Kenshoo Intersections - Singapore
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Kenshoo Intersections presentation in Singapore given by Doug Chavez, Global Head of Marketing Research and Content.
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Kenshoo Intersections - Singapore
- 1. A C T I V A T I N G S E A R C H & S O C I A L S Y N E R G Y #KenshooIntersections
- 2. 2 © 2014 Kenshoo, Ltd. Confidential and Proprietary Information Kenshoo Singapore • 6 people in Singapore • 40+ people in Asia • Multilingual team • Over 30 clients in SEA
- 3. 3 “The days of Agencies arbitraging media without © 2014 Kenshoo, Ltd. Confidential and Proprietary Information adding value are at a end” Jeff Lanctot, Wall Street Journal 1. Inefficient Marketing Spend – Digital is not Print 2. Tweets, Likes & Fans are terrible– ROAS is Key 3. Talent Pool - Math Men not Mad Men 4. Branding to Performance - Paying for clicks & not ROI 5. Managed Services not software – Client, agency, vendor….
- 4. 4 Largest Online Market Place in Asia CPA increase using Kenshoo Algorithms Week on week improvement in conversions by 42% and achieve a lower CPA of 56% 2.2 times higher conversion rate & 25% time savings 1 2 3 © 2014 Kenshoo, Ltd. Confidential and Proprietary Information
- 5. 5 The #1 classic style RPG game in Japan & Korea Reduction in average cost per install by 200% Week on week increase in installs by 100% at a lower CPI of 80% Cost savings of over $76,000 in 4 weeks 1 2 3 © 2014 Kenshoo, Ltd. Confidential and Proprietary Information 12000 10000 8000 6000 4000 2000 0 $14,000.00 $12,000.00 $10,000.00 $8,000.00 $6,000.00 $4,000.00 $2,000.00 $- Aug 18-24 Aug 25-31 Sep 1-7 Sep 8-14 App Installs Spends Spend vs Installs over 4-Week Period
- 6. 6 © 2014 Kenshoo, Ltd. Confidential and Proprietary Information
- 7. – 7 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Your Key Challenges
- 8. What is your role? A B C D Search Social Search + Social All Things Digital © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 8 – #KenshooIntersections POLL
- 9. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 9 – #KenshooIntersections Agenda • Cross-Channel Marketing • Push and Pull • Why Start with Search and Social? • Similarities and Differences • Getting Started • Search and Social Activation • Leverage Success Across Channels • Reach the Audiences that Matter Most • Gain a Holistic View
- 10. © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1 + 1 =3 – 11 – #KenshooIntersections
- 11. The Importance of Cross-Channel Marketing © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 12 – #KenshooIntersections
- 12. – 13 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Alterian "Engaging Times Summit" www.emarketer.com August 2010
- 13. – 14 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: A Forrester Consulting Thought Leadership Paper Commissioned By ExactTarget The Key To Successful Cross-Channel Marketing Sophisticated Cross-Channel Marketers Show Us That Technology Matters Most October 2012
- 14. – 15 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Zeta Interactive, June 2010
- 15. Which of these challenges to cross-channel operationalisation worries you most? A B C D © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 16 – #KenshooIntersections Organizational Structure Technology Barriers Partner Complexity Cross-Channel Expertise POLL
- 16. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Push Marketing Shown to people as they passively consume web content and engage with other digital assets. – 18 – #KenshooIntersections Pull Marketing Coupled to content that people actively request, such as search engine results, location listings, etc.
