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Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
Beyond the Engines
May 23rd, 2013
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 2| 2
Your Hosts
Jonathan Rosen
Director of Product Marketing
Kenshoo
Steve King
Director of Product Strategy
SIM Partners
Tara Thomas
Vice President of Client Strategy
SIM Partners
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 3| 3
Agenda
Market Overview
Local Directories
Mobile Local Apps
The Importance of Reviews
Kenshoo Local Overview
CityGrid + Kenshoo Local
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 4| 4
Digital Advertising Fragmentation
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 5| 5
Hyper Local @ Scale for Multi-Location Brands
Local
pages
Local
traffic
Higher
conver-
sion
Local
copy
More
real
estate
Multiple
domains
/ads
Geo-
specific
strategy
Local
reporting
Multiple
ads per
market
Scalable
and
turn-key
Maximized SERP’s for non-brand
search queries PPC (Geo-Specific
Messaging) & Multiple Organic Listings
optimized at a Location level
All Ads direct traffic to a location
specific landing page
All visits, web forms and phone calls
are tracked uniquely to the ad type and
location
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 6| 6
Search, Social, and Local Ad Spend
CM
S
Social
CRM
Bid
Managemen
t
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 7| 7
Global Digital Ad Spend
CM
S
Social
CRM
Bid
Managemen
t
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 8| 8
Mobile is BIG
Source: Google/Ipsos Study 2011, Google Survey – Holiday
Shoppers 2012, Business Insider – The Future of Mobile; February
2012
0
500
1000
1500
2000
2500
3000
Smartphones
Personal Computers
Tablets
Smartphone's Exceed Personal
Computers Sales
2011
Mobile Internet to Surpass
Desktop Internet
2013
Global Device Sales
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 9| 9
39.8%
24.8%
13.2%
11.7%
5.4%
3.1% 2.3%
38.9%
20.0%
9.3%
2.5%
20.7%
11.6%
9.2%
TV Online Radio Mobile (nonvoice) Print Newspapers Magazines
Time spent
share
Ad
spending
share
Media Time Spent vs. Ad Spend
US adults now spend more time on mobile devices each day then they
do with all print media combined, but ad spending is yet to catch up
Source: eMarketer, March 2013
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 10| 10
Local Directories
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 11| 11
Local Ecosystem
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 12| 12
Data Feed & Distribution
• Clean Data
Ensure correct information is
distributed
Ensure unique location information is
distributed – no duplication
• To Create
Online Citations which improve search
engine performance
More listings for potential customers to
find your location
12
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 13| 13
Primary Data Aggregators
Data should be sent on an ongoing basis to the primary Data Aggregators
and Search Engines that directly update 300+ Search Engines,
YP Directories, Mobile Directories, Review Sites,
GPS Directories and Social Sites.
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 14| 14
Mobile Local Apps
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 15| 15
App Use for Local Business Searches
Source: comScore March, 2013
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 16| 16
Facebook
Data seeded by
77,800,000/131,000,000 Downloads
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 17| 17
Urbanspoon
Data seeded by
11,000,000/2,200,000 Downloads
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 18| 18
CitySearch
Data seeded by
Data updated by
869,000/50,600 Downloads
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 19| 19
The Importance of Reviews
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 20| 20
Reviews
• Increased reviews are correlated to higher Google+
rankings
• Reviews generate searcher trust
• Searchers are savvy enough to take into account all
reviews, so the occasional negative review is not as
detrimental as it once was
• Don’t fake customer reviews – the sites will figure it out
and penalize you for it through de-ranking and hiding
reviews
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 21| 21
Tips for Generating Reviews
• Ask satisfied customers (may seem obvious, but a lot of
business owners just hope it'll happen)
• Send emails requesting reviews (links to the business
page on specific review sites is helpful)
• Include links and requests for reviews on any leave
behinds or takeaways
(receipts, pamphlets, documentation, business cards, or
it's own request form).
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 22| 22
Power Tip
• Provide bonuses/rewards to employees that were
mentioned most in reviews
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 23| 23
Kenshoo Local Overview
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 24| 24
What does Kenshoo Local do?
Help agencies and media efficiently manage thousands of small
businesses
Enable Rapid Onboarding
Automate Budget Management
Increase Calls and Conversions
Automate Reporting
Help brand stores with physical locations execute on their Local
strategy
Drive in-store visits and phone calls
Start and stop campaigns as locations
open/close
Manage store level budgets
Access local and mobile traffic
Agency
SMB
SMB
SMB
SMB
SMB
Brand
Store
Store
Store
Store
Store
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 25| 25
Kenshoo Local Has You Covered
Onboarding Ongoing
Management
Global SupportReporting
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 26| 26
Campaign Templates: Never Start From Scratch
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 27| 27
Advanced Search for
Custom Bid
Management
Bid Policies for
Auto Bid
Management
Kenshoo Bid Management: Giving You the
Ultimate Flexibility and Transparency
Use provided bid policies to
optimize campaigns to
objectives
Define and automate best
practices and custom
optimizations
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 28| 28
Close the Loop with Online to Offline Integration:
Phone Calls
Use phone numbers to track and optimize those
keywords driving phone calls
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29
CityGrid + Kenshoo Local
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30
What is CityGrid?
