Search Engine Marketing for E-commerce

Transcription

1 WHITEPAPERS Search Engine Marketing for E-commerce How online retailers can leverage SEM for customer acquisition S m a r t a c q u i s i t i o n f o r e C o m m e r c e

2 Search Engine Marketing for E-commerce How online retailers can leverage SEM for customer acquisition About Twenga Solutions Twenga proposes advanced audience acquisition solutions on main online advertising marketplaces, which drastically improve e-retailers ROI on their advertising spend. Founded in 2006, Twenga has over 150 employees in France, Germany, England, Spain and Italy and over 4000 clients in 15 different countries. linkedin.com/company/twenga

3 Preface With over 715,000 e-commerce businesses in Europe 1, the battle to acquire new customers is more competitive than ever, with Paid Search taking a larger percentage of advertising spend year-on-year. Customer acquisition is more competitive than ever However, as well as the need to invest in Search Engine Marketing, online advertisers are also required to keep up with the latest market trends. Personalisation, ever-changing consumer behaviour, m-commerce there are many different factors online retailers need to take into account to ensure the success of their SEM campaigns. To enable this, hundreds of new features are added to AdWords and Google Shopping every year, yet even with many tools at hand, PPC campaign managers are constantly faced with a competitive market where standing out from the competition has become somewhat difficult. What is the power of SEM in e-commerce? How does this differ from SEO? And what are some of the difficulties online retailers face in 2016? Join Twenga Solutions as we explore the next wave of search performance and how retail advertisers can adopt the latest technologies to improve the performance of their PPC campaigns. Bastien Duclaux CEO and co-founder of Twenga Solutions 1 ecommerce Europe 2 Search Engine Marketing for E-commerce

4 Contents 1. An introduction to Search Engine Marketing What is Search Engine Marketing? Understanding the PPC model An overview of Search Engine Marketing in Search Engine Marketing and e-commerce SEM and the different types of online marketing The Search Marketing conundrum: SEM vs SEO The power of SEM in e-commerce The SEM market 3. Getting started with SEM campaigns Bidding on Google Shopping and AdWords Top 8 PPC tips for online retail 4. The next wave of search performance What should e-retailers expect from Search Engine Marketing in 2016? Advanced SEM solutions for Google Shopping and AdWords Case studies The next steps in PPC advertising 3 Search Engine Marketing for E-commerce

5 An introduction to Search Engine Marketing The who, why, when and what of SEM SEM 4 Search Engine Marketing for E-commerce

6 What is Search Engine Marketing? Search Engine Marketing (also known as SEM) is a type of marketing that takes place exclusively, as its name suggests, on search engines. Once upon a time, this term was used to regroup paid (Paid Search) and unpaid (SEO) efforts to improve a website s visibility on search engine results pages (SERPs). However, these days the advertising industry mainly uses SEM to refer to Paid Search and SEO has become a channel of its own. SEO SEM Who uses Paid Search? Quite simply, Paid Search is aimed at anyone who is looking to increase their visibility on a search engine and pay for the privilege. Many online advertisers choose to use SEM to supplement their organic search results because the industry has become so competitive in recent years. 5 Search Engine Marketing for E-commerce

7 Why use SEM? Drive relevant traffic Using the right ad to match a user query is the best way to drive high quality traffic. Make up for your SEO efforts If your SEO results are not living up to expectations, Paid Search can allow you to be visible on the first page. Adapt your messaging in real time Automated bidding tools can help you to change you message according to seasonality for example. Brand exposure If your SEO results are not living up to expectations, Paid Search can allow you to be visible on the first page Target qualified users You can t control who comes to your website through SEO, however Paid Search allows you to use RLSA to target qualified users and avoid wasting money on those that are not. How does SEM work? Search Engine Marketing is most often based on a pay-per-click model (also known as a CPC/cost-per-click model), where you only pay when a user clicks on your ad. In some cases a CPM (cost-per-mille) model can be used, where you pay per thousand impressions. PPC Vs CPM Upon first glance, PPC seems the better option because you are guaranteed clicks. However the decision to use PPC or CPM will actually depend on your ad performance and your campaign goals. For example, if your ads cost 20 CPM, you only need 20 people out of a thousand to click on it for it to cost the same as a 1 PPC ad. Should your click-through rate actually be higher, you will end up paying a lot less for CPM advertising. 6 Search Engine Marketing for E-commerce