- 17. Strike the Right Balance (at Scale) • It’s not Push or Pull, but rather Push and Pull • Must be done at scale, but with individual consumers in mind • Cross-channel marketing can deliver powerful Push and Pull when used correctly © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 19 – #KenshooIntersections
- 18. 3 Reasons Why Search and Social Should be the Next Channels you Integrate © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 21 – #KenshooIntersections
- 19. 42% of Time Online is Search and Social – 22 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Go-Gulf.com, February 2012
- 20. – 23 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Customers Trust Search and Social Source: eMarketer, November 2013
- 21. More than Half of Digital Ad Budgets 70% of all Kenshoo clients allocate more than half of their digital marketing budget to search + social – 24 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: eMarketer, December 2013
- 22. – 26 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Kenshoo Search and Social Snapshott, Q3 2014
- 23. – 29 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Bottom Line Results Source: Kenshoo, November 2013
- 24. Where People Spend Their Time Each Day Source: comScore Key Measures, US Desktop, May 2014 Source: comScore US Mobile Metrix, May 2014 © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 30 – #KenshooIntersections
- 25. Facebook Makes Search Work Harder Case study with leading retailer: Facebook advertising leads to higher search-attributed ROAS 30%higher return © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 31 – #KenshooIntersections on ad spend 24% increase in AOV 7% higher paid search CTR 4.5% drop in CPA
- 26. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Facebook Site traffic – 32 – #KenshooIntersections What’s the Right Mix? Search Conversion
- 27. The Impact is Clear for Financial Services Case study with Experian: Facebook advertising directly and positively impacts paid search performance 19% © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 33 – #KenshooIntersections 10% Improved cost per acquisition 11% increased conversion rate Increase in paid search conversions
- 28. © 2014 Kenshoo, Inc. Confidential and Proprietary Information 19% average lift achieved in search-attributed conversion volume • A sufficient amount of FB media spend was required to fully activate search conversion volume. • As FB media weight increased, search conversion volume increased. – 34 – #KenshooIntersections Activate Your Search Case study: Experian, Kenshoo, June 2014 Source: Kenshoo “The Facebook Added Value Series: Volume 2”, June 2014 Statistical significance level of over 90% for avg figures across all treatment groups Search conversion values and FB media spend were indexed. Individual results may vary.
- 29. © 2014 Kenshoo, Inc. Confidential and Proprietary Information 10% average improvement in search-attributed cost-per-acquisition • Search efficiency increased with FB media spend up until a certain point. • Search efficiency peaked at approximately 2x normal FB media spend levels (highlighted in green.) – 35 – #KenshooIntersections Find Your Sweet Spot Case study: Experian, Kenshoo, June 2014 Source: Kenshoo “The Facebook Added Value Series: Volume 2”, June 2014 Statistical significance level of over 90% for avg figures across all treatment groups Search conversion values and FB media spend were indexed. Individual results may vary.
- 30. Improving the Retail Search Experience Case study with national retailer: Facebook ads unlock new revenue potential across entire shopper journey 79% Increase in © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 36 – #KenshooIntersections Store locator rate 2.19x Lift in incremental ROAS 39% Increase in revenue
- 31. – 37 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Give Credit Where It’s Due
- 32. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Better Together – 38 – #KenshooIntersections
- 33. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Getting Started – 39 – #KenshooIntersections
- 34. – 40 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Rally Internal Stakeholders • Find the cross-channel champions • Start seeding the idea • Set long term goals with short term objectives • Clearly demonstrate the upside of doing it as well as downsides of not doing it
- 35. – 41 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Prove the Concept • Find what resonates with the team build upon those insights • Figure out how to solve pain points using cross-channel initiatives • Show how competitors are advancing • Use short term wins to “put points on the board”
- 36. Seek Tech Solutions With External Partners • Put cross-channel needs at the top of every current – 42 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections technology partner conversation What’s already in place that you can leverage? What’s on the roadmap? • Place more value on cross-channel functionality with new technology evaluations
