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Enter the Remix: Paid Search Edition - Elizabeth Marsten (MnSummit 2019)

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MnSearch, The Minnesota Search Engine Marketing Association
MnSearch, The Minnesota Search Engine Marketing Association

This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.

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1 Enter the Remix: Paid Search Edition
@ebkendo • Seattle, WA • 13 years eCommerce / digital • New job! New brand! New mom! (Again!) Elizabeth Marsten Senior Director, Strategic Marketplace Services
Enter the Remix: Paid Search Edition - Elizabeth Marsten (MnSummit 2019)
Let the eCommerce Fun Begin! Amazon Google Microsoft And I can throw in more…
@ebkendo Image source: https://en.wikipedia.org/wiki/Patagonian_toothfish
6Image: Pixabay
@ebkendo • Amazon Media Group • Amazon Marketing Services • Sponsored Products (historical fun: Amazon Product Ads) • Sponsored Brands (was Headline Search Ads) • Amazon Advertising Platform • DSP (programmatic) Amazon Advertising – the How & the What https://www.cpcstrategy.com/blog/2018/09/amazon-advertising-rebranding/
8 Why?
@ebkendo • SIMPLIFY • Expand advertising budget sources • Organizational structure (at Amazon and advertisers) • Clarifying industry definitions • Amazon is building and capitalizing on their entire paid, earned and owned empire Removing Friction https://www.cpcstrategy.com/blog/2018/09/amazon-advertising-rebranding/
@ebkendo • Moving or cutting search budgets – up to 50%* • Shopper marketing vs. search marketing • Instead of cutting a search (i.e. Google/Microsoft) budget • Applies particularly in the CPG space • In-store promotions moving online Really though – where is the money coming from? https://digiday.com/marketing/amazon-winning-lucrative-shopper-marketing-budgets/ *https://www.cnbc.com/2018/10/08/google-search-losing-some-adverrtising-business-to-amazon-ad-sources.html
@ebkendo Where I’d Look Next – Amazon DSP Amazon owned and partner sites
@ebkendo Amazon DSP • Drive users to your .com • Do not have to be a seller on Amazon (but you do have to have a channel partner) • Reach and target unique audiences in the Amazon owned and private network • Lifestyle segments (last year) • In-market segments (last 30 days) • Retargeting segments (ASIN)
@ebkendo Amazon DSP • Need to provide creatives (maybe check that Google, Facebook inventory?) • Not self service • Hard to scale – no bulk editing • A bit of a black box Image source: https://advertising.amazon.com/products/display-ads
Image: Pixabay
@ebkendo • Google Marketing Live PDF • Being there. Being useful. Being responsible. • Some examples: • Gallery Ads, Smart Bidding, Local expansion, Discovery Google Ads – the How & the What https://www.cpcstrategy.com/blog/2018/09/amazon-advertising-rebranding/
16 Why?
@ebkendo • Bring more attention to reach and frequency • Keep advertising budgets • Remove transactional friction • Mobile first • Automation capabilities • Building on existing habits and not asking users to create a new one Recognizing Reach & Taking Control
@ebkendo • Purchases on Google • Shopping Actions • Merchant Center • Express • Manufacturer Center • Product Listing Ads • Showcase • Local Enter Google “eCommerce” Image: Google
@ebkendo What are Google Shopping Actions? • The “buy button” of 2015 (Purchases on Google) • Personalization • Localization • Google property agnostic Image: Google
@ebkendo How Do Google Shopping Actions Work? • Relevancy to the user’s query • Shipping speed and price • Personalization • User signals like existing cart content • Retailer preferences – membership or linked loyalty programs, previous purchases • Purchase intent
@ebkendo It’s all about…TRANSACTION ENABLEMENT The payment processing, order taking, receipt giving, delivery tracking, customer support workflow.
@ebkendo So What is Google Express Then? • Web UI of seller catalogs with templated storefronts • High level product categories • Over 1,000 sellers now *https://www.blog.google/products/ads/shopping-actions/ • New revenue stream • 30% average increase in order size* • 68% net new customers* Image: Google
@ebkendo Sharing in Google Product Feeds Express Shopping Image: Google
@ebkendo Manufacturer Center • Free – same feed at Google Merchant Center with a few more fields • Different UI/sign in • GTINs carry history in PLA – potential to “correct” incorrect information for brands that have multiple retailers and to other Google programs Image: Google
Image: Pixabay
2 Just kidding. We’ll be working for their AI in the next 5 years. Image: Pixabay
@ebkendo Microsoft Advertising – the How & the What • Bing still exists, but is nested under the larger umbrella of Microsoft Advertising • Expansion of partnerships, API support • Investments in AI and enterprise efforts • More countries (140+) & languages (60+)
28 Why?
@ebkendo Microsoft Advertising • Nod to acquisitions like LinkedIn and capabilities beyond SERPs, like results in MSFT products and the Audience Network • Breakout from Google parity into unique ad offers https://searchengineland.com/microsoft-advertising-is-no-longer-just-chasing-parity-with-google-ads-its-building-unique-ads-features-316271 https://www.washingtonpost.com/business/bings-not-the-laughingstock-of-technology-anymore/2019/05/30/e870e6b4-82ed-11e9-b585-e36b16a531aa_story.html
@ebkendo For example: Co-Op Bidding (Sponsored Products) • Beta, US only • Manufacturer (Brand) and Retailer partnership • Take over of the paid SERP • Must link accounts • Can view assisted metrics https://help.bingads.microsoft.com/#apex/3/en/60004/0 https://marketingland.com/product-listing-ads-digital-co-op-and-the-13-billion-opportunity-252125
What Should You Do About It? Image: Pixabay
@ebkendo SERP Significance • Product Listing Ad real estate vs. transactional units vs. organic • Product content data quality (feed management) & knowledge panel • Different “search engines” perform and behave in different ways • Amazon Search Autocomplete study (Nacho Analytics): https://www.nachoanalytics.com/blog/search-autocomplete-boost-conversions/
@ebkendo Organic Impact Image: Google
@ebkendo Business Impact • CPC vs. commission rates • CPA comparisons across different channels, ad types and attribution • Investments in platforms and people Image: Pixabay
@ebkendo Some Things You Might Consider • Diversifying your channel mix and ad types • Learn more about fulfillment and shipping times • Re-examine catalogs, what items are sold where and by whom else • Make friends with merchandising, warehouse and customer support • Ask a lot more questions about how your company or your client’s is set up generally beyond paid search
@ebkendo Resources & Links • Google Shopping Actions – Hero Con (April 2019) • Google Shopping Actions – SMX Advanced (June 2018) • Amazon DSP Guide – Tinuiti (April 2019) • Google Ads Re-Brand (June 2018) • Amazon Re-Brand (Sept. 2018) • Google Shopping Actions (March 2019) • Microsoft Advertising Re-Brand (April 2019)
@ebkendo THANK YOU!

