cpc strategy + search spring: webinar
Post on 20-Oct-2014
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Boost Sales with Site SearchPresented by SearchSpring & CPC Strategy
#cpcwebinar
Webinar Housekeeping
Webinar Recording & Questions
Stay tuned for webinar recording email (next
week)
Q&A following the presentation
Chat box to the right
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Mary WeinsteinDirector of Content @MerryWhy
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Speaker
Kyle WilsonSearchSpring
About CPC Strategy
We Drive Conversions by Matching Retail Inventory with Consumer Intent.
Services Include
Retail-focused Paid Search
(PPC)
Product Listing Ads
Management
Dynamic Remarketing
Product Feed Management
Founded in 2007
More than $35 million a year in managed ad spend
Over +250 active clients
Top 50 fastest growing companies in San Diego
Now an Official Google Shopping Partner
Visit CPCStrategy.com/packages
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
SearchSpring Speaker
Over 2 years of search experience
5+ years working in the technology industry
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Manages Over $50,000 inAd Spend
Kyle WilsoneCommerce Marketing Director
SearchSpring
Today’s PresenterSearchSpring would like to introduce Kyle WIlson, Director of Product Marketing
Kyle Wilson - Director of Product Marketing
Having been in the Director of Marketing seat with SearchSpring for the last three years, Kyle has been involved in over 225+ SearchSpring integrations across various platforms, scaling multiple industries.
“Search is both art and science. You need an expert in the field to help guide you, as you don’t send the electrician to do the plumbers job.”
Read SearchSpring’s latest CPC interview here:
http://www.cpcstrategy.com/blog/2014/05/site-navigation-2-0-searchspring
Email: Kyle@SearchSpring.comPhone: 1 -888-643-9043 Ext: 1
Who is SearchSpring?
On-Site Search, Dynamic Navigation, Learning Search
DELIVER HYPER-RELEVANT RESULTS TO EVERY SHOPPER We specialize in optimizing site search and site navigation with our learning system,
IntelliSuggest®.
On-site Search
HOW DOES ON-SITE SEARCH COMPLIMENT CPC STRATEGY EFFORTS
At the end of the day CPC Strategy helps drive more shoppers to your site.
Which brings up questions, like:
1. Is traffic converting well?
2. Are shoppers returning after the initial purchase?
3. Can you learn anything from the completed order or missed conversion?
On-site Search
HOW 3RD-PARTY SEARCH HELPS CPC STRATEGY EFFORTS
● Improved Relevancy
● More Shopper Engagement
● Better Data to Scale Internal & External Optimization Efforts
On-Site Search
IMPROVED RELEVANCY
Improved Relevancy
INTELLISUGGEST®
Improved Relevancy
RELEVANCY DEFINED
WHAT’S RELEVANT TO YOUR USERS?
BRANDS, NEW, SALES, PROFIT MARGIN
HOW CAN WE SCALE RELEVANCY?
RESULTS SHOULD COMPLIMENT INTERNAL PROMOTIONS & CAMPAIGNS. “SEARCH-N-DISE”
Improved Relevancy
Improved Relevancy
Improved Relevancy
IMPROVED RELEVANCYIn June, a search for “Air King” an appliance brand returns only relevant results. Notice how only fans are being displayed for the first ⅔ of the product page results. Heaters for that brand show up in the 5th page during the warmer months of the year. All due to shopper interaction within the website.
Improved Relevancy
MAPPING VARIANT QUERIESSynonym, n. - A word used in place of the one you can’t spell.
Improved Relevancy
SYNONYMS & REDIRECTS
INCREASED ENGAGEMENT
Increased Engagement
● WHAT ENGAGES SHOPPERS?
● HOW DO YOU KNOW IF ENGAGEMENT IS LACKING?
COUPLED WITH IMPROVED RELEVANCY - WHAT ENGAGES SHOPPERS?
Increased Engagement
HOW ARE SHOPPERS ACCUSTOMED TO NARROWING RESULTS WHEN THEY VISIT AMAZON, WAL-
MART, OR EBAY?