The largest local search network in America, with over 140
million unique users across more than 300 partner sites
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31
Kenshoo Local + CityGrid:
Drive more clicks and calls from local networks
• Advertise on more than 300 local
and mobile websites and
applications
• Gain access to a high
quality, ready-to-buy audience
• Take advantage of lower CPCs
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32
CityGrid: Where the campaigns go
48% of these
users do not have a
specific business in
mind when
conducting a
search. *
60% will end up
making a purchase
or reservation **
Sources: *comScore 2012, **Google 2012
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33
CityGrid Network offers tailored distribution
for 15 select business types, and many more
Retail Financial Services Home Services Hotels Automotive
Real Estate Restaurants Storage Electronics Furniture Stores
Legal Drug Store Dental Insurance Appliances
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34
Create a Local campaign for each store,
using store level data
• Create local
market specific
campaigns
• Start and stop
campaigns as
locations
open/close
• Manage store
level budgets
• Tailor to a
location’s
attributes
(eg. hours)
Store 179
San Diego
Opens at 11
Texas Campaign NJ Campaign CA Campaign
Network
Store 1
Houston
Opens at 9 BRAND
Store 76
San Jose
Opens at 10
Store 326
Newark
Opens at 8
Store 55
Dallas
Opens at 10
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35
Kenshoo Local + CityGrid:
Interface to manage places at enterprise scale
• Upload 100’s or 1000’s of Place page campaigns, with bulk edit in Kenshoo
• Create, manage, and report on CityGrid campaigns
• View performance alongside Search
• Create local CityGrid campaigns to drive phone calls and in-store visits
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36
Kenshoo Local + CityGrid:
See all your campaigns in one place
Search campaigns appear alongside Place campaigns
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 37| 37
Kenshoo + CityGrid
Extend advertising budgets to capture Local and
Mobile traffic from the CityGrid network.
Create campaigns, manage budgets and report
on the performance of CityGrid campaigns
alongside your Search advertising.
Upload “Place” data to Kenshoo Local to easily
create CityGrid campaigns at enterprise scale.
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
Thank you
| 38
Thank you
| 38
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Searching Beyond the Engines - Kenshoo Local Webinar

  • 1. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information Beyond the Engines May 23rd, 2013
  • 2. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 2| 2 Your Hosts Jonathan Rosen Director of Product Marketing Kenshoo Steve King Director of Product Strategy SIM Partners Tara Thomas Vice President of Client Strategy SIM Partners
  • 3. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 3| 3 Agenda Market Overview Local Directories Mobile Local Apps The Importance of Reviews Kenshoo Local Overview CityGrid + Kenshoo Local
  • 4. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 4| 4 Digital Advertising Fragmentation
  • 5. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 5| 5 Hyper Local @ Scale for Multi-Location Brands Local pages Local traffic Higher conver- sion Local copy More real estate Multiple domains /ads Geo- specific strategy Local reporting Multiple ads per market Scalable and turn-key Maximized SERP’s for non-brand search queries PPC (Geo-Specific Messaging) & Multiple Organic Listings optimized at a Location level All Ads direct traffic to a location specific landing page All visits, web forms and phone calls are tracked uniquely to the ad type and location
  • 6. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 6| 6 Search, Social, and Local Ad Spend CM S Social CRM Bid Managemen t
  • 7. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 7| 7 Global Digital Ad Spend CM S Social CRM Bid Managemen t
  • 8. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 8| 8 Mobile is BIG Source: Google/Ipsos Study 2011, Google Survey – Holiday Shoppers 2012, Business Insider – The Future of Mobile; February 2012 0 500 1000 1500 2000 2500 3000 Smartphones Personal Computers Tablets Smartphone's Exceed Personal Computers Sales 2011 Mobile Internet to Surpass Desktop Internet 2013 Global Device Sales
  • 9. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 9| 9 39.8% 24.8% 13.2% 11.7% 5.4% 3.1% 2.3% 38.9% 20.0% 9.3% 2.5% 20.7% 11.6% 9.2% TV Online Radio Mobile (nonvoice) Print Newspapers Magazines Time spent share Ad spending share Media Time Spent vs. Ad Spend US adults now spend more time on mobile devices each day then they do with all print media combined, but ad spending is yet to catch up Source: eMarketer, March 2013
  • 10. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 10| 10 Local Directories
  • 11. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 11| 11 Local Ecosystem
  • 12. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 12| 12 Data Feed & Distribution • Clean Data Ensure correct information is distributed Ensure unique location information is distributed – no duplication • To Create Online Citations which improve search engine performance More listings for potential customers to find your location 12
  • 13. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 13| 13 Primary Data Aggregators Data should be sent on an ongoing basis to the primary Data Aggregators and Search Engines that directly update 300+ Search Engines, YP Directories, Mobile Directories, Review Sites, GPS Directories and Social Sites.
