Ecommerce Forum: Impression April 2019

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1
THE ECOMMERCE FORUM
Digital Success for Ecommerce Marketers

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The Ecommerce Environment
by Adam Bly
DIGITAL STRATEGIST
@impressiontalk

Private and confidential
I’m Adam
● 18 months client side - PPC, SEO,
Web Dev
● Joined Impression in summer 2017
● Strategy and planning across all
areas of digital marketing.
3

Private & Confidential ‹#›
https://www.ons.gov.uk
The obvious stuff
NOV
2006
SEP
2007
JUL
2008
MAY
2009
MAR
2010
JAN
2011
NOV
2011
SEP
2012
JUL
2013
MAY
2014
MAR
2015
JAN
2016
NOV
2016
SEP
2017
JUL
2018
FEB
2019
0%
5%
10%
15%
20%
25%
Internet sales as a percentage of total retail sales (ratio) (%)

2014
0
200
400
600
800
2015 2016 2017
SalesinbillionGBP
Wholesale
Manufacturing
Transport and storage
Information and Communication
Other services
Retail
Utilities
Accommodation & food services
Construction
E-commerce sales distributed by industry sector in the United
Kingdom (UK) from 2014 to 2017
https://www.ons.gov.uk via Statista

https://www.telegraph.co.uk/business/tips-for-the-future/future-of-retail/
https://www2.deloitte.com/uk/en/pages/consumer-business/articles/retail-trends.html#
The High Street
● Big name closures
● Global competitors
● Business rates
● Consumer spending
● Consumer confidence
● But can the digital and physical
work together?

● Direct to Consumer brands
● Image Search
● Personalisation
The real threats, trends and opportunities
● In-channel Shopping/Social Commerce
● Truly Mobile-First
● International eCommerce

Direct to Consumer

Private and confidential 9
Image Search
● It’s time to think about image search.
● Google lens and e-commerce implications.
● Think of image search as a channel

● Messaging
● Experiences
● Faux personalisation
● PWA’s/JS
Personalisation

Social Commerce
Private & Confidential 11

Thank you
Adam Bly
adam.bly@impression.co.uk
@impressiontalk

Technologies
influencing ecommerce SEO
by Edd Wilson
SEO Strategist
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hello@impression.co.uk
- Search marketing since 2010
- Joined Impression in 2014
- Agency and in-house experience
- Specialises in Technical SEO & SEO Strategy
- Award nominated SEO campaigns
I’m Edd
SEO Strategist

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What are we seeing?
1. Mobile first index
2. Performance focused websites
3. Crawl optimisation
4. The rise of javascript
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Mobile First Index - 1 year anniversary
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Googlebot Smartphone
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Currys adapted to mobile first
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[Headphones] - Number 1
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Currys - Organic traffic growth
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Currys - Organic keyword performance
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Page speed performance
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Page speed performance
User focused Googlebot
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This becomes a major issue for ecommerce websites
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20,000 products

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Pagespeed insights
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Speedmonitor.io
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Page speed improvements
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1. Implement caching to reduce the size of requests.
1. Organise your code (CSS & Javascript) so it can be
loaded separately and in the order of highest to lowest
priority.
1. Image compression - TinyPNG

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Page speed improvements
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4. Utilise a CDN (Content Delivery Network) stores image files
on different servers around the world.
5. Remove any code or lines that don’t contribute to the page,
such as old legacy code, whitespace and comments -
HTMLminify, CSSNano and UglifyJS
6. Lazy loading - loading of non-critical, below the fold images,
which will only be loaded when needed by the user.

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Crawl Optimisation
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Googlebot

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Crawl Optimisation
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Crawl Optimisation
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● Categories & products
● Faceted navigation
● Additional pages such as
blogs/buying guides

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Faceted Navigation
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Crawl Optimisation
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Googlebot
crawling
/trainers
/trainers?price
/trainers?colour=red

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Organic performance
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Areas to focus
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1. Crawler restrictions (robots.txt commands and no-follow
link attributes)
2. No-index low value pages
3. Focus your internal links on primary pages and restrict
Googlebot when required

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The rise of Javascript
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2014
“..sometimes things don't go perfectly
during rendering, which may
negatively impact search results for
your site.”
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2016
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Hulu saw a 4 million organic
visitor drop off

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How does Javascript impact
search?

