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 | [email protected]
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 GregoireMarketing Specialist @Jon_Gregs
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Speakers
Rick BackusCEO and Co-Founder of
CPC Strategy
Steve ElsonVP 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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
300+ Brand & Marketplace Advertisers, Including:
Steve ElsonHookLogic | 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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Rick BackusCEO 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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Today’s Agenda
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
The Fundamental Retail Search Channels
Google & Other Comparison Shopping Engines
Amazon
Top-tier Retail Websites – The Retail Search Exchange
Harnessing Retail Search Intent
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
The Factors that Influence Success on Retail Search ChannelsCPC 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
Harnessing Retail Search Intent
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Today’s Agenda
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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 FeaturesImpression Share, Bid Simulator, and SKU-Level Reporting
Mobile Bid Modifications: Traffic will amplified in the coming months
Taking Advantage of Google Shopping
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
How Shopping Engines Fit IntoEcommerce 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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Today’s Agenda
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Today’s Agenda
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
RSX US OnlineRetail 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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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?
Harnessing Retail Search Intent
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Retail Search Exchange Ads
HookLogic’s Retail Search Exchange
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Native PPC Ads Clicking In Retail Sites
HookLogic’s Retail Search Exchange
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Network of Retailers
HookLogic’s Retail Search Exchange
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Retail Search Exchange – Campaigns
Campaigns organized by Global Product Category
Keywords automatically assigned based on shopper behavior;
advertisers can submit additional terms
HookLogic’s Retail Search Exchange
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
HookLogic’s Retail Search Exchange
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Sponsored Product Impact: Sales VolumeShare of Volume - Campaign Inactive
Share of Volume - Campaign Active
Daily Ad Spend - Campaign Active
Intel Leverages Retail Search ExchangeIntel 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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Ongoing SKU-Level Optimization
Intel Case Study
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Attributed sales volume and Return-on-Ad-Spend evaluated on a product level
0 50 100 150 200 250 300 350 400 4500%
1000%
2000%
3000%
4000%
5000%
6000%
7000%
Unit Volume
ROAS
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
HookLogic’s Retail Search Exchange
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Today’s Agenda
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
Retail Search = Navigation + Search + Filters
Findings on Consumer Behavior
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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2014-06-160.00%
10.00%
20.00%
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50.00%
60.00%
SearchTaxonomy
42%of listing pages are
filtered
Many Distrust Search & Filters for Discovery
Findings on Consumer Behavior
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
Findings on Consumer Behavior
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Taxonomy Listing Search Listing Filtered Listing0
0.5
1
1.5
2
2.5
ROASIndex
Top Converting Search Terms by Traffi ctimextimex+weekendertimex+ironmanwristwatchestimex+heart+rate+monitorwatch+bandstimex+weekender+straps timex+weekender+replacement+straptimex+watchweekender+watches
First Page, Top-to-Bottom, Left-to-Right
Findings on Consumer Behavior
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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 traffic8x conversion
Mon before Black Friday
Thanks-giving
Black Friday Cyber Monday Fri of Cyber Week
0123456789
Site Traffic Ad Click to Conversion
Q4 trends: Holiday
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Decision Days• Traffic times conversion
results in multiplicative impact
Index vs typical days in 2013
Mon before Black Friday
Thanks-giving
Black Friday Cyber Monday Fri of Cyber Week
0
10
20
30
40
Site Traffic Ad Click to Conversion Combined Impact
November 24 this year!
Key Takeaways
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
Today’s Agenda
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
CPCStrategy.com/Resources-Retail-Search
Shoot Us An [email protected] [email protected]
@Cpcstrategy @HookLogic
Questions? Comments?
Check Out Our Extensive Library Of Resources On Retail Search
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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.
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Management & CSE’s
Paid Search Management (PPC)
Amazon Marketplace Consulting
Learn more:HookLogic.com/Retail
Email: [email protected]
Retail Site Search Advertising