Building Your Social e-Commerce Mix Tape

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.


The #1 album?

Google. I mean, Frozen.Image Source: iStock

Ain’t no mountain high enough, right?

Images: 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


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


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


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 *


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


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


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


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


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


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


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

Connexity, Pricegrabber & Become

Also on:

• Yahoo

• Meredith (Better Homes &

Gardens, Parents)

• Ask/Pronto

Image Source: Connexity


Connexity & Social Influencers

Highly Curated Editorial Content

• Engaging with social agencies and influencers

• A “marketplace” connecting retailers and

influencers


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)



Connexity at CommerceHub

• 49% Increase in Sales

YoY

• 38% Increase in Ad

Spend YoY

• 13% Increase in Clicks




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


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



eBay & eBay Commerce Network

eBay – what’s next

• Accelerated Mobile Pages

• ASIN pages

• Improve SERPs to be static

pages, not auctions that

have ended

• Facebook

• Monetizing messaging apps

(apparently no one opens

emails anymore)

• Creating collections for

sharing Image Source: Pixabay


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


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


What should you do now?

• Facebook Dynamic Product Ads

• Pinterest (Rich, Promoted)

• Polyvore

• Connexity Social Influencers


Thank You!

Image Source: @ebkendo

Building Your Social e-Commerce Mix Tape

Marketing

Transcript of Building Your Social e-Commerce Mix Tape