Shopping Ads, Buy Buttons, Social Commerce and Remarketing

#SMX #SASCon @AnnStanley @_thesocialsam
Shopping Ads, Buy Buttons,
Social-Commerce and Remarketing
(AKA - How to develop an integrated
cross-platform shopping strategy
using feed management software)
By
Ann Stanley (MD)
Samantha Hearn (Head of Social)

A bit about Anicca
Founded in
2007
Team of
24
P
Paid
O
Owned
E
Earned
T
Technical

A bit about Ann and Sam
Ann Stanley (MD) Samantha Hearn (Head of social)

Your brand website
Search Social
Other
websites &
media sites
NEW & POTENTIAL
CUSTOMERS
CONVERSION
Traditional ways that customers find your sites and services
P
Paid
O
Owned
E
Earned
M
Media

Your brand website or store
Shopping /
Marketplaces
Search Social
Other websites
& media sites
NEW & POTENTIAL CUSTOMERS
Shopping
Ads
Product feed
Feed
Management
Software
Social
Commerce
CSE
SALE
Product/
buttons
in ads
Use of shopping ads and buy buttons for ecommerce

Your brand website or store
Shopping /
Marketplaces
Search Social
Other websites
& media sites
NEW & POTENTIAL CUSTOMERS
Shopping
Ads
Product feed
Feed
Management
Software
Social
Commerce
CSE
SALE
Product/
buttons
in ads
Additional sophistication of adding remarketing
Remarketing or Retargeting layer

• Shopping in search
• Shopping in display ads
• Statistics on social commerce
• Facebook and Instagram for ecommerce
• Pinterest rich and buy buttons
• Twitter buy buttons and dynamic retargeting
• Social shopping platforms
• Feed Management Software
Agenda

Shopping in Search

• AdWords Shopping Ads
• Great volumes, high CTR, high CPC, high conversion rates, high competition, ROAS varies by sector.
• It can be difficult to achieve 5:1 ROAS, so merchants are looking outside of Google Shopping ads for
alternative channels
• Bing Shopping Ads
• Bing share is growing due to Windows 10 (9% in the UK).
• Easy to setup using your existing Google feed as it has similar structure/features to Google Shopping
• Purchases on Google
• Googles buy button on mobile shopping ads – developed to compete with marketplaces
• Not in the UK yet
• Combining channels with Remarketing in AdWords
• Use of “Honeypots” to get visitors to your sites, so you can tag with remarketing cookie
• Use of Remarketing Lists for Search Ads (RLSA) for text or Shopping Ads when they search for your product
(i.e. they are ready to buy)
Shopping in Search

Search – Bing Shopping ads
• Bing share is growing due to Windows 10 (21% in USA vs 9%
in the UK)
• Replaced Bing PLA’s in 2015
• Claim your domain through Bing Webmaster Tools
• Create Bing Merchant Center Store
• Need a product feed (Product catalog) – you have to provide a
url where there will be an xml or csv file
• Upload Product catalog into Merchant Center Store
• Within Bing ads account - create Product ads campaign
• You need to use the same log in, so this automatically links
with your Merchant Center Store
• The process is identical to Google Shopping for creating ad
groups and product groups (also has Priorities feature)
• Use dimensions to view product and search term data
• Bing tracking uses normal PPC conversion tracking code (this
can include dynamic value) – same as AdWords

Search – Bing Shopping ads vs AdWords
Platform
Proportion
Impressions
CTR Avg CPC
Conv.
Rate
Cost Per
Conv.
Return On
Ad Spend
AOV
AdWords Shopping Ads 100% 2.10% £0.22 4.05% £5.54 6.72 £37.23
Bing Shopping Ads 6% 0.34% £0.12 4.29% £2.76 16.90 £46.58
B2C - Cosmetics
Platform
Proportion
Impressions
CTR Avg CPC
Conv.
Rate
Cost Per
Conv.
Return On
Ad Spend
AOV
AdWords Shopping Ads 100% 1.68% £0.86 3.50% £24.63 2.8 £68.89
Bing Shopping Ads 38.8% 0.20% £0.56 1.78% £31.32 1.23 £38.55
B2B – Office equipment
• Previous research on Bing PLA’s vs AdWords Shopping has also shown similar variability
by brand and sector (Carrie Albright writing on PPCHero)
• Lesson learned – you need to test and determine effectiveness for your site