- 37. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 43 – #KenshooIntersections Leverage Success Across Channels
- 38. 44 Facebook Innovation Award © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2013 – Demand Driven Campaigns
- 39. Deploy Insights and Assets Across Channels © 2014 Kenshoo, Inc. Confidential and Proprietary Information Facebook Ads FBX Ads – 45 – #KenshooIntersections Search Text Ad PLA Ad Inventory Feed XML Web Visit Automate & Optimsze Twitter Ads
- 40. – 46 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Demand-Driven Campaigns Search
- 41. Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post Kenshoo comparison): Results from Demand-Driven Campaigns (DDC) for Leading Retailer vs. non-DDC benchmarks – 47 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections
- 42. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 51 – #KenshooIntersections Reach the Audiences that Matter Most
- 43. 52 Target people, not just keywords or interests © 2014 Kenshoo, Inc. Confidential and Proprietary Information
- 44. Kenshoo Audience Creation Solutions Spend marketing budget more efficiently by leveraging cross-channel insights and intelligence to reach consumers most likely to convert – 53 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information AUDIENCE REACH ENGINE Facebook #KenshooIntersections DMP INTEGRATIONS X+1, BlueKai, Turn, AK/Neustar and more INTENT-DRIVEN FBX Facebook Exchange RLSA SUPPORT Google INTENT-DRIVEN AUDIENCES Facebook
- 45. 56 How Much is an Individual Customer Worth in Retail? © 2014 Kenshoo, Inc. Confidential and Proprietary Information
- 46. 57 Signals Act as Proxy for Consumer Value © 2014 Kenshoo, Inc. Confidential and Proprietary Information Search ad click for “tennis racket” View several product pages Exit site Visit Facebook Visit Shopping Cart PLA Click
- 47. 58 Kenshoo Adds Search Data Visit Facebook Visit Shopping Cart © 2014 Kenshoo, Inc. Confidential and Proprietary Information Exit site Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 View several product pages PLA Click Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23
- 48. 59 How Much is an Individual Customer Worth? © 2014 Kenshoo, Inc. Confidential and Proprietary Information $1.75 CPM Visit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 View several product pages
- 49. 60 Which Ad Should You Show? Visit Facebook Visit Shopping Cart © 2014 Kenshoo, Inc. Confidential and Proprietary Information PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 View several product pages
- 50. 62 Building Audiences From Search Intent Intent-Driven Audiences (IDA) © 2014 Kenshoo, Inc. Confidential and Proprietary Information
- 51. 63 Facebook Innovation Award © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2014 – Intent Driven Audiences
- 52. 64 IDA: How it Works Consumers Search Click on Ads Cookies Matched Sneakers Heels Boots © 2014 Kenshoo, Inc. Confidential and Proprietary Information
- 53. 65 Audiences Built Based on Search Intent © 2014 Kenshoo, Inc. Confidential and Proprietary Information Custom Audiences Retargeting segments Refine Sneakers Heels Boots Demographics Interests Behaviors
- 54. 66 Audiences Expanded via Lookalikes © 2014 Kenshoo, Inc. Confidential and Proprietary Information Lookalike Audiences Sneakers Lookalikes Demographics Interests Behaviors Sneakers Custom Audience (people searching for sneakers) New Segment Refine
- 55. 67 Why It’s Great: Kenshoo IDA Works Alongside other Facebook Targeting Options IDA What people did on search engines © 2014 Kenshoo, Inc. Confidential and Proprietary Information Total Addressable Audience on Facebook Facebook Native Targeting What people did on Facebook Online Behavioral Targeting What people did on other sites and apps WCA FBX What people did on your site and apps Intent Signal = Highest Intent Signal = High Intent Signal = Medium Intent Signal = Lowest
- 56. 68 Intent-Driven Audiences (IDA) Case Study © 2014 Kenshoo, Inc. Confidential and Proprietary Information
- 57. Optimise for True Value of All Interactions © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 69 – #KenshooIntersections
- 58. – 70 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Cross-Channel Attribution Marketers are using 13 channels to drive marketing and media objectives. With 8 of the top 10 channels being digital. Only 1 in 9 marketers use advanced attribution methods to connect the dots between channels http://kenshoo.com/attribution-converts-insight-into-action/
