Beat the House: Optimizing Your Digital Marketing Portfolio

Best Practices at Optimizing Your Digital Marketing Portfolio

BEAT THE HOUSE

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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

https://adwords.googleblog.com/2016/04/google-manufacturer-center-helps-brands.html

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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

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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


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


ahoo

• Amazon (defunct)

Display

Ads

Text Ads


ahoo

• AOL

• adMarketplace

• Syndicated Search Partners

Product Ads

•Search Partners•Yahoo


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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


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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Pinterest

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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?


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

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


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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

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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?


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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?


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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

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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!