eCommerce for Everyone: What to Expect in 2017 - State of Search
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State of SearchWhat to Expect:
eCommerce 2017Elizabeth Marsten@ebkendo
Image: Pixabay
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@ebkendo
• Senior Director, e-Commerce Growth Services• Seattle, WA• 10 years in the search industry• PPC, Social, SEO, Analytics, Content• Speaker: SMX Adv/East/West, Mozcon, • Author: Lynda.com, All in One Web Marketing
for Dummies• And…
@ebkendo
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Proud parent of a Toadler
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CommerceHub – One Connection
NORTH AMERICA’S LARGEST RETAILERS, MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSIONWAREHOUSES, STORES, DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERY EXPERIENCENATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS Image: CommerceHub
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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
Image: CommerceHub
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Yahoo
Image: Pixabay
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Verizon
Dynamic Product
Ads (Native)
Native (Display, Retargeti
ng)
Search (Text Ads)
PolyvoreBrightroll
Flurry Analytics
Text Ads
• Search Partners• Y
ahoo
• Ask
Product
Listing Ads
• Search Partners• Y
ahoo
• Polyvore
Display Ads
Text Ads
• Search Partners• Y
ahoo
• AOL
• adMarketplace
• Syndicated Search Partners
Product Ads
•Search Partners•Yahoo
•Search Partner•Yahoo
Image: CommerceHub
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Polyvore: Owned by Yahoo
Image: CommerceHub
And for part of 2015, was powering all of the Yahoo Shopping ads when it came to apparel.
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Shop The Look: New Ad Format Powered By Google Shopping
• Apparel and home décor
• Broad queries trigger
• Shop those exact, or visually similar, products featured in the image
• Sourced from trusted partners such as LIKEtoKNOW.it, Polyvore, and Curalate
• Opted in based on Google Shopping participation
Image Source: http://searchengineland.com/google-shop-the-look-mobile-ads-apparel-home-products-258213
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Polyvore: What We Saw
@ebkendo Source: CommerceHub data
CommerceHub Book of Polyvore Clients
• 41% Increase in Clicks YoY• 27% Increase in Sales YoY• 11% Decrease in Cost
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Yahoo: Custom Audiences for Search & Search Retargeting
Custom Audiences for Search• 225% increase in CTR• 230% increase in CR• 51% reduction in CPA
Search Retargeting on Native• 23% conversions from native• 14% lower CPA on native than search (text) ads
*Results from comparison between audience targeted vs. non audience targeted traffic Source: Yahoo!
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Yahoo Dynamic Product Ads in Pilot
• Retargeting method – showing previously viewed products
• Uses product catalog feed• Native format• All devices
@ebkendo Image: Yahoo!
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Bing Ads
Image: iStock
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Bing Ads Sales – Internal to CommerceHub
Source: CommerceHub data
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Where’s the Bing Ads Volume Coming From?
• Increase in impressions on mobile for Product Ads• AOL partnership (was less than 1% for e-Commerce, now
8%)*• Faster feed processing times than last year• Product Ads now available in Canada
*Internal CommerceHub data, January 2016- October 2016
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LinkedIn – Welcome to Microsoft
@ebkendo
• B2B advertising• Lead generation
primarily • CPC often higher than
you’d like• Recently started
leveraging Lynda.com acquisition
Image: CommerceHub
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Connexity
Image: iStock
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Expansion of Partnerships
• Pricegrabber, Become, Shopzilla, Yahoo, Meredith• Focusing on publisher network• 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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eBay & Amazon
Image: Pixabay
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eBay: In a Relationship with Facebook & Google
@ebkendo
• Accelerated Mobile Pages• ASIN Pages
• Improve SERPs to be static pages, not auctions that have ended• Buying traffic via AdWords to those new category pages • eBay states 80% of products listed are new items, not used• Facebook
• Monetizing messaging apps (no one opens emails anymore!)• Create collections for sharing
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eBay Commerce Network
• Formerly Shopping.com• Sponsored ads on eBay pages
http://www.commercehub.com/shopping-com-ebay-commerce-network/
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Amazon Product Ads Sunset in Oct. 2015
@ebkendo
January 2015
February 2015
March 2015
April 2015
May 2015
June 2015
July 2015
August 2015
September 2015
October 2
0150%
200%
400%
600%
800%
1000%
1200%
1400%
$90
$95
$100
$105
$110
$115
$120
$125
$130
2015 APA – CommerceHub Clients
Average Order Value Return on Ad Spend
Source: CommerceHub data
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Amazon Sponsored Products: What it Is
@ebkendo
• Ads that stay on Amazon.com• Surface up products that normally aren’t found or new• Have to win the Buy Box
Image: CommerceHub
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Amazon Sponsored Products: Like PPC
@ebkendo
• 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 account• Potential to take keywords from Sponsored from search
and vice versa – especially when doing dynamic search ads on Google
• Using (most often) ACoS/ROAS
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Where to Concentrate
Image: Pixabay
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Data Quality in Feeds
@ebkendo
• Google Shopping• Manufacturer Center• Merchant Promotions• Local Inventory (in store & pick up)• Product Reviews• Business Data
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Google GTIN Requirements
What: Google requiring unique product identifiers, especially brands sold by multiple retailers in multiple countries
@ebkendo
• Ad spend efficiency and user experience improvements• Competition from marketplaces & Facebook• Leaving “ownership” of the customer and the experience to
retailers and brands• And…
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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
@ebkendoImage: 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
Google Manufacturer Center
Image: CommerceHub/Source: Think with Google
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The Buy Button: a Product Listing Ads enhancement on mobile
Purchases on Google
https://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• We’re expecting to see upwards of a 5% lift in conversions at
CommerceHub
Purchases on Google in 2016
Ugg – 50% increase in conversion rates on mobile PLAs with POG and a 25% decrease in cost per conversion.
https://adwords.googleblog.com/2016/05/ways-to-be-useful-for-mobile-shoppers.html
@ebkendo
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Seller Ratings & Product Ratings
Images: CommerceHub
• Third party or directly send your product ratings to Google• Look out for PLAs with ranking designations (1st 2nd 3rd) • Different experiences for desktop and mobile
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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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What Now
Image: iStock
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Google Wants You to Spend
@ebkendo
• Easier to get into betas and be whitelisted (expansion)• Better support (continue to spend)• Better attribution (cross device tracking)
"Facebook, I think because it has been so successful, is probably, to be blunt, a little bit more difficult to deal with. I think that's not a view we are alone in having. Others would too if you ask around. My view is that is going to change because they will see the benefit and the merit.“ – Martin Sorrell, WPP CEO
http://www.businessinsider.com/wpp-google-spend-5-billion-relationship-better-than-facebook-2016-10
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Shift in Spend and Traffic Types in eCommerce
@ebkendo
• Spend is shifting to PLA from text ads• Non-brand queries tend to be more successful in PLA than text• Mobile devices showing more PLAs per query• Search partners (like Image search) increasing PLA impression
share• Online assortment is expanding both in variations and
categories• Brands are looking to sell more direct to consumer
• Removing the retailer, keeping that margin and owning the customer
http://searchengineland.com/google-shopping-ads-so-hot-right-now-the-meteoric-rise-of-plas-248055
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Thank You! Go Dawgs!
@ebkendo