- 59. Organisations leverage many channels to reach and grow customers – 71 – Currently using to drive marketing and media objectives Included in attribution measurement © 2014 Kenshoo, Inc. Confidential and Proprietary Information Digital channels dominate those measured taking 8 of the top 10 spots Base: 106 marketers, advertisers, and customer insight professionals Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo, April, 2014 #KenshooIntersections “What channels are you currently using to drive marketing and media objectives? Which channels are included in attribution measurement?” Email marketing Online display advertising Referral marketing Paid search advertising Mass media Mobile display advertising Search engine optimization Affiliate marketing Paid social advertising Behavioral targeting advertising Magazines or newspapers Online video Owned social media Retargeting Mobile search Mobile apps Direct mail or catalogs Other events 87% 82% 81% 78% 76% 76% 75% 75% 73% 72% 72% 71% 71% 70% 68% 67% 65% 65% 50% 53% 50% 55% 43% 41% 46% 43% 48% 43% 45% 45% 44% 40% 40% 44% 38% 37%
- 60. 1 LAST CLICK Online Conversion by Phone 2 DIVIDE EVENLY 25% 25% 25% 25% Conversion in Store 3 TIME © 2014 Kenshoo, Inc. Confidential and Proprietary Information Conversion – 72 – #KenshooIntersections DECAY 100% 5% 20% 35% 40%
- 61. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 73 – #KenshooIntersections SOCIAL SEARCH DISPLAY RETARGETING EMAIL PRODUCT LISTING ADS The world is dynamic. Not all customers or conversions are alike.
- 62. Top DVD Players – 74 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Go from Maze to Model Cheap DVD Players Great Prices electronics.com Great Prices electronics.com Best DVD Players Great Prices electronics.com Keyword 2 Keyword 1 Keyword 3 Research/Awareness 40% Consideration 10% 12% Intent to Purchase/Convert 38% Cheap DVD Players Shop now at Electronics.com
- 63. Savvy marketers get sharper and nimbler with attribution measurement 49% are adjusting long-term media plans 38% are changing media spend 34% are comparing campaign performance measures 23% are taking some action in real-time Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo, April 2014 © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 75 – #KenshooIntersections
- 64. – 76 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections
- 65. Attribution in Real-time vs. Post-Race – 77 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Vs.
- 66. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 78 – #KenshooIntersections
- 67. Making Data Signals Actionable © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 79 – #KenshooIntersections Everyone Else Automated Model Generation Daily Model Updates Immediate Impact on Optimisation Simplified Budgeting Reports Your Data Reports Action
- 68. Go beyond measurement to insights and action across your programs © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 80 – #KenshooIntersections Planning and measurement tools embedded into the bidding platform Optimised Bidding Multi-Channel Measurement & Attribution Scenario Planning, Forecasting & Budget Management
- 69. – 81 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Challenge Identify obtainable spend and return levels Solution Scenario Planning • Understand overall market potential • Build forward-looking analysis • Choose investment scenario
- 70. Leverage predictive marketing technology © 2014 Kenshoo, Inc. Confidential and Proprietary Information Budget Pacing Syncs with Market-Leading Kenshoo Portfolio Optimiser Automated Alerts for Both Opportunities and Threats – 82 – #KenshooIntersections Forecasting of an Entire Portfolio Within Minutes Unparalleled Accuracy in Forecasting by Integration with Dynamic Attribution Interface to Inform Engine of Market, Seasonal or Offline Events
- 71. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 83 – #KenshooIntersections We’re Here for You…
- 72. Kenshoo: “The Only Leader” SEARCH SOCIAL Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13 The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available © 2014 Kenshoo, Inc. Confidential and Proprietary Information resources. Opinions reflect judgment at the time and are subject to change. – 84 – #KenshooIntersections
- 73. 85 Elevate digital marketing as the most strategic capability within your organisation 1 Focus on the strategic by automating the routine 2 Make better investment decisions 3 Go beyond measurement to insights and action 4 Leverage success in one channel to optimise another © 2014 Kenshoo, Inc. Confidential and Proprietary Information
- 74. – 86 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Your Search and Social Guide Kenshoo.com/Search-and-Social-Guide
- 75. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 87 – #KenshooIntersections Stay on Course Kenshoo.com/Intersections Updated regularly with new content
- 76. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 88 – #KenshooIntersections
- 77. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Thank you! Doug.Chavez@Kenshoo.com @dougchavez – 89 – #KenshooIntersections
Hinweis der Redaktion
- Get s sense of who’s who in the room
- Here’s an agenda of the things we brought to share today. We may not to get all and that’s a totally fine – we’re here to share insights that are most meaningful for each of you and if our conversation goes astray, albeit about best practices in search+social, I’m fine with that. I want to make this as much of a conversation as possible.
