Gearing up for the Holiday Shopping Season - Kenshoo Webinar
 

Gearing up for the Holiday Shopping Season - Kenshoo Webinar

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Presentation from September 27th webinar with Kenshoo CMO, Aaron Goldman; Kenshoo Enterprise and Local GM, Will Martin-Gill; Kenshoo Director of Client Education, Kate Stonich and featuring Tal Kedar ...

Presentation from September 27th webinar with Kenshoo CMO, Aaron Goldman; Kenshoo Enterprise and Local GM, Will Martin-Gill; Kenshoo Director of Client Education, Kate Stonich and featuring Tal Kedar of Sears Holdings Company and Jennifer Barrett of iProspect. Covers 2012 holiday best practices and some of our findings from 2011 to ensure you are getting the most out of campaigns this season.

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  • Advanced search is:Kenshoo’s human-decisioning bid management solutionWorks at the keyword levelCannot have an Optimization goal – only a numeric oneEngineered and triggered by the user, runs in bulk
  • Kenshoo’s algorithmic-decisioning rules bid management solutionWorks at the keyword levelCannot have an Optimization goal – only a numeric oneFully automated by the system
  • Kenshoo’s algorithmic-decisioning portfolio bid optimization solutionLooks at the portfolio as a wholeAltruistic as far as keywords are concernedAutomatically clusters keywords within the portfolioConsiders millions of different clustersLooks at the value of investing the next unit of spend
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  • As you’re gearing up for the holiday season and thinking about additional ways to leverage the power of the Kenshoo platform, we wanted to provide additional insight by bringing on one of our partners, Sears and their Search Agency iProspect. It’s my pleasure to have today joining us from Chicago Tal Kedar the Director of Emerging Technologies for Sears and Jen Barrett, the Director of Client Services on the Sears business at iProspect.Tal has been an expert in Algorithms for over 10 years and holds a Masters in Computational Linguistics from Tel Aviv University where he has also served as a Lecturer. Tal’s passionate about algorithms, guitar, and great coffee. Jen started in-house for a medical scrubs company where she was brought on to help launch their catalog. Her role kept evolving, and she began not only running our website, but also learning about and managing paid search and affiliates programs and then moved to the agency side. She has been on the Sears team for the past year and a half and handles multiple accounts under the Sears umbrella.Welcome to both of you!
  • Tal, we’ve just heard about the different approaches to bid management, including portfolio based bid management. In your opinion, what are the advantages of a portfolio based bid management approach vs other methods?And how did you choose your goals?
  • Bullets:In the past, size of the accounts – manually can’t make the decisions that the algorithm is makingSheer number of adjustments madeThe way that the system treats optimization is a lot more consistentFreeing up time to not do the work, change in mindset at Sears to be profitable, spending every dollar best of abilityMoving more accounts on to policies have been able to free up time for restructuresMove into holiday know that we have more bandwidth Jen – You’re also going to share some best practices with us around KPO and holiday. I’ll pass it over to you to walk us through a few slides…
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Gearing up for the Holiday Shopping Season - Kenshoo Webinar Gearing up for the Holiday Shopping Season - Kenshoo Webinar Presentation Transcript

