Q4 Retail Search Strategy: Engage Shoppers Where They're Actively Buying

Engage Shoppers Where They’re
Actively Buying
Q4 Retail Search Techniques Presented by CPC Strategy & HookLogic
#cpcwebinar

About CPC Strategy
We Drive Conversions by Matching Retail Inventory
with Consumer Intent.
Services Include
 Retail-focused Paid Search (PPC)
 Product Listing Ads Management
 Full-Service Shopping Channel Management
 Product Feed Management
 Founded in 2007
 More than $35 million a year in managed ad spend
 Over +250 active clients
 2x Top 50 fastest growing companies in San Diego
 Now an Official Google Shopping Partner
CPCStrategy.com/packages
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com

Webinar Housekeeping
Webinar Recording & Questions
 Stay tuned for webinar recording email (next week)
 Q&A following the presentation
 Chat box to the right
 Tweet #cpcwebinar
Jon Gregoire
Marketing Specialist
@Jon_Gregs
Speakers
Rick Backus
CEO and Co-Founder of
CPC Strategy
Steve Elson
VP of Search Media
at HookLogic

About HookLogic
Provides marketers unprecedented access to bottom of funnel
shoppers and a clear view into resulting sales attribution
Retail Network Includes:
 Founded in 2004
 Pioneered paid product listings on retail sites
 Growing network of retail sites in network
HookLogic.com/retail
300+ Brand & Marketplace Advertisers,
Including:

Steve Elson
HookLogic | VP of Search Media
HookLogic Speaker
 Retail Search expert
 Speaker at iMedia Summits
 Responsible for helping brands leverage HookLogic's retail network
 10+ years of media and advertising experience

Rick Backus
CEO and Co-Founder
@CPC_Rick
 Retail Search & Google Shopping Expert
 Speaker at IRCE 2013
 Speaker at SearchLove San Diego and Boston
 Monthly Retail Contributor for Search Engine Land
 Over 8 years working with Ecommerce Merchants
CPC Speaker

Today’s Agenda
 The New Challenge of Harnessing Retail Search Intent
 How Google and Shopping Engines Fit Into Overall Strategy
 The Amazon Marketplace
 The Retail Search Exchange by HookLogic
 New Findings on Consumer Behavior
 Live Q&A

What is Retail Search Intent (RSI) and Why Does it Matter?
 Retail Search Intent is motivated online searching with the purpose to buy. (ex. shopping with a
list vs. window shopping)
 Tools now exist that allow brands and retailers to harness RSI
 Significant drivers of online traffic, revenue, and profit - #1 contributor to your digital bottom line
Retail Search Intent is the Next Big Thing

The Fundamental Retail Search Channels
 Google & Other Comparison Shopping Engines
 Amazon
 Top-tier Retail Websites – The Retail Search Exchange
Harnessing Retail Search Intent

The Factors that Influence Success on Retail Search Channels
CPC Product Ads: Connect High-Converting Shopper Searches With Your Relevant Products
 Product Data
 Build your feed’s “quality score”
 Enhance product titles and descriptions
 Use custom labels in the feed to segment your inventory
 Campaign Management
 Leverage search term data to strategically deploy products
 Implement advanced bid modifications by device, time of day, and location
 Identify negative keywords to reduce unprofitable ad spend
 Increase/Decrease exposure for custom inventory segments (ex. top performing SKUs)
Amazon Marketplace: Unpack the Levers that Drive Buy Box Ownership
 Technology Selection
 Pricing Strategy
 Competitive Intelligence
 Feedback Management

How Google Has Changed the Game
 Product Listing Ads are the #1 driver of paid traffic for many of our clients
 Resources focused on connecting products with high retail intent (constant UI testing)
Taking Advantage of Google Shopping

Updates and Things to Keep in Mind the Next Couple of Months
 Have You Switched Yet?
Shopping Campaigns take over in late August
 New Feed Specifications
Set for September 30th – Main takeaway: New character limits on “a variety of attributes.”
 Q3 Cleaning:
Make sure your feed is set for Q4 (ie. monitor for restricted products, broken mobile product pages, etc.)
 Take Advantage of the New Features
Impression Share, Bid Simulator, and SKU-Level Reporting
 Mobile Bid Modifications:
Traffic will amplified in the coming months
Taking Advantage of Google Shopping