More Related Content

Enter the Remix: Paid Search Edition - Elizabeth Marsten (MnSummit 2019)

  • 1. 1 Enter the Remix: Paid Search Edition
  • 2. @ebkendo • Seattle, WA • 13 years eCommerce / digital • New job! New brand! New mom! (Again!) Elizabeth Marsten Senior Director, Strategic Marketplace Services
  • 4. Let the eCommerce Fun Begin! Amazon Google Microsoft And I can throw in more…
  • 7. @ebkendo • Amazon Media Group • Amazon Marketing Services • Sponsored Products (historical fun: Amazon Product Ads) • Sponsored Brands (was Headline Search Ads) • Amazon Advertising Platform • DSP (programmatic) Amazon Advertising – the How & the What https://www.cpcstrategy.com/blog/2018/09/amazon-advertising-rebranding/
  • 9. @ebkendo • SIMPLIFY • Expand advertising budget sources • Organizational structure (at Amazon and advertisers) • Clarifying industry definitions • Amazon is building and capitalizing on their entire paid, earned and owned empire Removing Friction https://www.cpcstrategy.com/blog/2018/09/amazon-advertising-rebranding/
  • 10. @ebkendo • Moving or cutting search budgets – up to 50%* • Shopper marketing vs. search marketing • Instead of cutting a search (i.e. Google/Microsoft) budget • Applies particularly in the CPG space • In-store promotions moving online Really though – where is the money coming from? https://digiday.com/marketing/amazon-winning-lucrative-shopper-marketing-budgets/ *https://www.cnbc.com/2018/10/08/google-search-losing-some-adverrtising-business-to-amazon-ad-sources.html
  • 11. @ebkendo Where I’d Look Next – Amazon DSP Amazon owned and partner sites
  • 12. @ebkendo Amazon DSP • Drive users to your .com • Do not have to be a seller on Amazon (but you do have to have a channel partner) • Reach and target unique audiences in the Amazon owned and private network • Lifestyle segments (last year) • In-market segments (last 30 days) • Retargeting segments (ASIN)
  • 13. @ebkendo Amazon DSP • Need to provide creatives (maybe check that Google, Facebook inventory?) • Not self service • Hard to scale – no bulk editing • A bit of a black box Image source: https://advertising.amazon.com/products/display-ads
  • 15. @ebkendo • Google Marketing Live PDF • Being there. Being useful. Being responsible. • Some examples: • Gallery Ads, Smart Bidding, Local expansion, Discovery Google Ads – the How & the What https://www.cpcstrategy.com/blog/2018/09/amazon-advertising-rebranding/
  • 17. @ebkendo • Bring more attention to reach and frequency • Keep advertising budgets • Remove transactional friction • Mobile first • Automation capabilities • Building on existing habits and not asking users to create a new one Recognizing Reach & Taking Control
  • 18. @ebkendo • Purchases on Google • Shopping Actions • Merchant Center • Express • Manufacturer Center • Product Listing Ads • Showcase • Local Enter Google “eCommerce” Image: Google
  • 19. @ebkendo What are Google Shopping Actions? • The “buy button” of 2015 (Purchases on Google) • Personalization • Localization • Google property agnostic Image: Google
  • 20. @ebkendo How Do Google Shopping Actions Work? • Relevancy to the user’s query • Shipping speed and price • Personalization • User signals like existing cart content • Retailer preferences – membership or linked loyalty programs, previous purchases • Purchase intent
  • 21. @ebkendo It’s all about…TRANSACTION ENABLEMENT The payment processing, order taking, receipt giving, delivery tracking, customer support workflow.