8 An overview of SEM in 2016 Paid advertising on search engines is becoming an increasingly popular method for customer acquisition. However, despite this increase in competition, it is still very profitable. Paid Search expenditure on the rise Search Engine Marketing continues to grow in popularity with spending increasing year on year. In 2015, Paid Search expenditure represented $77.31 billion worldwide, and this figure is expected to increase to billion US dollars in Paid Search Advertising Expenditure Worldwide in billion US dollars Increased Paid Search spend is not necessarily due to increased CPCs Declining CPCs in Europe It is important to note that this increase in expenditure is not necessarily due to an increase in CPCs. In fact, Adobe reported in Q , that CPCs in North America were stable with a 0% YoY increase, while costs actually decreased in Europe and Asia Pacific, with CPCs decreasing 4% yearon-year Statista Source: Statista 3 Adobe 7 Search Engine Marketing for E-commerce

9 Improved click-through rates What s more, click-through rates are also improving with Paid Search: In 2015 alone, CTRs increased by 14% in Europe 4. Not only does this show that advertisers have significantly improved the quality of their campaigns, but also that consumers are responding to the ads that they are seeing. 4 Adobe Paid Search CPC and CTR Growth by Region 12% +14% CTR YOY +14% CTR YOY -3% AVERAGE CPC 6% 0% -6% Q Q Q Q Q North America Europe Asia Pacific Source: Adobe Paid Search has evolved in leaps and bounds over recent years. With decreased CPCs and growing click-through rates, this is the right time for online retailers to invest in SEM if they have not done so already. Furthermore, with improved mobile features that were launched recently, consumers are responding better to ads on all devices. Retailers should jump at this opportunity to relay their message and increase sales. Cédric Anès, CTO and co-founder of Twenga Solutions 8 Search Engine Marketing for E-commerce

10 Search Engine Marketing and e-commerce How does SEM fit into online retailing strategies? 9 Search Engine Marketing for E-commerce

11 SEM and the different types of online marketing The basics of marketing state that you should be present wherever your customers are; however, with users being ever-present online, it is necessary for e-commerce sites to adopt a multi-channel approach. Of course SEM, along with other channels, plays a huge role in multi-channel marketing and fits into an e-commerce strategy in the following way. Display Advertising Similar to how you might pay for a placement in a print newspaper, display advertising allows you to place ads on relevant websites. This can help to improve brand awareness and, with strategic targeting, reach your ideal audience. Content Marketing Through articles on your blog or as a guest author, content marketing allows you to establish yourself as an expert in your field. When done properly, this technique can also help to improve your SEO. Social Media Social Media Marketing allows you to build on brand awareness and customer retention in a community environment. Recent features such as buy buttons on Facebook, Twitter and Instagram mean that you can even use social networks as true e-commerce platforms. Website The centre of your marketing efforts, your website is where you have the most control over structure, design and content. Marketing Reach out to your target audience via newsletters. Exclusive reductions and extras can help to improve customer loyalty. Affiliate Marketing Your products and/or brand are displayed on other websites known as publishers. The publisher is paid every time a user clicks on your advert. CSEs Your inventory is listed on Comparison Search Engines to drive business to your website. CSEs are based on a PPC model. Search Marketing SEM Often known as Paid Search, you pay to improve your visibility on search engines through AdWords or Google Shopping for example. SEO By working on the quality of your page content, you improve your visibility on a search engine through unpaid efforts. According to Twenga s Q1 online advertising study, SEM, CSE and Display are the biggest online advertising channels with a 57%, 19% and 6% share respectively. What s more, the average basket size for SEM retailers is 20% higher than the overall average and 35% higher when compared with retailers using Display. 10 Search Engine Marketing for E-commerce

12 The Search Marketing conundrum: SEM vs. SEO If online marketing was not already complicated enough, the two different terms Search Engine Marketing and Search Engine Optimisation are often used interchangeably, regardless of the fact that they are very different concepts. Search Marketing SEM/SEA/ PPC SEO Search Marketing, SEA or SEM? In the past Search Engine Marketing was often used to refer to Paid Search and SEO. However, with both concepts now a science of their own, we often see Search Marketing used as an umbrella term for Search Engine Marketing, Search Engine Advertising, Pay Per Click and Search Engine Optimisation (SEO). What is the difference between SEM and SEO? While SEM and SEO both aim to improve visibility through rankings on search engines, SEM is a PPC (pay-per-click) service, while SEO improves ranking organically and does not involve paying for search results. 11 Search Engine Marketing for E-commerce