  • Gearing up for the HolidayShopping SeasonSeptember 27th 1
  • Webinar information Webinar Information• Audio instructions – listen via computer speakers or dial into the conference call at the numbers listed in the email you received from gotowebinar@citrixonline.com• Still can’t hear the webinar? Tell us please! 2
  • [ Tal Kedar ] Director of Emerging Technologies Sears Holdings [ Jennifer Barrett ] Client Services Director iProspectPresenters [ Aaron Goldman ] CMO Kenshoo [ Will Martin-Gill ] General Manager Kenshoo Enterprise and Local [ Kate Stonich ] Director of Client Education Kenshoo 3
  • 2011 Lessons 2012 InsightsAgenda Portfolio Bid Optimization/KPO Google Shopping/PLA More Best Practices 4
  • 2011 Holiday Shopping Season Lessons 5
  • Key Insights from Kenshoo Retail Client Performancein 2011 (Global YoY Data) 6
  • Key Insights from Kenshoo Retail Client Performancein 2011 (Global YoY Data) 7
  • Key Insights from Kenshoo Retail Client Performancein 2011 (Global YoY Data) 8
  • Key Insights from Kenshoo Retail Client Performancein 2011 (U.S. YoY Data) 9
  • 2011 Key Dates – U.S. • Season begins early • Mondays are big online shopping days • Don’t ignore last minute shoppers 10
  • 2011 Key Dates – U.K. • No uniform kick-off date but last week in November marks rise in sales • Mondays also big in UK • Plenty of post Christmas opportunities 11
  • Want more information?Kenshoo.com/2011OnlineRetailHolidayReports 12
  • 2012 Insights 13
  • Key calendar dates will have aheavy impact on shopping activity • 2 extra days this year in US due to earlier Thanksgiving. • 5 full weekends between Thanksgiving Day and Christmas Eve -- 1 more weekend than last year. • “Free Shipping Day” is Dec 17th, a Monday 14
  • Competition will be fiercer than ever Kenshoo Global Search Advertising Spend For Existing Clients Up 22% YOY in Q3 2012Volume metrics have been normalized to a factor of 1 based on theinitial quarter of data. Data points from subsequent quarters are basedon a multiplier from the first quarter. Eg, 1.49 means that volume is49% greater than volume in initial quarter measured. 15
  • Cost-per-click rates will be relatively stable Kenshoo Average Global Search Cost-Per-Click (CPC) Rates Per Existing Client Down 12% in Q3 2012 from 18-month high of $0.52 16
  • More activity will take place via mobile devices Kenshoo Aggregate U.S. Client Metrics Q3 2012 17
  • Portfolio Bid Optimization andKenshoo Portfolio Optimizer (KPO) 18
  • Various SEM bidding mechanisms Keyword-Based Portfolio-Based Human Advanced Search Not FeasibleDecisioning Bid ManagementAlgorithmicDecisioning Keyword Rules Kenshoo Portfolio Bid Management OptimizerTM 19
  • Advanced Search Bid Management IF • Human-decisioning bid management solution • Works at the keyword level • No optimization goal – only a numeric goal THEN • User engineered and run SCHEDULE & AUTOMATE 20
  • Powerful and Flexible Options to Meet Your Goals Keyword-Based Portfolio-Based Human Advanced Search Not FeasibleDecisioning Bid ManagementAlgorithmicDecisioning Keyword Rules Kenshoo Portfolio Bid Management OptimizerTM 21
  • Keyword Rules Bid Management • Works at the keyword level • Out of the box for easy use • Runs in bulk • No optimization goal – only numeric • Fully automated with transparency for review and approval 22
  • Powerful and Flexible Options to Meet Your Goals Keyword-Based Portfolio-Based Human Advanced Search Not FeasibleDecisioning Bid ManagementAlgorithmicDecisioning Keyword Rules Kenshoo Portfolio Bid Management OptimizerTM 23
  • Kenshoo Portfolio Optimizer™ (KPO) Optimizes to overall business goals• Adaptive historical weighting • Marginal ROI calculation• Dynamic clustering • Flexible configuration• Custom seasonality • Full transparency and control• Performance forecasting • Scalable to massive keyword volumes
  • Additional information on bid optimization Kenshoo.com/BiddingWhitepaper
  • Meet our guests Tal Kedar Jen Barrett Director, Emerging Technologies Client Services Director Sears Holdings Corporation iProspect Chicago
  • Tal Kedar, Director Emerging TechnologiesSears Holdings Corporation What are the advantages of a portfolio based bid management approach compared to other methods? How did you choose your goals?
  • Tal Kedar, Director Emerging TechnologiesSears Holdings Corporation How has portfolio based optimization performed for SHC? “35% increase in ROAS during the Sears KPO test conducted in April 2012.”
  • Jenn Barrett, Director of Client Services, iProspect Tell us about how portfolio optimization, specifically how KPO has freed up more time for you and your team?
  • Use forecast reports to find the optimalbudgets for your bid portfolios
  • Get going before the holiday season Seasonality Pattern Recognition Learning Period
  • Retain control, don’t just set it and forget it• Use revenue multipliers to increase aggressiveness of the algorithm• Should be based on expected revenue per click variation ❙Rev/Conv. and Conv. Rate
  • Learn from the algorithm• View all suggested bid changes at the keyword level to see what the algo is doing and generate insights you can apply to other campaigns 33
  • iProspect holiday preparation• Reviewing and reflecting• Identifying what worked (and didn’t!)• Cross-engine coverage• Messaging and copy for holiday• Evergreen approach• Mobile preparation 34
  • Google Shopping andProduct Listing Ads (PLA) 35
  • Google Shopping/PLA: Great real-estate 36
  • What they look like and what you control 37
  • Why PLA? Significant volume! 38
  • Why PLA? Better results! • Kenshoo client PLA ads outperform text adsSource : 1.5+ million clicks aggregated from Kenshoo clients comparing PLA to 39standard search text ads for similar product/keyword campaigns