- We all want the net effects of synergy and the scale it creates
- A while back eMarketer polled folks about the importance of cross channel by sr. level folks
- Forrester did a similar study and found similar findings – of course. Interestingly, having more efficient operations was top of the list followed by ROI, and Improved customer relationships.
- Some of the biggest challenges we face as marketers are our own orgs, technical limitations, etc.
- What do you guys think about that data and lets see a show of hands about which you feel are the bigger issues in your own orgs
- What is the content that people are actively requesting from you – trip info, product info, requests that you’re there for via Search And The information consumers get passively from you – website content, other assets, content that you may have sprinkled across the web or on mobile environments
- Here’s a great example of from one of our Retail clients and how the push and pull synergy works over the course of nearly 2 weeks. First engaging with content within a social environment one evening and then again a few days later and using that engagement to when he’s expressing search intent and how being there with the right message as the level of intent and direction increase. Ultimlately, connecting that search information back into a social environment and closing the sale. So a great example of a real world push and pull relationship across channels
- In fact you may have some great examples of how push and pull in different areas of your organization is already working. I want to share 3 reasons why search and social should be the next channels on your list for integration.
- We know folks are spending a lot of time online and that’s why we all have great jobs in digital. The research about time spent in search and social continues to go up and to the right – this report listed time at 42% and I know from another recent report that it’s even higher
- According to eMarketer - Trust is a big reason why search and social has also grown – what are my friends saying and the meritocracy of search and transparency
- Again, eMarketer research shows the rapid growth of Search and Social – compared to other areas. As we all know brands invest in channels that provide the ROI and build your respective businesses. And 70% of our clients are allocating more than half of their digital marketing budget to search+social – because they’re seeing the payoff
- That’s a lot of information to digest. Now, I’m not asking anyone to reveal secret information… with that said, lets what would you say the %age of your spend is search and social ? Ask for comments about the levels
- Recently, we released a Q2 infographic with the latest numbers for Search and Social. Ad spending continues to grow at double digit pace for both Search and Social Search is up 19% YoY Social is up 81% YoY And advertiser revenue is up 25% YoY and 191% respectively So your peers are certainly seeing the ROI for their businesses
- Group M released a report that showed the benefits of the search and social intersection
- The good news is that this is a trend across much of eCommerce, not just one company. eCommerce is expected to grow significantly over the next 5 years. Much of that growth will be driven by search. So since search works so well, why do we need anything else?
- Any non last click model gives weight to Facebook Earlier funnel gets more credit shift towards social Any environment where you don’t look just at last click, it’s benefits
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- Lets take a look at a high level - As marketers we know that it takes a lot of time to create, manage and optimize direct response social marketing campaigns. - Kenshoo Social enables you to do it faster and more effectively by leveraging creative and insights from other channels. Kenshoo Social, enables you to integrate your your most successful search engine and product listing ad (PLA) campaigns to automatically inventory feeds and copy create pre-optimized campaigns on Facebook, Saving valuable time and resources of your team. - You can also leverage insights from their search and PLA campaigns to bid more effectively on their Facebook Exchange retargeting campaigns and bid to the true value of the consumer Kenshoo Social is the only solution that leverages success from other channels to improve efficiency and performance of social marketing campaigns. Kenshoo Unique Selling Point (USP) on FBX: Kenshoo Social’s USP for retargeting consumers on FBX is the only remarketing solution for Facebook that leverages campaign performance data from search and product listing ad (PLA) campaigns to improve targeting and bidding out of the gate.