13 SEM vs. SEO: what should online retailers be using? SEM SEO Results can be achieved relatively quickly, while SEO requires a longer-term strategy Besides your time and effort, SEO allows you to achieve results without any direct additional costs Allows you to appear in both search results and sponsored links No direct control over your organic visibility in search results 1.5 times more likely to convert click-throughs from the search engine 5 Organic results are 8.5 times more likely to be clicked on 5 Does not require you to make changes to the structure of your website to improve your ranking Your site s structure and content need to be optimised to achieve good results 5 New Media Campaigns 12 Search Engine Marketing for E-commerce

14 As SEO and SEM are complementary techniques, I would advise online retailers to adopt both strategies. For newly launched businesses, SEM will accelerate brand awareness, as users will start to recognise and trust your brand name. As a first step, consider investing more into SEM while your SEO efforts get started. You can then balance your investments once your organic visibility increases. Herbert Knibiehly, VP Marketing at Twenga Solutions Paid (SEM) vs. Organic (SEO) Cost Visibility Time 13 Search Engine Marketing for E-commerce

15 The power of SEM in e-commerce There is no doubt that SEM is important for any website, however there are a few reasons why e-commerce websites in particular should pay particular attention to their Paid Search strategy. Let s have a look at some of the top benefits of SEM for online retailers. Boost traffic for new websites If you have just opened your e-commerce website, you can t afford to wait for SEO success to kick in, so spending a significant amount of resources on SEM makes more sense. As time goes on and your SEO improves, you will be able to reduce your Paid Search efforts and reach a stable spend on SEO and SEM activities. Test content Testing is an important part of establishing a great e-commerce website, but SEO can take months to yield results. Paid Search on the other hand, allows you to test landing pages quickly. You can then optimise the best performing pages to help them rank organically. Play the seasonal front A B For seasonal events such as Christmas, Mother s Day and Black Friday, you may have already created dedicated landing pages; however, it is possible that the seasonality of these pages means that they receive little SEO traffic. You can use some of the search terms holiday shoppers are looking for to promote these pages through Paid Search at the right time. Finalise sales with remarketing Whether you re new to e-commerce or not, you know about the buying cycle and just how complicated it is. This is why using remarketing lists (RLSA) in Paid Search is a huge opportunity for e-commerce websites. You can use data to customise ads according to the products and pages a user visited on your website, to increase the likelihood that they will finalise their purchase. Leverage your brand name Keeping customers from going to your competitors websites can be one of your smartest investments. Particularly for big players where their brand name is associated with a product, it is important to bid on your own brand and ensure that you appear at the top of the page, even if you rank number 1 in organic results. Appear at the top of SERPs One of the most obvious reasons to use PPC campaigns is to drive a significant volume of traffic by appearing at the top of search engine results pages (also known as SERPs). This is particularly important now that organic results are rapidly being pushed further down the screen: in February 2016, Google announced that up to 4 ads will be displayed at the top of the screen for highly commercial queries. 14 Search Engine Marketing for E-commerce

16 The SEM market Now that we ve covered the basics of SEM and how it can play a significant role in your online marketing strategy, we ll now take a look at the different search engines that are considered as major players. Google dominates the market According to figures dating from January 2016, Google dominates the global market by far with its share of users reaching 65.44% on desktop 6. Bing and Yahoo! also make their mark with a 15.82% and 8.28% share respectively. Baidu manages to take some share of search engine users (mainly due to its high number of users in China), while Ask, AOL and Lycos all have a very little share of the market. Desktop The search engine giant also takes the lead on mobile Of the different search engines, Google also dominates the search engine market on mobile. Even higher than the figure on desktop, Google has a huge 94.13% 7 share of the market on mobile and tablet. This shows that the competition have a long way to go to catch up with the search engine giant on mobile devices. Mobile 65.44% 94.13% 15.82% 3.61% 8.30% 1.43% 8.28% 0.16% 0.24% 0.09% 0.15% 0.01% 0.01% 6 Net Market Share 7 Net Market Share 15 Search Engine Marketing for E-commerce

