Q4 Retail Search Strategy: Engage Shoppers Where They're Actively Buying

Engage Shoppers Where They’re Actively Buying

Q4 Retail Search Techniques Presented by CPC Strategy & HookLogic

#cpcwebinar

About CPC Strategy

We Drive Conversions by Matching Retail Inventory with Consumer Intent.

Services Include

Retail-focused Paid Search (PPC)

Product Listing Ads Management

Full-Service Shopping Channel Management

Product Feed Management

Founded in 2007

More than $35 million a year in managed ad spend

Over +250 active clients

2x Top 50 fastest growing companies in San Diego

Now an Official Google Shopping Partner

CPCStrategy.com/packages

#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com

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Webinar Recording & Questions

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Q&A following the presentation

Chat box to the right

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Jon GregoireMarketing Specialist @Jon_Gregs

Speakers

Rick BackusCEO and Co-Founder of

CPC Strategy

Steve ElsonVP of Search Media

at HookLogic

About HookLogic

Provides marketers unprecedented access to bottom of funnel shoppers and a clear view into resulting sales attribution

Retail Network Includes:Founded in 2004

Pioneered paid product listings on retail sites

Growing network of retail sites in network

HookLogic.com/retail

300+ Brand & Marketplace Advertisers, Including:

Steve ElsonHookLogic | VP of Search Media

HookLogic Speaker

Retail Search expert

Speaker at iMedia Summits

Responsible for helping brands leverage HookLogic's retail network

10+ years of media and advertising experience

Rick BackusCEO and Co-Founder @CPC_Rick

Retail Search & Google Shopping Expert

Speaker at IRCE 2013

Speaker at SearchLove San Diego and Boston

Monthly Retail Contributor for Search Engine Land

Over 8 years working with Ecommerce Merchants

CPC Speaker

Today’s Agenda

The New Challenge of Harnessing Retail Search Intent

How Google and Shopping Engines Fit Into Overall Strategy

The Amazon Marketplace

The Retail Search Exchange by HookLogic

New Findings on Consumer Behavior

Live Q&A

What is Retail Search Intent (RSI) and Why Does it Matter?

Retail Search Intent is motivated online searching with the purpose to buy. (ex. shopping with a

list vs. window shopping)

Tools now exist that allow brands and retailers to harness RSI

Significant drivers of online traffic, revenue, and profit - #1 contributor to your digital bottom line

Retail Search Intent is the Next Big Thing

The Fundamental Retail Search Channels

Google & Other Comparison Shopping Engines

Amazon

Top-tier Retail Websites – The Retail Search Exchange

Harnessing Retail Search Intent

The Factors that Influence Success on Retail Search ChannelsCPC Product Ads: Connect High-Converting Shopper Searches With Your Relevant Products

Product Data

Build your feed’s “quality score”

Enhance product titles and descriptions

Use custom labels in the feed to segment your inventory

Campaign Management

Leverage search term data to strategically deploy products

Implement advanced bid modifications by device, time of day, and location

Identify negative keywords to reduce unprofitable ad spend

Increase/Decrease exposure for custom inventory segments (ex. top performing SKUs)

Amazon Marketplace: Unpack the Levers that Drive Buy Box Ownership Technology Selection

Pricing Strategy

Competitive Intelligence

Feedback Management

Today’s Agenda

Live Q&A

How Google Has Changed the Game

Product Listing Ads are the #1 driver of paid traffic for many of our clients

Resources focused on connecting products with high retail intent (constant UI testing)

Taking Advantage of Google Shopping

Updates and Things to Keep in Mind the Next Couple of Months

Have You Switched Yet? Shopping Campaigns take over in late August

New Feed Specifications Set for September 30th – Main takeaway: New character limits on “a variety of attributes.”

Q3 Cleaning: Make sure your feed is set for Q4 (ie. monitor for restricted products, broken mobile product pages, etc.)

