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Building Your Social Commerce Mix Tape
Elizabeth Marsten
Image Source: iStock
@ebkendo
@ebkendo
• Senior Director, E-Commerce Growth Services
• Seattle, WA• 11 years in the search industry• PPC, Social, SEO, Analytics, Content• Speaker: SMX Adv/East/West, Mozcon,
Searchfest, State of Search, HeroCon• Author: Lynda.com, All in One Web
Marketing for Dummies• And…
@ebkendo
Mommy
Image Source: @ebkendo@ebkendo #mastersocialads
THE COMMERCEHUB NETWORKConnecting Sources of Supply with Meaningful Sources of Demand and Delivery
RETAILERS
BRANDS
MARKETPLACES
CARRIERS
SOCIAL
DISTRIBUTORS
3PLS
SEARCH
© 2017 CommerceHub, Inc. All product and company names and logos are trademarks™ or registered® trademarks of their respective holders.
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 Source: iStock@ebkendo #mastersocialads
Not one song was original.
Image Source: iStock
The #1 album?
Google. I mean, Frozen.Image Source: iStock
Ain’t no mountain high enough, right?
Images: iStock
Image Source: iStock
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/ @ebkendo #mastersocialads
Pinterest – The Up and Comer
• 2 billion+ monthly “idea
searches”*
• 40% of new Pinterest users are
men**
• 93% of Pinners used Pinterest
to plan for or make
purchases***
• 72% of Pinners have seen
something on Pinterest & made
a purchase offlinehttps://blog.pinterest.com/en/2-billion-monthly-idea-searches-and-counting*https://www.internetretailer.com/2016/10/17/40-new-pinterest-users-are-men**https://business.pinterest.com/en/blog/how-pinterest-drives-purchases-online-and***
@ebkendo #mastersocialads
Pinterest 2.0
• Added visual search (Lens
tool)
• Added visually similar
results
• Updated their feed to be
more like Google and do
bulk operations for
promoted pins
Image: Business Insiderhttp://www.businessinsider.com/how-to-use-pinterest-visual-search-2016-6
@ebkendo #mastersocialads
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
@ebkendo #mastersocialads
Pinterest – Shopping & Search Campaigns
• Limited to direct partners
that run campaigns
through Kenshoo
• 97% of search terms on
Pinterest are unbranded
Image Source: Pinteresthttps://business.pinterest.com/sites/business/files/a_new_take_on_search_0.pdf
@ebkendo #mastersocialads
Facebook Dynamic Product Ads
Image: iStock
Facebook Carousel DPA
*https://techcrunch.com/2017/02/01/facebook-q4-2016-earnings/
Now What:
• Company utility is based on daily active users
• Per FB, slowing growth in Q4 2016 due to
available inventory to show ads*
• Expanding ads to Messenger, Instagram Stories,
Audience Network
• Revenue up 51% YoY for Q4 2016 *
@ebkendo #mastersocialads
Dynamic Product Ads
Source: CommerceHub
Image: Facebook
CH – What we’ve seen:
• Average monthly performance
• Return on Ad Spend: up to 1,200%
• Product Catalog Size: up to 1,000 Products
• Added Dynamic Ads for Broad Audiences
• Conversion rate is high, volume lower than
search, it is remarketing after all
@ebkendo #mastersocialads
Some Caution
• 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
@ebkendo #mastersocialads
Keep it Simple to Start With
• 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
@ebkendo #mastersocialads
Yahoo!