17 Rapid CTR growth and lower CPCs on Google What s more, CTR growth on Google is significantly outperforming that on Yahoo! and Bing. Year-on-year, CTR grew by 15% on Google, while it remained stable for Yahoo! and Bing. As for CPC growth, Google saw its costsper-click decrease by 3% YoY, while its competitors costs suffered when trying to recover from poor CTRs and consequently increased CPCs by 3% 8. 8 Adobe Global Paid Search CPC and CTR Growth by Search Engine 10% +15% CTR YOY -3% CPC YOY 0% -10% Q Q Q Q Q Google Bing + Yahoo Source: Adobe Despite the fact that Yahoo! and Bing s Paid Search spend share increased by 7% in Europe in 2015, Google remains the dominant search engine and the first choice for the vast majority of users. This, along with improved click-through rates and decreasing CPCs makes Google s advertising solutions an evident choice for online retailers in Gaël De Vos, VP Solutions Development at Twenga Solutions 16 Search Engine Marketing for E-commerce

18 Getting started with SEM campaigns Everything you need to know about selling on AdWords and Google Shopping 17 Search Engine Marketing for E-commerce

19 Bidding on Google Shopping and AdWords Setting up Google Shopping and AdWords is relatively simple; however, once you have got started, one of the next factors to get to grips with is the bidding algorithm. Read the complete guides on our blog Setting up Google Shopping Campaigns Getting started on Google AdWords TIP Bidding on keywords vs bidding on products One of the biggest differences in bidding on AdWords text ads and Product Ads in Google Shopping is that the former bids on keywords, while the latter bids on the actual products. In both cases, ads are based on a PPC model, so you only pay when a user clicks on your ad, regardless of if it ranks in the Paid Search results or not. The difference between maximum CPCs and actual CPCs When you set up your campaigns, you will choose a maximum CPC for each keyword (AdWords) or product (Google Shopping), however, this is not necessarily the price you will actually pay when a user clicks on your ad. The actual CPC is calculated based on what is required to beat your competition and is calculated using the following formula: your competitor s AdRank divided by your quality score Competitor AdRank = Actual CPC Your quality score Because you only need to pay what is required to beat your competitor, you will often pay less (or sometimes much less) than the maximum CPC you chose. For example, even if you place your maximum CPC at 1.50, when Google s formula has been applied, you will only pay 1.41 because of the competition s lower ad rank and your higher quality score. No matter what happens, you will never pay more than your maximum CPC. Max CPC Quality score Ad Rank Actual CPC You / Advertiser below you / Search Engine Marketing for E-commerce

20 Ad relevancy Expected CTR QS Landing page quality Understanding the Quality Score The Quality Score is Google s estimate of the quality of your ads, keywords and landing pages. It is always better to have a higher Quality Score to pay less for your ads and gain better ad positions. Scored on a scale from 1 to 10, the QS gives you a general idea of the quality of your ads based on the 3 main factors: your ad s expected CTR, based on the ads historical click-through rating; the landing page quality, which takes everything from relevancy to user experience into account; and ad relevancy in relation to the user s search. Format Quality score CPC Ad Extensions Ad Rank to determine ad positions Together, your max CPC, Quality Score and the expected impact of extensions and other ad formats (reviews, contact information, seller ratings etc.) are combined to calculate the Ad Rank. This is then used to determine where your ad will position in the results. Ad Rank 19 Search Engine Marketing for E-commerce

21 Improving Ad Rank If your ad positioning is not living up to your expectations, there are several ways that this can be improved. One of the most simple modifications you can make is to increase your maximum CPC. However, as Google places a lot of importance on quality, this will only take you so far. Increase your bids If your bids are lower than your competition, you will probably need to increase them. Check the first page bid estimate and consider raising your max CPC if necessary. Ad Extensions and Formatting Ad extensions are basically the cherry on top of your advertising cake. You should use as many ad extensions as possible. Callout and sitelink extensions are available to all advertisers and are easy to implement. Businesses can also easily add location and call (telephone number) extensions, while those on Google s approved list of reputable third-party sources, can also add reviews. Work on your Quality Score Relevant keywords Choose more relevant keywords and be sure to include a keyword match in your ads. For example, if the Ad Group is for brogue shoes, your ad should also mention brogue shoes. Optimised landing pages You will also need to make sure that your keyword is included on the landing page. For example, with the brogue shoes case, your landing page should direct to a page that only contains brogue shoes, rather than men s shoes where users would then have to sift through results. CTR Adding negative keywords is a great way to ensure that your ads are showing for relevant searches, which should consequently help improve your CTR. Interesting and relevant ad copy can also help to boost CTR and ad relevance. 20 Search Engine Marketing for E-commerce