How Shopping Engines Fit Into
Ecommerce Strategy
 A brand/retailer’s presence on comparison shopping
engines (CSEs) is essential
 Solid source of incremental traffic and revenue growth
Strategy:
 Only send limited feeds
 Close monitoring of each engine’s caveats in your
vertical (ie. Amazon Product Ads is high volume –
must monitor spend closely)
The Role of Shopping Engines

The Amazon Marketplace
 Goal: Unpack the black box of Amazon selling
 The “typical“ Amazon seller narrative – What do you do once you’re up and running on Amazon?
 Amazon can be just as influential to your bottom line as traditional paid channels (text + product ads)
Selling on Amazon

Amazon Marketplace Optimization
 Amazon selling as a Brand vs. Reseller
What Are The Different Levers A Third-party Seller
Can Pull To Improve Marketplace Selling?
 Technology Selection Is Key – Order management inventory management,
multi-channel management platforms, feed schemas
 Ongoing Processes:
 Feedback management – reviews will make-or-break Amazon performance
 Monitoring sales rank / Competitive intelligence reports
 Repricing strategy
 Shipping strategy
 Understanding Buy Box Ownership
Improving Amazon Selling Performance

Promoting Inventory Closer to the ‘Buy’ Button
• Shoppers head to Google, Amazon, AND Retail Websites: Top-tier retail websites are
often overlooked in overall Retail Search strategy.
Take Advantage of Leading Retail Sites
RSX US Online
Retail Sales
RSX US Offline
Retail Sales
$45B
$40B
US Retail
Sales
Sources: 2013 Internet Retailer
500 Guide, 2013 annual reports
$580 Billion Total
US Sales
$535B

The Retail Search Exchange
 HookLogic’s proprietary platform for brands
 Network of retail websites provides scale and meets shopper multi-tab behavior: 2.7 sites per online purchase
 The first page of results represents 91% of all product listing pages viewed by shoppers on retail sites
Take Advantage of Leading Retail Sites

Fundamental Retail Search Channels
 Google & Other Comparison Shopping Engines
 Amazon
 Retail Search Exchange – Network of Retail Websites
How Should Merchants Be Thinking About These Channels?

Retail Search Exchange Product Ads
 HookLogic’s proprietary platform for brands
 PPC media program for Brands selling through retailers
 Ability to promote retailer-specific product inventory
 Native ads display on the network of high-traffic, popular retail sites
HookLogic’s Retail Search Exchange

Retail Search Exchange Ads

Native PPC Ads Clicking In Retail Sites

Network of Retailers

Retail Search Exchange – Campaigns
 Campaigns organized by Global Product Category
 Keywords automatically assigned based on shopper behavior;
advertisers can submit additional terms
Products / Keywords
Product Categories
Campaigns

Retail Search Exchange – Reporting
 Standard delivery metrics, by category and product
 Attributed sales and Return-On-Ad-Spend
 Sponsored Product Impact: Share of Product Page Views, Sales Volume, Sales Value
Sponsored Product Impact: Sales Volume
Share of Volume - Campaign Inactive
Share of Volume - Campaign Active
Daily Ad Spend - Campaign Active

Intel Leverages Retail Search Exchange
Intel uses Retail Search Exchange to promote Intel based Tablets, 2-in-1 devices and All-In-One computers
 HookLogic allows Intel to efficiently promote strategically important products on many retailers
through a single platform
 HookLogic provides SKU level reporting for Intel to track return on advertising investment
Intel Case Study

Ongoing SKU-Level Optimization
Intel Case Study
Attributed sales volume and
Return-on-Ad-Spend evaluated
on a product level
0%
1000%
2000%
3000%
4000%
5000%
6000%
7000%
0 100 200 300 400 500
ROAS
Unit Volume

Q1 2014 Results
 Positive network share shift of consideration and sales
 ROAS ranges from 3x-10x+ and cost/unit $25-50 depending on the product category
Intel Case Study
7% 23%41%
Increased Share
of Sales Volume
Increased Share
of Sales Value
Increased Share of
Product Page Views

Core Distinctions
 For Brands to promote products across a network of retailers
 Retail channel sales attribution
 Easy to start and maintain – we have product feeds from our retailers
 Native ad format, click-in conversion

