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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 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Welcome Agency & Brand Partners
– 3 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Your Key Challenges
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 4 – #KenshooIntersections
What is your role?
Search Social Search + Social All Things Digital
A B C D
POLL
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 5 – #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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 6 – #KenshooIntersections
syn • er • gy
Noun
The interaction or cooperation of two or more organizations, substances, or other agents to
produce a combined effect greater than the sum of their separate effects.
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 7 – #KenshooIntersections
1 + 1 =3
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 8 – #KenshooIntersections
The Importance of Cross-Channel Marketing
– 9 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Source: Alterian "Engaging Times Summit"
www.emarketer.com
August 2010
– 10 –
© 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
– 11 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Source: Zeta Interactive, June 2010
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 12 – #KenshooIntersections
Which of these challenges to cross-channel
operationalization worries you most?
Organizational
Structure
Technology
Barriers
Partner
Complexity
Cross-Channel
Expertise
A B C D
POLL
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 13 – #KenshooIntersections
The Strong Relationship of
Push and Pull Marketing
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 14 – #KenshooIntersections
Push Marketing
Shown to people as they
passively
consume web content and
engage with other digital assets.
Pull Marketing
Coupled to content that people
actively
request, such as search engine
results, location listings, etc.
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 15 – #KenshooIntersections
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
– 16 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
A Real Consumer Path: Search and Social
Source: Kenshoo retail client, June 2013
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 17 – #KenshooIntersections
3 Reasons Why Search and Social Should
be the Next Channels you Integrate
– 18 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
42% of Time Online is Search and Social
Source: Go-Gulf.com, February 2012
– 19 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Customers Trust Search and Social
Source: eMarketer, November 2013
– 20 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
More than Half of Digital Ad Budgets
Source: eMarketer, December 2013
70%of all Kenshoo clients allocate more than half of their
digital marketing budget to search + social
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 21 – #KenshooIntersections
What percentage of your digital marketing
spend is Search and Social?
Less than 10% 11% – 25% 26% – 49% Over 50%
A B C D
POLL
– 22 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Source: Kenshoo Search and Social Snapshott, Q1 2014
– 23 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Impact of Social on Search
“Consumers exposed to a brand’s influenced
social media and paid search programs are
2.8 times more likely to search for that
brand’s products compared to users who saw
only paid search.”
The study also showed a 50 percent click-
through-rate (CTR) increase in paid search
when consumers were exposed to influenced
social media and paid search.
– 24 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Bottom Line Results
Source: Kenshoo, November 2013
– 25 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
There’s a Floor and a Ceiling
– 26 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Give Credit Where It’s Due
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 27 – #KenshooIntersections
Better Together
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 28 – #KenshooIntersections
Getting Started
– 29 –
© 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
– 30 –
© 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”
– 31 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Seek Tech Solutions With External Partners
•  Put cross-channel needs at the top of every current
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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 32 – #KenshooIntersections
Search and Social Activation
– 33 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
When Search Meets Social
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 34 – #KenshooIntersections
Leverage Success
Across Channels
35
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Deploy Insights and Assets Across Channels
Facebook Ads
FBX Ads
Search Text Ad
PLA Ad
Inventory Feed
XML
Web Visit
Automate & Optimize
Twitter Ads
– 36 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Demand-Driven Campaigns
– 37 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
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
38
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Cross-channel is not…
SEARCH SOCIAL
Having two products
operating in silos Or forcing social to fit a search strategy
39
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Cross-channel is…
Leveraging success
across channels
Reaching targeted audiences
beyond search
Optimizing for true
value of all interactions
Gaining a holistic view of search &
social
40
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo can help…
Save time and improve
performance
Increase ROI with
better targeting
Improve ROI through
holistic optimization
Analyze search & social data
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 41 – #KenshooIntersections
Reach the Audiences
that Matter Most
42
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Target people, not just keywords or interests
43
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo Audience Creation Solutions
Spend marketing budget more efficiently by leveraging cross-channel insights and
intelligence to reach consumers most likely to convert
DMP INTEGRATIONS
X+1, BlueKai, Turn,
AK/Neustar and more
INTENT-DRIVEN
FBX
Facebook Exchange
RLSA SUPPORT
Google
INTENT-DRIVEN
AUDIENCES
Facebook
AUDIENCE
REACH ENGINE
Facebook
44
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Use Search Data to Retarget on Social
Facebook Exchange (FBX)
– 45 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Search Retargeting
Ads partner tells
social media site
that user can be
added to that
product's audience.
The same user sees a
promotion in their social
media feed.
A user reaches
a website
through a
search term.
46
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
How Much is an Individual Customer Worth in Retail?
