Good morning, Marketers, let’s look back on digital commerce marketing,

As we head into a new year, we are taking stock of the changes and trends of 2019 that will help shape marketing in 2020. Today, we focus on digital commerce marketing with a selection of influential stories and a Pro Tip from the community.

If you work in digital commerce, be sure to check out the special two-day Digital Commerce Marketing track at SMX West this February.


Ginny Marvin

1. Google’s new take on Shopping goes live in U.S. by Ginny Marvin
The new Google Shopping offers personalized recommendations. “Buy on Google” is featured prominently as the company responds to Amazon.

2. More ‘shoppable ads’ coming to Google Images by Greg Sterling
Google has tested similar units in the past on YouTube and in Q4 2018.

3. Here’s how e-commerce stores can sell smarter on YouTube, Facebook and Amazon by Michelle Morgan
SMX Advanced speakers Joe Martinez of Clix, Susan Wenograd of AimClear and Danielle Waller of Merkle offer helpful tips for anyone selling products across these three networks.

4. Google Shopping Actions vs. Google Shopping: A real-world case study by Brian Roizen
This non-Google case study on Shopping Actions examines what happens when exposing GSA ads for low funnel searches and PLA ads for high funnel searches (hint: it works out quite well).

5. Shopping ads for the small budget: Here’s what to expect in 2019 by Kirk Williams
This year may (finally) see the end of feeds, but we can also expect an increasing adoption of smart shopping campaigns and more advanced bidding strategies with Bing Ads for smaller budgets.

6. ‘Hey Alexa, how do I get my product visible in Amazon search in 2019?’ by Brittany Page Implementing a hybrid approach to your Amazon marketing strategy for both paid and organic optimizations will ensure visibility across results pages.

7. Pinterest broadens e-commerce capabilities with ‘Complete the Look’ visual search feature by Amy Gesenhues
The visual search feature will recommend fashion and home decor products based on the context of an image.

Pro Tip Throwback

Who wins in Shopping Actions vs. Shopping? Everyone

With the launch of Shopping Actions, Google has made one of the broadest product changes since Google Shopping began. Online retailers have been wondering if they should stick to Google Shopping, try the new marketplace, or try both. A new (non-Google) case study to test the idea was shared by Brian Roizen of Feedonomics.

“Google is exposing GSA ads for low funnel searches and PLAs for high funnel searches. The result (of this experiment) was more clicks at a slightly higher Cost Per Click on Google Shopping alone, due to slightly worse performance and fewer conversions in PLA’s,” Brian said. “Having higher funnel search queries direct potential buyers to PLAs (and ultimately back to the sellers website) is also a good thing, as this is where buyers can gain a better understanding about a retailer that may make purchasing from that brand more compelling. Overall, the total revenue for the company more than doubled, which is very exciting for retailers looking to try Google Shopping Actions in addition to Google Shopping.”

Learn more »


2020 Outlook for AI in B2B Marketing

Sponsored by Metadata

Discover the top trends in AI use cases for marketing. Join us on Thursday, January 9th, for this live webinar. You’ll hear about the practical applications of AI in marketing functions, as well as the real results companies are getting by using AI in their marketing programs.

Read more »

Resource Spotlight

Amazon Advertising Forecast 2019

Has your Amazon Advertising strategy evolved in the past year? If so, you’re not alone (and may be seeing the effects of more competition). In our first-annual Amazon Advertising Forecast 2019, 80% of respondents said they would be increasing their Amazon ad budgets in the coming year, with twenty percent saying they planned to increase budgets by 50 percent or more. The forecast looks at where those budgets are coming from and more. 

Learn more and download the full report »


Dive deep with an SMX workshop!

Tack an extra day of training onto your SMX West itinerary and attend one of six exclusive workshops on Friday, February 21 from 9:00am – 5:00pm. These expert-led workshops are the perfect way to drill down into a specific search marketing topic and round out an amazing few days of learning. You’ll walk away with actionable tactics you can implement immediately to drive results. Topics include Amazon Advertising, Paid Social Commerce, Advanced Local & Multi-Location SEO Strategies, Advanced SEO Training, Advanced Google Ads Training, and Hardcore Technical SEO Tactics & Techniques. Which will you choose?

Register now »