PAID SEARCH. be seen. PAID SEARCH FEATURES INCLUDE:

Transcription

1 DATA SHEET be seen. PAID SEARCH ChannelAdvisor s Paid Search solution redefines search engine marketing, giving you the ability to manage paid search campaigns for Google, Yahoo! and Bing from one interface. As a retailer, you want to find buyers for your products, so ChannelAdvisor automatically creates advertising for your entire catalog. No longer are decisions made simply by trial-and-error, now you can automate a daily snapshot identifying successful keywords, track competitors, identify profitable new keywords, manage bids for all keywords and track customers click-paths to discover and bid where the buying decisions are made. PAID SEARCH FEATURES INCLUDE: Create targeted paid search ads and keywords for every product Manage all aspects of paid search campaigns including ads, keywords and ad groups Attribute revenue to all channels and search engines Get insights into buyer behavior to optimize marketing spend Track competitors and affiliates by keyword, ad and rank Use advanced reports to analyze and optimize performance Drive profitability using cost, ROI and product margin

2 INVENTORY DRIVEN SEARCH INVENTORY DRIVEN SEARCH For years, retailers have struggled to cover the long tail. While ROI is strong and there is potential for increased revenue, creating and managing ads and keywords for all products is timeconsuming, error-prone and often ends up out of sync with actual inventory. Inventory Driven Search was built from the ground-up to empower retailers to create and manage paid search advertising that is product-specific, accurate and automatically generated and updated. INVENTORY DRIVEN SEARCH FEATURES AND BENEFITS Campaign Builder Templated Keywords Generates more revenue by creating ads and keywords for every product while delivering better ROI through customer acquisition at the optimal time in the buying cycle. Saves time and provides complete coverage by using product details and proprietary transformation technology to generate keywords automatically. Dynamic Product Ads Quantity Synchronization Generates higher conversion rates and rapidly rolls out new ads by creating unique advertising for each product including details like price, part number or promotion. Saves money by pausing advertising for low or out-of-stock products while improving conversion rates. Products Dashboard Enables users to quickly track all aspects of product advertising, make changes and identify best and worst performers.

3 GOOGLE SHOPPING GOOGLE SHOPPING Google Shopping is a product listing channel that is driven by Google s Product Listing Ads (PLAs), and organized within the Google Merchant Center and AdWords account. ChannelAdvisor has combined the power of its industry-leading feed management software with reporting and optimization tools specific to PLAs, creating a holistic offering that provides retailers a unified platform to manage this important channel. GOOGLE SHOPPING FEATURES AND BENEFITS Comprehensive Dashboard Product Target Creation Performance Reporting Product Target Reporting Product-Level Performance Reporting Quick PLA Bidder Automated Bid Management Feed Management Platform Provides complete visibility into feed delivery statistics, product target performance and overall effectiveness of PLA Campaigns. Provides a single interface that creates Product Targets in both the Google Merchant Center and Google AdWords. Provides visibility into overall performance of Google Shopping program including traffic, assists, revenue, cost and orders. Offers increased visibility on Product Targets, identifies the best and worst performers. Shows performance of individual products within a Product Target or across all Product Targets. Quickly identifies performance opportunities and changes bids based on calculated specifications. Automatically adjusts Product Target bids based on performance and goals. Leverages industry s leading feed management technology that offers advanced data feed translations.

4 KEYWORD EXPANSION KEYWORD EXPANSION Building quality keywords for each and every product in your catalog requires advanced tools and reports. ChannelAdvisor s Paid Search solution has proven technology, built specifically for online retailers, to assist with developing high-quality keywords that drive conversions and meet your return on investment goals. KEYWORD EXPANSION FEATURES AND BENEFITS Keyword Term Generator Identifies search terms shoppers use to drive natural traffic to your website so you can incorporate them across campaigns to increase search relevancy and profits. Broad Match Analyzer Analyzes user queries gathered from purchased Broad Match keyword ads to identify more specific, higher-converting keywords. Keyword Manager Allows you to post, view and manage keywords across multiple search engines through one interface for speed and convenience.

5 SEARCH QUERY ANALYSIS SEARCH QUERY ANALYSIS Dig deeper than ever before to understand the why behind performance metrics. View a daily comparison of how your top revenue-producing keywords rank against competitors terms, then view summaries of shared terms and average rankings to identify opportunities for profitable keyword expansion. SEARCH QUERY ANALYSIS FEATURES AND BENEFITS Search Query Analysis Keyword Monitor Competition Watch Compares top revenue-producing keywords daily with competitors terms; summarizes shared terms and average rankings to identify opportunities for profitable keyword expansion. Shares a snapshot view into the top keywords and the advertisers using those terms. Monitor affiliate ads and keep tabs on competitor s offers and messages. Displays which retailers are bidding on top keywords, making you aware of all your top competitors. Review the keywords and ads that competitors run alongside your own for insights into competitive positioning.

6 BID MANAGEMENT BID MANAGEMENT Use ChannelAdvisor s powerful and flexible bid management system to control costs and increase revenue. Track the impact of all keywords that contribute to a conversion, whether through paid search, natural search or a comparison shopping engine. BID MANAGEMENT FEATURES AND BENEFITS Bid Manager Ad Group Specific Targets Advanced Configurables Cost-Per-Order Bidding Margin-Based Bidding Multichannel Assists Bidding Automatically updates keyword bids based on profitability targets to conserve resources, provide efficient campaign management and allow more time to focus on business strategy. Gives the flexibility to create custom rules to more carefully target ROI goals. Allows individual rule customization based on variables such as cost, clicks and conversions. Provides optimization based on a target cost-per-order/acquisition to manage large volumes of keywords without manual intervention. Makes bidding decisions based on the profitability of each keyword/product using actual product costs. Holistic bidding approach that considers cost and revenue across multiple channels when making bid changes.

