebkendo
NORTH AMERICA’S LARGEST RETAILERS,
MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSIONWAREHOUSES, STORES, DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERYNATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS
One Connection
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
Competition is High, But Thriving
• At least online and thanks to mobile
• Mobile advertising was 84% of total ad revenue for Facebook*
• CPC is down Q4 2016 (Google)**
• But number of paid clicks is up 43%
• Brick and mortar and retail stores are shrinking***
• Macy’s closing about 15% of their locations
• Sears, Kmart, CVS expected to close locations as well
*https://techcrunch.com/2017/02/01/facebook-q4-2016-earnings/
**http://www.businessinsider.com/alphabet-reports-q4-2016-earnings-2017-1
***http://www.businessinsider.com/stores-closing-macys-kohls-walmart-sears-2016-12
There is so much crossover…don’t think about it by channel
Product Search
& Discovery
Product
Promotion
Product
Ownership
Images: iStock
GTIN Requirement on Google – Why?
• Ad spend efficiency and user experience improvements
• Knowing exactly which product is which
• Competition from marketplaces and Facebook
• Leaving “ownership” of the customer and the experience to
retailers and brands who want it
Personalization to Make it Sticky
Google knows my favorite color is blue and my clothing and shoe sizes.
They just haven’t used it against me yet…Image: Google Shopping
The New Exact (Actual) Match Keyword?
Shopping Insights tool - ability to serve very specific versions of PLAs?
Image: Google Shopping Insights
Searches Start in Amazon
It’s estimated half of people start their online shopping search in Amazon.Data/Image Source: Business Insider
Discovery Shopping
The initial activity or reason for the site/platform/app is not to
search or sell but to discover and be inspired.
Image: iStock
Polyvore - Owned by Yahoo
• Polyvore is…
• A social / commerce site
• 84% female users
• 70% female users of
whom 50% of are under
34 (“Millenials”)
• A high AOV channel for
luxury apparel retailers
• 3 million sets created
every monthImage/Data Source: Polyvore
Pinterest – The Up and Comer
• 2 billion+ monthly “idea
searches”*
• 40% of new Pinterest users are
men**
• 93% of Pinners used Pinterest to
plan for or make purchases***
• 72% of Pinners have seen
something on Pinterest & made
a purchase offline
https://blog.pinterest.com/en/2-billion-monthly-idea-searches-and-counting*https://business.pinterest.com/en/blog/how-pinterest-drives-purchases-online-and***https://www.internetretailer.com/2016/10/17/40-new-pinterest-users-are-men**
Connexity & Social Influencers
Highly Curated Editorial Content
• Engaging with social
agencies and influencers
• A “marketplace” connecting
retailers and influencers
• YouTube, Pinterest, Twitter,
Instagram, Messaging
Image Source: Connexity
Purchases on Google
A Product Listing Ads enhancement on mobile.
https://adwords.googleblog.com/2015/07/winning-shopping-micro-moments.html
Purchases on Google
• 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
UGG – 50% increase in conversion rates on mobile PLAs with POG and a 25% decrease in cost per conversion.
https://adwords.googleblog.com/2016/05/ways-to-be-useful-for-mobile-shoppers.html
Sponsored Products on Amazon
Image Source: Amazon
• Ads that stay on Amazon.com
• Surface up products that aren’t easily found or are new
• Have to win the Buy Box to display
Sponsored Products on Amazon
Image Source: Amazon
• Keyword based (automatic and manual)
• Double dip cost model – CPC and product category % fee
with Amazon if the product sells
• Very similar to a simple Google AdWords
• Potential to take keywords from Sponsored from search and
vice versa – especially when doing dynamic search ads on
• Using (most often) ACos/ROAS
Enter Facebook
*https://techcrunch.com/2017/02/01/facebook-q4-2016-earnings/
Now What:
• Company utility is based on daily active
users
• Per FB, slowing growth in Q4 2016 due to
available inventory to show ads*
• Expanding ads to Messenger, Instagram
Stories, Audience Network
• Revenue up 51% YoY for Q4 2016 *
Dynamic Product Ads
Source: CommerceHub
Image: Facebook
CH – What we’ve seen:
• Average monthly performance
• Return on Ad Spend: up to 1,200%
• Product Catalog Size: up to 1,000
Products
• Added Dynamic Ads for Broad
Audiences
• Conversion rate is high, volume lower
than search, it is remarketing after all
Enter Pinterest
• Added visual search (Lens
tool)
• Added visually similar results
• Updated their feed to be
more like Google and do bulk
operations for promoted
pins
Image: Business Insiderhttp://www.businessinsider.com/how-to-use-pinterest-visual-search-2016-6
Pinterest – Shopping & Search Campaigns
• Limited to direct partners
that run campaigns
through Kenshoo
• 97% of search terms on
Pinterest are unbranded
Image Source: Pinteresthttps://https://business.pinterest.com/sites/business/files/a_new_take_on_search_0.pdf
Google Manufacturer Center
• Alternative images can be added
• Reported increase conversion rate
• Bosch, 4% lift
• Will not override PLA product titles
• Fill in missing information or clarify like
“cordless” or weight
Image Source: Google
Google Manufacturer Center
Image Source: CommerceHub
• Prescriptive action items in the UI
• Action items pertain to Google and
your business in general
• It’s free to submit
• Why would a brand or manufacturer
want to enroll in this program?
So What?
• Competition increasing in Google Shopping
• Especially in home goods, furnishings, electronics
• Google is expanding where Product Listing Ads show
• Local/maps, Google Now, Knowledge Panel
• Facebook is expanding where ads show
• Enhancements to dynamic ads
• Messenger, marketplace
Now What?
• Expect to diversify your budget…
• New ways of discovering your catalog or new ad types
• 80/20 rule applies to your product assortment
• Exclusives. Demand is a powerful thing.
• Product data quality – own what is yours