shopping ads, buy buttons, social-commerce & remarketing: how to develop an integrated...

#SMX #14C @AnnStanley

How to develop an integrated cross-platform strategy

SHOPPING ADS, BUY BUTTONS,

SOCIAL- COMMERCE & REMARKETING

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.


TITLE OPTION #2 – IMAGE Slide with SMX FOOTER:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooter-eitherforatitleslideorallothers.YOUMUSTUSETHISFOOTERATMINIMUMONYOURTITLESLIDE&ALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifusingexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionSMXwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

A bit about Anicca and Ann!

Founded in 2007

Team of

24

P Paid

O Owned E

Earned T

Technical

SMXLondon since

2011


Yourbrandwebsiteorstore

Shopping/Marketplaces

Search SocialOtherwebsites&mediasites

NEW&POTENTIALCUSTOMERS

ShoppingAds

ProductfeedFeedManagementSoftware

SocialCommerce CSE

SALEJ

Product/buttonsinads

Use of shopping ads and buy buttons for ecommerce

1 2 3


•  AdWordsupdates–ToddandMona•  PurchasesonGoogle–Todd•  Bing–shareisgrowingduetoWindows10(21%inUSAvs9%in

theUK)

Search 1


Search – Bing Shopping ads vs AdWords 1

Platform ProportionofImpressions

CTR AvgCPC Conv.Rate

CostPerConv.

ReturnOnAdSpend

AOV

AdWordsShoppingAds 100% 2.10% £0.22 4.05% £5.54 6.72 £37.23 BingShoppingAds 6% 0.34% £0.12 4.29% £2.76 16.90 £46.58

B2C-Cosmetics(UK)s

Platform ProportionofImpressions

CTR AvgCPC Conv.Rate

CostPerConv.

ReturnOnAdSpend

AOV

AdWordsShoppingAds 100% 1.68% £0.86 3.50% £24.63 2.8 £68.89BingShoppingAds 38.8% 0.20% £0.56 1.78% £31.32 1.23 £38.55

B2B–Officeequipment(UK)s

•  PreviousresearchonBingPLA’svsAdWordsShoppinghasalsoshownvariabilitybybrandandsector(PPCHeroCarrieAlbright)

•  Lessonlearned–youneedtotestanddetermineeffectiveness


Share of ecommerce web traffic originating from social 2

•  Shareofecommercewebtrafficfromsocialisstilllow(butgrowingrapidly)

•  Needtoconsider

•  Salesthathappenonthesocialplatformse.g.F-commerce

•  Impactofassistedconversionsandupliftformmoreengagedusersthatrevisityoursiteviaotherchannels

•  Usingsocialasasourceofcheapertrafficfollowedbyretargetingwithotherchannels


Growth in social commerce and social shopping 2


Average order value from social shopping (Shopify) 2


•  ResearchbyAdobeshowsthatalthoughFacebookstilldrivesthemostvisitstoUKsites,Pinterestdrivesthemostrevenuepervisits

Revenue per visitor by social channel (Adobe) 2


Different types of social commerce and social shopping

•  F-Commerce(desktoponly)–integratedstorefromappslikeShopify,BigCommerce,ShopYa,Ecwidetc.

•  Buybuttons(inapppurchaseandwebsitecheckout)

•  Dynamicremarketing(e.g.Facebook,Twitter)

•  Socialshoppingsites(e.g.Polyvore,HouzzandOpenSky)

YoucanalsoconsiderShoppableUGC,Shoppablevideoand‘conversationalcommerce’withChatbots.Checkoutthispresentationformoreinformation:http://bit.ly/1WUvZ2I

2


Shopfront Categorypage Productpage Checkout Checkoutonwebsite

Shop on Facebook (levels of sophistication) 2

HardGraft

CarbonSpeed


Buy buttons - Facebook 2


Buy buttons – Instagram (Shop Now) 2

SetupviaFacebook:

•  GotoyourFacebookBusinessManagerandthenyourAdvertsManager

•  ExtendthereachbyadvertisingonInstagramforexistingdynamicremarketingadsRequiresProductCatalogfeed(seesubsequentslideonFacebookremarketing)


Pinterest - Rich Pins

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

2


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

2

Pinteresthasjustannouncedthelaunchofdynamicremarketing


•  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 2


WhatareTwitterDynamicProductAds?

•  DynamicProductAdsallowadvertiserstoservePromotedTweetsbasedonproductsusershaverecentlyviewedontheadvertiserswebsite.

•  ProductfeedswillbeusedbyTwitter,andPromotedTweetswillbedynamicallycreated.

Requirements

•  AdsAPIproductionaccess

•  DynamicProductAdspermissions

•  TailoredAudienceWebpermissions

•  AdvertiseraccountsenabledforadsonTwitterAudiencePlatform

Twitter – have “discontinued” their buy buttons in favour of dynamic remarketing product ads!

