SMX Advanced 2016 Seattle - shopping ads, buy buttons, social commerce and retargeting - an...

#SMX #SMXAdvanced @AnnStanley

How to develop an integrated cross-platform strategy

SHOPPING ADS, BUY BUTTONS,

SOCIAL-COMMERCE & REMARKETING


A bit about Anicca and Ann!

Founded in

2007Team of

24

PPaid

OOwned

EEarned

TTechnical

SMXLondon since

2011


Your brand website or store

Shopping / Marketplaces

Search SocialOther websites & media sites

NEW & POTENTIAL CUSTOMERS

ShoppingAds

Product feedFeed

Management Software

SocialCommerce

CSE

SALE

Product/ buttons

in ads

Use of shopping ads and buy buttons for ecommerce

1 2 3


• AdWords updates – Todd and Mona

• Purchases on Google – Todd

• Bing – share is growing due to Windows 10 (21% in USA vs 9% in the UK)

Search1


Search – Bing Shopping ads vs AdWords 1

PlatformProportion of Impressions

CTR Avg CPCConv. Rate

Cost Per Conv.

Return On Ad Spend

AOV

AdWords Shopping Ads 100% 2.10% £0.22 4.05% £5.54 6.72 £37.23Bing Shopping Ads 6% 0.34% £0.12 4.29% £2.76 16.90 £46.58

B2C - Cosmetics (UK)s

PlatformProportion of Impressions

CTR Avg CPCConv. Rate

Cost Per Conv.

Return On Ad Spend

AOV

AdWords Shopping Ads 100% 1.68% £0.86 3.50% £24.63 2.8 £68.89Bing Shopping Ads 38.8% 0.20% £0.56 1.78% £31.32 1.23 £38.55

B2B – Office equipment (UK)s

• Previous research on Bing PLA’s vs AdWords Shopping has also shown variability by brand and sector (PPC Hero Carrie Albright)

• Lesson learned – you need to test and determine effectiveness

http://www.ppchero.com/shopping-campaigns-how-does-bing-really-stack-up-to-google/


Share of ecommerce web traffic originating from social2

• Share of ecommerce web traffic from social is still low (but growing rapidly)

• Need to consider

• Sales that happen on the social platforms e.g. F-commerce

• Impact of assisted conversions and uplift form more engaged users that revisit your site via other channels

• Using social as a source of cheaper traffic followed by retargeting with other channels


Growth in social commerce and social shopping2


Average order value from social shopping (Shopify)2


• Research by Adobe shows that although Facebook still drives the most visits to UK sites, Pinterest drives the most revenue per visits

Revenue per visitor by social channel (Adobe)2

http://www.cmo.com/content/dam/CMO_Other/ADI/SocialIntelligenceReport_Q42013/ADI_SocialIntelReport_Q413.pdf


Different types of social commerce and social shopping

• F-Commerce (desktop only) – integrated store from apps like Shopify, Big Commerce, ShopYa, Ecwid etc.

• Buy buttons (in app purchase and website checkout)

• Dynamic remarketing (e.g. Facebook, Twitter)

• Social shopping sites (e.g. Polyvore, Houzz and OpenSky)

You can also consider Shoppable UGC , Shoppable video and ‘conversational commerce’ with Chatbots. Check out this presentation for more information: http://bit.ly/1WUvZ2I

2

http://bit.ly/1WUvZ2I


Shop front Category page Product page Checkout Checkout on website

Shop on Facebook (levels of sophistication)2

Hard Graft

Carbon Speed


Buy buttons - Facebook2


Buy buttons – Instagram (Shop Now)2

Setup via Facebook:

• Go to your Facebook Business Manager and then your Adverts Manager

• Extend the reach by advertising on Instagram for existing dynamic remarketing ads Requires Product Catalog feed (see subsequent slide on Facebook remarketing)


Pinterest - Rich Pins

What are Rich Pins?

• Product Pins make it easier for Pinners to

see information about things you sell and

include pricing, availability and buy

location

• It’s a live product feed. This means

everytime you update the price, the pin

updates

Requirements

• Product pins support Open Graph,

Schema.org and oEmbed mark up

• You are required to validate a selection

of product pins before Pinterest approves

a full roll out

2


Buy buttons – Pinterest (Buy It)

What are Buy Buttons?

• Pinterest Buy Buttons allow a customer to

buy things without ever leaving the

Pinterest app

• Pinterest do not take a cut from the sales

Requirements

• Currently available for US on

BigCommerce, Demandware, IBM

Commerce, Magento and Shopify

• Other providers can sign up to a waiting

list

2

Pinterest has just announced the launch of dynamic remarketing


• Initially keep product value low for

in-platform purchasing

• Leverage the impulse purchase

• Educate your audience

• For Pinterest tailor boards and pins to a

commercial strategy

• Test and learn!