22 Top 8 PPC tips for online retail Digital Ad Spending Share Worldwide % of total media ad spending 39.30% 29.90% 32.70% 35.20% 37.40% 26.80% Source: emarketer The share of digital ad spend stood at 29.9% in 2015 and this figure is expected to increase to a huge 39.3% in 2019, according to emarketer 9. For e-retailers, this means that the marketplace is getting more and more competitive, so optimising PPC ads should be a priority for all retail marketers. 9 emarketer 21 Search Engine Marketing for E-commerce

23 1 Segment campaigns Blue Shorts Ad Group Shorts Yellow Shorts Account Ad Campaign Women s clothes Ad Group Blouses Green Shorts Ad Group Jumpers Google Shopping and AdWords allow you to bid at product or keyword level, however, this is a feature that many advertisers fail to adopt. It is particularly important in online retail to segment your Google Shopping campaigns to the finest level possible, because your inventory may be seasonal and individual items have different bidding values. Let s take Women s Clothes for example. You could easily just create a single ad group containing all Women s Clothes ads; however, this could easily lead to poor performance. It would be a much better decision to segment your products into groups such as blouses jumpers, trousers shorts etc. Doing so will allow you to have much better control over bids and bid according to seasonality for example. However this could be taken a step further: it is actually possible to bid for each individual product, so if you know that yellow shorts sell better than the green ones, you can adapt your bids accordingly. 2 Focus on environmental factors When reviewing your campaign performance, it is tempting to focus on the reasons why you are not making sales, but perhaps you should also be looking at when your campaigns are performing their best? By looking at the reasons for good performance, you may find that your sales can be influenced by environmental factors such as the time of the day, the user s device or the weather, to which you can also adapt your bidding strategy. 22 Search Engine Marketing for E-commerce

24 3 Use geographic bid modifiers For both AdWords and Google Shopping campaigns, consider implementing geographic bid modifiers. Do you only deliver to a certain region? Restrict who can see your ads. Are there some areas that convert better than others? Bid up! 4 Use ad customisers Resubmitting ads for review can take time and, as the saying goes, time is money. Ad Customisers, however, allow you to create an ad template containing variables from where a feed automatically updates the template without going through the approval process. ProWhip Stand Mixers Ad Large selection of ProWhip Mixers. ProWhip X is launched in 2 days Food Mixers Deal Ad Price On Selected Mixers. ProWhip X is launched 5 Find your unique selling point The description text in AdWords gives you the opportunity to add a little something extra to your campaigns. While many advertisers tend to focus on the product or category at hand, you can also focus on your unique selling point (USP) to stand out from your competition. Free delivery is almost a standard feature these days, so consider focussing on shipping times for example. 23 Search Engine Marketing for E-commerce

25 6 Add negative keywords Brand campaign Women s Adidas Stan Smith sneakers Non-brand campaign Women s Adidas Stan Smith sneakers Negative keywords Street Shoes Women s sneakers Negative keywords Adidas Stan Smith Adidas Stan Smith Adding negative keywords is an important part of campaign management. Not only does it help you to refine your audience and ensure that you get more qualified clicks, it can also help to revise your bidding strategy. Using negative keywords to separate brand and non-brand traffic, for example, allows you to bid higher on branded products and therefore on users that are higher up the conversion funnel. 7 A separate strategy for campaigns on desktop You can make an exact copy of your existing desktop campaign and set it for mobile. The first one will be -100% mobile bids, meaning that it is purely for desktop and tablets, while you set mobile bids in the second campaign. TIP Experience shows that ads on mobile tend to be a bit cheaper than those on desktop, so it may not be necessary to bid so high. 24 Search Engine Marketing for E-commerce

26 8 Provide a personalised experience While RLSA has been available in AdWords for some time, this feature was only added to Google Shopping in October This is great news for retail advertisers as personalisation is becoming a necessary part of PPC strategies. In particular, recent research from Quantcast shows that 37% of consumers expect adverts received on mobile phones to be more relevant than those on other devices 10. You can use RLSA to target different audiences: cart abandoners, users that viewed specific products or pages, purchasers etc. 10 Internet Retailing Read the complete guide on our blog guide to rlsa Personalisation in particular is becoming an important aspect in optimising PPC campaigns for e-commerce. Advanced solutions are helping us to achieve this in real time, according to a user s different stages in the buying funnel. Philippe Peyresaubes, VP Sales at Twenga Solutions 25 Search Engine Marketing for E-commerce