- Proofpoint: About a year ago we launched DDC - This was last years Facebook Innovation winner Feed based – It’s like Spagahatti – Kenshoo knows what sticks and applies that into facebook
- Here are a couple of examples of how two retailers have found success using DDC Alex and Ani – the eco-friendly jewelry retailer. DDC helped increase their ROI by 80% Using DDC the Alex and Ani team could automatically create and manage product-specific advertising on Facebook based on Alex and Ani’s product feed. This dynamic ad creation enabled product-specific ads to launch quickly, while prioritizing top-performing products based on demand and performance signals – both improving performance and better optimizing spend. Again, everyone is going to see different results – another one of our retail clients saw CTRs go up by 62% While seeing their CPA go DOWN by 45% as well as seeing a time savings of 4X on their team. So, DDC has some great proven performance and depending on what your key metrics are, DDC is tool that can help you find success and save time.
- BUILD UP FOR IDA We can do all 3. Lots of API intergtrations Today we really want to talk about the Search+Social Reach in any channel IDA – won the FB award again this year. We’re the only ones that can do it. Audience targeting and retargeting has been an important agenda for Kenshoo since early 2013. We have been building and learning in this area and have a strong roadmap to make it more advanced and efficient for advertisers. We are compatible with RLSA and our bidding algorithms can already help optimize RLSA audiences. Remarketing List Ads for Search (RLSA): Optimize campaign bids to re engage consumers and capture additional conversions efficiently Data Management Platform (DMP) Integration: leverage search insights to create intent-based audiences to increase efficiency on display and other channels. Kenshoo’s open architecture allows integration with multiple DMPs including BlueKai, X+1, Aggregate Knowledge, Turn and more.
- Real Time Bidding - Use 1st party cookie data to target users based on demonstrated intent Massive Reach - Access to Facebook’s 1 Billion+ global audience and inventory Direct Response - High performing direct response channel complementary to Search
- FBX is their display network
- Maybe they searched for a wilson racket They came back PLA They abandoned their cart Then you reached them on FBX - retargeting
- Those are all signals The strongest signals are the performance signals Search and PLA click – really strong and rich data. You have the history and data
- Further info on FBX: - Kenshoo Social’s unique solution for retargeting consumers on Facebook Exchange is the only remarketing solution for Facebook that leverages campaign performance data from search and product listing ad (PLA) campaigns to improve targeting and bidding out of the gate.
- Further info on FBX: - Kenshoo Social’s unique solution for retargeting consumers on Facebook Exchange is the only remarketing solution for Facebook that leverages campaign performance data from search and product listing ad (PLA) campaigns to improve targeting and bidding out of the gate.
