Join Hanapin Marketing’s Alaina Thompson and Feedonomics’ Brian Roizen for their take on the 2020 landscape for online marketplaces and strategies for success on each.
3. About Hanapin
Hanapin also produces PPC Hero and Hero Conf
The digital marketing experts
who create unique solutions to
empower you to be the hero
at your business.
4. Join the Conversation
Include the hashtag #thinkppc
in your Twitter tweets, or use
the webinar question box to
send us questions.
5. What is your
estimated monthly
advertising
budget?
A. $1 - $5000
B. $5,001 - $10,000
C. $10,001 - $50,000
D. $50,001+
6. Agenda
● Online Marketplace Predictions
- based on State of PPC report 2019/2020
● The Big 2
○ Google Shopping
○ Amazon
● Unexpected Results from Less Common Marketplaces
○ Pinterest
○ Verizon Media
○ Instagram
9. State of PPC Findings: Future Budgets
Increase in Google Shopping CPC’s
over the last 30 days - largely due
to increased competition from
eBay and Amazon
10%
Case Study:
Small Business Ecom Client
11. State of PPC Findings: The Shopping Journey
According to Think with Google, consumers have watched
50,000+ years of product review videos on mobile in the last 2
years and are 3x more likely to prefer watching a YouTube
tutorial video over reading the product’s instructions.
15. What is Google Shopping Actions
Shopping Actions is a major push by
Google into becoming a marketplace.
1. Pay Per Sale Model drives traffic to
Google Express
● Not Pay Per Click
1. Sale Happens on Google
● Uses Google Wallet saved
credit card
1. Across Google Search, Google
Express, and Google Assistant
16. Google Shopping Actions Case study
Ambush Skateboarding
increased conversions by 115%
and total revenue by 104%.
Ambush Skateboarding, a sporting goods
retailer, grew their online presence and
increased sales by using both Shopping
17. Google Shopping Actions Predictions
● More prominence in Google search
listings
● More merchants will go use it.
● More visibility on Google Shopping
site
● When you click Compare Prices,
results sorted by Buy on Google.
● Google may double dip with Ads +
checkout, similar to how Amazon
currently does it.
18. Google Shopping - Machine Learning
We asked marketers to
rate the transparency
and control they feel
they have with machine
learning capabilities on
a scale of 1-10
19. Google Shopping - Machine Learning
Result: Advertisers remain hesitant to try Smart Shopping campaigns
Prediction: Google will continue to push Smart Shopping campaigns
in 2020 and advertisers will continue to push back, due to the lack of
control we have in those campaigns. Advertisers will continue finding
other ways to save time and money with shopping campaigns
including:
● Scripts
● Feed management software
● Platform diversification
22. State of PPC Findings: Amazon Performance
Amazon also launched the Amazon Learning Console this year.
With the new Console, you can learn the basics of Amazon
Advertising to help get started, as well as take a test to become
accredited in Sponsored Ads. This is a great next step from
Amazon to help advertisers adopt and successfully implement
their advertising platform. Giving advertisers an option to not
only learn how to best use Amazon ads, but also be certified in
the implementation of ads will likely increase the overall number
of console users and, in time, the advertising platform itself.
25. Amazon - What We’re Seeing
● Amazon’s eCommerce
market share is increasing
● A majority of product
searches start on Amazon
● Amazon Ad revenue
doubled in 2018
● Brands and Manufacturers
have jumped aboard to
define the customer
experience using the
Amazon Brand Registry.
26. Amazon - Importance of Listing Optimization
● 70% of Amazon users do not
go beyond the first page of
search results
● Showing up on the first page
and more specifically in the
first few results is critical.
● How do you make sure you
are on the first page?
27. Feed Optimization!
Feed Optimization means ensuring
your product data is:
● Clean: no rogue HTML, missing
values, and is correctly mapped to
the specifications of each channel.
● Relevant: your product titles are
structured similar to the way users
search for them.
Example:
● Raw title: Air Max Shoes
● Optimized title: Nike Air Max
Running Shoes, Size 12 Black
28. Amazon - Error Resolution
● Amazon product listing errors can
result in 10-30% of your products
being ineligible to be listed
● Need to look at it at least manually
once a week (more frequently if you’re
adding new products)
● We can automatically pull Amazon
errors into Feedonomics
● Can have issues like your colors and
brands not matching Amazon.