Image: iStock
Yahoo – The Ecosystem
Source: CommerceHub
VerizonDynamic
Product Ads (Native)
Native (Display,
Retargeting)
Search (Text Ads)
Polyvore
Brightroll
Flurry Analytics
Text Ads
• Search Partners
• Yahoo
• Ask
Product Listing
Ads
• SearchPartners
•Yahoo
•Polyvore
Display Ads
Text Ads
• Search Partners
•Yahoo
•AOL
• adMarketplace
• SyndicatedSearch Partners
Product Ads
•Search Partners
•Yahoo
•Search Partner
•Yahoo
@ebkendo #mastersocialads
Yahoo – Recent Additions
*Results from comparison between audience targeted vs. non audience targeted traffic
• 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
@ebkendo #mastersocialads
Yahoo History of Product Ads
• Had a product ad unit launch in 2015, was
discontinued in spring 2016
• Product ads you see today on Yahoo.com SERPs are
curated from Google, Bing and Connexity
• Used to also have product ads from Polyvore feeds
• Currently working on a dynamic product ad pilot
@ebkendo #mastersocialads
Polyvore
Polyvore – Owned by Yahoo
• Polyvore is…
• A social / commerce site
• A high AOV channel for
luxury apparel retailers
• Accessed by users
primarily through a
mobile app
• Heavily gated
advertising/promotional
application processImage/Data Source: Polyvore
Polyvore by the Numbers
• Polyvore is…
• 84% female users
• 70% female users of
whom 50% of are under
34 (“Millenials”)
• 3 million sets created
every month
• High average order
value
Image/Data Source: Polyvore @ebkendo #mastersocialads
Polyvore at CommerceHub
• 41% Increase in
Clicks YoY
• 27% Increase in
Sales YoY
• 11% Decrease
in Cost
Image/Data Source: CommerceHub @ebkendo #mastersocialads
Polyvore Promotional Options
• Promoted products
• Media buy (homepage takeover, email)
• Plus (pilot, closed)
Image/Data Source: CommerceHub @ebkendo #mastersocialads
Image Source: iStock
Connexity, Pricegrabber & Become
Also on:
• Yahoo
• Meredith (Better Homes &
Gardens, Parents)
• Ask/Pronto
Image Source: Connexity
@ebkendo #mastersocialads
Connexity & Social Influencers
Highly Curated Editorial Content
• Engaging with social agencies and influencers
• A “marketplace” connecting retailers and
influencers
Image Source: Connexity
Connexity social so far
• 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)
Image Source: Connexity
@ebkendo #mastersocialads
Connexity at CommerceHub
• 49% Increase in Sales
YoY
• 38% Increase in Ad
Spend YoY
• 13% Increase in Clicks
Image Source: Connexity
@ebkendo #mastersocialads
Image Source: iStock
Amazon Sponsored Products
Sponsored Products on Amazon
Image Source: Amazon
• Ads that stay on Amazon.com
• Surface up products that aren’t easily found or are new
• Have to win the Buy Box to display@ebkendo #mastersocialads
ASP - at a glance
• 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
• Potential to take keywords from Sponsored from search
and vice versa – especially when doing dynamic search
ads on Google
@ebkendo #mastersocialads
ASP - at a glance
• Using (most often) ACos/ROAS
• Reporting only in the Amazon UI
• SKAGs can be used (granularity matters)
• Can bid/add competitor names
@ebkendo #mastersocialads
Image Source: iStock
eBay & eBay Commerce Network
eBay – what’s next
• Accelerated Mobile Pages
• ASIN pages
• Improve SERPs to be static
pages, not auctions that
have ended
• Monetizing messaging apps
(apparently no one opens
emails anymore)
• Creating collections for
sharing Image Source: Pixabay
@ebkendo #mastersocialads
eBay Commerce Network
• Despite the name, will not be showing on eBay search result
and product detail pages
• eBay will be pushing their promoted listings within eBay and
encouraging more sellers to sell on eBay
• eBay is increasing seller fees May 1st
• Commission, less top rated seller discounts
@ebkendo #mastersocialads
Why ASP & eBay Matters to Social Commerce
• As search inventory slows, the need to expand grows
• Marketplaces will not be relegated to just monetizing within their
own platforms
• Amazon, eBay and Walmart are already buying Google PLAs for
their marketplace sellers
• Watch the categories of home furnishings, kitchen and
consumer electronics
• As CSE type advertising options are deprecated for onsite
options, you may need to expand to other platforms…like social
@ebkendo #mastersocialads
What should you do now?
• Facebook Dynamic Product Ads
• Pinterest (Rich, Promoted)
• Polyvore
• Connexity Social Influencers
Image Source: iStock
Thank You!
Image Source: @ebkendo
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