From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Retail Search Beyond Google: Get Found More, Sell More. PRESENTATION: Build Your Own Awesome Mixtape - Retail Search Beyond Google: Get Found More, Sell More - Given by Elizabeth Marsten, @ebkendo - CommerceHub, Director of Paid Search. #SMX #13C

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Retail Search Beyond Google: Get Found More, Sell More
Build Your Own Awesome Mix Tape

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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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§ Still counts if it’s under a year
§ Also, be nice. It’s my birthday.
Newish mommy

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NORTH AMERICA’S LARGEST RETAILERS,
MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSION
WAREHOUSES, STORES, DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERY
NATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS

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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

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The Guardians of the Galaxy soundtrack spent 11 weeks at the top of
the Billboard 200 in 2014, selling over 1 million copies. It was the
number two album of the year.
Image: iStock

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Not one song was original.
Image: Wikimedia

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The #1 album?
Google. I mean, Frozen.
Image: iStock

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Ain’t No Mountain High Enough, Right?
Image: iStock

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Pinterest
Image: iStock

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Rich, Promoted, Buyable, Retargeting & Video
§ 100 million active users
§ 80% of Pinners access via mobile
§ Promoted Pins drive 5x more incremental in-
store sales per impression
§ Retargeted Ads targeted at act-a-like Audiences
increased CTRs by up to 63%, reach by 30x in
early testing
§ Pinterest referrals have AOV $50
Source: http://qz.com/719039/pinterest-really-really-wants-you-to-shop-from-its-pins/;
https://business.pinterest.com/en/blog/oracle-data-cloud%E2%80%99s-study-proves-promoted-pins-drive-store-sales;
https://www.searchenginejournal.com/pinterest-ad-targeting-options/166167/

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Pinterest: Getting Started
§ Rich pins are free. FREE.
– But you need metadata on that page of your site
§ Product Feed needed for Promoted & Buyable
– Ability to edit or designate which products are promoted
– Buyable requires a partner to handle the transaction
§ Retargeting
– Need a Marketing Developer Partner (and some dreams)
§ Video
– Need a Pinterest account team

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Facebook Dynamic Products Ads
Image: Pixabay

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§ CH – What we’ve seen:
– Average monthly performance
• Return on Ad Spend: 900%-1,200%
• Product Catalog Size: 350-1,000 Products
Facebook Dynamic Products Ads
Image: Facebook Advertising
Source: CommerceHub

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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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Keep it Simple to Start
§ Abandoned Cart, Viewed Product Page, Past Purchasers
§ Focus on where the ad is being placed
– Right rail
– Newsfeed
§ Structure account so you can bid by placements/user behavior
§ Follow image quality guidelines

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Yahoo!
Image: iStock

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Yahoo – The Ecosystem
Source: CommerceHub
Verizon
Dynamic
Product Ads
(Native)
Native
(Display,
Retargeting)
Search (Text
Ads) Polyvore
Brightroll
Flurry
Analytics
Text
Ads
• Search Partners
• Yahoo
• Ask
Product
Listing
Ads
• Search Partners
• Yahoo
• Polyvore
Display
Ads
Text Ads
• Search Partners
• Yahoo
• AOL
• adMarketplace
• Syndicated Search
Partners
Product
Ads
• Search
Partners
• Yahoo
• Search Partner
• Yahoo

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§ Custom Audiences for Search: Retailer (big box store)
– 225% increase in CTR
– 230% increase in CR
– 51% reduction CPA
§ Search Retargeting on Native: Retailer (big box store)
– 23% conversions from native
– 14% lower CPA on native than search (text) ads
Yahoo – What Else?
Source: Yahoo Results from comparison between audience targeted vs. non audience targeted traffic

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Polyvore
Image: iStock

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

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Polyvore Pays Out … for Luxury Apparel Retailers
Source: Polyvore

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§ 41% Increase in
Clicks YoY
§ 27% Increase in
Sales YoY
§ 11% Decrease in
Cost
Apparel & Home Goods – CH Clients
Source: CommerceHub data

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Connexity
Image: iStock

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§ Yahoo
§ Meredith (Better
Homes & Gardens,
Parents)
§ Ask/Pronto
Connexity: Pricegrabber, Become, Shopzilla
Image: Connexity

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Connexity – What’s Next
Highly curated editorial content
-Engaging with social agencies & influencers
-A “marketplace” connecting retailers & influencers
Image: Connexity

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§ Influencers lift purchase intent 2x
§ 2.7x increase in purchase intent with brand exposure
§ 5.2x increase in purchase intent with brand and influencer exposure
§ 49% of users rely on recommendations from influencers (56% from friends)
Connexity: Influencers
Source: Connexity

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What we’re seeing at CommerceHub
Connexity
§ 49% Increase in Sales YoY
§ 38% Increase in Ad Spend YoY
§ 13% Increase in Clicks
Source: CommerceHub data

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Amazon Sponsored Products
Image: iStock

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Amazon Product Ads (APA) and Sponsored Links were sunset.
I miss them.
Amazon Sponsored Products Released 2015
$90
$95
$100
$105
$110
$115
$120
$125
$130
0%
200%
400%
600%
800%
1000%
1200%
1400%
2015 APA – CommerceHub Clients
Average Order Value Return on Ad Spend
Source: CommerceHub data

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§ Uses keywords, match types, ad groups,
campaigns, negative keywords
§ Automatic & Manual campaign options
§ “Double dip” cost of CPC and % of sale by
category
§ SKAGs exist (granularity matters)
§ Can bid on competitor names
§ Reporting only in Amazon UI
ASP – The AdWords UI of 2009
Image: iStock

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eBay + eBay Commerce Network
Image: iStock

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§ Accelerated Mobile Pages
§ ASIN pages
– Improve SERPs to be static pages, not
auctions that have ended
§ Facebook
– Monetizing messaging apps (apparently
no one opens emails anymore)
– Creating collections for sharing
eBay – What’s Next
Image: Pixabay

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Remember these?
eBay: Driving Traffic to the New ASIN Pages
Image: Wordstream

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§ Facebook Dynamic Product Ads
§ Amazon Sponsored Products
§ Pinterest (Rich, Promoted)
§ Polyvore
§ Yahoo Dynamic Product Ads
§ eBay Commerce Network
§ Connexity
So…You Want Me to Do What Now?
Image: iStock

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