#SMX #13C @ebkendoRetail Search Beyond Google: Get Found More, Sell More

Build Your Own Awesome Mix Tape

#SMX #13C @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 #13C @ebkendo

Still counts if it’s under a year

Also, be nice. It’s my birthday.

Newish mommy

#SMX #13C @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

#SMX #13C @ebkendo

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

#SMX #13C @ebkendo

The Guardians of the Galaxy soundtrack spent 11 weeks at the top of the Billboard 200 in 2014, selling over 1million copies. It was the number two album of the year.

Image: iStock

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Not one song was original.

Image: Wikimedia

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The #1 album?

Google. I mean, Frozen.Image: iStock

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Ain’t No Mountain High Enough, Right?

Image: iStock

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Pinterest

Image: iStock

#SMX #13C @ebkendo

Rich, Promoted, Buyable, Retargeting & Video

100 million active users 80% of Pinners access via mobile Promoted Pins drive 5x more

incremental in-store sales per impression

Retargeted Ads targeted at act-a-like Audiences increased CTRs by up to 63%, reach by 30x in early testing

Pinterest referrals have AOV $50

Source: http://qz.com/719039/pinterest-really-really-wants-you-to-shop-from-its-pins/; https://business.pinterest.com/en/blog/oracle-data-cloud%E2%80%99s-study-proves-promoted-pins-drive-store-sales; https://www.searchenginejournal.com/pinterest-ad-targeting-options/166167/

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Pinterest: Getting Started

Rich pins are free. FREE.– But you need metadata on that page of your site

Product Feed needed for Promoted & Buyable– Ability to edit or designate which products are promoted– Buyable requires a partner to handle the transaction

Retargeting– Need a Marketing Developer Partner (and some dreams)

Video– Need a Pinterest account team

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Facebook Dynamic Products Ads

Image: Pixabay

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CH – What we’ve seen: – Average monthly performance

• Return on Ad Spend: 900%-1,200%• Product Catalog Size: 350-1,000 Products

Facebook Dynamic Products Ads

Image: Facebook AdvertisingSource: CommerceHub

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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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Keep it Simple to Start

Abandoned Cart, Viewed Product Page, Past Purchasers

Focus on where the ad is being placed– Right rail– Newsfeed

Structure account so you can bid by placements/user behavior

Follow image quality guidelines

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Yahoo!

Image: iStock

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Yahoo – The Ecosystem

Source: CommerceHub

VerizonDynamic Product

Ads (Native)

Native (Display,

Retargeting)

Search (Text Ads)Polyvore

BrightrollFlurry

Analytics

Text Ads

• Search Partners• Yahoo• Ask

Product

Listing Ads

• Search Partners• Yahoo• Polyvore

Display Ads

Text Ads

• Search Partners• Yahoo• AOL• adMarketplac

e• Syndicated

Search Partners

Product Ads

•Search Partners•Yahoo

•Search Partner•Yahoo

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Custom Audiences for Search: Retailer (big box store)– 225% increase in CTR– 230% increase in CR– 51% reduction CPA

Search Retargeting on Native: Retailer (big box store)– 23% conversions from native– 14% lower CPA on native than search (text) ads

Yahoo – What Else?

Source: YahooResults from comparison between audience targeted vs. non audience targeted traffic

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Polyvore

Image: iStock

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Polyvore is…– A social / commerce site – 84% female users– 50% of that 84% are under 34

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

apparel retailers– 3million sets created every

month

What is Polyvore?

Source: 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

Image: CommerceHub

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Polyvore Pays Out … for Luxury Apparel Retailers

Source: Polyvore

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41% Increase in Clicks YoY

27% Increase in Sales YoY

11% Decrease in Cost

Apparel & Home Goods – CH Clients

Source: CommerceHub data

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Connexity

Image: iStock

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Yahoo Meredith (Better

Homes & Gardens, Parents)

Ask/Pronto

Connexity: Pricegrabber, Become, Shopzilla

Image: Connexity

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Connexity – What’s NextHighly curated editorial content

-Engaging with social agencies & influencers-A “marketplace” connecting retailers &

influencers

Image: Connexity

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Influencers lift purchase intent 2x 2.7x increase in purchase intent with brand exposure 5.2x increase in purchase intent with brand and influencer exposure

49% of users rely on recommendations from influencers (56% from friends)

Connexity: Influencers

Source: Connexity

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What we’re seeing at CommerceHub

Connexity

49% Increase in Sales YoY

38% Increase in Ad Spend YoY

13% Increase in Clicks

Source: CommerceHub data

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Amazon Sponsored Products

Image: iStock

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Amazon Product Ads (APA) and Sponsored Links were sunset. I miss them.

Amazon Sponsored Products Released 2015

Janua

ry 20

15

Februa

ry 20

15

March 20

15

April

2015

May 201

5

June 2

015

July 2

015

Augu

st 20

15

Septe

mber 2

015

October

2015

0%

200%

400%

600%

800%

1000%

1200%

1400%

$90$95$100$105$110$115$120$125$130

2015 APA – CommerceHub Clients

Average Order Value Return on Ad SpendSource: CommerceHub data

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Uses keywords, match types, ad groups, campaigns, negative keywords

Automatic & Manual campaign options

“Double dip” cost of CPC and % of sale by category

SKAGs exist (granularity matters) Can bid on competitor names Reporting only in Amazon UI

ASP – The AdWords UI of 2009

Image: iStock

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eBay + eBay Commerce Network

Image: iStock

#SMX #13C @ebkendo

Accelerated Mobile Pages ASIN pages– Improve SERPs to be static pages,

not auctions that have ended Facebook– Monetizing messaging apps

(apparently no one opens emails anymore)

– Creating collections for sharing

eBay – What’s Next

Image: Pixabay

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Remember these?

eBay: Driving Traffic to the New ASIN Pages

Image: Wordstream

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Facebook Dynamic Product Ads

Amazon Sponsored Products

Pinterest (Rich, Promoted) Polyvore

Yahoo Dynamic Product Ads eBay Commerce Network Connexity

So…You Want Me to Do What Now?

Image: iStock

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