State of SearchWhat to Expect:

eCommerce 2017Elizabeth Marsten@ebkendo

Image: Pixabay

@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, • Author: Lynda.com, All in One Web Marketing

for Dummies• And…

@ebkendo

Proud parent of a Toadler

CommerceHub – One Connection

NORTH AMERICA’S LARGEST RETAILERS, MARKETPLACES AND SEARCH ENGINES

DEMAND GENERATION

ASSORTMENT EXPANSIONWAREHOUSES, STORES, DROP-SHIPPERS,

BRAND MANUFACTURERS

DELIVERY EXPERIENCENATIONAL CARRIERS, REGIONAL

CARRIERS, LOCAL CARRIERS Image: CommerceHub

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

Image: CommerceHub

Yahoo

Image: Pixabay

Verizon

Dynamic Product

Ads (Native)

Native (Display, Retargeti

ng)

Search (Text Ads)

PolyvoreBrightroll

Flurry Analytics

Text Ads

• Search Partners• Y

ahoo

• Ask

Product

Listing Ads

• Search Partners• Y

ahoo

• Polyvore

Display Ads

Text Ads

• Search Partners• Y

ahoo

• AOL

• adMarketplace

• Syndicated Search Partners

Product Ads

•Search Partners•Yahoo

•Search Partner•Yahoo

Image: CommerceHub

Polyvore: Owned by Yahoo

Image: CommerceHub

And for part of 2015, was powering all of the Yahoo Shopping ads when it came to apparel.

Shop The Look: New Ad Format Powered By Google Shopping

• Apparel and home décor

• Broad queries trigger

• Shop those exact, or visually similar, products featured in the image

• Sourced from trusted partners such as LIKEtoKNOW.it, Polyvore, and Curalate

• Opted in based on Google Shopping participation

Image Source: http://searchengineland.com/google-shop-the-look-mobile-ads-apparel-home-products-258213

Polyvore: What We Saw

@ebkendo Source: CommerceHub data

CommerceHub Book of Polyvore Clients

• 41% Increase in Clicks YoY• 27% Increase in Sales YoY• 11% Decrease in Cost

Yahoo: Custom Audiences for Search & Search Retargeting

Custom Audiences for Search• 225% increase in CTR• 230% increase in CR• 51% reduction in CPA

Search Retargeting on Native• 23% conversions from native• 14% lower CPA on native than search (text) ads

*Results from comparison between audience targeted vs. non audience targeted traffic Source: Yahoo!

Yahoo Dynamic Product Ads in Pilot

• Retargeting method – showing previously viewed products

• Uses product catalog feed• Native format• All devices

@ebkendo Image: Yahoo!

Bing Ads

Image: iStock

Bing Ads Sales – Internal to CommerceHub

Source: CommerceHub data

Where’s the Bing Ads Volume Coming From?

• Increase in impressions on mobile for Product Ads• AOL partnership (was less than 1% for e-Commerce, now

8%)*• Faster feed processing times than last year• Product Ads now available in Canada

*Internal CommerceHub data, January 2016- October 2016

LinkedIn – Welcome to Microsoft

@ebkendo

• B2B advertising• Lead generation

primarily • CPC often higher than

you’d like• Recently started

leveraging Lynda.com acquisition

Image: CommerceHub

Connexity

Image: iStock

Expansion of Partnerships

• Pricegrabber, Become, Shopzilla, Yahoo, Meredith• Focusing on publisher network• Long term growing sales through social channels

Image: Connexity

Connexity: What’s Next

• Highly curated editorial content• Engaging with social agencies and influencers• Marketplace connecting retailers and influencers

Image: Connexity

eBay & Amazon

Image: Pixabay

eBay: In a Relationship with Facebook & Google

@ebkendo

• Accelerated Mobile Pages• ASIN Pages

• Improve SERPs to be static pages, not auctions that have ended• Buying traffic via AdWords to those new category pages • eBay states 80% of products listed are new items, not used• Facebook

• Monetizing messaging apps (no one opens emails anymore!)• Create collections for sharing

eBay Commerce Network

• Formerly Shopping.com• Sponsored ads on eBay pages

http://www.commercehub.com/shopping-com-ebay-commerce-network/

Amazon Product Ads Sunset in Oct. 2015

@ebkendo

January 2015

February 2015

March 2015

April 2015

May 2015

June 2015

July 2015

August 2015

September 2015

October 2

0150%

200%

400%

600%

800%

1000%

1200%

1400%

$90

$95

$100

$105

$110

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2015 APA – CommerceHub Clients

Average Order Value Return on Ad Spend

Source: CommerceHub data

Amazon Sponsored Products: What it Is

@ebkendo

• Ads that stay on Amazon.com• Surface up products that normally aren’t found or new• Have to win the Buy Box

Image: CommerceHub

Amazon Sponsored Products: Like PPC

@ebkendo

• 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 account• Potential to take keywords from Sponsored from search

and vice versa – especially when doing dynamic search ads on Google

• Using (most often) ACoS/ROAS

Where to Concentrate

Image: Pixabay

Data Quality in Feeds

@ebkendo

• Google Shopping• Manufacturer Center• Merchant Promotions• Local Inventory (in store & pick up)• Product Reviews• Business Data

Google GTIN Requirements

What: Google requiring unique product identifiers, especially brands sold by multiple retailers in multiple countries

@ebkendo

• Ad spend efficiency and user experience improvements• Competition from marketplaces & Facebook• Leaving “ownership” of the customer and the experience to

retailers and brands• And…

• 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

How long before Google knows my favorite color is blue and my clothing and shoe sizes?

Personalization takes on a new meaning

@ebkendoImage: CommerceHub

• 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

Google Manufacturer Center

Image: CommerceHub/Source: Think with Google

The Buy Button: a Product Listing Ads enhancement on mobile

Purchases on Google

https://adwords.googleblog.com/2015/07/winning-shopping-micro-moments.html

• 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• We’re expecting to see upwards of a 5% lift in conversions at

CommerceHub

Purchases on Google in 2016

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

@ebkendo

Seller Ratings & Product Ratings

Images: CommerceHub

• Third party or directly send your product ratings to Google• Look out for PLAs with ranking designations (1st 2nd 3rd) • Different experiences for desktop and mobile

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

What Now

Image: iStock

Google Wants You to Spend

@ebkendo

• Easier to get into betas and be whitelisted (expansion)• Better support (continue to spend)• Better attribution (cross device tracking)

"Facebook, I think because it has been so successful, is probably, to be blunt, a little bit more difficult to deal with. I think that's not a view we are alone in having. Others would too if you ask around. My view is that is going to change because they will see the benefit and the merit.“ – Martin Sorrell, WPP CEO

http://www.businessinsider.com/wpp-google-spend-5-billion-relationship-better-than-facebook-2016-10

Shift in Spend and Traffic Types in eCommerce

@ebkendo

• Spend is shifting to PLA from text ads• Non-brand queries tend to be more successful in PLA than text• Mobile devices showing more PLAs per query• Search partners (like Image search) increasing PLA impression

share• Online assortment is expanding both in variations and

categories• Brands are looking to sell more direct to consumer

• Removing the retailer, keeping that margin and owning the customer

http://searchengineland.com/google-shopping-ads-so-hot-right-now-the-meteoric-rise-of-plas-248055

Thank You! Go Dawgs!

@ebkendo