● You can then update Amazon with the
correct value overrides.
29. Amazon - Predictions
● Amazon will become more saturated
for ad spend
● Q4 growth will explode and become
more competitive
● More brands and manufacturers will
get on Amazon and control the
experience for their products.
31. Pinterest Shopping Ads - What We’ve Seen
● Pinterest has over 300 million monthly
users with 25% of consumers buying an
item they discover on Pinterest.
● 77% of Pinterest users have discovered a
new product or brand.
● The average order value of someone
coming from Pinterest is over $50, higher
than any other social media platform.
32. Pinterest - What We Predict
● Out of Beta since March, 2019, and
now is the best time to try it out
before it gets more saturated
● Lens visual search tool (launched last
week)
○ Pinners can take photos or
upload images to find similar
objects in Fashion and Home
categories
● New Ad formats that are more
visually appealing
34. Verizon Media - Dynamic Product Ads
● Dynamic Retargeting Ads - similar to
Facebook Dynamic Product Ads
● For exclusive properties like Yahoo,
Yahoo News, Huffpost, AOL,
Engadget, TechCrunch, and others.
● 60B monthly impressions
Case study:
In Q4, 2018, over 230k orders were
generated by top 4 Verizon Media
partners, with ROAS averaging between
$3-$7
35. Verizon Media - Predictions
● New innovative dynamic
remarketing ad formats
○ Full screen vertical ad canvas
made for mobile
● Verizon Media is unsaturated
currently with great ROAS/CPA.
○ This will change as merchants
seize on that opportunity.
37. Checkout On Instagram
● Instagram has over 1 billion accounts
worldwide that are active every
single month.
● There is strong engagement among
Instagrammers with over 500 million
accounts using Instagram Stories
every day.
● 130 million Instagram accounts take
action by tapping on a shopping post
to learn more about products every
month.
38. How does Checkout On Instagram Work?
● Tap to view a product from a
shopping post, and you can checkout
right away.
● Checkout without leaving Instagram
● Feedonomics can help with order
management between Instagram
and your eCommerce platform.
● Expect this to expand to more and
more advertisers
39. Checkout On Instagram - Predictions
● Expect Checkout to expand to more
and more advertisers
● Checkout becomes a larger part of
Instagram experience
● More influencers and retailers with
100k+ followers join
41. For our webinar
attendees today:
A. I’d like a free feed audit from
Feedonomics.
B. I’d like more information about
Hero Conf.
C. All of the above.
D. No, thanks.
Editor's Notes
Use updated profile pics
Brian oversees all of Feedonomics’ Automation Processes. He loves taking the most annoying manual tasks and automating them. Brian has previously created several artificial intelligence websites and mobile apps that reached tens of millions of users per month. Brian received both a Bachelor’s and Master’s degree in Mechanical Engineering from UCLA, where he graduated summa cum laude.
Need to fix the Feed logo
Alaina
Hanapin Marketing is an industry-leading digital marketing agency. We focus on complex businesses – meaning we manage campaigns for multiple brands, regions, and/or service lines - and increase their market share by finding and executing new opportunities.
Our solutions include paid search, paid social, shopping, and programmatic.
If you want to learn more about how we serve these types of businesses, you can go online to www.hanapinmarketing.com/complex-businesses.
In addition, we run the world’s most popular PPC blog, PPC Hero and conference series, Hero Conf.
Add in disclaimer
No one wants to use Smart Shopping campaigns
No one wants to use Smart Shopping campaigns
Clean up
I need to edit this one
Ad spend will rise. Q4 explosion. 1-2 more.
Check Viv’s Pinterest page
Pinterest 2019 updates
Cite other sources
Cite Kamlyn
2.5 billion total objects can be identified
Brian oversees all of Feedonomics’ Automation Processes. He loves taking the most annoying manual tasks and automating them. Brian has previously created several artificial intelligence websites and mobile apps that reached tens of millions of users per month. Brian received both a Bachelor’s and Master’s degree in Mechanical Engineering from UCLA, where he graduated summa cum laude.
See if Brian wants to add in predictions for 2020
Brian oversees all of Feedonomics’ Automation Processes. He loves taking the most annoying manual tasks and automating them. Brian has previously created several artificial intelligence websites and mobile apps that reached tens of millions of users per month. Brian received both a Bachelor’s and Master’s degree in Mechanical Engineering from UCLA, where he graduated summa cum laude.