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@AnnStanley
Search Marketing for E-commerce and What’s new in Shopping Ads and “Buy Buttons”
By Ann Stanley Sept 2015
Managing Director of Anicca Digital
@AnnStanley
Our brands
Generating Leads,
Sales and Profit
Educating Your
Team
Building Your
Brand
Technical
Consultancy
Digital and Search
Marketing (Paid advertising,
SEO, PPC, ecommerce
marketing)
Marketing training (and
qualifications) for business
professionals
Owned and Earned media
(SEO, Content, PR, Social,
Email, MAS)
Technical consultancy in
web, Analytics, conversions
and ecommerce
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1: The Digital Marketing Landscape
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Size of Global ecommerce market by country
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Size of EU market by users (2013)
http://ecommercenews.eu/240-million-europeans-spent-
e170bn-online-last-year/
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Size of EU market by product type (2013)
http://ecommercenews.eu/ecommerce-per-country/ecommerce-in-europe/
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Digital advertising in the UK –(2014 full year results)
• UK digital ad spend in 2014
reached record high of
£7.194 billion with 14% year-
on-year growth
• Mobile reached £1.62 billion
of this, representing 23% of
total. Mobile had 63% year-
on-year growth, driven by
social, video and in-app ads
• Social ads grew 65% year-
on-year to £922m with 56%
on mobile (£517m)
Source: www.iabuk.net/blog/digital-adspend-goes-stellar-in-2014
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Mobile share
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Mobile growth by type
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Overview of marketing channels
Search marketing
(PPC, SEO, Merchant Centre)
Traffic to your site from other sources
(email, affiliates, display ads, social, mobile ads, PR, 3rd party sites, shopping
comparison, voucher sites, lead generation)
Shopping platforms and market places
(Amazon, eBay)
Other off-site sales/leads
(Social, Mobile Apps, daily deals sites)
Conversion optimisation
On-site Sales/Conversions
Off-site Sales/Conversions
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2: Google search results
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Google results for ‘sofa’*
Pay per
click ads
(via
AdWords)
Pay per
click text
ads (via
AdWords)
Organic
or natural
search
results
Shopping
Ads (paid
ads via
AdWords)
*sofa chosen to illustrate different types of results
new Local
listings
“Stack”
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New local stock (only 3 showing)
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Searching for local services –Importance of Review stars
• Google My Business Page
• Reviews from Google
• Need >5 to show stars
• 3rd party reviews
• Need >30 to show automatically
in ads
@AnnStanleyGoogle Shopping Ads –“new” featuresAggregated product ratings Google Certified Shop
Local inventory listings Merchant Promotions
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Price Drop
• Automatically generated through data in product feeds and merchant centre
• Dynamically highlights price drops
• Better CTR expected
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Other Google Changes
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Structured data and rich snippets
• Less than 1% of sites used Schema or structured data
• Identify any elements of the site that can be marked up using schema (refer to schema.org for more information).
• Highlight any additional information that could be marked up.
• Mark up individual elements such as business name, address, phone number, opening times and reviews.
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HTTPS/SSL – secure websites –ranking factor?
• August 6th 2014
• Google announced that they would be giving preference to secure sites
• Adding encryption would provide a "lightweight" rankings boost!
• Involves redirects, new Search Console account etc. – so there will be some developer time
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The problem of “not-provided” data in SEO
You can get some data from Webmaster Tools/Search Console but only 3 months
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Our solution for not-provided keyphrases - SEO Monitor • SEO Monitor uses data from Analytics, Webmaster tools/Search Console, AdWords, SEMrush
and Majestic• Provides estimated Google.xxx organic traffic and conversions by keyphrase (using the
landing page as the common factor)
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Using SEO Monitor to understand “not provided” traffic and conversions
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Using SEO Monitor to understand Keyword Difficulty and Opportunities (start of project)
@AnnStanleySofa.com case study –8 months of results for 30 target keyphrases
Increase in Visibility Score
Increase in Traffic
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3: Importance of mobile
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Growth in mobile -stats
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Global users by device
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UK – Growth in Smart Phone and Tablet ownership
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Actual Search engine audience by device (UK - March 2015)
54%
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Mobile share of web traffic by country Q1 2015
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Different behaviour on mobile
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Mobile research – starting point
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Device preference by time of day
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Email opening rates by device
Source: Movable Ink’s Q1 2014 US Consumer Device Preference Report
What do your
landing pages
look like on
mobiles?