Take Advantage of the New FeaturesImpression Share, Bid Simulator, and SKU-Level Reporting

Mobile Bid Modifications: Traffic will amplified in the coming months

Taking Advantage of Google Shopping

How Shopping Engines Fit IntoEcommerce Strategy

A brand/retailer’s presence on comparison shopping

engines (CSEs) is essential

Solid source of incremental traffic and revenue growth

Strategy: Only send limited feeds

Close monitoring of each engine’s caveats in your

vertical (ie. Amazon Product Ads is high volume –

must monitor spend closely)

The Role of Shopping Engines

Today’s Agenda

Live Q&A

Goal: Unpack the black box of Amazon selling

The “typical“ Amazon seller narrative – What do you do once you’re up and running on Amazon?

Amazon can be just as influential to your bottom line as traditional paid channels (text + product ads)

Selling on Amazon

Amazon Marketplace Optimization

Amazon selling as a Brand vs. Reseller

What Are The Different Levers A Third-party Seller Can Pull To Improve Marketplace Selling?

Technology Selection Is Key – Order management inventory management,

multi-channel management platforms, feed schemas

Ongoing Processes:

Feedback management – reviews will make-or-break Amazon performance

Monitoring sales rank / Competitive intelligence reports

Repricing strategy

Shipping strategy

Understanding Buy Box Ownership

Improving Amazon Selling Performance

Today’s Agenda

Live Q&A

Promoting Inventory Closer to the ‘Buy’ Button

• Shoppers head to Google, Amazon, AND Retail Websites: Top-tier retail websites are

often overlooked in overall Retail Search strategy.

Take Advantage of Leading Retail Sites

RSX US OnlineRetail Sales

RSX US Offline Retail Sales

US Retail Sales Sources: 2013 Internet Retailer

500 Guide, 2013 annual reports

$580 Billion Total US Sales

The Retail Search Exchange HookLogic’s proprietary platform for brands

Network of retail websites provides scale and meets shopper multi-tab behavior: 2.7 sites per online purchase

The first page of results represents 91% of all product listing pages viewed by shoppers on retail sites

Take Advantage of Leading Retail Sites

Fundamental Retail Search Channels

Google & Other Comparison Shopping Engines

Amazon

Retail Search Exchange – Network of Retail Websites

How Should Merchants Be Thinking About These Channels?

Retail Search Exchange Product Ads

HookLogic’s proprietary platform for brands

PPC media program for Brands selling through retailers

Ability to promote retailer-specific product inventory

Native ads display on the network of high-traffic, popular retail sites

HookLogic’s Retail Search Exchange

Retail Search Exchange Ads

Native PPC Ads Clicking In Retail Sites

Network of Retailers

Retail Search Exchange – Campaigns

Campaigns organized by Global Product Category

Keywords automatically assigned based on shopper behavior;

advertisers can submit additional terms

Products / Keywords

Product Categories

Campaigns

Retail Search Exchange – Reporting

Standard delivery metrics, by category and product

Attributed sales and Return-On-Ad-Spend

Sponsored Product Impact: Share of Product Page Views, Sales Volume, Sales Value

2/11/2

2/15/2

2/18/2

2/21/2

2/24/2

2/27/2

3/11/2

3/14/2

3/17/2

3/20/2

3/23/2

3/26/2

3/29/2

4/12/2

4/15/2

4/18/2

4/21/2

4/24/2

4/27/2

4/30/2

5/12/2

Sponsored Product Impact: Sales VolumeShare of Volume - Campaign Inactive

Share of Volume - Campaign Active

Daily Ad Spend - Campaign Active

Intel Leverages Retail Search ExchangeIntel uses Retail Search Exchange to promote Intel based Tablets, 2-in-1 devices and All-In-One computers

HookLogic allows Intel to efficiently promote strategically important products on many retailers

through a single platform

HookLogic provides SKU level reporting for Intel to track return on advertising investment

