#SMX #SASCon @AnnStanley@_thesocialsam
Shopping Ads, Buy Buttons, Social-Commerce and Remarketing(AKA - How to develop an integrated cross-platform shopping strategy using feed management software)
ByAnn Stanley (MD)Samantha Hearn (Head of Social)
#SMX #SASCon @AnnStanley@_thesocialsam
A bit about Anicca
Founded in
2007Team of
24
PPaid
OOwned
EEarned
TTechnical
#SMX #SASCon @AnnStanley@_thesocialsam
A bit about Ann and SamAnn Stanley (MD) Samantha Hearn (Head of social)
#SMX #SASCon @AnnStanley@_thesocialsam
Your brand website
Search SocialOther
websites & media sites
NEW & POTENTIAL CUSTOMERS
CONVERSION
Traditional ways that customers find your sites and services
PPaid
OOwned
EEarned
MMedia
#SMX #SASCon @AnnStanley@_thesocialsam
Your brand website or store
Shopping / Marketplace
sSearc
hSocia
lOther
websites & media sites
NEW & POTENTIAL CUSTOMERS
Shopping
Ads
Product feedFeed Management
Software
SocialCommerce CSE
SALE
Product/
buttons in ads
Use of shopping ads and buy buttons for ecommerce
#SMX #SASCon @AnnStanley@_thesocialsam
Your brand website or store
Shopping / Marketplace
sSearc
hSocia
lOther
websites & media sites
NEW & POTENTIAL CUSTOMERS
Shopping
Ads
Product feedFeed Management
Software
SocialCommerc
eCSE
SALE
Product/
buttons in ads
Additional sophistication of adding remarketing
Remarketing or Retargeting layer
#SMX #SASCon @AnnStanley@_thesocialsam
• Shopping in search• Shopping in display ads• Statistics on social commerce• Facebook and Instagram for ecommerce• Pinterest rich and buy buttons• Twitter buy buttons and dynamic retargeting• Social shopping platforms• Feed Management Software
Agenda
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Shopping in Search
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• AdWords Shopping Ads • Great volumes, high CTR, high CPC, high conversion rates, high competition, ROAS varies by
sector. • It can be difficult to achieve 5:1 ROAS, so merchants are looking outside of Google Shopping
ads for alternative channels• Bing Shopping Ads • Bing share is growing due to Windows 10 (9% in the UK). • Easy to setup using your existing Google feed as it has similar structure/features to Google
Shopping• Purchases on Google • Googles buy button on mobile shopping ads – developed to compete with marketplaces• Not in the UK yet
• Combining channels with Remarketing in AdWords• Use of “Honeypots” to get visitors to your sites, so you can tag with remarketing cookie• Use of Remarketing Lists for Search Ads (RLSA) for text or Shopping Ads when they search for
your product (i.e. they are ready to buy)
Shopping in Search
#SMX #SASCon @AnnStanley@_thesocialsam
Search – Bing Shopping ads• Bing share is growing due to Windows 10 (21% in USA
vs 9% in the UK)• Replaced Bing PLA’s in 2015• Claim your domain through Bing Webmaster Tools• Create Bing Merchant Center Store• Need a product feed (Product catalog) – you have to
provide a url where there will be an xml or csv file• Upload Product catalog into Merchant Center Store • Within Bing ads account - create Product ads campaign• You need to use the same log in, so this automatically
links with your Merchant Center Store• The process is identical to Google Shopping for creating
ad groups and product groups (also has Priorities feature)
• Use dimensions to view product and search term data• Bing tracking uses normal PPC conversion tracking
code (this can include dynamic value) – same as AdWords
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Search – Bing Shopping ads vs AdWords
PlatformProportion
of Impression
sCTR Avg CPC Conv.
RateCost Per
Conv.
Return On Ad Spend
AOV
AdWords Shopping Ads 100% 2.10% £0.22 4.05% £5.54 6.72 £37.23Bing Shopping Ads 6% 0.34% £0.12 4.29% £2.76 16.90 £46.58
B2C - Cosmetics
PlatformProportion
of Impression
sCTR Avg CPC Conv.
RateCost Per
Conv.