Practical tips for using Buy Buttons2


What are Twitter Dynamic Product Ads?

• Dynamic Product Ads allow advertisers to serve Promoted Tweets based on products users have recently viewed on the advertisers website.

• Product feeds will be used by Twitter, and Promoted Tweets will be dynamically created.

Requirements

• Ads API production access

• Dynamic Product Ads permissions

• Tailored Audience Web permissions

• Advertiser accounts enabled for ads on Twitter Audience Platform

Twitter – have “discontinued” their buy buttons in favour of dynamic remarketing product ads!

2

https://dev.twitter.com/ads/dynamic-product-ads


Top social shopping sites by sector2

Fashion & accessories

Beauty Jewellery & Gifts

Home and Garden

Electronics Other

Art & Gifts

Find professionals


• Aimed at the fashion and lifestyle market, Polyvore utilises peer to peer influence and visual inspiration to inspire purchase

• There’s 20 million + unique monthly visitors

• 2.2 million products added monthly

• 7.5 billion product impressions a month

• The average user has a household income of £47k

Social shopping sites – example Polyvore2


• Interior design and architecture social shopping site

• 40 million active users

• 90% of users are homeowners, 74% plan to decorate and 40% plan to build or renovate

Social shopping sites – example Houzz2


• Google Contextual Dynamic Creative for display ads (Beta in USA)

• Ad Serving – paid display using technology such as Double Click, Flash Talking, Sponge Cell etc.

Products and price buttons in display ads3

Example from Flash Talking


Buy buttons in Trueview ads3

Click from TrueView video ad

to the merchant website


Your brand website or store

Shopping / Marketplaces

Search SocialOther websites & media sites

NEW & POTENTIAL CUSTOMERS

ShoppingAds

Product feedFeed

Management Software

SocialCommerce

CSE

SALE

Product/ buttons

in ads

Additional sophistication of adding remarketing

4 5

Remarketing layer

7

6


Use “honeypots” to get visitors to your site at a low cost –so you can create a remarketing audience in Analytics

4

Create remarketinglists in Analytics

Your site


• Use “honeypot” content to attract potential customers to your site

• Use utm codes on all links, so you can create remarketing audiences in Analytics

• Use remarketing audiences in conjunction with Shopping Ads to target these users with increased bids when they are proactively buying

• Particularly powerful when Shopping ads CPC is high or ROAS is low

• This strategy allows you to focus budget on previous visitors to your site, as they are more likely to convert

RLSA for shopping with traffic from search, social or display

4


• Need to use Facebook’s own retargeting tags

• Test different ad formats and use the ad templates

• Overlay additional audience targeting over your remarketing audience

• You can use you Google feed or feed management software to create the catalog

Facebook dynamic retargeting with traffic originally from search, social or display

5


Dynamic remarketing in display ads with traffic from search, social or display

6

• Create display campaign for dynamic remarketing linked to your shopping feed (Merchant Center account)

• Use dynamic ad unit(s) picked from the ad gallery (with choice of sizes, format, text options)

• Overlay with your Analytics remarketing audience (and select “target and bid” option)


Examples of feed management software7


• Support multiple platforms - allowing easy expansion into new channels - Google/Bing, Shopping comparison engines (CSE), Affiliate feeds, Social Commerce, Marketplaces (eBay, Amazon etc.)

• Easy to set-up – you create one “feed-in” (usually your Google Shopping feed) and the software creates multiple “feeds-out” (bespoke for each specific platform)

• Some offer creation of dynamic AdWords text ad with parameters e.g. price inserted from feed for a specific SKU

• Bid management – including rules based

• Reporting by product, category, brand etc.

• Manual adjustment of feed content tailored for specific platforms i.e. allows you to modify content outside of website

• Large choice of software suppliers - some with low entry costs, and some with orders back from Market Places

Why you should use feed management software7


When to implement:

• If you want to expand beyond AdWords to 1 or more additional channels (e.g. Bing, Social, CSE, marketplaces and affiliate marketing)

• If you need to modify the content of the feed but cannot make any changes via the website

• Due to low entry cost of feed management software - it can save significant time as compared to manually modifying your feed fro each channel

Price of feed management software:

• Software packages from $75 - $5,000+ per month

• Many charge for each additional channel

• Some charge a percentage of sales (especially software for managing marketplaces)

When to implement feed management software and how much will it cost

7


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SMX Advanced 2016 Seattle - shopping ads, buy buttons, social commerce and retargeting - an...

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