• There is now a limited beta with specific retailers in the USA
• Retailers first have to integrate their ordering systems with Google to
become eligible for the “purchase” button to be displayed in their
PLA’s
• The Buy Button will only be shown for certain advertisers next to
Shopping Ads on mobile devices (possibly Android only)
• Buyers that click on the Buy button will be taken to the Google
Product Page where they can choose product variants and pay with
Google Wallet and possibly PayPal
• Buyers do not go to Merchant site but the buyer may be able to opt in
for emails etc.
• Google will not take a commission, just the click cost
• Google may take store buyers’ credit card details to improve
conversion rates for future sales
• The merchant will still have to provide fulfilment but may receive
limited details about the customer
Search – Purchases on Google

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

Shopping in Display ads

Buy buttons in Trueview ads
Click from TrueView video ad
to the merchant website

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

• 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 ads
(without remarketing)
Example from
Flash Talking

Statistics on social commerce

Share of ecommerce web traffic originating from social
• ecommerce web traffic from social is
still low (but growing rapidly)
• Need to consider
• Impact of assisted conversions
and uplift from more engaged
users that revisit your site via other
channels
• The varied objectives of social
media activity
• Using social as a source of
cheaper traffic followed by
retargeting/remarketing with other
channels

Growth in social commerce and social shopping

Average order value from social shopping (Shopify)

• 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)

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

Facebook and Instagram for ecommerce

Shop front Category page Product page Checkout on
Facebook
Checkout on
your website
Integrated Shop on Facebook (levels of sophistication)
Hard Graft
Carbon Speed

Buy buttons - Facebook

Buy buttons – Instagram (Shop Now)
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

• 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

• Your ads will only be shown to previous visitors to your main site – so this is a
form of dynamic retargeting
• Create a Business Manager account (you can create this from scratch and/or
you can link it to a Business page)
• Create the feed (Product Catalog) in the correct format – best to use feed
management software
• Upload the Product Catalog into the Business Manager
• Add Facebook tracking pixel to thank you page on your site - also has dynamic
value of sale
• Also need to add remarketing pixels and tag your site (i.e. “Custom audience
pixel”)
• Use Power Editor to create the ads
Facebook dynamic remarketing with traffic originally from
search, social or display

• Create separate campaigns – type is “Product Catalog sale”
• Similar to AdWords - you can create filters for the products within campaign
• Choose your audience behaviour –
– Viewed product but did not buy
– Added to cart but did not buy
– Combination of above (either or)
– Custom audience
• Choose your ad template
– 1 single image
– Multiple (recommended)
– Scroll
Facebook dynamic remarketing (Cont.)

Pinterest Rich Pins and Buy Buttons

Rich Pins - Pinterest
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

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

Twitter buy buttons and dynamic remarketing

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!

• 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 Buttons

Social shopping platforms

Top social shopping sites by sector
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 Polyvore

• 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 Houzz

• Approach with a merchandisers POV
• Use features to create inspiration and
motivate purchase through desire
• Leverage influencers and people already
interacting with your products to drive
reach
• Use paid features to boost top performing
products
• Update regularly – including updating old
links
• Test and learn!
How to use social shopping to drive sales

#SMX #SASCon @AnnStanley @_thesocialsam@_thesocialsam
1. Identify your social commerce
objectives
2. Audit your audience and the
platform
3. Assess internal resource
4. Plan a distribution strategy and
identify key performance
indicators
5. Test, measure and adapt!
How to get started

Feed Management Software

• 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
Features of feed management software

Examples of feed management software (starred products also
send orders back to your site)

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 for each channel
Price of feed management software:
• Software packages from £50 - £2,500+ per month
• Most 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

THANK YOU!
Come and see us at our mini stand or join us at
the E-Commercial Conference on 31st Oct 2016 -
early bird tickets until end of July (only £25)
www.Leicesterdigital.co.uk
www.meetup.com/Leicester-Digital-Exchange

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