  • Kenshoos patent-pending PLA offeringdelivers benefits for Google Shopping• Control and Efficiency: manage and track PLA in the Kenshoo UI• Improved Performance: Kenshoo’s custom rules-based bid policies for PLA and negative keyword suggestions drive stronger results• Holistic Attribution and Reporting: measure the entire Path-to-Conversion and understand PLAs’ contribution to your ROI 40
  • Kenshoos patent-pending PLA offeringdelivers benefits for Google Shopping• Control and Efficiency: manage and track PLA in the Kenshoo UI 41
  • Product Listing Ads in Kenshoo❙Download/Upload/Bi-Directional Sync 1❙Assign performance and view in the grid❙Create, view, edit status, edit promotion text 2❙Copy campaign❙Bulk import/export support 3❙Suggest negative keywords❙Schedule actions❙Product-level tracking 4 5 42
  • Kenshoos patent-pending PLA offeringdelivers benefits for Google Shopping• Improved Performance: Kenshoo’s custom rules-based bid policies for PLA and negative keyword suggestions drive stronger results Kenshoo Average Global PLA Bid Optimization Results $ 43
  • Kenshoos patent-pending PLA offeringdelivers benefits for Google Shopping• Holistic Attribution and Reporting: measure the entire Path-to-Conversion and understand PLAs’ contribution to your ROI Social Ad Search Text Product Ad Purchase Click Ad Click Click 44
  • PLA Reports through Kenshoo 45
  • 4 steps to take advantage of PLA in Kenshoo 1 2 3 4Connect your product Connect your Merchant Sync Kenshoo Manage, optimize and feed in the Google Center account to your and AdWords report on PLAs directly Merchant Center AdWords account in Kenshoo UI 46
  • Ad and Keyword ManagementBest Practices for the Mobile TargetingHolidays Social Campaigns Budget Management Reporting 47
  • Ad and Keyword Management 48
  • Automate bulk ad copy and landing page changeson important dates with Scheduled Actions 1 2 49
  • Use Pre-Built Templates to Manage HighVolumes of Individual Campaigns/Locations 50
  • Mobile Targeting 51
  • Create separate campaigns and setdifferent KPIs for different devices Create New or Replicate Define Targets Manage & Existing Activities and Goal Optimize * * MOBILE PHONE *Actual data taken from Kenshoo 2011 Online Retail Holiday Shopping Report 52
  • Run Device/OS segmentation reportsto generate insights 53
  • Social Campaigns 54
  • Run Facebook Sponsored Storiesto extend word-of-mouth 55
  • Run Facebook Sponsored Storiesto extend word-of-mouth 56
  • Calibrate your attribution model to measure the true impact of social on search and vice versaT-Shirt Sale – Shop NowT-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt Shop our stylish selection Great Prices Great Prices XL Size Available of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com of colors, sizes, and prices available. Keyword 1 Keyword 2 Keyword 3 57
  • Calibrate your attribution model to measure the true impact of social on search and vice versaT-Shirt Sale – Shop NowT-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt Shop our stylish selection Great Prices Great Prices XL Size Available of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com of colors, sizes, and prices available. Keyword 1 Keyword 2 Keyword 3 5% 10% 25% 60% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Custom 58
  • Calibrate your attribution model to measure the true impact of social on search and vice versaT-Shirt Sale – Shop NowT-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt Shop our stylish selection Great Prices Great Prices XL Size Available of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com of colors, sizes, and prices available. Keyword 1 Keyword 2 Keyword 3 40% 10% 10% 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Custom 59
  • Calibrate your attribution model to measure the true impact of social on search and vice versaT-Shirt Sale – Shop NowT-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt Shop our stylish selection Great Prices Great Prices XL Size Available of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com of colors, sizes, and prices available. Keyword 1 Keyword 2 Keyword 3 25% 25% 25% 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Custom 60
  • Calibrate your attribution model to measure the true impact of social on search and vice versaT-Shirt Sale – Shop NowT-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt Shop our stylish selection Great Prices Great Prices XL Size Available of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com of colors, sizes, and prices available. Keyword 1 Keyword 2 Keyword 3 0% 0% 0% 100% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Custom 61
  • Calibrate your attribution model to measure the true impact of social on search and vice versaT-Shirt Sale – Shop NowT-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt Shop our stylish selection Great Prices Great Prices XL Size Available of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com of colors, sizes, and prices available. Keyword 1 Keyword 2 Keyword 3 70% 10% 10% 10% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Custom 62
  • Calibrate your attribution model to measure the trueimpact of social on search and vice versa 63
  • Budget Management 64
  • Create visual indicators for KPIs to easilyidentify over/under-performance 65
  • Set automatic rules for managing budgets acrossmultiple campaigns and/or locations 66
  • Reports 67
  • Track your sales on important daysusing live conversion tracking 68
  • Create dashboards for saved reportingviews that update automatically 69
  • Find keyword gaps with SEM/SEOperformance reports 70
  • Let Kenshoo be your guide! Kenshoo.com/2012HolidayGuide 71
  • Immediate Opportunity For a select group of 10 clients, Kenshoo will undertake a retail holiday analysis to identify ways to further optimize your program Kenshoo audit by our retail experts: – Google Shopping/PLA – Timeline and Scheduling – Forecasting – Promotional Strategy Call 1-877-536-7462 or email Rod.Schecter@Kenshoo.com 72
  • Thank youinfo@kenshoo.com 73