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Three Factors
Crawlability
Rendering
Crawl Budget
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Crawling HTML
1. Googlebot downloads an HTML
1. Googlebot extracts the links from the source code
1. Googlebot downloads the CSS Files
1. Googlebot sends all the downloaded resources to the
indexer
1. The indexer then indexes the page

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Crawling JS vs HTML
1. Googlebot downloads the HTML
1. Googlebot downloads the CSS and Javascript.
1. Googlebot uses their Web Rendering Service to parse, compile and
execute Javascript code.
1. The WRS fetches data from external APIs
1. The Indexer can now index the content
1. Google can discover new links and add it to Googlebot’s crawling
queue

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Two waves of Indexing
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This process highlights how
time consuming it is for
Google
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Our experiences with Javascript & SEO
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One of the UK’s largest online
tool suppliers were just seeing
a quarter of their 200,000
pages being indexed by
Google
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Their website was built on
React and it was nearly
impossible to crawl and render
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Organic Traffic - 40k organic monthly
visitors lost!
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Organic Keywords: 1,866 keywords in
position 1-3 dropped
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No alternative rendering
solution.
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Internal links & pagination
injected through Javascript
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Major page elements &
canonical tags injected
through Javascript
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Results - Organic Traffic
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Weekly Organic Revenue - £10,240 to
£31,774 - 210% increase
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What can you do?
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Resources
● Rendering on the web - Google
● Guide to Javascript SEO - Elephate
● View Rendered Source - Tool
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Thank you
Edd Wilson
@EddJTW
edd.wilson@impression.co.uk
@impressiontalk

Google Shopping:
How to Get Ahead
by Liam Wade
H E A D O F P P C
@impressiontalk

I’m Liam
● 5 Years (!) at Impression & Head of
PPC
● Speaker at SMX, HeroConf, AdWorld
and Twitter (@Digital_Liam)
● Hobbies; music, running a marathon
next week & founding member of the
British Horological Institute
64

Smart
Insights
2018

Increased competition?
Forces innovation
68

Best Practice = Old Practice
69

This session
Key Challenges:
1. Feed optimisation
2. Managing query intent
+ Bonus Round AKA Secret Herbs and Spices
70

How do Shopping Ads work?
71
QUERY
FEED
PLA

Challenge #1
Feed Optimisation
72

Who is feed
optimisation
for?
The
Platform
The
Consumer
The
Advertiser

Feed optimisation types
74
Functional Useful Contextual
The
Platform
The
Consumer
The
Advertiser
SERP
performance
Commercial
performance
Profit
Who is it for?
Focus metrics

Functional
Use product data in order to
comply with a platform’s requirements

Feed optimisation | Functional
76
Required Attributes
Google Product Data Specification
Most common
Title & Description
ID / MPN / SKU / GTIN
Link & Image_Link(s)
Price & Sale Price
Availability

Feed optimisation | Functional
77
Recommended Attributes
Often specific to product category
Most common
Adult / Gender
Multipack / Bundle
Age Group
Colour / Material / Pattern / Size

Useful
Craft product data in order to
better match user searches and browsing

What is quality score for?

There is no quality score
in Google Shopping

Feed optimisation | Useful
81
Product titles in particular are shown
to have the biggest impact on visibility
More value is attributed towards the
earlier part of the title, so front-load the
most important information.

82
the higher the click-through rate,
the greater reach your product will get
Title Optimisation
> Better for users (Better queries)
> Better for advertisers (More relevant traffic)

83
Website bias
Titles making sense on site
does not mean that titles are
useful for searchers
On site Shopping results

84

85
Do Not Keyword Stuff
If you include your target keywords multiple times within your
product title, your product will see fewer impressions.
Rolex 18k Watch - Gold Rolex Timepiece

How to write product titles for your Shopping Feeds
1. Use your existing product attributes in a sensible way
{Brand} {Model} {Product Type} -
{Colour}
1. Speak the language of your customers
- What are your customers searching for?
1. TEST.
86

KW Planner
Search Query
Reports
Site Search
Competitor
PLAs
Reviews
“Answer the
Public”
How do I find the
language of my customers?

88
Keyword Planner

89
Search Query Reports

90
Site Search (Analytics / Site Backend)
Google Analytics Website

91
Competitor PLAs

92
AnswerThePublic.com

93
Reviews

94
Speak to Salesfolk

What happens when we
optimise our product titles?

96
Removed unnecessary
information + Added additional
size / pattern information
Adjusted language for
key product ranges
based on SQR

97
Less invasive
testing, but
CTR benefits

Contextual
Use extra-campaign data in order to
influence advertising decisions

Feed optimisation | Contextual
99
Bid strategies that don’t use context are inherently flawed.
Why? Unless you do, making decisions based only on campaign data.
Performance data
is reacted to with
bidding
Products
gather
data
Products are
submitted to
Feed

PricingMargin
Best Sellers
Elsewhere
What do you know
about your products
that Google does not?