27 The next wave of search performance Taking PPC campaigns to the next level 26 Search Engine Marketing for E-commerce

28 What should e-retailers expect from Search Engine Marketing in 2016? The web is constantly changing and Search Engine Marketing does not escape from this trend. While 2015 saw several changes, we can expect even more developments in the coming year that retail advertisers will need to keep an eye on if they are to stay in the game. Mobile to become increasingly important The increase in mobile use is changing Paid Search drastically. In 2015, Google announced that in 10 countries more searches are now on mobile devices than on computers 11. What s more, Adobe went even further stating that mobile search spend (smartphone + tablet) is approaching 38% of total ad spend (up 22% YoY), and phone-based CPCs cost 24% less than on desktop 12. If e-retailers are to respond to consumers expectations and offer them an excellent buying experience on mobile devices, it is necessary for them to have a mobile optimised version of their site, or risk losing impatient and frustrated users. 11 Inside AdWords 12 Adobe 27 Search Engine Marketing for E-commerce

29 The power of targeting: From keywords to audiences The way advertisers used data changed drastically in While Facebook and Twitter perfected their custom and tailored audience features, Google announced its Customer Match targeting. Such technology is confirming a significant trend for PPC: users are becoming so accustomed to personalisation that they are now expecting it. For advertisers, this means that creating truly targeted campaigns should be a priority to engage customers. Adapting strategies to voice recognition The increasing importance of mobile is also set to have an impact on technologies such as voice search. As terms entered through voice search can be very different to those entered through a keyboard, it is possible that all websites will have to review their content strategy and ensure that it reflects these new natural language searches. Campaign automation With consumer behaviour changing constantly and variable factors such as the weather influencing how users shop, campaign automation is a trend that many e-commerce advertisers should be adopting in the coming year to maximise the profitability of their ads. Automation solutions will allow campaign managers to adapt their advertising to individual platforms (AdWords, Google Shopping, Facebook etc), which will save them a considerable amount of time that can be spent working on campaign objectives or perfecting their multi-channel strategy, for example. 28 Search Engine Marketing for E-commerce

30 What challenges are retail advertisers to face in the coming year? A lack of time and skills Audience targeting and real-time bidding in particular will be the face of SEM in 2016, however, a lack of time and skills will be a major constraint for retail advertisers. Running even the most simple of PPC campaigns requires time and effort and, while retail advertisers may have very good intentions to optimise and refine their strategies, the reality is that many need to invest their time elsewhere. More importance placed on Google Shopping In February 2016, Google announced its decision to favour paid Shopping ads over AdWords text ads in the right-hand side of SERPs. With this move, the search engine is placing an increasing amount of importance on Google Shopping, which is rapidly pushing PLAs to be the ad format of choice for online retailers. Although retailers understand that being visible on Google Shopping is crucial to drive performance, their lack of experience and expertise on this recent format remains their main challenge. Our in-house research has found that before signing up with Twenga Solutions, 50% of retailers had no previous experience with Google Shopping, and a huge 85% of subscribers had a non-compliant feed. Nicolas Autret, Chief Revenue Officer at Twenga Solutions 29 Search Engine Marketing for E-commerce

31 Advanced SEM solutions for Google Shopping and AdWords Because advertisers simply don t have the time to constantly update and optimise their campaigns in accordance with the market s needs, Twenga Solutions has developed advanced solutions to help e-commerce advertisers improve the performance of their SEM campaigns. Optimised product feeds Thanks to 10 years of expertise in traffic generation and merchant catalogue management, our solutions restructure your product feed according to Google s guidelines. We maximise click rate and visibility of offers by rewriting product titles, automatically selecting the best photos and excluding weak-performing products. Turnkey solution Our solutions integrate instantly with your existing campaigns, for simple and efficient handling. The solutions drastically increase performance and completely automate campaign optimisation and control. Automated bid management AdWords bids are continually adjusted at the finest level in relation to your performance objectives, catalogue variations and shopping trends. Our technology allows you to define a specific bid value for each product in a category. So, we operate on an extremely granular level, which is unique on the market. 30 Search Engine Marketing for E-commerce