1. DYNAMIC DRILL-DOWNS VS. PRE-DEFINED NAVIGATION
2. ATTRIBUTES VS. CATEGORY - SUBCATEGORY DRILL-DOWNS
3. IMAGE-BASED FILTERS
FAMILIARITY …
Success Story: Air-n-Water.com
INCREASED ENGAGEMENT
Before SearchSpring - Category Page After SearchSpring
Increased Engagement
1. RECOGNIZE PARENT-CHILD RELATIONSHIPS AND DISPLAY HIERARCHICAL RESULTS
2. ENCOURAGE USER ENGAGEMENT VIA IMAGE-BASED FILTERS
3. CONSISTENTLY LEARN FROM EACH SHOPPER INTERACTION
CATEGORY NAVIGATION
Increased Engagement
HOW ON-SITE SEARCH INCREASES ENGAGEMENT
Creating Dynamic navigation via product attributes
Increased Engagement
1. REDUCE SHOPPER FRUSTRATION WITH INSTANT, RELEVANT RESULTS
2. ENCOURAGE USER ENGAGEMENT VIA RICH, IMAGE-BASED SUGGESTIONS
3. CONSISTENTLY LEARN FROM EACH SHOPPER INTERACTION
RICH AUTOCOMPLETE
BETTER DATA
Better Data
HOW MUCH ARE YOU LEARNING FROM YOUR SHOPPERS
How SearchSpring helps:
○ Inventory Control
○ Variant Query Mapping
○ Identifying Attribute-based Searches
Better Data
HELPING SCALE INTERNAL/EXTERNAL OPTIMIZATION
Popular Searches with 0 Results
Popular “Did you mean” Suggestions
Referring Query Activity Popular Filters
Better Data
POPULAR SEARCHES WITH ZERO RESULTS
Better Data
POPULAR “DID YOU MEAN” SUGGESTIONS
Better Data
AUTOMATED SEO
1. INTELLISUGGEST IDENTIFIES THE MOST
POPULAR SEARCH QUERIES
2. UNIQUE LANDING PAGES ARE CREATED
AUTOMATICALLY TO LEVERAGE THESE
KEYWORDS
3. SEARCH ENGINES CRAWL AND INDEX THESE
PAGES
4. THE OPTIMIZATION OF UNIQUE, LONG-TAIL
KEYWORDS GAIN SIGNIFICANT RANK
Better Data
REFERRING QUERY ACTIVITY
STOP FLIRTING, START CONVERTING!
Stop Flirting & Start Converting!
SEARCHSPRING HELPS CPC CLIENTS BY:
Converting more referrals
o Dynamically elevating product rank
o Capturing data to better understand user intent
o Enhancing internal optimization via merchandising, synonyms, and redirects
o Identifying/Tracking organic referral opportunities
INCREASED TRAFFIC
Drive Higher Conversions with SearchSpring!
STOP FLIRTING & START CONVERTING!
3rd-party search can improve website conversions by:
○ Improved Relevancy
○ Increased User Engagement
○ Better Data
RE-TARGETING
Retargeting
● Creation of custom landing pages (multi-product results)
● Product/Checkout page recommendations (single product)
● Promotional Banners ● Product Badging
ENCOURAGE ENGAGEMENT/PERSONALIZE
BRANDING/PERSONALIZATION
Branding
● If they can’t find it, they can’t buy it. Relevancy is key
● Increased traffic is just another number without conversion lifts
● Customer preference changes - Often. (know your shoppers)
● Personalize the experience with intelligent 3rd-party on-site search
ENHANCE THE SHOPPING EXPERIENCE
UNDERSTANDING YOUR SHOPPERS
Understanding Customers
SCALE YOUR DATA OPTIMIZATION USING SHOPPER BEHAVIOR
Summary: How SearchSpring Helps You
3rd-PARTY SEARCH IMPROVES CPC’s EFFORTS BY:
○ Expanding Shopper Engagement
○ Improving Relevancy of the Shopping Experience
○ Collecting and Utilizing Shopper Data for Continual Refinement
CONNECT WITH SEARCHSPRING
Summary: How to Get SearchSpring for Your Website
HOW TO GET SEARCHSPRING FOR YOUR WEBSITE:
○ Contact us - 1.888.643.9043 or Sales@SearchSpring.com
○ Schedule a Website Review
○ SearchSpring Provides a Full-Service Integration onto Your Shopping Cart
CPCStrategy.com/Resources-Retail-Search
Shoot Us An Email
contact@cpcstrategy.com
@Cpcstrategy
Questions? Comments?
Check Out Our Extensive Library Of Resources On Retail Search
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
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