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Voice-enabled Search
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Mobile results in Google?
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April 21st 2015 –Mobilegeddon!
• Each page on your site will be classed as either mobile friendly or not – and tested every time there is a relevant search
• Results can be marked as “mobile friendly” or you can run pages through mobile test
• After April 21st “unfriendly” pages will get lower rankings on mobile search results
• Get your mobile load speed to <1 second or all ranking will suffer
• Mobile apps (Android) will achieve better rankings in mobile search result (and its worth linking your app to the your mobile pages)
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Google Mobile friendly sites and speed tests
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Mobile results – Shopping ads
This is actually a carousel
– but most people do not notice
Normally 2 ads at the top of the results – can
be 3 at the top (when there are no
Shopping ads) and 3 at the bottom
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Strategies for Shopping Ads on Mobile
• Many users think there are only 3 ads on
mobile as they do not realise they can scroll
horizontally• Additional ads may not get clicked on (with
negative effect on CTR/Quality Score)
• Conversion rate is lower (typically <20% desktop)
• Very high bounce rates due to browsing
• Use mobile bid modifiers to reduce CPC so the overall ROAS is similar to desktops/tablets
• Try creating “device specific” ad groups:
• Ad groups for mobile – lower bid with high +mobile bid modifier
• Ad group for desktop/tablets – higher bid with -100% mobile bid modifiers (to drive
mobile traffic to the mobile ad group)
• Cross device conversions are still difficult to measure. Users may research on mobile and
buy on other devices
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Local services on mobile
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“There is an Elephant in the room!”
We have all this new mobile traffic – but does it convert?
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Add to cart and conversion rate by device
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Analytics – ecommerce site selling to consumers (wines)
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Analytics – ecommerce site selling to businesses (office whiteboards etc.)
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Before and after mobile responsive site went live
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Summary of conversion rates
Total Desktops Tablets Mobile Mobile vs desktop
Consumer site 2.38% 3.15% 2.33% 0.73% 23.2%
Business site 3.79% 4.84% 1.47% 0.81% 16.7%
Consumer site (non-responsive)
1.61% 2.03% 1.45% 0.39% 19.2%
Consumer site (responsive)
1.58% 2.14% 1.5% 1.04% 48.6%
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Impact of responsive design
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Mobile search –current situation/problems
• Traffic is increasing from mobiles – so should your mobile budget increase
• Many sites are still not mobile responsive (i.e. mobile friendly), this can effect your search rankings and user engagement
• Use is different than desktops – more browsing and different times of day, we prefer mobiles to open email and use social media
• Conversion rate is lower (lead generation sites and ecommerce sites)
• Return on ad spend can be too low on mobile for many sites – if measured purely on last click attribution
• Cross-device attributions in Analytics not accurate enough to know true value of the visits to mobile
• How important are mobiles for driving visitors to store or off-line interaction via calls
• How to send traffic to separate mobile site e.g. m. or .mobi sites
• Managing positions (with bids) as only 2 ads shown at top of mobiles (plus PLA’s shown at the top)
Response from the search engines and social platforms has been
to create new shopping ads and buy buttons
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4: New Shopping ads, buys buttons and
other features
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Remarketing with Shopping Ads
• Need Remarketing tag (or Google Dynamic Remarketing tag)
• Currently in beta, you need to enrol with your Google rep, once enrolled you will see a new “Audience tab”
• Google will create default audiences for you:• All visitors• Product views• Cart Abandoners• Past buyers
• Set bid adjustments for Shopping campaigns for users who have been to the website before (like RLSA)
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YouTube TrueView ads –cards with calls for action
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Shoppable TrueView ads
Click from TrueView video ad
to the merchant website
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Local Services ads – still in beta in the US
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Google Buy Button and marketplace
• Rumours started mid-May 2015 following an article by the Wall Street Journal and a webinar titled Virtual Shopping Summit (by CPC Strategy).