101
Custom Labels
● For the advertiser - can be whatever
you'd like
● 5 slots available (CL0 to CL4)
● Limit of 1,000 unique values (you
shouldn't need more than this!)

102
Basics
- Price

103
Better product data
- Margin
- Value AFTER Margin
Use boundaries rather than actual %
value (limit on # Custom Labels)

104
Basics
- # of Sales

105
In future, new products
that share these groups
are given more
informed starting bid
Contextual feeds help us to make better bidding decisions
(script / automated rules / smart bidding / manual)
Products
are
submitted
to Feed
Bidding is
informed
from Day 1
Products are
grouped by
contextual
information
Initial bid is
set based on
business context

Calculated
Contextual Signals

107
Calculated data sources | Coverage (Size)
- What size is the user looking for?

108
Calculated data sources | Coverage (Size)
Anticipate conversion rates!

109
Calculated data sources | Coverage (Model)
What % of the full range of this brands products do we have on site?
Eg. “Less than 20” = We stock less than 20% of this brand’s products

Feed Optimisation | Key Takeaways
110
Your campaign will only be as strong as your feed.
● FUNCTIONAL - give Google the best data you can (+ more)
● USEFUL - test your product titles for reach and engagement,
allowing you to reach more users for a lower CPC
● CONTEXTUAL - provide bidding signals within platform in order to
maximise ROAS

Challenge #2
Query Control
111

The more aggressive the bid, the more
broad queries you enter the auction for
DAVE BHAVISHA NIAMH

Google Shopping ads are designed to
deliver diminishing returns*
BROADNESS OF QUERY

Google Shopping ads are designed to
deliver diminishing returns*

7%
CONV. RATE
115
Unlike Search, you can’t choose a bid for
different queries
black trainers
nike air max sequent 2
0.5%
CONV. RATE
£150.00
COST PER SALE
X =
£0.75
COST-PER-CLICK
£10.71
COST PER SALE
X =HIGH-INTENT QUERY
GENERIC QUERY›
£0.75
COST-PER-CLICK
£0.75
COST-PER-CLICK

Query sculpting
CAMPAIGN PRIORITY SETTING NEGATIVE KEYWORDS EXAMPLE QUERY
Generic High +nike “trainers”
Brand Low - “nike trainers”

Query sculpting
Generic High +nike “trainers”
Brand Med +rosche “nike trainers”
Brand + Model Low - “nike rosche trainers”

Query sculpting
7%
CONV. RATE
black trainers
nike air max sequent 2
0.5%
CONV. RATE
£30.00
COST PER SALE
X =
£0.75
COST-PER-CLICK
£10.71
COST PER SALE
X =HIGH-INTENT QUERY
GENERIC QUERY›
£0.15
COST-PER-CLICK
£0.75
COST-PER-CLICK

Bid more aggressively for high
ROAS queries, without entering
broad low-performance queries
119

Non-brand sculpting
Generic High
{all 2-word+ queries
with a ROAS 700%+}
-
High
Performers
Low - {high converters}

Finding intent modifiers

Exact match shopping campaigns
CAMPAIGN LEVEL AD GROUP LEVEL
CAMPAIGN
PRIORITY
SETTING
NEGATIVE KWs AD GROUP NEGATIVE KWs
SEARCH
QUERIES
BID
STRATEGY
#1 All Queries High
[rolex watches]
[tag heuer watches]
ALL - {anything else} -
#2 Focus Queries Low -
[rolex watches] [tag heuer watches] "rolex watches"
Specific
[tag heuer watches] [rolex watches] "tag heuer watches"

Bad queries

Query-intent spectrum*
Assist Rate
(Assisted Transactions / Last Click Transactions)
Predicted
Last Click
ROAS
Rolex
Submariner
Silver 116610
gifts for men
mens luxury watch
luxury mens steel
watch
Low
Low High
Father’s
Day
High
*We’ll need another 2 hours to go
through attribution

Query Control | Key Takeaways
125
Shopping campaigns, by design, are more expensive to scale - query
sculpting can help combat this.
● Separate queries by expected conversion rate
● More granular sculpting =/= a more successful campaign
● There is no such thing as a bad search query - just terms that
should be treated differently

Query Control | Key Takeaways
126
Shopping campaigns, by design, are more expensive to scale - query
sculpting can help combat this.
● Separate queries by expected conversion rate
● More granular sculpting =/= a more successful campaign
● There is no such thing as a bad search query - just terms that
should be treated differently