  • 14. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 14| 14 Mobile Local Apps
  • 15. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 15| 15 App Use for Local Business Searches Source: comScore March, 2013
  • 16. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 16| 16 Facebook Data seeded by 77,800,000/131,000,000 Downloads
  • 17. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 17| 17 Urbanspoon Data seeded by 11,000,000/2,200,000 Downloads
  • 18. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 18| 18 CitySearch Data seeded by Data updated by 869,000/50,600 Downloads
  • 19. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 19| 19 The Importance of Reviews
  • 20. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 20| 20 Reviews • Increased reviews are correlated to higher Google+ rankings • Reviews generate searcher trust • Searchers are savvy enough to take into account all reviews, so the occasional negative review is not as detrimental as it once was • Don’t fake customer reviews – the sites will figure it out and penalize you for it through de-ranking and hiding reviews
  • 21. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 21| 21 Tips for Generating Reviews • Ask satisfied customers (may seem obvious, but a lot of business owners just hope it'll happen) • Send emails requesting reviews (links to the business page on specific review sites is helpful) • Include links and requests for reviews on any leave behinds or takeaways (receipts, pamphlets, documentation, business cards, or it's own request form).
  • 22. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 22| 22 Power Tip • Provide bonuses/rewards to employees that were mentioned most in reviews
  • 23. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 23| 23 Kenshoo Local Overview
  • 24. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 24| 24 What does Kenshoo Local do? Help agencies and media efficiently manage thousands of small businesses Enable Rapid Onboarding Automate Budget Management Increase Calls and Conversions Automate Reporting Help brand stores with physical locations execute on their Local strategy Drive in-store visits and phone calls Start and stop campaigns as locations open/close Manage store level budgets Access local and mobile traffic Agency SMB SMB SMB SMB SMB Brand Store Store Store Store Store
  • 25. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 25| 25 Kenshoo Local Has You Covered Onboarding Ongoing Management Global SupportReporting
  • 26. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 26| 26 Campaign Templates: Never Start From Scratch
  • 27. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 27| 27 Advanced Search for Custom Bid Management Bid Policies for Auto Bid Management Kenshoo Bid Management: Giving You the Ultimate Flexibility and Transparency Use provided bid policies to optimize campaigns to objectives Define and automate best practices and custom optimizations
  • 28. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 28| 28 Close the Loop with Online to Offline Integration: Phone Calls Use phone numbers to track and optimize those keywords driving phone calls
  • 29. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29 CityGrid + Kenshoo Local
  • 30. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30 What is CityGrid? The largest local search network in America, with over 140 million unique users across more than 300 partner sites
  • 31. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31 Kenshoo Local + CityGrid: Drive more clicks and calls from local networks • Advertise on more than 300 local and mobile websites and applications • Gain access to a high quality, ready-to-buy audience • Take advantage of lower CPCs
  • 32. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32 CityGrid: Where the campaigns go 48% of these users do not have a specific business in mind when conducting a search. * 60% will end up making a purchase or reservation ** Sources: *comScore 2012, **Google 2012
  • 33. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33 CityGrid Network offers tailored distribution for 15 select business types, and many more Retail Financial Services Home Services Hotels Automotive Real Estate Restaurants Storage Electronics Furniture Stores Legal Drug Store Dental Insurance Appliances
  • 34. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34 Create a Local campaign for each store, using store level data • Create local market specific campaigns • Start and stop campaigns as locations open/close • Manage store level budgets • Tailor to a location’s attributes (eg. hours) Store 179 San Diego Opens at 11 Texas Campaign NJ Campaign CA Campaign Network Store 1 Houston Opens at 9 BRAND Store 76 San Jose Opens at 10 Store 326 Newark Opens at 8 Store 55 Dallas Opens at 10
  • 35. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35 Kenshoo Local + CityGrid: Interface to manage places at enterprise scale • Upload 100’s or 1000’s of Place page campaigns, with bulk edit in Kenshoo • Create, manage, and report on CityGrid campaigns • View performance alongside Search • Create local CityGrid campaigns to drive phone calls and in-store visits
  • 36. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36 Kenshoo Local + CityGrid: See all your campaigns in one place Search campaigns appear alongside Place campaigns
  • 37. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 37| 37 Kenshoo + CityGrid Extend advertising budgets to capture Local and Mobile traffic from the CityGrid network. Create campaigns, manage budgets and report on the performance of CityGrid campaigns alongside your Search advertising. Upload “Place” data to Kenshoo Local to easily create CityGrid campaigns at enterprise scale.
  • 38. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information Thank you | 38 Thank you | 38 Questions?

Hinweis der Redaktion

  1. Adam
  2. Adam
  3. Adam
  4. Talk about match types, geo and mobile v desktop auto creation ability. SHOULD BE DEMO. NEED ENVIRONMENT.
  5. Rules and algo based. Explain diff and data sufficency.Talk about using Adv search to capture Google best practices
  6. Score calls by type and $ valueOnline/offline transaction feedback loop Web & phone transactions linked to keyword levelBid algorithms optimize toward higher quantity and/or value conversions