CPC Strategy + Search Spring: Webinar

Boost Sales with Site SearchPresented by SearchSpring & CPC Strategy

#cpcwebinar

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Mary WeinsteinDirector of Content @MerryWhy

#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]

Speaker

Kyle WilsonSearchSpring

About CPC Strategy

We Drive Conversions by Matching Retail Inventory with Consumer Intent.

Services Include

Retail-focused Paid Search

(PPC)

Product Listing Ads

Management

Dynamic Remarketing

Product Feed Management

Founded in 2007

More than $35 million a year in managed ad spend

Over +250 active clients

Top 50 fastest growing companies in San Diego

Now an Official Google Shopping Partner

Visit CPCStrategy.com/packages


SearchSpring Speaker

Over 2 years of search experience

5+ years working in the technology industry


Manages Over $50,000 inAd Spend

Kyle WilsoneCommerce Marketing Director

SearchSpring

Today’s PresenterSearchSpring would like to introduce Kyle WIlson, Director of Product Marketing

Kyle Wilson - Director of Product Marketing

Having been in the Director of Marketing seat with SearchSpring for the last three years, Kyle has been involved in over 225+ SearchSpring integrations across various platforms, scaling multiple industries.

“Search is both art and science. You need an expert in the field to help guide you, as you don’t send the electrician to do the plumbers job.”

Read SearchSpring’s latest CPC interview here:

http://www.cpcstrategy.com/blog/2014/05/site-navigation-2-0-searchspring

Email: [email protected]: 1 -888-643-9043 Ext: 1



mailto:[email protected]

Who is SearchSpring?

On-Site Search, Dynamic Navigation, Learning Search

DELIVER HYPER-RELEVANT RESULTS TO EVERY SHOPPER We specialize in optimizing site search and site navigation with our learning system,

IntelliSuggest®.

On-site Search

HOW DOES ON-SITE SEARCH COMPLIMENT CPC STRATEGY EFFORTS

At the end of the day CPC Strategy helps drive more shoppers to your site.

Which brings up questions, like:

1. Is traffic converting well?

2. Are shoppers returning after the initial purchase?

3. Can you learn anything from the completed order or missed conversion?

On-site Search

HOW 3RD-PARTY SEARCH HELPS CPC STRATEGY EFFORTS

● Improved Relevancy

● More Shopper Engagement

● Better Data to Scale Internal & External Optimization Efforts

On-Site Search

IMPROVED RELEVANCY

Improved Relevancy

INTELLISUGGEST®

Improved Relevancy

RELEVANCY DEFINED

WHAT’S RELEVANT TO YOUR USERS?

BRANDS, NEW, SALES, PROFIT MARGIN

HOW CAN WE SCALE RELEVANCY?

RESULTS SHOULD COMPLIMENT INTERNAL PROMOTIONS & CAMPAIGNS. “SEARCH-N-DISE”

Improved Relevancy

Improved Relevancy

Improved Relevancy

IMPROVED RELEVANCYIn June, a search for “Air King” an appliance brand returns only relevant results. Notice how only fans are being displayed for the first ⅔ of the product page results. Heaters for that brand show up in the 5th page during the warmer months of the year. All due to shopper interaction within the website.

Improved Relevancy

MAPPING VARIANT QUERIESSynonym, n. - A word used in place of the one you can’t spell.

Improved Relevancy

SYNONYMS & REDIRECTS

INCREASED ENGAGEMENT

Increased Engagement

● WHAT ENGAGES SHOPPERS?

● HOW DO YOU KNOW IF ENGAGEMENT IS LACKING?

COUPLED WITH IMPROVED RELEVANCY - WHAT ENGAGES SHOPPERS?


HOW ARE SHOPPERS ACCUSTOMED TO NARROWING RESULTS WHEN THEY VISIT AMAZON, WAL-

MART, OR EBAY?