Bonus Round
Secret Herbs & Spices
127

Bonus | Promotions (Please Be Human)
128
Discounts for…
NO REASON
10% Off For Mother's Day
10% Off For The Queen’s
Birthday
20% Off Because It’s Raining

Bonus | Showcase Ads
129

Bonus | Local Inventory Ads
130

Bonus | Price is (almost) everything
131

Bonus | CSS Partners
132

Bonus | The Window Effect
133

Thank you
Liam Wade
@Digital_Liam
liam@impression.co.uk
@impressiontalk

Digital PR for
Ecommerce Businesses
by Laura Hampton
HEAD OF DIGITAL PR
@impressiontalk

I’m Laura
● 4 years+ at Impression, 10 years in the
industry, Head of Marketing & PR
● Speaker at Brighton SEO, SMX London,
STAT City Crawl and on Twitter
@lauralhampton
● In my spare time, I represent team GB in
skydiving and recently won the British
Indoor Skydiving Championships
136

@impressiontalk@impressiontalk 137
Let’s start with a story...

● A friend of a friend is travelling in
Edinburgh for business
● He goes to a local bar for a drink
after his meeting and meets a
beautiful woman
● She offers to buy him a drink and,
flattered, he accepts
● He takes a sip. That’s the last thing
he remembers.

● He wakes up in a hotel
room, in a bathtub, his
body submerged in ice
● He looks around frantically,
then spots a note: “Don’t
move, call 999”
● He does so. The operator
seems oddly familiar with
his situation

● “Sir, I want you to reach behind you, slowly
and carefully. Is there a tube protruding
from your back?”
● Anxiously, he felt around behind him.
There was a tube sticking out of his lower
back
● “Sir, don’t panic, but one of your kidneys
has been harvested. There’s a ring of
organ thieves operating in the city and
they got you. Don’t move. Paramedics are
on their way.”

Good PR is just a story,
told well.

Modern ecommerce is, in
many ways, a series of stories
Those we tell about ours brand,
and those our customers tell
themselves in their purchase journeys.

“I need…”
“I want…”
“I deserve…”
“We sell…”
“We’re the best…”
“We’re the most
convenient…”

Stories impact
every stage of
the funnel.

“Buy…”
“Best…”, “Cheapest…”
“Which…”
“What…”, “Why…”

“Buy artificial rugby
turf”
“Best artificial grass for
rugby pitches”
“Which artificial grass is
best for contact
sports?”
“Why use artificial grass
on pitches?”

“Buy G cup bra”
“Best brands for larger
bra sizes”
“Which bra type is best
for bigger boobs?”
“What are the
consequences of
wearing the wrong size
bra?”

PPC / SEO / CRO
PPC / SEO
SEO
PR

Many ecommerce marketers
focus solely on the “action”
But the opportunity for growth lies in
how we develop the top of the funnel

What stories
support your
funnel?

Ready for another story?

Comprehensive community
building naturally lends itself to
a return-on-investment
rationale that can be modelled,
drawing on existing practice.

A factor constraining the
resources is that funders must
often resort to targeting or
categorical requirements in
grant making to ensure
accountability.

So, what even is ‘digital PR’ then?

Comments and the press

Product led stunts

Value driven

Creative content campaigns...

Go Flynn!

Loads more examples.

https://impression.tips/PRinspiration

It’s fun, right? But we also
need to think about why.
What are we measuring? Why should
we invest? And how will we make
money?

● Links (for SEO)
● Coverage (for PR)
● Compelling content
● Traffic
● Assisted conversions
● Audience building?

1. Create compelling content,
consider user journey
2. Promote via all channels,
including paid and PR
3. Collect audience data through
GA
4. Structure your remarketing
messages according to funnel
point
5. Nurture leads to conversion

Think about
your funnel.

https://impression.tips/personas

A true omni-channel approach
isn’t just about attribution...
It’s about using all of our channels, in
conjunction, to tell cohesive stories.

Who remembers story
number 1?

Who remembers story
number 2?

Takeaways.
1. Know what stories influence your customers
2. Find the best way to tell that story for your brand
3. Consider the full digital PR spectrum
4. Tie your PR aspirations in with your SEO, PPC… goals
5. Yes, we want to make money. But savvy marketers fill
their funnel from the top.

Customer journeys are
powered by stories.

Customer journeys are powered by stories.
And good PRs are
excellent storytellers.

Thank you
Laura Hampton
@lauralhampton
laura@impression.co.uk
@impressiontalk

www.impression.co.uk/ecommerce-forum

Ecommerce Forum: Impression April 2019

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