Intel Case Study

Ongoing SKU-Level Optimization

Intel Case Study

Attributed sales volume and Return-on-Ad-Spend evaluated on a product level

0 50 100 150 200 250 300 350 400 4500%

Unit Volume

Q1 2014 Results

Positive network share shift of consideration and sales

ROAS ranges from 3x-10x+ and cost/unit $25-50 depending on the product category

Intel Case Study

7% 23% 41%

Increased Share of Sales Volume

Increased Share of Sales Value

Increased Share of Product Page Views

Core Distinctions

For Brands to promote products across a network of retailers

Retail channel sales attribution

Easy to start and maintain – we have product feeds from our retailers

Native ad format, click-in conversion

Today’s Agenda

Live Q&A

Retail Search = Navigation + Search + Filters

Findings on Consumer Behavior

2014-04-01

2014-04-03

2014-04-05

2014-04-07

2014-04-09

2014-04-11

2014-04-13

2014-04-15

2014-04-17

2014-04-19

2014-04-21

2014-04-23

2014-04-25

2014-04-27

2014-04-29

2014-05-01

2014-05-03

2014-05-05

2014-05-07

2014-05-09

2014-05-11

2014-05-13

2014-05-15

2014-05-17

2014-05-19

2014-05-21

2014-05-23

2014-05-25

2014-05-27

2014-05-29

2014-05-31

2014-06-02

2014-06-04

2014-06-06

2014-06-08

2014-06-10

2014-06-12

2014-06-14

2014-06-160.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

SearchTaxonomy

42%of listing pages are

filtered

Many Distrust Search & Filters for Discovery

Shoppers express a fear of missing out

(FOMO)73%

Browse-based navigation tools for product discovery

Compare Metrics and the e-tailing group:The Shopper Navigation & Discovery Study, 2014

Higher Conversion Follows Search & Filtering

Products found via search and filtering convert at about 2X the rate of those found via

navigation

Navigation preferred for product discovery; Search useful when ready to purchase

Large portion of converting searches include branded terms

Taxonomy Listing Search Listing Filtered Listing0

ROASIndex

Top Converting Search Terms by Traffi ctimextimex+weekendertimex+ironmanwristwatchestimex+heart+rate+monitorwatch+bandstimex+weekender+straps timex+weekender+replacement+straptimex+watchweekender+watches

First Page, Top-to-Bottom, Left-to-Right

The first page of results represents 91%

of all listing pages viewed by shoppers

1.03% 0.63% 0.58%

Q4 trends: Holiday

Decision Days• Cyber Monday was

both the busiest traffic and highest converting day

• Black Friday is still a key shopping day, but activity peaked for some retailers on Thanksgiving!

• Significant shopping traffic growth starts right after Halloween

Index vs Typical Days in 2013

5x traffic8x conversion

Mon before Black Friday

Thanks-giving

Black Friday Cyber Monday Fri of Cyber Week

0123456789

Site Traffic Ad Click to Conversion

Q4 trends: Holiday

Decision Days• Traffic times conversion

results in multiplicative impact

Index vs typical days in 2013

Mon before Black Friday

Thanks-giving

Black Friday Cyber Monday Fri of Cyber Week

Site Traffic Ad Click to Conversion Combined Impact

November 24 this year!

Key Takeaways

Retail search media is critical for both retailers and brands: visibility drives sales

Advertisers should leverage multiple platforms to address multi-tab shopping

Brand advertisers can leverage Retail Search Exchange for unprecedented

targeting by Retail Search Intent

Programs should be optimized before shopping kicks up on November 1, and

well before November 24

Today’s Agenda

Live Q&A

CPCStrategy.com/Resources-Retail-Search

Shoot Us An Emailcontact@cpcstrategy.com marketing@hooklogic.com

@Cpcstrategy @HookLogic

Questions? Comments?

Check Out Our Extensive Library Of Resources On Retail Search

HookLogic.com/Retail/Resources

CPCStrategy.com/Packages

Questions? Shoot Us An Email

@Cpcstrategy

We’re On The Front Lines Of Understanding The Latest Developments In Retail Search.

We leverage an extensive data pile, proprietary technology platform, and category-specific experience to deliver measurable results for ecommerce merchants.

Google Shopping Management & CSE’s

Paid Search Management (PPC)

Amazon Marketplace Consulting

Learn more:HookLogic.com/Retail

Email: marketing@hooklogic.com

Retail Site Search Advertising

Q4 Retail Search Strategy: Engage Shoppers Where They're Actively Buying

Retail

And They're Off

SHOPPERS CART

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