1. DYNAMIC DRILL-DOWNS VS. PRE-DEFINED NAVIGATION

2. ATTRIBUTES VS. CATEGORY - SUBCATEGORY DRILL-DOWNS

3. IMAGE-BASED FILTERS

FAMILIARITY …

Success Story: Air-n-Water.com

INCREASED ENGAGEMENT

Before SearchSpring - Category Page After SearchSpring


1. RECOGNIZE PARENT-CHILD RELATIONSHIPS AND DISPLAY HIERARCHICAL RESULTS

2. ENCOURAGE USER ENGAGEMENT VIA IMAGE-BASED FILTERS

3. CONSISTENTLY LEARN FROM EACH SHOPPER INTERACTION

CATEGORY NAVIGATION


HOW ON-SITE SEARCH INCREASES ENGAGEMENT

Creating Dynamic navigation via product attributes


1. REDUCE SHOPPER FRUSTRATION WITH INSTANT, RELEVANT RESULTS

2. ENCOURAGE USER ENGAGEMENT VIA RICH, IMAGE-BASED SUGGESTIONS

3. CONSISTENTLY LEARN FROM EACH SHOPPER INTERACTION

RICH AUTOCOMPLETE

BETTER DATA

Better Data

HOW MUCH ARE YOU LEARNING FROM YOUR SHOPPERS

How SearchSpring helps:

○ Inventory Control

○ Variant Query Mapping

○ Identifying Attribute-based Searches

Better Data

HELPING SCALE INTERNAL/EXTERNAL OPTIMIZATION

Popular Searches with 0 Results

Popular “Did you mean” Suggestions

Referring Query Activity Popular Filters

Better Data

POPULAR SEARCHES WITH ZERO RESULTS

Better Data

POPULAR “DID YOU MEAN” SUGGESTIONS

Better Data

AUTOMATED SEO

1. INTELLISUGGEST IDENTIFIES THE MOST

POPULAR SEARCH QUERIES

2. UNIQUE LANDING PAGES ARE CREATED

AUTOMATICALLY TO LEVERAGE THESE

KEYWORDS

3. SEARCH ENGINES CRAWL AND INDEX THESE

PAGES

4. THE OPTIMIZATION OF UNIQUE, LONG-TAIL

KEYWORDS GAIN SIGNIFICANT RANK

Better Data

REFERRING QUERY ACTIVITY

STOP FLIRTING, START CONVERTING!

Stop Flirting & Start Converting!

SEARCHSPRING HELPS CPC CLIENTS BY:

Converting more referrals

o Dynamically elevating product rank

o Capturing data to better understand user intent

o Enhancing internal optimization via merchandising, synonyms, and redirects

o Identifying/Tracking organic referral opportunities

INCREASED TRAFFIC

Drive Higher Conversions with SearchSpring!

STOP FLIRTING & START CONVERTING!

3rd-party search can improve website conversions by:

○ Improved Relevancy

○ Increased User Engagement

○ Better Data

RE-TARGETING

Retargeting

● Creation of custom landing pages (multi-product results)

● Product/Checkout page recommendations (single product)

● Promotional Banners ● Product Badging

ENCOURAGE ENGAGEMENT/PERSONALIZE

BRANDING/PERSONALIZATION

Branding

● If they can’t find it, they can’t buy it. Relevancy is key

● Increased traffic is just another number without conversion lifts

● Customer preference changes - Often. (know your shoppers)

● Personalize the experience with intelligent 3rd-party on-site search

ENHANCE THE SHOPPING EXPERIENCE

UNDERSTANDING YOUR SHOPPERS

Understanding Customers

SCALE YOUR DATA OPTIMIZATION USING SHOPPER BEHAVIOR

Summary: How SearchSpring Helps You

3rd-PARTY SEARCH IMPROVES CPC’s EFFORTS BY:

○ Expanding Shopper Engagement

○ Improving Relevancy of the Shopping Experience

○ Collecting and Utilizing Shopper Data for Continual Refinement

CONNECT WITH SEARCHSPRING

Summary: How to Get SearchSpring for Your Website

HOW TO GET SEARCHSPRING FOR YOUR WEBSITE:

○ Contact us - 1.888.643.9043 or [email protected]

○ Schedule a Website Review

○ SearchSpring Provides a Full-Service Integration onto Your Shopping Cart

CPCStrategy.com/Resources-Retail-Search

Shoot Us An Email

[email protected]

@Cpcstrategy

Questions? Comments?

Check Out Our Extensive Library Of Resources On Retail Search


Technology

CPC Strategy + Search Spring: Webinar