beat the house: optimizing your digital marketing portfolio
TRANSCRIPT
Best Practices at Optimizing Your Digital Marketing Portfolio
BEAT THE HOUSE
Image: Pixabay
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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
@ebkendo
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Pause here for “awwwwwws”
New mommy
@ebkendo
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NORTH AMERICA’S LARGEST RETAILERS, MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSIONWAREHOUSES, STORES, DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERYNATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS
CommerceHub – One Connection
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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
What we do for large retailers and consumer brands
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Google AdWords
Image: Pixabay
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What: Google requiring unique product identifiers, especially brands sold by multiple retailers in multiple countries
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?
@ebkendo
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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?
Image: Google Shopping Insights
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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
@ebkendo Image: CommerceHub
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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
Image: CommerceHub/Source: Think with Google
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Google Shopping Manufacturer Center Merchant Promotions Local Inventory (in store &
pick up) Product Reviews Business Data
The Need for Quality Feeds
@ebkendoImage: Pixabay
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The Buy Button: a Product Listing Ads enhancement on mobile
Purchases on Google
@ebkendohttps://adwords.googleblog.com/2015/07/winning-shopping-micro-moments.html
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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.
@ebkendohttps://adwords.googleblog.com/2016/05/ways-to-be-useful-for-mobile-shoppers.html
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Mobile – Purchases on Google/hosted storefrontResearch – Manufacturer Center, Product CardsIn person – In-Store 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
@ebkendo
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Amazon
Image: Pixabay
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Removal of Amazon Product Ads last October Keyword based (automatic and manual) Double dip cost model – CPC and fee with
Amazon if the product sells Very similar to a simple Google AdWords account
Potential to take keywords from Sponsored from search and vice versa – especially when doing dynamic search ads on Google
Sponsored Products
@ebkendo
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Bing Ads
Image: Pixabay
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Bing is slowly replacing the inventory gap left by the 2015 changes of their partnership with Yahoo from 2009.
Yahoo Pulls Back
Source: CommerceHub data
Internal to CommerceHub
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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
@ebkendo
Source: CommerceHub data
CommerceHub Bing Ads Same Store Sales
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Less than 1% of sales for CH comes from the referrer since January 2016
AOL Partnership – Not Much for eCommerce
43M unique searchers1
240M monthly searches1
@ebkendohttps://advertise.bingads.microsoft.com/en-us/blog/post/january-2016/aol-web-search-powered-by-bing
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LinkedIn Connection
@ebkendo
Welcome to Microsoft• LinkedIn – B2B advertising• Lead generation primarily • CPC for keywords still higher than products• Product Ads available impressions far under
Google and actual available• Product Ads on mobile devices even fewer
impressions
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Yahoo (Gemini)
Image: Pixabay
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Yahoo Ecosystem
Product Ads
(defunct)
•Polyvore Promoted Products
Native (Displ
ay)
Search (Text Ads)
Text Ads
• Search Partners• Y
ahoo
• Ask
Product
Listing Ads
• Search Partners• Y
ahoo
• Amazon (defunct)
Display
Ads
Text Ads
• Search Partners• Y
ahoo
• AOL
• adMarketplace
• Syndicated Search Partners
Product Ads
•Search Partners•Yahoo
@ebkendo Image: CommerceHub
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Yahoo.com SERP
Yahoo Text Ad
Google PLA Ads
Bing Ads Text
Google Text Ad
Image: CommerceHub
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New ad types for parity with Google and Bing Custom Audiences Search Retargeting
What’s Next for Yahoo?
*Results from comparison between audience targeted vs. non audience targeted traffic Image/Source: Yahoo!
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Discovery Shopping
Image: Pixabay
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Polyvore: Fashion & Beauty
Image: Pixabay
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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• 3 million sets created every month
What is Polyvore?
@ebkendoImage: 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
Polyvore Pays Out … for Luxury Apparel Retailers
@ebkendoImages/Source: Polyvore
AOV according to Polyvore
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41% Increase in Clicks YoY 27% Increase in Sales YoY 11% Decrease in Cost
Apparel & Home Goods
Source: CommerceHub data
CommerceHub Book of Polyvore Clients
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Accessing the Polyvore mailing list with Yahoo View for Mobile
Yahoo Leveraging a Little
Image: CommerceHub
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Image: Pixabay
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Rich pins, they’re free! Yes. Promoted pins. Yes. Buyable Pins –if you can work with a shopping cart
partner.
Is Pinterest Worth It?
Is Pinterest Worth It?
Source: CommerceHub data
CommerceHub Book of Pinterest Clients
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Pin This
Apparel – in 2015, consistently in the top 5 for channel returns with minimal effort
Increased competition from Facebook/Instagram
Video is coming – Cinematic and Click to Play Mobile– Mobile only, 80% of users are on mobile– GIF-like preview on a CPM model– Measuring views (full or partial) and clicks to featured pins
@ebkendo http://marketingland.com/pinterest-debuts-click-to-play-mobile-only-video-ads-188302
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Order Integration. Easier to say than do.
Add to Cart is More Than a Button
@ebkendo Image: CommerceHub
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Connexity
Image: Pixabay
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Pricegrabber, Become, Shopzilla, Yahoo, Meredith
Connexity: Many Partnerships
Current focus on publishers Long term growing sales through social channels
Image: Connexity
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Connexity: What’s Next
Highly curated editorial content– Engaging with social agencies and influencers
Marketplace connecting retailers and influencers
Image: Connexity
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Facebook Dynamic Product Ads
Image: Pixabay
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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,
which can be inflated
@ebkendohttps://www.facebook.com/business/a/online-sales/dynamic-product-ads#u_0_d
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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
@ebkendo
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eBay Marketplace
Facebook partnership expanding Messaging and messenging apps Collections, wishlists, video and social sharing of
products
@ebkendo
AMP – implementing accelerated mobile pages Creation of ASIN/product pages over auction results Investment in AdWords to drive traffic to those pages
Google efforts expanding
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Get the Team Together
Image: Pixabay
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Google: GTINs, Remarketing Facebook Dynamic Product
Ads Polyvore: If you’re apparel or
beauty Local Inventory Ads (for
stores) Purchases on Google (in
some cases)
Where Did I Put My Money?
@ebkendoImage: Pixabay
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Bing Product Ads Connexity eBay
Wait and see… Yahoo Shopping Pinterest (Buyable
Pins) Houzz Google Gmail Ads
What Should I Watch?
@ebkendoImage: Pixabay
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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
@ebkendo
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Fear and Loathing
Image: Pixabay
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Brands are looking to sell more direct to consumer• Removing the retailer/re-seller, keeping that
margin• Want to own the customer• Data quality, ownership and accuracy
Physical stores • Tying to online/mobile (LiveRamp, beacons)• Assortment and price vs. online
What’s Next?
@ebkendo
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Thank You!