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Smx West 2014 Session #Smx #33D - Maximizing Sales Through Amazon & Ebay Presentation How To Succeed As Retailers On Amazon And Ebay By Frank Kochenash Of Mercent
Citation preview
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#SMX #Mercent
Succeeding on Amazon and eBay
as Search Engines
March 2014
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#SMX #Mercent
Mercent: Retail focused technology
CatalogInventoryPrice
Dynamic Optimization:Assortment ContentBidsPrice
Paid Search
PLA
Marketplaces
CSE
Local
Other
Retailer
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#SMX #Mercent
Amazon is a search engine
As of July 2012:• 30 percent of online buyers use Amazon to research first• Google attracted 13 percent
“Amazon is the first stop on the shopping journey for more and more shoppers; in recent years, it appears to have taken market share from search engines like Google, the dominant incumbent in shopping research”
Source: Forrester Research quoted at:http://venturebeat.com/2012/07/26/amazon-online-shoppers-research/#14o1oVRyubfHzthx.99
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#SMX #Mercent
ASINs and Catalog Amazon standard identification number (ASIN) is the atomic unit of Amazon
Suppliers
Retailers
Amazon editors
ASINCatalog
Product data
[ ]
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[ ?]Product detail pageASINs come to life on Product detail pages
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#SMX #Mercent
Offer listing page (OLP)Multiple seller offers compete on the OLP [ ?]
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#SMX #Mercent
Winning the buy box
Factors for winning the Buy Box
Product price
Shipping price
Fulfillment
Seller standing and eligibility (featured merchant)
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#SMX #Mercent
Sell on Amazon or not?
Sell on Amazon Advertise on Amazon
• Sale transacted in Amazon’s cart
• Sale referred to and transacted on retailer site
• Amazon “owns” customer • Retailer “owns” customer
• CPA • CPC
• Greater total sales opportunity
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#SMX #Mercent
“8 person tents” on Google
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#SMX #Mercent
Search results page (department)Structured data, organic listings + Sponsored Ads + Sponsored Links + Product Ads
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#SMX #Mercent
Product detail pageContent drives relevance, more paid ad opportunities
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#SMX #Mercent
Amazon Product Ads winning the buy box
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#SMX #Mercent
eBay – Search results page
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#SMX #Mercent
eBay – Product page
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#SMX #Mercent
eBay product page – Top and Bottom
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#SMX #Mercent
Levers to improve search rank and sales
Content
– Improve and submit better and more content
Rating
– Improve seller ratings (if you’re selling)
– Monitor feedback (if you’re selling)
Price
– Dynamically reprice aggressively
Advertising
– Sponsored ads (Amazon only)
– Product ads (Amazon only)
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#SMX #Mercent
1. Submit or correct product data to improve search rank
Images: send more, resolve broken
Resolve ASIN matching errors
Include Featured Bullets
Add descriptions, short and long
Include MSRP vs. Sale Price
Include search keywords
– Cross-populate from PLA and SEM
Include UPC and MPN
Add brand to titles
Classify properly
Remove non-white backgrounds
Resolve matching errors
Think about revenue per sku (RPS) –every error resolved increases total
revenue by RPS on average
One established retailer demonstrates payback on error resolution within 2
months
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#SMX #Mercent
2. Add and improving product data to drive glance views and sales
Working on this slide
For a household goods retailer, adding feature bullets and descriptions
increased daily sales 47%
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#SMX #Mercent
3. Use Sponsored Products to drive traffic and jump-start new Accounts and products
For a new seller on Amazon in a highly competitive category, using Sponsored enabled them to achieve Best Sellers
status within 2 months of launch.
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#SMX #Mercent
Getting started with Sponsored Ads
• Like Google PLA but with a keyword layer• Refers clicks to Amazon product detail page
with advertiser’s offer
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4. Dynamically reprice aggressively
Started dynamic repricing with Mercent
Across many retailers, using dynamic pricing in an aggressive way allows
goals to be achieved (usually increase in sales and gross profit)
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#SMX #Mercent
5. Leverage Product Ads for efficient traffic and sales to your website
Amazon Product Ads (APA) is typically best performing Shopping feed channel
after Google
Many retailers complement Marketplace with APA
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#SMX #Mercent
Getting started with Product Ads
• Like Comparison Shopping Engine/network• Refers clicks to retailer website (off Amazon)
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#SMX #Mercent
6. Use Daily Deals, Best Deals, Lightning Deals, Gold Box
For many clients, Daily Deals are the single biggest way to drive sales and
improve rating on eBay
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7. Leverage promotions
Site Placement
Targeted Emails
Exclusivity –Site Manager
Seller Central Manage Promotions
Best Deals
Lightening Deals
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#SMX #Mercent
Concluding thoughts
Be there
– Sell + Sponsored Ads + Daily Deals
– Or, Don’t sell but do Product Ads
Always improve product data, but especially when you are the only seller/advertiser
Use Sponsored Ads to accelerate new stores and new products
Beware of grey hat tactics (as always)
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#SMX #Mercent
Thank you!
Questions?