2


Top social shopping sites by sector 2

Fashion&accessories

Beauty Jewellery&Gifts

HomeandGarden

Electronics Other

ü  ü  ü  ü 

ü  ü  ü  ü  ü 

ü  ü  ü  ü  ü  Art&Gifts

ü  Findprofessionals

ü  ü  ü 


•  Aimedatthefashionandlifestylemarket,Polyvoreutilisespeertopeerinfluenceandvisualinspirationtoinspirepurchase

•  There’s20million+uniquemonthlyvisitors

•  2.2millionproductsaddedmonthly

•  7.5billionproductimpressionsamonth

•  Theaverageuserhasahouseholdincomeof£47k

Social shopping sites – example Polyvore 2


•  Interiordesignandarchitecturesocialshoppingsite

•  40millionactiveusers•  90%ofusersare

homeowners,74%plantodecorateand40%plantobuildorrenovate

Social shopping sites – example Houzz 2


•  GoogleContextualDynamicCreativefordisplayads(BetainUSA)•  AdServing–paiddisplayusingtechnologysuchasDoubleClick,Flash

Talking,SpongeCelletc.

Products and price buttons in display ads 3

ExamplefromFlashTalking


Buy buttons in Trueview ads 3

Click from TrueView video ad to the merchant website


Yourbrandwebsiteorstore

Shopping/Marketplaces

Search SocialOtherwebsites&mediasites

NEW&POTENTIALCUSTOMERS

ShoppingAds

ProductfeedFeedManagementSoftware

SocialCommerce CSE

SALEJ

Product/buttonsinads

Additional sophistication of adding remarketing

4 5

Remarketinglayer

7

6


Use “honeypots” to get visitors to your site at a low cost – so you can create a remarketing audience in Analytics

4

CreateremarketinglistsinAnalytics

Yoursite


•  Use“honeypot”contenttoattractpotentialcustomerstoyoursite•  Useutmcodesonalllinks,soyoucancreateremarketingaudiences

inAnalytics•  UseremarketingaudiencesinconjunctionwithShoppingAdsto

targettheseuserswithincreasedbidswhentheyareproactivelybuying

•  ParticularlypowerfulwhenShoppingadsCPCishighorROASislow•  Thisstrategyallowsyoutofocusbudgetonpreviousvisitorstoyour

site,astheyaremorelikelytoconvert

RLSA for shopping with traffic from search, social or display

4


•  NeedtouseFacebook’sownretargetingtags

•  Testdifferentadformatsandusetheadtemplates

•  Overlayadditionalaudiencetargetingoveryourremarketingaudience

•  YoucanuseyouGooglefeedorfeedmanagementsoftwaretocreatethecatalog

Facebook dynamic retargeting with traffic originally from search, social or display

5


Dynamic remarketing in display ads with traffic from search, social or display

6

•  Createdisplaycampaignfordynamicremarketinglinkedtoyourshoppingfeed(MerchantCenteraccount)

•  Usedynamicadunit(s)pickedfromtheadgallery(withchoiceofsizes,format,textoptions)

•  OverlaywithyourAnalyticsremarketingaudience(andselect“targetandbid”option)


Examples of feed management software 7


•  Supportmultipleplatforms-allowingeasyexpansionintonewchannels-Google/Bing,Shoppingcomparisonengines(CSE),Affiliatefeeds,SocialCommerce,Marketplaces(eBay,Amazonetc.)

•  Easytoset-up–youcreateone“feed-in”(usuallyyourGoogleShoppingfeed)andthesoftwarecreatesmultiple“feeds-out”(bespokeforeachspecificplatform)

•  SomeoffercreationofdynamicAdWordstextadwithparameterse.g.priceinsertedfromfeedforaspecificSKU

•  Bidmanagement–includingrulesbased

•  Reportingbyproduct,category,brandetc.•  Manualadjustmentoffeedcontenttailoredforspecificplatformsi.e.allowsyoutomodify

contentoutsideofwebsite

•  Largechoiceofsoftwaresuppliers-somewithlowentrycosts,andsomewithordersbackfromMarketPlaces

Why you should use feed management software 7


Whentoimplement:•  IfyouwanttoexpandbeyondAdWordsto1ormoreadditionalchannels(e.g.Bing,

Social,CSE,marketplacesandaffiliatemarketing)

•  Ifyouneedtomodifythecontentofthefeedbutcannotmakeanychangesviathewebsite

•  Duetolowentrycostoffeedmanagementsoftware-itcansavesignificanttimeascomparedtomanuallymodifyingyourfeedfroeachchannel

Priceoffeedmanagementsoftware:

•  Softwarepackagesfrom$75-$5,000+permonth

•  Manychargeforeachadditionalchannel•  Somechargeapercentageofsales(especiallysoftwareformanagingmarketplaces)

When to implement feed management software and how much will it cost

7


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shopping ads, buy buttons, social-commerce & remarketing: how to develop an integrated...

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