This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.
2. @ebkendo
• Seattle, WA
• 13 years eCommerce / digital
• New job! New brand! New
mom! (Again!)
Elizabeth Marsten
Senior Director, Strategic Marketplace Services
3.
4. Let the eCommerce Fun Begin!
Amazon
Google
Microsoft
And I can throw in more…
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• SIMPLIFY
• Expand advertising budget sources
• Organizational structure (at Amazon and advertisers)
• Clarifying industry definitions
• Amazon is building and capitalizing on their entire paid, earned and
owned empire
Removing Friction
https://www.cpcstrategy.com/blog/2018/09/amazon-advertising-rebranding/
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• Moving or cutting search budgets – up to 50%*
• Shopper marketing vs. search marketing
• Instead of cutting a search (i.e. Google/Microsoft) budget
• Applies particularly in the CPG space
• In-store promotions moving online
Really though – where is the money coming from?
https://digiday.com/marketing/amazon-winning-lucrative-shopper-marketing-budgets/
*https://www.cnbc.com/2018/10/08/google-search-losing-some-adverrtising-business-to-amazon-ad-sources.html
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Amazon DSP
• Drive users to your .com
• Do not have to be a seller on Amazon (but you do have to have a
channel partner)
• Reach and target unique audiences in the Amazon owned and private
network
• Lifestyle segments (last year)
• In-market segments (last 30 days)
• Retargeting segments (ASIN)
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Amazon DSP
• Need to provide creatives (maybe check that
Google, Facebook inventory?)
• Not self service
• Hard to scale – no bulk editing
• A bit of a black box
Image source: https://advertising.amazon.com/products/display-ads
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• Google Marketing Live PDF
• Being there. Being useful. Being responsible.
• Some examples:
• Gallery Ads, Smart Bidding, Local expansion, Discovery
Google Ads – the How & the What
https://www.cpcstrategy.com/blog/2018/09/amazon-advertising-rebranding/
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• Bring more attention to reach and frequency
• Keep advertising budgets
• Remove transactional friction
• Mobile first
• Automation capabilities
• Building on existing habits and not asking users to create a new one
Recognizing Reach & Taking Control
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• Purchases on Google
• Shopping Actions
• Merchant Center
• Express
• Manufacturer Center
• Product Listing Ads
• Showcase
• Local
Enter Google “eCommerce”
Image: Google
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What are Google Shopping Actions?
• The “buy button” of 2015 (Purchases
on Google)
• Personalization
• Localization
• Google property agnostic
Image: Google
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How Do Google Shopping Actions Work?
• Relevancy to the user’s query
• Shipping speed and price
• Personalization
• User signals like existing cart content
• Retailer preferences – membership or linked loyalty programs, previous
purchases
• Purchase intent
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It’s all about…TRANSACTION ENABLEMENT
The payment processing, order taking, receipt
giving, delivery tracking, customer support workflow.
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So What is Google Express Then?
• Web UI of seller catalogs with templated storefronts
• High level product categories
• Over 1,000 sellers now
*https://www.blog.google/products/ads/shopping-actions/
• New revenue stream
• 30% average increase in order size*
• 68% net new customers*
Image: Google
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Manufacturer Center
• Free – same feed at Google
Merchant Center with a few more
fields
• Different UI/sign in
• GTINs carry history in PLA –
potential to “correct” incorrect
information for brands that have
multiple retailers and to other Google
programs
Image: Google
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Microsoft Advertising – the How & the What
• Bing still exists, but is nested under the larger umbrella of Microsoft
Advertising
• Expansion of partnerships, API support
• Investments in AI and enterprise efforts
• More countries (140+) & languages (60+)
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Microsoft Advertising
• Nod to acquisitions like
LinkedIn and capabilities
beyond SERPs, like
results in MSFT products
and the Audience Network
• Breakout from Google
parity into unique ad
offers
https://searchengineland.com/microsoft-advertising-is-no-longer-just-chasing-parity-with-google-ads-its-building-unique-ads-features-316271
https://www.washingtonpost.com/business/bings-not-the-laughingstock-of-technology-anymore/2019/05/30/e870e6b4-82ed-11e9-b585-e36b16a531aa_story.html
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For example:
Co-Op Bidding (Sponsored Products)
• Beta, US only
• Manufacturer (Brand) and Retailer partnership
• Take over of the paid SERP
• Must link accounts
• Can view assisted metrics
https://help.bingads.microsoft.com/#apex/3/en/60004/0
https://marketingland.com/product-listing-ads-digital-co-op-and-the-13-billion-opportunity-252125
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SERP Significance
• Product Listing Ad real estate vs. transactional units vs. organic
• Product content data quality (feed management) & knowledge panel
• Different “search engines” perform and behave in different ways
• Amazon Search Autocomplete study (Nacho Analytics):
https://www.nachoanalytics.com/blog/search-autocomplete-boost-conversions/
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Business Impact
• CPC vs. commission rates
• CPA comparisons across different channels, ad types and attribution
• Investments in platforms and people
Image: Pixabay
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Some Things You Might Consider
• Diversifying your channel mix and ad types
• Learn more about fulfillment and shipping times
• Re-examine catalogs, what items are sold where and by whom else
• Make friends with merchandising, warehouse and customer support
• Ask a lot more questions about how your company or your client’s is set
up generally beyond paid search
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Resources & Links
• Google Shopping Actions – Hero Con (April 2019)
• Google Shopping Actions – SMX Advanced (June 2018)
• Amazon DSP Guide – Tinuiti (April 2019)
• Google Ads Re-Brand (June 2018)
• Amazon Re-Brand (Sept. 2018)
• Google Shopping Actions (March 2019)
• Microsoft Advertising Re-Brand (April 2019)
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