Elizabeth will discuss the latest insights into e-commerce paid search, focusing on the emergence of advertising in marketplaces and Google’s new Shopping Actions and what it means for product data, budgets and even internal team workflows – both agency and in-house. Elizabeth will discuss the latest insights into e-commerce paid search, focusing on the emergence of advertising in marketplaces and Google’s new Shopping Actions and what it means for product data, budgets and even internal team workflows – both agency and in-house. Andrey will share his practical advice on improving your company’s sign-up, sign-in and payments. He will talk about key factors that influence conversions, how to uncomplicate the checkout process, how to make sign-in easy and secure and more. Kevin will discuss strategies for ranking in the top positions in Google search using SEO techniques. Special emphasis will be placed on mobile SEO strategy and the best practices to help your mobile website beat your competitors in search results. The session will be hosted by Aiden Carroll, the co-founder of The ColoringIn Department, who has moderated more than 750 webinars already. https://www.semrush.com/webinars/ecommerce-online-meetup-2018/

1. Ecommerce Online
Meetup
Images:Getty Images
Elizabeth Marsten
Senior Director, e-Commerce Growth Services
@ebkendo

2. • Senior Director, E-Commerce Growth
Services
• Seattle, WA
• 12 years in the search industry
• PPC, Social, SEO, Analytics, Content
• Speaker: SMX Adv/East/West, Mozcon,
PPC Masters, Friends of Search, HeroCon
• Author: Lynda.com, All in One Web
Marketing for Dummies
@ebkendo Images: ebkendo

3. NORTH AMERICA’SLARGEST RETAILERS,
MARKETPLACES AND SEARCHENGINES
DEMAND GENERATION
ASSORTMENT EXPANSION
WAREHOUSES, STORES,DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERY
NATIONAL CARRIERS, REGIONAL
CARRIERS, LOCALCARRIERS

4. Let’s start with some numbers…
$1.6 billion
$27 billion
$80 billion
http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4

5. The “Danger” of Amazon Advertising
• Volume
– 300 million active customer accounts(1)
– 64% of Americans are Prime members(2)
• Data
– Desktop, mobile app, geography, basket size, similar products, wishlist, search filters,
reviews, etc.
• Demographics
(1) http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4
(2) https://www.forbes.com/sites/shephyken/2017/06/17/sixty-four-percent-of-u-s-households-have-amazon-prime/#6121d7244586

6. Amazon Ad Types
• Sponsored Products
– Campaigns, ad groups, keywords with match types and negatives
– Have to be winning the Buy Box
• Headline Search Ads
– Campaigns, ad groups, keywords
– Auction based system
– Do not have to be winning the Buy Box
• Product Display Ads
– Campaigns, ad groups, keywords with match types and negatives

7. Amazon Ad Types - AMS
Sponsored Products
Product Display Ads
Headline Search Ads
Images:CommerceHub

8. Now imagine that
Google is in the
auction with you.
Image:Getty Images

9. Shopping
Actions on
GoogleExpress
Image source: Getty Images

10. Shopping Actions with Google Express
Image source: Google

11. Shopping Actions
It’s all about the transaction.
The payment processing, order taking, receipt giving, delivery
information, customer support providing workflow.

12. Shopping Actions on Google Express
• Tier 1 Customer Support
• Single, seamless checkout
• New revenue stream
• Google Merchant Center needed
• Order management requirement
• Marketplace-like experience
Image source: Google Express

13. What About Google Product Listing Ads?
• Express listings do not participate in the PLA
auction
• A Shopping Actions on Search sponsored unit
may show when there is inventory on Express
• If an seller has a product eligible for both –
Google dedupes for that SKU
• Complimentary, increased impression share
Image source: Google

14. Product Data Permeates Farther
It’s going everywhere…
• Product titles and description
• Prices
• Product reviews
• User behavior – brand affinity, customer loyalty
• Product detail pages in the SERP

15. In a nutshell…
who manages this?
Image source: Getty Images

16. Marketplace Experts
• Seller ratings
• Inventory allocation & fulfillment
• Taxes
• Marketplace search results
• Marketplace content - template
Paid Search Experts
• Budgeting / spend allocation
• Conversion rate optimization
• Geographic
• Audiences / personas
• Search engine search results
Define What e-Commerce Means

17. Thank You Keep Growing
Copyright © 2018 CommerceHub Technologies, LLC – Confidential
CommerceHub, the CommerceHub logo, OrderStream, and ProductStream are registered
trademarks, and DemandStream is a trademark of Commerce Technologies, LLC.
Other product names, logos, and brands are the property of their respective owners.

18. Marketplace
• Marketplace Pulse – all marketplaces, high-level
• Sellics Amazon SEO Guide
• Sellics Amazon Keyword Tool
• Amazon Media Services YouTube channel
Shopping Actions
• Google Blog – Shopping Actions
• Search Engine Journal – Shopping Actions
• Google Merchant Center Help – Shopping Actions
Resources