From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Shopping Campaigns: Play Like Every Day Is A Holiday. PRESENTATION: Shopping Ads, Buy Buttons, Social-Commerce & Remarketing: How to Develop an Integrated Cross-Platform Strategy - Given by Ann Stanley, @annstanley - Anicca Digital, Managing Director. #SMX #14C
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• 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
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Search – Bing Shopping ads vs AdWords1
Platform
Proportion of
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 (UK)s
Platform
Proportion of
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 (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
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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
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• 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
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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
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Shop front Category page Product page Checkout Checkout on website
Shop on Facebook (levels of sophistication)2
Hard Graft
Carbon Speed
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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)
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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
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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
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Pinterest has just announced the launch of dynamic remarketing
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• 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
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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!
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Top social shopping sites by sector2
Fashion &
accessories
Beauty Jewellery &
Gifts
Home and
Garden
Electronics Other
ü ü ü ü
ü ü ü ü ü
ü ü ü ü ü Art & Gifts
ü Find
professionals
ü ü ü
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• 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
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• 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
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• 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
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Buy buttons in Trueview ads3
Click from TrueView video ad
to the merchant website
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Use “honeypots” to get visitors to your site at a low cost –
so you can create a remarketing audience in Analytics
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Create remarketing
lists in Analytics
Your site
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• 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
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• 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
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Dynamic remarketing in display ads with traffic from
search, social or display
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• 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)
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• 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
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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
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