- Kenshoo Intent-Driven Audiences was co-developed by Kenshoo and Facebook to enable intent-based advertising on Facebook through a process of matching clicks on search engine ads to audiences on Facebook. It works in the following manner: A consumer conducts a search on Google, Yahoo, Bing or any other major search engine and clicks on an ad managed by Kenshoo Upon click, Kenshoo and Facebook attempt an anonymous cookie match. If matched, the consumer is placed into a Facebook Custom Audience based on the structure defined by the advertiser in Kenshoo, down to the keyword level, or based on performance metrics. Kenshoo IDA-based Custom Audiences are built and updated with new consumers in real-time. Likewise, IDA-based Custom Audiences are kept fresh by removing consumers after a designated period of time if they cannot be matched to the same Custom Audience, i.e., the consumer has not clicked on a search ad connected to the keywords or campaigns associated with the Custom Audience within a certain time frame. Currently, the default removal is after 30 days, but this can be customized by the advertiser Once Custom Audiences are created, the advertiser can further refine the Facebook ad program using all the additional Facebook targeting capabilities available to use with Custom Audiences, including demographics, interests and behaviors, as well as Lookalike Audiences. Create as many audiences segments as your search data describes Go after audiences based on who they are not just what they’ve done
- Leveraging the Intent Signal to Refine Your Total Addressable Audience on Facebook Marketers should take advantage of all targeting options within Facebook to meet their goals and objectives Facebook offers the largest reach of any media channel with its 1.2B users, and offers advertisers numerous options to refine their audiences into more granularly focused segments. The most elemental level of audience targeting is based on Facebook’s native targeting capabilities. These are the targeting options available based on the information people have given and the actions they’ve taken on Facebook. This is information like “female, age 35, lives in California, and likes hiking.” Let’s call this “Facebook Native Targeting. Advertisers can use Facebook’s Native Targeting to refine Facebook’s 1.2B users down to what we call the advertiser’s “Total Addressable Audience” on Facebook. While the advertiser’s Total Addressable Audience is much more refined than the total FB population, it is generally a very large and widely varied audience with different interests and purchase intent. In this way, it provides a relatively low signal of intent. Within this audience is a subset that can be further refined through ‘online behavioral targeting” information based on the actions consumers have taken on other sites and apps that use the Facebook pixel and SDK. This information enables advertisers to use Facebook targeting to leverage a stronger intent signal. Within this audience is an even more refine audience based on those who have visited the advertiser’s website and used its mobile apps. This audience can be targeted through Website Custom Audiences (WCA) and FBX and offers a relatively high signal of intent. Using Kenshoo IDA, we can refine this last audience even further to target using the intent people demonstrate through their search engine activity and by clicking on the advertiser’s search ads. This is the strongest signal of intent that we know of in digital marketing. But while Kenshoo IDA provides the strongest signal of intent, by definition, it’s comprised of a smaller subset of the advertiser’s Total Addressable Audience on Facebook. This is why it is important for advertisers to test and leverage the various targeting options available to them to meet their business objectives. Essentially, advertisers must balance intent with reach.
- AOV – audiences that have been touched by FB have higher order value
- Group M released a report that showed the benefits of the search and social intersection
- The survey revealed several interesting findings. For example, on average, marketers are using 13 channels to drive marketing and media objectives with 8 of the top 10 being digital. Yet only 1 in 9 marketers are using advanced attribution to connect dots between the channels.
- Models don’t represent the jouireny
- ITS ANALYZING AND PREDICTING – IT’S REAL TIME HOW MUCH IS EACH INTERACTION WORTH FOR Y O U R MODEL Coach vs. commentator In order to generate a custom, adaptive model for a client, SmartPath analyzes historical data and begins to form a model from it. SmartPath develops the model by continuously adapting and achieving better levels of accuracy. The result of this model is the ability to predict, for any customer interaction, the incremental impact of that interaction on the chance of conversion. This incremental impact when compared to other interactions in a given path determines how much credit each interaction will receive. Using this model, SmartPath begins populating attribution values into the production database. At that point, Kenshoo bidding systems are able to access the true value of each interaction and bid accordingly, boosting KPI’s.
- Forty-nine percent are adjusting their long-term media plans, 38% are changing media spend, and 34% are comparing the performance of different campaign measures. Almost one-quarter (23%) are taking some of their actions in real time.
- Make decisions on where to spend your budget based on the complete set of customer activities. Kenshoo provides reports that let you take action to improve results and attribute the true value of every customer interaction. Kenshoo also pulls together all the data you need, from our system or others, so you can prove value and really know your customer. The key is not just giving you insight, but actually putting that insight into action inside your marketing activities. For example, changing how we are bidding on your behalf..not just giving you a report you need to decipher yourself.
- We are continually publishing a number of guide series to help marketers learn more about how to create opportunities at the intersection of search and social. Check out our site to learn more and stay up to date!