Return On Ad Spend
AOV
AdWords Shopping Ads 100% 1.68% £0.86 3.50% £24.63 2.8 £68.89Bing Shopping Ads 38.8% 0.20% £0.56 1.78% £31.32 1.23 £38.55
B2B – Office equipment
• Previous research on Bing PLA’s vs AdWords Shopping has also shown similar variability by brand and sector (Carrie Albright writing on PPCHero)
• Lesson learned – you need to test and determine effectiveness for your site
#SMX #SASCon @AnnStanley@_thesocialsam
• There is now a limited beta with specific retailers in the USA• Retailers first have to integrate their ordering systems with
Google to become eligible for the “purchase” button to be displayed in their PLA’s
• The Buy Button will only be shown for certain advertisers next to Shopping Ads on mobile devices (possibly Android only)
• Buyers that click on the Buy button will be taken to the Google Product Page where they can choose product variants and pay with Google Wallet and possibly PayPal
• Buyers do not go to Merchant site but the buyer may be able to opt in for emails etc.
• Google will not take a commission, just the click cost • Google may take store buyers’ credit card details to improve
conversion rates for future sales• The merchant will still have to provide fulfilment but may
receive limited details about the customer
Search – Purchases on Google
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Use “honeypots” to get visitors to your site at a low cost – so you can create a remarketing audience in Analytics
Create remarketing lists in AnalyticsYour site
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• Use “honeypot” content to attract potential customers to your site• Use utm codes on all links, so you can create remarketing audiences
in Analytics• Use remarketing audiences in conjunction with Shopping Ads to target
these users with increased bids when they are proactively buying• Particularly powerful when Shopping ads CPC is high or ROAS is low • This strategy allows you to focus budget on previous visitors to your
site, as they are more likely to convert
RLSA for shopping with traffic from search, social or display
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Shopping in Display ads
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Buy buttons in Trueview ads
Click from TrueView video ad to the merchant website
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Dynamic remarketing in display ads with traffic from search, social or display
• Create display campaign for dynamic remarketing linked to your shopping feed (Merchant Center account)
• Use dynamic ad unit(s) picked from the ad gallery (with choice of sizes, format, text options)
• Overlay with your Analytics remarketing audience (and select “target and bid” option)
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• Google Contextual Dynamic Creative for display ads (Beta in USA)• Ad Serving – paid display using technology such as Double Click, Flash
Talking, Sponge Cell etc.
Products and price buttons in display ads (without remarketing)
Example from Flash Talking
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Statistics on social commerce
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Share of ecommerce web traffic originating from social
• ecommerce web traffic from social is still low (but growing rapidly)
• Need to consider • Impact of assisted conversions
and uplift from more engaged users that revisit your site via other channels
• The varied objectives of social media activity
• Using social as a source of cheaper traffic followed by retargeting/remarketing with other channels
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Growth in social commerce and social shopping
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Average order value from social shopping (Shopify)
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• Research by Adobe shows that although Facebook still drives the most visits to UK sites, Pinterest drives the most revenue per visits
Revenue per visitor by social channel (Adobe)
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Different types of social commerce and social shopping• F-Commerce (desktop only) – integrated
store from apps like Shopify, Big Commerce, ShopYa, Ecwid etc.
• Buy buttons (in app purchase and website checkout)
• Dynamic remarketing (e.g. Facebook, Twitter)
• Social shopping sites (e.g. Polyvore, Houzz and OpenSky)
You can also consider Shoppable UGC , Shoppable video and ‘conversational commerce’ with Chatbots. Check out this presentation for more information: http://bit.ly/1WUvZ2I
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Facebook and Instagram for ecommerce
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Shop front Category page Product page Checkout on Facebook
Checkout on your website
Integrated Shop on Facebook (levels of sophistication)
Hard Graft
Carbon Speed
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Buy buttons - Facebook
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Buy buttons – Instagram (Shop Now)Setup via Facebook:• Go to your
Facebook Business Manager and then your Adverts Manager
• Extend the reach by advertising on Instagram for existing dynamic remarketing ads
• Requires Product Catalog feed
#SMX #SASCon @AnnStanley@_thesocialsam
• Need to use Facebook’s own retargeting tags
• Test different ad formats and use the ad templates
• Overlay additional audience targeting over your remarketing audience
• You can use you Google feed or feed management software to create the catalog
Facebook dynamic retargeting with traffic originally from search, social or display
#SMX #SASCon @AnnStanley@_thesocialsam
• Your ads will only be shown to previous visitors to your main site – so this is a form of dynamic retargeting
• Create a Business Manager account (you can create this from scratch and/or you can link it to a Business page)
• Create the feed (Product Catalog) in the correct format – best to use feed management software
• Upload the Product Catalog into the Business Manager• Add Facebook tracking pixel to thank you page on your site - also has
dynamic value of sale• Also need to add remarketing pixels and tag your site (i.e. “Custom
audience pixel”)• Use Power Editor to create the ads
Facebook dynamic remarketing with traffic originally from search, social or display
#SMX #SASCon @AnnStanley@_thesocialsam
• Create separate campaigns – type is “Product Catalog sale”• Similar to AdWords - you can create filters for the products within
campaign• Choose your audience behaviour – – Viewed product but did not buy– Added to cart but did not buy– Combination of above (either or)– Custom audience• Choose your ad template– 1 single image– Multiple (recommended)– Scroll
Facebook dynamic remarketing (Cont.)
