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#SMX #13C @ebkendo
Feed-Driven Retail Search Beyond Google and Bing
SUPERCHARGING YOUR RETAIL FEED
& SOME LOCAL HIGHWAYS
#SMX #13C @ebkendo
11 years in the search industry
PPC, Social, SEO, Analytics, Content
Speaker: SMX Adv/East/West, Mozcon, Searchfest, State of Search
Author: Lynda.com, All in One Web Marketing for Dummies, ClickZ
And…
Elizabeth Marsten, CommerceHub Senior Director, e-Commerce Growth Services
#SMX #13C @ebkendo
NORTH AMERICA’S LARGEST RETAILERS,
MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSIONWAREHOUSES, STORES, DROP-
SHIPPERS,
BRAND MANUFACTURERS
DELIVERYNATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS
Image: CommerceHub
#SMX #13C @ebkendo
Feed Size Solution Guideline – Small to Medium
Solution Best For Product Catalog Size Guideline
Google Spreadsheet SMBs, small catalogs, static productsoffered, infrequent promotions, stable inventory
Small (3k or less)
Excel – manual upload SMBs, small catalogs, static productsoffered, infrequent promotions, stable inventory
Small (3k or less) or Medium (50k or less)
Image: CommerceHub
#SMX #13C @ebkendo
Feed Size Solution Guideline – Medium to Enterprise
Solution Best For Catalog Size
Tool provider (FTP, API) • Static or constantly rotating inventory
• Fast changing inventory and prices/promotions
• Need to isolate groups of products quickly, at scale
• Poor quality product information
Medium (50k), Large (100-500k) or X-Large (500k+)
Image: CommerceHub
#SMX #13C @ebkendo
Keep in Mind
Technical difficulties – ability to get a feed out of the backend/cart
Inventory levels – if you only have a handful of each of the items and sell out often, sending incremental feeds
Promotions – do you have a lot that only affect certain products? Or are complex (like buy one, get one) or even just want to show off in the SERP all your different offers?
#SMX #13C @ebkendo
How to tell if you’re “complex”
You need connections beyond search and social Retailers Marketplaces Site content widgets (ex: Fit Analytics)
Business rules – compliance, validation (especially at scale)
Inventory – competing channels, decrement speed/safety stock
Data transformation – product information coming out of the site is missing information, formatted funny or needs considerable work to be compliant or even legible
#SMX #13C @ebkendo
Evaluate Data Quality
Product Data Missing information Formatted poorly (we love to insert ™ or HTML characters) Incomplete info (two words is often not enough for a product title) Creative information (is the color “Jubilee” pink, white, green or
blue?!)
Is the info being used in other places? How many other channels Website
#SMX #13C @ebkendo
What Matters Most - Search
Product Titles
It’s the name of the product after all
It’s also heavily used by all channels in determining what the item is
Incomplete info (two words is often not enough for a product title)
Product Category
GTIN, UPC, UPI – required most of the time
#SMX #13C @ebkendo
Marketplace Feeds
Attributes – less required to go live on Amazon (ASIN, condition, price and inventory)
A new ASIN typically requires a UPC, can be exempt if you are the brand owner – which means Brand Registry (similar to Google Manufacturer Center)
Less feed requirements because of other sources like ASIN to fill in the blanks.
Takes advantage of multiple sellers on the same SKU, however not always a 1:1 transfer
#SMX #13C @ebkendo
Marketplace Feeds/Settings vs. Google
Shipping Differences Settings in Merchant Center vs. Shipping Templates in
Seller Central/Portal
Tax Differences Settings in Merchant Center vs. Tax code in the feed (the
type of product can vary the tax rate) Where the item is “sold” makes a difference
#SMX #13C @ebkendo
Images
Google Only one image Google Manufacturer Center (alternate images, video)
Amazon Requires only one – but can have up to 6 images – Amazon
eBay – 12 per listing, so you pick your variations
Can submit stock photos from eBay
#SMX #13C @ebkendo
Other Stuff
Videos – only through enhanced content on Amazon No videos on eBay (no active content) recently retired No videos on Walmart Jet is API only, there are no manual actions in the UI other
than viewing. Feed template mimics Amazon. Feed frequency – can be processed every 5-15mins to chase
the lowest price Incremental feeds for price and inventory updates also
#SMX #13C @ebkendo
Walmart & Google Express
https://www.engadget.com/2017/09/25/google-home-walmart-shoppingImage: Google Express
Link Google account with Walmart account
Uses Merchant Center
#SMX #13C @ebkendo
Walmart & Google Express
“The two companies said Google would start offering Walmart products to people who shop on Google Express, the company’s online shopping mall. It’s the first time the world’s biggest retailer has made its products available online in the United States outside of its own website.”
-Daisuke Wakabayashi and Michael Corkery, 8/23/17
New York Times
https://www.nytimes.com/2017/08/23/technology/google-walmart-e-commerce-partnership.html?mcubz=3
#SMX #13C @ebkendo
eBay – Fast Facts
Roughly 80% of items sold are new(1)
Adopted AMP in 2016(2)
Increased fees on poor rated sellers(3)
Increased spend on marketing/advertising to drive new sales(4)
No longer running ads that re-direct visitors to other sites(5)
(1) https://www.ebayinc.com/stories/news/ebay-celebrates-20-years-introduces-new-app-experience(2) http://www.ebaytechblog.com/2016/06/30/browse-ebay-with-style-and-speed/(3) http://www.ecommercebytes.com/C/blog/blog.pl?/pl/2017/2/1488296012.html(4) https://www.forbes.com/sites/greatspeculations/2017/04/26/how-is-competition-impacting-ebays-average-spend-per-user/#534a12136026(5) http://pages.ebay.com/seller-center/seller-updates/2017spring/listings-visibility.html
#SMX #13C @ebkendo
eBay Promoted Listings
Boost product visibility by 30%
No charge unless someone that clicks buys in 30 days
Debits from final sale price – set an ad rate
Image: eBay
#SMX #13C @ebkendo
Pinterest – Shopping Campaigns
Shopping Campaigns now available to everyone
97% of search terms on Pinterest are unbranded(1)
85% on mobile devices(2)
Mmmm…TasteGraph
(1) https://business.pinterest.com/sites/business/files/a_new_take_on_search_0.pdf(2) http://www.adweek.com/digital/search-lens-pinterest-home-feed/
#SMX #13C @ebkendo
Pinterest – Promoted & Buyable Pins
Promoted
Ability to edit or designate which products are promoted in bulk
Feed spec mimics Google
Buyable
Buyable requires a partner to handle the transaction
Image: Pinterest
#SMX #13C @ebkendo
Polyvore
A social / commerce site
A high AOV channel for luxury apparel retailers
Owned by Yahoo
Accessed by users primarily through a mobile app
84% female users
70% female users of whom 50% of are under 34 (“Millenials”)
Source/Image:Polyvore
#SMX #13C @ebkendo
Connexity
Pricegrabber, Become and Shopzilla
Social Influencers program
Low Avg CPC
Bid by category
Fewer optimization options
Slower to process/ingest changes
Image:Pricegrabber
#SMX #13C @ebkendo
Other Feed Driven Places
Yahoo Dynamic Product Ads
eBay Commerce Network a/k/a Shopping.com
FindGift
Wishpot
International feeds: Kelkoo, LeGuide, Ciao, Shopbot
Image: Pixabay
#SMX #13C @ebkendo
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
#SMX #13C @ebkendo
Resources
• eBay Promoted Listings Get Started Guide
• Walmart Advertising
• Pinterest Buyable Pins Guide
• Polyvore Feed Specs