• These both predicted that Google will shortly launch a Buy Button in order to provide a marketplace service to compete with Amazon and eBay
• CPC Strategy thought that the scheme may be only available to Merchants that are in the Certified Shopping Scheme (as this provides some level of quality control)
• They also suspected that PayPal may be offered as a payment gateway – which is now possible due to eBay and PayPal being split into separate trading companies
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Current “understanding” (September 2015)• This will be called Purchases on Google – 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 product listing ads.
• CommerceHub says it’s not necessary for a site to be verified as a Google Trusted Store, but that it can help speed up the integration process
• The Buy Button will only be shown for certain advertisers next to Shopping Ads on mobile devices (possibly Android only)
• Buyers that click on Buy button you 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 but just the click cost
• Google may 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
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Product cards for voice search
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Google Now – In-store cards
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Off the Press! – Custom audiences for Google
• Re-engage customers through targeted ads on the Google Search and Display Network (just Gmail ads & YouTube).
• Reach out to new customers with similar audiences, through Gmail and YouTube ads.
• Upload email lists into AdWords & create targeted campaigns and ads – email addresses are anonymised in the platform and users are targeted by search histories and YouTube views.
• Available in all locations and across all devices.
• Rolling out across all accounts over the coming weeks.
**Need email lists of past or current customers in order to target.**
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Bing
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Bing Shopping ads
• Still in beta in the UK
• Create 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 of creating ad groups and product groups is identical to Google Shopping
• Data displayed may be limited as this point – e.g. benchmark CTR may not be provided
• Bing tracking uses normal PPC conversion tracking code (this can include dynamic value) – same as AdWords
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Example of Bing Shopping ads in Europe
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Ads in brand knowledge panel
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Amazon
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Sponsored Products and Product ads
Sponsored
Products
Product Ads
Search Partner
ads (AdWords)
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Where do the ads appearSponsored Product ads
• Amazon search
• Right of search results on Amazon SERP
• Bottom of search results on Amazon SERP
• Ad Placement on detail pages
• Mobile and tablet ads
Product ads
• Bottom of search results on Amazon SERP
• Now discontinued!
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Setting up your ads• Create an account – go to sellercentral
to create campaigns (enter existing account for Sponsored products)
• You receive £20 for sponsored products
• Need a feed – use feed management software or use Google feed
• The data in the feed provides the url –i.e. on Amazon page
• Upload via sellercentral
• Minimum bids based on sector – you can set bids but a percentage higher than min e.g. +10%
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Advantages of Sponsored Products
• Increase product “Discoverability”
• Get more Buy Box traffic
• Positively impact Buy Box factors
• Highlight new offers (e.g. iPhone 6 vs. 5)
• Give exposure to offers with low sessions
• Increase visibility for clearance items, and seasonal promotions
• Help promote new to Amazon ASIN with no pre-existing sales history
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Call for action on pages or ads
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Facebook Dynamic Product ads (Dynamic Retargeting)• 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 (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
• 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
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Traditional retargeting on Facebook
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Dynamic product Ad formats
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Instagram like2buy button
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Instagram “Shop Now” example (from Kendra Scott)
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Reply and add #amazoncart to add to your basket
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Twitter buy buttons
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Twitter example from Red
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Pinterest Buy It button
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Feed management software
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Why you should use Feed Management software?• Support multiple platforms - allowing easy expansion into new
channels - Google/Bing, Shopping comparison engines (CSE), Affiliate feeds, Marketplaces (eBay, Amazon etc.), Social ads
• 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
@AnnStanley
Software suppliers
• Feed Management software
Price of feed management software:
• Software packages from £50 - £2k+ per month
• Many charge for each additional channel
• Some charge a percentage of sales
Feed-Out Feed-Out and Orders-In Other software types
• FeedOptimise• OneFeed• SingleFeed• Feed Manager• GoDataFeed• SummitFEED• FusePump
• ChannelAdvisor• Intelligent Reach• Sellbrite• Linnworks• SellerExpress
• Competitive intelligence e.g. SEMrush, Adthena, Adgooroo
• Bid management e.g. Marin, Kenshoo, Acquisio
@AnnStanley
Summary
• The Shopping and buy button landscape is even more complex
• Some drive traffic back to your site, others allow you to promote or buy products already advertised on the platform
• Examples of some of these ads were difficult to find (Amazon Product ads and Twitter buy button)
• Most require a product feed
• Most have conversion tracking pixels – so use Tag manager
• We recommend using Feed Management software
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