  • 22. @ebkendo So What is Google Express Then? • Web UI of seller catalogs with templated storefronts • High level product categories • Over 1,000 sellers now *https://www.blog.google/products/ads/shopping-actions/ • New revenue stream • 30% average increase in order size* • 68% net new customers* Image: Google
  • 23. @ebkendo Sharing in Google Product Feeds Express Shopping Image: Google
  • 24. @ebkendo Manufacturer Center • Free – same feed at Google Merchant Center with a few more fields • Different UI/sign in • GTINs carry history in PLA – potential to “correct” incorrect information for brands that have multiple retailers and to other Google programs Image: Google
  • 26. 2 Just kidding. We’ll be working for their AI in the next 5 years. Image: Pixabay
  • 27. @ebkendo Microsoft Advertising – the How & the What • Bing still exists, but is nested under the larger umbrella of Microsoft Advertising • Expansion of partnerships, API support • Investments in AI and enterprise efforts • More countries (140+) & languages (60+)
  • 29. @ebkendo Microsoft Advertising • Nod to acquisitions like LinkedIn and capabilities beyond SERPs, like results in MSFT products and the Audience Network • Breakout from Google parity into unique ad offers https://searchengineland.com/microsoft-advertising-is-no-longer-just-chasing-parity-with-google-ads-its-building-unique-ads-features-316271 https://www.washingtonpost.com/business/bings-not-the-laughingstock-of-technology-anymore/2019/05/30/e870e6b4-82ed-11e9-b585-e36b16a531aa_story.html
  • 30. @ebkendo For example: Co-Op Bidding (Sponsored Products) • Beta, US only • Manufacturer (Brand) and Retailer partnership • Take over of the paid SERP • Must link accounts • Can view assisted metrics https://help.bingads.microsoft.com/#apex/3/en/60004/0 https://marketingland.com/product-listing-ads-digital-co-op-and-the-13-billion-opportunity-252125
  • 31. What Should You Do About It? Image: Pixabay
  • 32. @ebkendo SERP Significance • Product Listing Ad real estate vs. transactional units vs. organic • Product content data quality (feed management) & knowledge panel • Different “search engines” perform and behave in different ways • Amazon Search Autocomplete study (Nacho Analytics): https://www.nachoanalytics.com/blog/search-autocomplete-boost-conversions/
  • 34. @ebkendo Business Impact • CPC vs. commission rates • CPA comparisons across different channels, ad types and attribution • Investments in platforms and people Image: Pixabay
  • 35. @ebkendo Some Things You Might Consider • Diversifying your channel mix and ad types • Learn more about fulfillment and shipping times • Re-examine catalogs, what items are sold where and by whom else • Make friends with merchandising, warehouse and customer support • Ask a lot more questions about how your company or your client’s is set up generally beyond paid search
  • 36. @ebkendo Resources & Links • Google Shopping Actions – Hero Con (April 2019) • Google Shopping Actions – SMX Advanced (June 2018) • Amazon DSP Guide – Tinuiti (April 2019) • Google Ads Re-Brand (June 2018) • Amazon Re-Brand (Sept. 2018) • Google Shopping Actions (March 2019) • Microsoft Advertising Re-Brand (April 2019)

Editor's Notes

  1. The name "Chilean seabass" was invented by a fish wholesaler named Lee Lantz in 1977. He was looking for a name that would make it attractive to the American market. He considered "Pacific sea bass" and "South American sea bass" before settling on "Chilean sea bass".[3] In 1994, the U.S. Food and Drug Administration accepted "Chilean seabass" as an "alternative market name" for Patagonian toothfish,[3] and in 2013 for Antarctic toothfish.