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Pinterest Rich Pins and Buy Buttons
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Rich Pins - Pinterest What are Rich Pins?• Product Pins make it easier for Pinners
to see information about things you sell and include pricing, availability and buy location
• It’s a live product feed. This means everytime you update the price, the pin updates
Requirements• Product pins support Open Graph,
Schema.org and oEmbed mark up• You are required to validate a selection
of product pins before Pinterest approves a full roll out
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Buy buttons – Pinterest (Buy It)
What are Buy Buttons?• Pinterest Buy Buttons allow a customer
to buy things without ever leaving the Pinterest app
• Pinterest do not take a cut from the sales
Requirements• Currently available for US on
BigCommerce, Demandware, IBM Commerce, Magento and Shopify
• Other providers can sign up to a waiting list
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Twitter buy buttons and dynamic remarketing
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What are Twitter Dynamic Product Ads?• Dynamic Product Ads allow advertisers
to serve Promoted Tweets based on products users have recently viewed on the advertisers website.
• Product feeds will be used by Twitter, and Promoted Tweets will be dynamically created.
Requirements• Ads API production access• Dynamic Product Ads permissions• Tailored Audience Web permissions• Advertiser accounts enabled for ads on
Twitter Audience Platform
Twitter – have “discontinued” their buy buttons in favour of dynamic remarketing product ads!
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• Initially keep product value low for in-platform purchasing
• Leverage the impulse purchase• Educate your audience• For Pinterest tailor boards and pins to
a commercial strategy • Test and learn!
Practical tips for using Buy Buttons
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Social shopping platforms
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#SMX #SASCon @AnnStanley@_thesocialsam
Top social shopping sites by sectorFashion & accessorie
s
Beauty Jewellery & Gifts
Home and Garden
Electronics Other
Art & Gifts Find
professionals
#SMX #SASCon @AnnStanley@_thesocialsam
• Aimed at the fashion and lifestyle market, Polyvore utilises peer to peer influence and visual inspiration to inspire purchase
• There’s 20 million + unique monthly visitors
• 2.2 million products added monthly
• 7.5 billion product impressions a month
• The average user has a household income of £47k
Social shopping sites – example Polyvore
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• Interior design and architecture social shopping site
• 40 million active users• 90% of users are
homeowners, 74% plan to decorate and 40% plan to build or renovate
Social shopping sites – example Houzz
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• Approach with a merchandisers POV• Use features to create inspiration
and motivate purchase through desire
• Leverage influencers and people already interacting with your products to drive reach
• Use paid features to boost top performing products
• Update regularly – including updating old links
• Test and learn!
How to use social shopping to drive sales
#SMX #SASCon @AnnStanley@_thesocialsam @_thesocialsam
1. Identify your social commerce objectives
2. Audit your audience and the platform
3. Assess internal resource4. Plan a distribution strategy
and identify key performance indicators
5. Test, measure and adapt!
How to get started
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Feed Management Software
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• Support multiple platforms - allowing easy expansion into new channels - Google/Bing, Shopping comparison engines (CSE), Affiliate feeds, Social Commerce, Marketplaces (eBay, Amazon etc.)
• Easy to set-up – you create one “feed-in” (usually your Google Shopping feed) and the software creates multiple “feeds-out” (bespoke for each specific platform)
• Some offer creation of dynamic AdWords text ad with parameters e.g. price inserted from feed for a specific SKU
• Bid management – including rules based• Reporting by product, category, brand etc.• Manual adjustment of feed content tailored for specific platforms i.e. allows you to
modify content outside of website • Large choice of software suppliers - some with low entry costs, and some with orders
back from Market Places
Features of feed management software
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Examples of feed management software (starred products also send orders back to your site)
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When to implement:• If you want to expand beyond AdWords to 1 or more additional channels (e.g. Bing,
Social, CSE, marketplaces and affiliate marketing)• If you need to modify the content of the feed but cannot make any changes via the
website• Due to low entry cost of feed management software - it can save significant time as
compared to manually modifying your feed for each channel
Price of feed management software:• Software packages from £50 - £2,500+ per month• Most charge for each additional channel• Some charge a percentage of sales (especially software for managing marketplaces)
When to implement feed management software and how much will it cost
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THANK YOU!
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early bird tickets until end of July (only £25)
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