Retail Search = Navigation + Search + Filters
Findings on Consumer Behavior
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
2014-04-01
2014-04-03
2014-04-05
2014-04-07
2014-04-09
2014-04-11
2014-04-13
2014-04-15
2014-04-17
2014-04-19
2014-04-21
2014-04-23
2014-04-25
2014-04-27
2014-04-29
2014-05-01
2014-05-03
2014-05-05
2014-05-07
2014-05-09
2014-05-11
2014-05-13
2014-05-15
2014-05-17
2014-05-19
2014-05-21
2014-05-23
2014-05-25
2014-05-27
2014-05-29
2014-05-31
2014-06-02
2014-06-04
2014-06-06
2014-06-08
2014-06-10
2014-06-12
2014-06-14
2014-06-16
Search
Taxonomy
42%
of listing pages
are filtered

Many Distrust Search & Filters for Discovery
Shoppers express a
fear of missing out
(FOMO)
73%
Browse-based
navigation tools for
product discovery
70%
Compare Metrics and the e-tailing group:
The Shopper Navigation & Discovery Study, 2014

Higher Conversion Follows Search & Filtering
 Products found via search and filtering convert at about 2X the rate of those found via
navigation
 Navigation preferred for product discovery; Search useful when ready to purchase
 Large portion of converting searches include branded terms
0
0.5
1
1.5
2
2.5
Taxonomy Listing Search Listing Filtered Listing
ROAS
Index
Top Converting Search Terms by Traffic
timex
timex+weekender
timex+ironman
wristwatches
timex+heart+rate+monitor
watch+bands
timex+weekender+straps
timex+weekender+replacement+strap
timex+watch
weekender+watches

First Page, Top-to-Bottom, Left-to-Right
The first page of results
represents 91%
of all listing pages
viewed by shoppers
1.11%
0.65%
0.50%
1.03% 0.63% 0.58%

Q4 trends: Holiday
Decision Days
• Cyber Monday was
both the busiest
traffic and highest
converting day
• Black Friday is still a
key shopping day,
but activity peaked
for some retailers on
Thanksgiving!
• Significant shopping
traffic growth starts
right after Halloween
Index vs Typical Days in 2013
5x traffic
8x conversion
0
1
2
3
4
5
6
7
8
9
Mon before Black
Friday
Thanks-
giving
Black Friday Cyber Monday Fri of Cyber Week
Site Traffic Ad Click to Conversion

Q4 trends: Holiday
Decision Days
• Traffic times conversion
results in multiplicative
impact
Index vs typical days in 2013
0
10
20
30
40
Mon before Black
Friday
Thanks-
giving
Black Friday Cyber Monday Fri of Cyber Week
Site Traffic Ad Click to Conversion Combined Impact
November 24 this year!

Key Takeaways
 Retail search media is critical for both retailers and brands: visibility drives sales
 Advertisers should leverage multiple platforms to address multi-tab shopping
 Brand advertisers can leverage Retail Search Exchange for unprecedented
targeting by Retail Search Intent
 Programs should be optimized before shopping kicks up on November 1, and
well before November 24

CPCStrategy.com/Resources-Retail-Search
Shoot Us An Email
contact@cpcstrategy.com marketing@hooklogic.com
@Cpcstrategy @HookLogic
Questions? Comments?
Check Out Our Extensive Library Of Resources On Retail Search
HookLogic.com/Retail/Resources

CPCStrategy.com/Packages
Questions? Shoot Us An Email
@Cpcstrategy
We’re On The Front Lines Of Understanding The Latest
Developments In Retail Search.
We leverage an extensive data pile, proprietary technology platform, and category-specific experience to
deliver measurable results for ecommerce merchants.
Google Shopping Management
& CSE’s
Paid Search Management
(PPC)
Amazon Marketplace
Consulting
Learn more:
HookLogic.com/Retail
Email:
marketing@hooklogic.com
Retail Site Search
Advertising

Q4 Retail Search Strategy: Engage Shoppers Where They're Actively Buying

Recommandé

Recommandé

Contenu connexe

Plus de Tinuiti

Plus de Tinuiti (20)

Dernier

Dernier (11)

Q4 Retail Search Strategy: Engage Shoppers Where They're Actively Buying

Notes de l'éditeur