7 CAMPAIGN MANAGEMENT CAMPAIGN MANAGEMENT ChannelAdvisor has made it painless to manage campaigns across all search engines with its campaign management feature. Add keywords, upload products in bulk, edit and schedule creatives and more, all from one single interface. CAMPAIGN MANAGEMENT FEATURES AND BENEFITS Creative Scheduler Keyword Term Generator Broad Match Analyzer Search Engine Landscape Campaign Manager Ad Group Manager Keyword Manager Master Upload Adds new ad creatives in bulk and updates the status of existing creatives. Launch ads immediately or at a specified time, saving time and launching ads to coincide with promotions or website updates. Scheduled ads are created immediately in a paused state on the provider to get feedback on any errors or editorial issues. Identifies search terms shoppers use to drive natural traffic to your website so you can incorporate them across campaigns to increase search relevancy and profits. Analyzes user queries gathered from purchased Broad Match keyword ads to identify more specific, higher-converting keywords. Compares top revenue-producing keywords daily with competitors terms; summarizes shared terms and average rankings to identify opportunities for profitable keyword expansion. Allows you to post, view and manage campaigns across multiple search engines and make changes quickly and efficiently. Allows you to post, view and manage ad groups and ad creative across multiple search engines. View the number of keywords in any given category and make changes quickly and efficiently. Allows you to post, view and manage keywords across multiple search engines through one interface for speed and convenience. Uploads one file containing both keywords and ad groups to multiple search engines for efficient launch of large keyword campaigns.

8 REPORTING & ANALYTICS REPORTING & ANALYTICS ChannelAdvisor s Paid Search solution provides a wealth of reports and custom options for identifying opportunities and challenges and for testing. Use this reporting to track more than just your paid search clicks, but also clicks leading up to a purchase, natural search and comparison shopping clicks, ad creative tests, margins and bids. REPORTING & ANALYTICS FEATURES AND BENEFITS Cross-Channel Dashboard Account Performance Multichannel Reporting Multichannel Assists Tracking Buyer Conversion Map Custom Event Tracking Hourly Conversion Reporting Products/Orders Report Products/Orders Pivot Landing Page Reporting Checkout Tracking Displays data by date, week, month or quarter comparing sales and trends across all comparison shopping engines, paid search engines and natural search. Displays key metrics such as impressions, clicks, revenue and cost at the channel, provider, campaign, ad group and keyword level to enable you to analyze corresponding performance values on each individual search engine. Shows performance across all channels including social media, marketing, display advertising and more. Gives credit to all clicks across all channels that contributed to a conversion and shows the many paths today s buyers take before ordering. Traces buyer interaction with keywords and search paths across channels for a better understanding of search behavior prior to purchase. Provides reporting on custom events such as signups, dealer locator forms, or any other custom event and assigns value to conversions. Provides time-of-day reporting for all orders to configure ad scheduling and offer insight into how customers shop. Enables you to view amounts and product details on each order to analyze and attach keywords to items ordered. Alternates views between orders received and keyword ads that drove the purchases to analyze variables such as product ID, name and search term. Supplies performance (revenue, cost, ROI) and keyword count reporting on individual landing pages for identification of high- and low-performing areas to enable you to mirror your success across campaigns. Differentiates orders coming from main checkout versus third-party checkout systems (i.e. Google Checkout) for cross-channel checkout tracking.

9 SERVICES OVERVIEW ChannelAdvisor s Paid Search Services team is comprised of online marketing experts who have helped hundreds of retailers sell more online. Our experts will ensure that you avoid learning-curve mistakes and costly rework, and give you the peace of mind that your online marketing strategy across multiple search engines is on the right track every step of the way. SERVICE OFFERINGS Managed Solution Let ChannelAdvisor experts maximize your paid search programs using our industry-leading technology and many years of expertise. You will have a designated team responsible for the following: Implement URL tracking and assist with pixel implementation Ensure keyword coverage on all selected products, categories and brands Apply bid management best practices to achieve profitability goals Frequently audit landing pages and monitor trademark violations Weekly strategy & status call Comprehensive weekly report Quarterly account planning Average Client in first 3 quarters: Revenue up 40% year over year Launch Plus Solution For savvier retailers that simply need some initial direction to launch their paid search campaigns, receive hands-on assistance during launch process including: Keyword expansion Ad copy creation A series of advanced platform & strategy training sessions Average Client by second month: Revenue increase of 67% ADD-ON SERVICE OFFERINGS Strategy as a Service With ChannelAdvisor s Strategy as a Service, we advise professional online retail marketers on how to set up specific tests, implement best practices to achieve desired goals and deploy timing of these initiatives based on seasonality. This offering gives you the flexibility to request a specific amount of strategy consultation when you need it most. Why use us? Bring focus to your campaigns Help you find untapped revenue potential Provide pathways to improved metrics Our team has successfully launched and managed many retailers including: ULTA, Sharper Image, J&R Music and Computer World, Orvis, Soccer.com/Lacrosse.com, True Religion Brand Jeans and many more.

10 ABOUT CHANNELADVISOR ChannelAdvisor is a leading provider of cloud-based e-commerce solutions that enable retailers and manufacturers to increase the scale and profi tability of their global sales through dozens of online channels including Amazon, Google, ebay, Facebook and more. Through automation, analytics and optimization, ChannelAdvisor leverages a single inventory feed to more effi ciently list and advertise products online, connecting suppliers with shoppers to increase sales. Billions of dollars in sales are driven through ChannelAdvisor every year, and thousands of customers depend on ChannelAdvisor to substantially grow their businesses Aerial Center Parkway Morrisville, NC ChannelAdvisor Corporation All rights reserved info@channeladvisor.com