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Predictions for Online
Marketplaces in 2020
Presenters
Brian Roizen
Chief Architect
Alaina Thompson
Growth Marketing Manager
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.
Join the Conversation
Include the hashtag #thinkppc
in your Twitter tweets, or use
the webinar question box to
send us questions.
What is your
estimated monthly
advertising
budget?
A. $1 - $5000
B. $5,001 - $10,000
C. $10,001 - $50,000
D. $50,001+
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
State of PPC Findings: Budgets
State of PPC Findings: Future Budgets
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
State of PPC Findings: Budget Planning
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.
State of PPC Findings : The Shopping Journey
State of PPC Findings - Machine Learning
Google Shopping
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
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
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.
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
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
Google Shopping - What We Predict
Amazon
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.
State of PPC Findings: Amazon DSP
Amazon DSP Predictions
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.
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?
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
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.
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.
Pinterest
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.
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
Verizon Media
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
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.
Instagram
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.
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
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
State of PPC Findings:
Prediction for Our Roles
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.
Predictions for Online Marketplaces in 2020

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Predictions for Online Marketplaces in 2020

  • 2. Presenters Brian Roizen Chief Architect Alaina Thompson Growth Marketing Manager
  • 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
  • 7. State of PPC Findings: Budgets
  • 8. State of PPC Findings: Future Budgets
  • 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
  • 10. State of PPC Findings: Budget Planning
  • 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.
  • 12. State of PPC Findings : The Shopping Journey
  • 13. State of PPC Findings - Machine Learning
  • 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
  • 20. Google Shopping - What We Predict
  • 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.
  • 23. State of PPC Findings: Amazon DSP
  • 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
  • 40. State of PPC Findings: Prediction for Our Roles
  • 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

  1. Use updated profile pics
  2. 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.
  3. 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.
  4. Add in disclaimer
  5. No one wants to use Smart Shopping campaigns
  6. No one wants to use Smart Shopping campaigns
  7. Clean up
  8. I need to edit this one
  9. Ad spend will rise. Q4 explosion. 1-2 more.
  10. Check Viv’s Pinterest page Pinterest 2019 updates
  11. Cite other sources Cite Kamlyn 2.5 billion total objects can be identified
  12. 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.
  13. See if Brian wants to add in predictions for 2020
  14. 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.
  15. Clean up