32 Predicting purchase intention Twenga s Smart TRACKING is simple to install on merchant sites. It identifies the performance of each product and analyses user behaviour, thanks to advanced algorithms which take into account over 40 different indicators. Based on the information collected, we estimate the intention to buy for each click and adjust your bids in real-time depending on sales potential. User profiling The platform allows for the creation of segments based on client types and internet history, as well as your catalogue categories. This feature allows for bidding strategy optimisation in real-time, in relation to different audience behaviour. Automated control based on your objectives Our management interface allows you to define your performance indicators and adjust your objectives in each category of your catalogue, thanks to a practical and intuitive dashboard. 31 Search Engine Marketing for E-commerce

33 Case studies By deploying these technologies on its clients LePape a leading sports retailer in France and Pamono the design furniture reseller - Twenga Solutions was able to improve the performance of their Google Shopping and AdWords campaigns respectively. Pamono chose Twenga Solutions plug and play bidding solution for AdWords, which created user segments based on browsing history and the categories in Pamono s catalogue. Bids were then adapted in realtime for each segment and adverts were personalised for users who had already visited the site, for example. Using these technologies, Twenga Solutions improved Pamono s results in just 2 weeks by cutting its cost per order in half and rapidly increasing its conversion rate. Smart BID -50% Cost per Order W -1 Conversion rate W 0 W +1 Cost per order W +2 W +3 W +4 As a curated marketplace of one-of-a-kind design furniture, we experienced the power of Twenga s intelligent SEA technologies first hand. We introduced Smart BID for the user-specific placement of our campaign ads and within just a few weeks, we saw a significant improvement. Our average CPO improved by over 50% and our conversion rates improved even more. Eugenio Calsamiglia, Head of Marketing at Pamono 32 Search Engine Marketing for E-commerce

34 Twenga Solutions completely restructured LePape s Google Shopping campaigns by creating 1 product group per item and defining bids at an item level. Remarketing lists were also transformed by creating one remarketing list per product and per audience. After just a couple of weeks of optimisation, Twenga Solutions was able to exceed LePape s targets. Using this new campaign structure and automated bidding technologies, turnover significantly increased and Cost of Sales improved greatly. Smart FEED +200% Sales Sales W -1 W 0 Cost of Sale W +1 W +2 W +3 W +4 We were looking to increase our sales on Google Shopping without compromising our Cost of Sales. Since activating Smart FEED, we have noticed a decrease in our CoS and an increase in revenue. These extremely positive results have convinced us to continue our partnership with Twenga and explore the other solutions available on its platform. Stéphane Gognet, Head of paid acquisition at LePape 33 Search Engine Marketing for E-commerce

35 The next steps in PPC advertising As digital becomes a more incremental part of e-retailer s strategies, retail advertisers need to get ahead of the game on one of the most important channels. With so many different factors to consider, new features introduced each year and user expectations to meet, managing Google Shopping and AdWords campaigns is becoming a real challenge for online While PPC campaign managers have more tools at their disposal, getting an edge on the competition is not getting any easier. This is where automated software platforms can augment traffic managers and agencies capabilities. Combining search intent, user segmentation and product data, bidding decisions can be made automatically and in real-time to maximise profit, allowing marketers to work on their creative multi-channel approach and the next wave of online advertising. advertisers. While PPC campaign managers have more tools at their disposal, getting an edge on the competition is not getting any easier. Automation and real-time bidding are a breakthrough in Search Engine Marketing. As users expect highly relevant advertising, such technology is the one and only real solution to personalisation and the need to make campaigns highly profitable. While these concepts are generally limited to PPC right now, we can expect that they will also be extended to social networks in the coming year, which in themselves are becoming influential channels for e-commerce. Matthieu Dutter, VP Product at Twenga Solutions 34 Search Engine Marketing for E-commerce

36 About Twenga Twenga proposes advanced audience acquisition solutions on main online advertising marketplaces, which drastically improve e-retailers ROI on their advertising spend. Founded in 2006, Twenga has over 150 employees in France, Germany, England, Spain and Italy and over 4000 clients in 15 different countries. Our solutions: Smart FEED for Google Shopping Unlock your Google Shopping performance with the most powerful automation solution Smart BID for Google AdWords Instantly improve the ROI of your existing AdWords campaigns Smart LEADS for Twenga Network A unique Search and Display solution that boosts sales and improves ROI linkedin.com/company/twenga S m a r t a c q u i s i t i o n f o r e C o m m e r c e