47
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Signals Act as Proxy for Consumer Value
Search ad click for “tennis racket”
View several product pages
Exit site
Visit Facebook
Visit Shopping Cart
PLA Click
48
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo Adds Search Data
Exit site
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
Visit Facebook
Visit Shopping Cart
View several product pages
PLA Click
49
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
How Much is an Individual Customer Worth?
$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
50
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Which Ad Should You Show?
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
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 51 – #KenshooIntersections
Using Dynamic Creative on Facebook Exchange
Source: Kenshoo
52
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Building Audiences From Search Intent
Intent-Driven Audiences (IDA)
53
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Facebook Innovation Award
2014 – Intent Driven Audiences
54
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
IDA: How it Works
Consumers Search Cookies MatchedClick on Ads
Heels
Sneakers
Boots
55
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Audiences Built Based on Search Intent
Sneakers
Heels
Boots
Custom Audiences
Demographics
Interests
Behaviors
Retargeting segments Refine
56
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Audiences Expanded via Lookalikes
Lookalike Audiences
Sneakers Lookalikes
Demographics
Interests
Behaviors
Sneakers Custom Audience
(people searching for sneakers)
New Segment Refine
57
© 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
IDA What people did on search engines
Why It’s Great: Kenshoo IDA Works Alongside
other Facebook Targeting Options
Intent Signal = Highest
Intent Signal = High
Intent Signal = Medium
Intent Signal = Lowest
58
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Intent-Driven Audiences (IDA) Case Study
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 59 – #KenshooIntersections
We’re Here for You…
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 60 – #KenshooIntersections
Kenshoo: “The Only Leader”
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
resources. Opinions reflect judgment at the time and are subject to change.
Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13
SEARCH SOCIAL
61
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Focus on the strategic by automating the routine
Make better investment decisions
Go beyond measurement to insights and action
Leverage success in one channel to optimize another
Elevate digital marketing as the most strategic
capability within your organization
1
2
3
4
– 62 –
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#KenshooIntersections
Your Search and Social Guide
Kenshoo.com/Search-and-Social-Guide
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 63 – #KenshooIntersections
Stay on Course
Kenshoo.com/Intersections
Updated regularly with new content
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
– 64 – #KenshooIntersections
Thank you!
Doug.Chavez@Kenshoo.com

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Kenshoo Intersections - Sao Paulo

  • 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, Inc. Confidential and Proprietary Information #KenshooIntersections Welcome Agency & Brand Partners
  • 3. – 3 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Your Key Challenges
  • 4. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 4 – #KenshooIntersections What is your role? Search Social Search + Social All Things Digital A B C D POLL
  • 5. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 5 – #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
  • 6. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 6 – #KenshooIntersections syn • er • gy Noun The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.
  • 7. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 7 – #KenshooIntersections 1 + 1 =3
  • 8. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 8 – #KenshooIntersections The Importance of Cross-Channel Marketing
  • 9. – 9 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Alterian "Engaging Times Summit" www.emarketer.com August 2010
  • 10. – 10 – © 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
  • 11. – 11 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Zeta Interactive, June 2010
  • 12. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 12 – #KenshooIntersections Which of these challenges to cross-channel operationalization worries you most? Organizational Structure Technology Barriers Partner Complexity Cross-Channel Expertise A B C D POLL
  • 13. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 13 – #KenshooIntersections The Strong Relationship of Push and Pull Marketing
  • 14. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 14 – #KenshooIntersections Push Marketing Shown to people as they passively consume web content and engage with other digital assets. Pull Marketing Coupled to content that people actively request, such as search engine results, location listings, etc.
  • 15. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 15 – #KenshooIntersections 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
  • 16. – 16 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections A Real Consumer Path: Search and Social Source: Kenshoo retail client, June 2013
  • 17. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 17 – #KenshooIntersections 3 Reasons Why Search and Social Should be the Next Channels you Integrate
  • 18. – 18 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections 42% of Time Online is Search and Social Source: Go-Gulf.com, February 2012
  • 19. – 19 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Customers Trust Search and Social Source: eMarketer, November 2013
  • 20. – 20 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections More than Half of Digital Ad Budgets Source: eMarketer, December 2013 70%of all Kenshoo clients allocate more than half of their digital marketing budget to search + social
  • 21. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 21 – #KenshooIntersections What percentage of your digital marketing spend is Search and Social? Less than 10% 11% – 25% 26% – 49% Over 50% A B C D POLL
  • 22. – 22 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Kenshoo Search and Social Snapshott, Q1 2014
  • 23. – 23 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Impact of Social on Search “Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.” The study also showed a 50 percent click- through-rate (CTR) increase in paid search when consumers were exposed to influenced social media and paid search.
