From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Thinking Big: Enterprise Ecommerce Paid Search. PRESENTATION: Thinking Big: Enterprise Ecommerce Paid Search - Given by Elizabeth Marsten, @ebkendo - CommerceHub, Director of Paid Search. #SMX #12B1

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Thinking Big: Enterprise Ecommerce Paid Search
PLACE YOUR BETS

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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

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§ Pause here for “awwwwwws”
New mommy

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ASSORTMENT EXPANSION
EXPAND PRODUCT ASSORTMENT BY
CONNECTING TO, BRAND
MANUFACTURERS, DROP-SHIPPERS &
SUPPLIERS
DELIVERY
DELIVER AT MAXIMUM SPEED, MINIMUM
COST WITH OUR NATIONAL NETWORK OF
3PL PARTNERS, WAREHOUSES, CARRIERS
SYNDICATE AND PROMOTE YOUR PRODUTCTS ON
NORTH AMERICA’S LARGEST MARKETPLACES,
RETAIL SITES AND SEARCH ENGINES
DEMAND GENERATION

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Google AdWords

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§ 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?

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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?

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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

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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

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§ Google Shopping
§ Manufacturer Center
§ Merchant Promotions
§ Local Inventory (in store and pick up)
§ Product Reviews
§ Business Data
The need for feeds. Good ones and many of them.

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The Buy Button: a Product Listing Ads enhancement on mobile
Purchases on Google

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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.

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Mobile – Purchases on Google/hosted storefront
Research – Manufacturer Center, Product Cards
In person – InStore 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

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Bing Ads: Playing Nice

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Bing is slowly replacing the inventory gap.
Yahoo Pulls Back

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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

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Less than 1% of sales comes from the referrer since January
AOL Partnership – Not Much for eCommerce

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Yahoo Gemini: Products

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Yahoo Ecosystem
Product
Ads
(defunct)
• Polyvore
Promoted
Products
Native
(Display)
Search
(Text
Ads)
Text
Ads
• Search Partners
• Yahoo
• Ask
Product
Listing
Ads
• Search Partners
• Yahoo
• Amazon
(defunct)
Display
Ads
Text
Ads
• Search Partners
• Yahoo
• AOL
• adMarketplace
• Syndicated
Search Partners
Product
Ads
• Search
Partners
• Yahoo

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Yahoo.com SERP – Google PLA & Bing Text Ads
Yahoo Text
Ad
Google PLA
Ads
Bing Ads
Text
Google Text
Ad

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Discovery Shopping

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Polyvore:

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§ Polyvore is…
– A social / commerce site
– 84% female users
– 70% female users who 50% of are
under 34 (“Millenials”)
– A high AOV channel for luxury apparel
retailers
– 3million sets created every month
What is 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

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Apparel – When Pulled Apart from Yahoo Referrer
Made up most of the “Yahoo” revenue

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Polyvore Pays Out … for Luxury Apparel Retailers

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§ 41% Increase in
Clicks YoY
§ 27% Increase in
Sales YoY
§ 11% Decrease in
Cost
Apparel & Home Goods

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Niche. Discovery. Mobile.

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Rich pins, they’re free! Yes.
Promoted pins. Yes.
Buyable Pins –if you can work with a shopping cart partner,
otherwise, get on the waitlist.
Is Pinterest Worth It?

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Pin This
§ Apparel – in 2015, consistently in the top 5 for channel returns with
minimal effort
– 34% of Google sales for a home décor client
– 16% of Google name brand apparel
– 24% of Google name brand apparel
§ Increased competition from Facebook/Instagram
§ Minimal effort to do rich/promoted if you already have a feed set up
§ Shopify is the lowest barrier to entry right now for Buyable

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Order Integration. Easier to say than do.
Add to Cart is More Than a Button

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Pricegrabber, Become, Shopzilla
Connexity
§ Backend systems finally merged
§ Targeted CPC vs. Smart Pricing – network reach
§ Clear ROI goals and historical conversion data needed
§ Need room to “play”
– Tight budgets or return goals struggled
– Higher quality publishers won’t be reached otherwise
– Best when paired with an account manager

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Syndication at scale
Connexity
§ 49% Increase in Sales YoY
§ 38% Increase in Ad Spend YoY
§ 13% Increase in Clicks

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“Not a CSE. We are eBay Product Ads.”
Shopping.com/eBay

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Shopping.com/ECN
About 40% of traffic is from ebay.com and only .05% from
Shopping.com.
We show 25% ebay.com and 2% Shopping.com

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eBay Commerce Network
And you care because…
§ Sponsored Links on eBay.com
§ Don’t look at Shopping to view listings or boost bids to try
and be visible there
§ Use the competitive insights tool in the UI on a per category
basis
§ At least you have a 25-40% chance of knowing where your
ads are

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Facebook Dynamic Product Ads

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What We’re Seeing on FB DPA
§ Customer #1
– 1,200% ROAS
– $90k+ in revenue in one month
– 350 products
§ Customer #2
– 1,400% ROAS
– $300k in revenue in one month
– 15,000 products

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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

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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

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Get the Team Together

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§ Google: GTINs, Remarketing
§ Bing: Maintain parity
§ Polyvore: If you’re apparel or beauty
§ Facebook Dynamic Product Ads
§ Purchases on Google (in some cases)
Where Did I Put My Money?

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§ Twitter Dynamic Product Ads
§ Yahoo Shopping
§ Houzz
§ Google Gmail Ads
§ Pinterest (Buyable Pins)
Where Should I Wait and See?

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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

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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
§ Marketplaces multiplying
– Jet.com
– Walmart
– Hook Logic
§ Physical stores
– Tying to online/mobile and
– Assortment and price = survival
The Bigger Picture

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX