BrightonSEO 2018: Katherine Khoo: eCommerce Stream (10am) - Selling across other search engines & multi-channel

Katherine Khoo
iPages (Khoo Systems Limited)
Selling on Other Search Engines
& Multi-channel
@iPagesCMS
http://www.ipages.biz

www.slideshare.net/iPagesCMS@iPagesCMS
My Story…

Marketeer or Business?
slideshare.net/hegakhakhfakgfka@iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS

Cross-category
Variations
Talk Structure
Buying & Selling
Habits
Multi-channel & multi-
search engine
optimisation

@iPagesCMS
slideshare.net/
My first eCommerce
store…

@iPagesCMS
slideshare.net/

@iPagesCMS
slideshare.net/
52%
45%
of product searches start on Amazon
First searches on Amazon…
PWC Consumer Survey 2017

@iPagesCMS
slideshare.net/
Buying & Selling Habits

@iPagesCMS
slideshare.net/
Where are businesses selling?
79% 73% 24% 21%
www
(?)

@iPagesCMS
slideshare.net/
Where are people buying?
28%
of people shop less often in
stores due to
56%
of people shop on

@iPagesCMS
slideshare.net/
Cross-category performance

Category Online Instore
Books, Music, Movies & Video Games 60 28
Consumer Electricals & Computers
(inc. Mobile)
43 51
Clothing & footwear 40 51
Toys 39 37
Health & Beauty 37 47
Sports Equipment / Outdoor 36 44
Furniture & Homeware 30 59
Grocery 23 70
@iPagesCMS
slideshare.net/
Durables vs. Consumables
Nielsen Global Connected Commerce Survey

Product categories cross-platform
Category
Feedvisor Survey
2016 - “Purchased in
the last
year?” (Amazon %)
2016 Google Shopping Data by Category
CTR
Conversion
Rate
AOV ROAS CPC
Electricals 67 1.49 1.95 £79 381 0.41
Books, Music, Movies & Games 61 1.37 2.22 £68 483 0.31
Clothing & Footwear 46 0.78 3.67 £41 565 0.26
Health & Beauty 44 1.05 2.79 £48 289 0.46
Furniture & Homeware 44 1.98 3.76 £49 226 0.82
Toys 27 1.03 0.75 £240 349 0.51
Sports Equipment & Outdoor 33 1.49 1.97 £136 623 0.43
Grocery 19 1.47 1.43 £180 619 0.42

Category
Feedvisor Survey
the last
year?” (Amazon %)
CTR
Conversion
Rate
AOV ROAS CPC
(inc. Mobiles)
67 1.49 1.95 £79 381 0.41
Popular Amazon purchase
Conversion rate from
Google is not as high as
some of the others
ROAS is not as high either
= Good for Amazon
Feedvisor 2016 Amazon Survey
CPC Strategy Google Shopping Performance 2016

Category
Feedvisor Survey
the last
year?” (Amazon %)
CTR
Conversion
Rate
AOV ROAS CPC
(inc. Mobiles)
67 1.49 1.95 £79 381 0.41
Popular Amazon purchase
Google is not as high as
some of the others
ROAS is not as high either
= Good for Amazon
$0.35 Average CPC on Amazon
vs. 0.41 for this category…
Practical eCommerce 2016

Category
Feedvisor Survey
the last
year?” (Amazon %)
CTR
Conversion
Rate
AOV ROAS CPC
Health & Beauty 44 1.05 2.79 £48 289 0.46
Less popular Amazon
purchase, higher preference
for in-store and
Google is higher
= Slightly better off with
Google Ads?

@iPagesCMS
slideshare.net/
It’s about multi-channel optimisation

Multi-channel optimisation
Cross-category
Variations
Buying & Selling
Habits
search engine
optimisation

It’s about multi-channel optimisation

Amazon optimisation

Amazon optimisation
Whole page indexed - content is key:
Description
- above key features
- Char limit =500
- Can use HTML
Search terms & Tech Details
- Hidden from customer
- Tech Details also indexed
Keywords:
- Use tools (SONAR)

Amazon advertising
Myriad of Different Amazon Ads…
- Uses same keyword driven model as Google
Headline Search Ads
- only enabled for sellers who are brand owners (Amazon Brand Registry.)
- will be shown to shoppers regardless of who is winning the Buy Box
“Consider Sponsored Products to increase product visibility, for new offers, unique
selections, offers with low glance views, clearance items & seasonal promotions”
Sponsored Products Requirements
- Active Seller & can ship to all United Kingdom addresses
- Product listings in one or more of the available categories.
- New products, not used or refurbished.
- Need product listings eligible for the Buy Box
• Practical eCommerce
• Winning the Buy Box
• Amazon Advertising

Bing optimisation

Ask
1%
Oath (Yahoo+AOL)
12%
Bing
23%
Google
64%
Bing optimisation
Note on Algorithm:
Bing and Yahoo make up ~ 35% of the desktop search engine market
—> least 51% of Yahoo's searches are using
Bing's index & ranking algorithm.
Product Optimisation:
Use obvious SEO tactics; backlinks,
on-page SEO, straightforward keywords.
Note: Keywords in product
description and other content

Bing Shopping ads
Note on Bing Feed: you same as for Google but
disregard all irrelevant fields
Recent updates:
• Ability to include multiple images
• Product rejection emails
• Simplified domain verification methods (UET tags)
• Releasing price extensions
• Audience Segmentation

Voice search
optimisation

Voice search
optimisation
Understand nature of voice search queries;
long-tail keywords etc
Who uses voice search?
• Largest users are busy parents
72%will use next month vs
51% of non-parents
of parents
Bain & Co 2017

70.6%of voice-enabled speaker
market is Amazon Echo
Bain & Co 2017
Voice search
optimisation

54%
Bain & Co 2017
recommendations are
‘Amazons choice’ products
of first Alexa
Voice search
optimisation

A note on Google Shopping…

Where are your customers?

Marketeer or Business?
slideshare.net/hegakhakhfakgfka@iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS
Marketeers:
• Additional recommendations
• Customer insights (through buying habits)
• Opportunity to create a long-term multi-channel &
• Multi-search engine strategy
Businesses
• How well do you know your customer?
• You control where your product is listed, are you
selling in the right place?
• Consider your wider strategy.. and get creative!

search-engine
optimisation
Cross-category
Variations
In closing…
Buying & Selling
Habits

Thank you!
Email: katherine@ipages.biz
Twitter: @iPagesCMS
Slideslide: https://www.slideshare.net/iPagesCMS

BrightonSEO 2018: Katherine Khoo: eCommerce Stream (10am) - Selling across other search engines & multi-channel

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BrightonSEO 2018: Katherine Khoo: eCommerce Stream (10am) - Selling across other search engines & multi-channel