  • 24. – 24 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Bottom Line Results Source: Kenshoo, November 2013
  • 25. – 25 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections There’s a Floor and a Ceiling
  • 26. – 26 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Give Credit Where It’s Due
  • 27. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 27 – #KenshooIntersections Better Together
  • 28. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 28 – #KenshooIntersections Getting Started
  • 29. – 29 – © 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
  • 30. – 30 – © 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”
  • 31. – 31 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Seek Tech Solutions With External Partners •  Put cross-channel needs at the top of every current 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
  • 32. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 32 – #KenshooIntersections Search and Social Activation
  • 33. – 33 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections When Search Meets Social
  • 34. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 34 – #KenshooIntersections Leverage Success Across Channels
  • 35. 35 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Deploy Insights and Assets Across Channels Facebook Ads FBX Ads Search Text Ad PLA Ad Inventory Feed XML Web Visit Automate & Optimize Twitter Ads
  • 36. – 36 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Demand-Driven Campaigns
  • 37. – 37 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections 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
  • 38. 38 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Cross-channel is not… SEARCH SOCIAL Having two products operating in silos Or forcing social to fit a search strategy
  • 39. 39 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Cross-channel is… Leveraging success across channels Reaching targeted audiences beyond search Optimizing for true value of all interactions Gaining a holistic view of search & social
  • 40. 40 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo can help… Save time and improve performance Increase ROI with better targeting Improve ROI through holistic optimization Analyze search & social data
  • 41. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 41 – #KenshooIntersections Reach the Audiences that Matter Most
  • 42. 42 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Target people, not just keywords or interests
  • 43. 43 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo Audience Creation Solutions Spend marketing budget more efficiently by leveraging cross-channel insights and intelligence to reach consumers most likely to convert DMP INTEGRATIONS X+1, BlueKai, Turn, AK/Neustar and more INTENT-DRIVEN FBX Facebook Exchange RLSA SUPPORT Google INTENT-DRIVEN AUDIENCES Facebook AUDIENCE REACH ENGINE Facebook
  • 44. 44 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Use Search Data to Retarget on Social Facebook Exchange (FBX)
  • 45. – 45 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Search Retargeting Ads partner tells social media site that user can be added to that product's audience. The same user sees a promotion in their social media feed. A user reaches a website through a search term.
  • 46. 46 © 2014 Kenshoo, Inc. Confidential and Proprietary Information How Much is an Individual Customer Worth in Retail?
  • 47. 47 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Signals Act as Proxy for Consumer Value Search ad click for “tennis racket” View several product pages Exit site Visit Facebook Visit Shopping Cart PLA Click
  • 48. 48 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo Adds Search Data Exit site Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 Visit Facebook Visit Shopping Cart View several product pages PLA Click
  • 49. 49 © 2014 Kenshoo, Inc. Confidential and Proprietary Information How Much is an Individual Customer Worth? $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
  • 50. 50 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Which Ad Should You Show? 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
  • 51. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 51 – #KenshooIntersections Using Dynamic Creative on Facebook Exchange Source: Kenshoo
  • 52. 52 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Building Audiences From Search Intent Intent-Driven Audiences (IDA)
  • 53. 53 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Facebook Innovation Award 2014 – Intent Driven Audiences
  • 54. 54 © 2014 Kenshoo, Inc. Confidential and Proprietary Information IDA: How it Works Consumers Search Cookies MatchedClick on Ads Heels Sneakers Boots
  • 55. 55 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Audiences Built Based on Search Intent Sneakers Heels Boots Custom Audiences Demographics Interests Behaviors Retargeting segments Refine
  • 56. 56 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Audiences Expanded via Lookalikes Lookalike Audiences Sneakers Lookalikes Demographics Interests Behaviors Sneakers Custom Audience (people searching for sneakers) New Segment Refine
  • 57. 57 © 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 IDA What people did on search engines Why It’s Great: Kenshoo IDA Works Alongside other Facebook Targeting Options Intent Signal = Highest Intent Signal = High Intent Signal = Medium Intent Signal = Lowest
  • 58. 58 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Intent-Driven Audiences (IDA) Case Study
  • 59. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 59 – #KenshooIntersections We’re Here for You…
  • 60. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 60 – #KenshooIntersections Kenshoo: “The Only Leader” 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 resources. Opinions reflect judgment at the time and are subject to change. Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13 SEARCH SOCIAL
  • 61. 61 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Focus on the strategic by automating the routine Make better investment decisions Go beyond measurement to insights and action Leverage success in one channel to optimize another Elevate digital marketing as the most strategic capability within your organization 1 2 3 4
  • 62. – 62 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Your Search and Social Guide Kenshoo.com/Search-and-Social-Guide
  • 63. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 63 – #KenshooIntersections Stay on Course Kenshoo.com/Intersections Updated regularly with new content
  • 64. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 64 – #KenshooIntersections Thank you! Doug.Chavez@Kenshoo.com