#SMX #SMXAdvanced @AnnStanley How to develop an integrated cross-platform strategy SHOPPING ADS, BUY BUTTONS, SOCIAL- COMMERCE & REMARKETING
#SMX #SMXAdvanced @AnnStanley
How to develop an integrated cross-platform strategy
SHOPPING ADS, BUY BUTTONS,
SOCIAL-COMMERCE & REMARKETING
#SMX #SMXAdvanced @AnnStanley
A bit about Anicca and Ann!
Founded in
2007Team of
24
PPaid
OOwned
EEarned
TTechnical
SMXLondon since
2011
#SMX #SMXAdvanced @AnnStanley
Your brand website or store
Shopping / Marketplaces
Search SocialOther websites & media sites
NEW & POTENTIAL CUSTOMERS
ShoppingAds
Product feedFeed
Management Software
SocialCommerce
CSE
SALE
Product/ buttons
in ads
Use of shopping ads and buy buttons for ecommerce
1 2 3
#SMX #SMXAdvanced @AnnStanley
• 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
#SMX #SMXAdvanced @AnnStanley
Search – Bing Shopping ads vs AdWords 1
PlatformProportion of Impressions
CTR Avg CPCConv. Rate
Cost Per Conv.
Return On Ad Spend
AOV
AdWords Shopping Ads 100% 2.10% £0.22 4.05% £5.54 6.72 £37.23Bing Shopping Ads 6% 0.34% £0.12 4.29% £2.76 16.90 £46.58
B2C - Cosmetics (UK)s
PlatformProportion of Impressions
CTR Avg CPCConv. Rate
Cost Per Conv.
Return On Ad Spend
AOV
AdWords Shopping Ads 100% 1.68% £0.86 3.50% £24.63 2.8 £68.89Bing 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
#SMX #SMXAdvanced @AnnStanley
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
#SMX #SMXAdvanced @AnnStanley
Growth in social commerce and social shopping2
#SMX #SMXAdvanced @AnnStanley
Average order value from social shopping (Shopify)2
#SMX #SMXAdvanced @AnnStanley
• 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
#SMX #SMXAdvanced @AnnStanley
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
2
#SMX #SMXAdvanced @AnnStanley
Shop front Category page Product page Checkout Checkout on website
Shop on Facebook (levels of sophistication)2
Hard Graft
Carbon Speed
#SMX #SMXAdvanced @AnnStanley
Buy buttons - Facebook2
#SMX #SMXAdvanced @AnnStanley
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)
#SMX #SMXAdvanced @AnnStanley
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
2
#SMX #SMXAdvanced @AnnStanley
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
2
Pinterest has just announced the launch of dynamic remarketing
#SMX #SMXAdvanced @AnnStanley
• 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
#SMX #SMXAdvanced @AnnStanley
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!
2
#SMX #SMXAdvanced @AnnStanley
Top social shopping sites by sector2
Fashion & accessories
Beauty Jewellery & Gifts
Home and Garden
Electronics Other
Art & Gifts
Find professionals
#SMX #SMXAdvanced @AnnStanley
• 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
#SMX #SMXAdvanced @AnnStanley
• 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
#SMX #SMXAdvanced @AnnStanley
• 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
#SMX #SMXAdvanced @AnnStanley
Buy buttons in Trueview ads3
Click from TrueView video ad
to the merchant website
#SMX #SMXAdvanced @AnnStanley
Your brand website or store
Shopping / Marketplaces
Search SocialOther websites & media sites
NEW & POTENTIAL CUSTOMERS
ShoppingAds
Product feedFeed
Management Software
SocialCommerce
CSE
SALE
Product/ buttons
in ads
Additional sophistication of adding remarketing
4 5
Remarketing layer
7
6
#SMX #SMXAdvanced @AnnStanley
Use “honeypots” to get visitors to your site at a low cost –so you can create a remarketing audience in Analytics
4
Create remarketinglists in Analytics
Your site
#SMX #SMXAdvanced @AnnStanley
• 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
4
#SMX #SMXAdvanced @AnnStanley
• 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
5
#SMX #SMXAdvanced @AnnStanley
Dynamic remarketing in display ads with traffic from search, social or display
6
• 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)
#SMX #SMXAdvanced @AnnStanley
Examples of feed management software7
#SMX #SMXAdvanced @AnnStanley
• 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
#SMX #SMXAdvanced @AnnStanley
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
7
#SMX #SMXAdvanced @AnnStanley
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX