How to Turn Dynamic Inventory into an SEM Advantage: TicketsNow and Kenshoo IRCE June 2012

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June 5, 2012 ICRE session "How to Turn Dynamic Inventory, Seasonality, and Promotions into an SEM Advantage" presented by Sachin Gadhvi of TicketsNow and Kenshoo CMO, Aaron Goldman.

When operating in a dynamic and seasonal environment like ticket sales, every minute counts in search campaigns. In many cases, in the time it would take to manually create a campaign, the inventory could sell out. That's why TicketsNow relies on paid search technology automation. Our speakers discussed the automated tools that can create campaigns and schedule actions to ensure ads reflect current availability and optimal merchandising. They also touched on best practices for managing paid search across multiple devices like computers, phones, and tablets.

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  • In-house tool allows team to take event inventory and generate ad groups, keywords, copy, destination URL, default bids in Kenshoo Editor-ready bulk sheets
  • Use of Live Tracking·         Allows us to monitor conversion volume and what keywords its coming from·         Monitor ROI and be able to stop the bleeding if conversions are not coming in at expected rate·         Insight into velocity of conversions helps us predict and prepare for any operational challenges·         Helps team make quick decisions on bid changes if performance is not up to expectation
  • Automation and optimization using Kenshoo and ability to react to results in real-time were very important factors in achieving those results.
  • How to Turn Dynamic Inventory into an SEM Advantage: TicketsNow and Kenshoo IRCE June 2012

    1. 1. How to Turn Dynamic Inventory, Seasonalit y, and Promotions into an SEM Advantage Internet Retailer Conference & Exhibition June 5, 2012Kenshoo: Proprietary & Confidential Information | 1
    2. 2. IntroductionsAgenda Paid search challenges Paid search automation Mobile best practices 2
    3. 3. Introductions 3
    4. 4. Sachin Gadhvi, Director of Search & MobileMarketing, TicketsNow: @Sachin_Gadhvi• 12 years in Consumer Marketing• TicketsNow is a leading event ticket resale marketplace owned by Ticketmaster.• TicketsNow also manages the NFL Ticket Exchange, US Open Ticket Exchange, NHL Ticket Exchange and Lakers Ticket Exchange• You might be surprised to know that I my 2nd daughter will be born any minute… 4
    5. 5. Aaron Goldman, CMO, Kenshoo: @AaronGoldman• 13 years in digital marketing• Author, Everything I Know About Marketing I Learned From Google• Kenshoo is a digital marketing software company that engineers technology solutions for SEM and Social Media• You might be surprised to know that I’m an aspiring rapper… 5
    6. 6. Paid search challenges 6
    7. 7. Paid search challenges Keeping up to date with constantly evolving search marketing landscape Creating and optimizing complex campaigns – Managing huge quantities of keywords ads, ad groups, web pages – Scaling campaigns that cross search engines, countries, regions, states – Managing mass amounts of campaigns across client/location/entity framework Lack of qualified and experienced search marketing professionals Difficulty rising above time consuming and tedious details to focus on creative campaign development Understanding and acting on dynamic consumer behavior Determining and executing optimal policy for bid optimization and budget management Integrating with enterprise systems for data collection and reporting data collection reporting Connecting online marketing to in-store and phone call conversions 7
    8. 8. Paid search challenges 8
    9. 9. Paid search challenges 9
    10. 10. Never a dull moment in ticket sales 10
    11. 11. Never a dull moment in ticket salesSearch volume spike for “NBA playoffs” on April 27 11
    12. 12. Never a dull moment in ticket sales 12
    13. 13. Never a dull moment in ticket sales 13
    14. 14. Never a dull moment in ticket sales 14
    15. 15. Paid search automation 15
    16. 16. Automate or die Creation Bidding Management CAMPAIGN Attribution Tracking Reporting 16
    17. 17. Campaign creation Attributes Auto Keyword Expansion Auto Campaign & Ad Group Creation EventID: 123 EventName + Tickets EventName: Wicked EventName + Broadway Wicked Tickets Date Range: 01-01-12 to EventName + Schedule Wicked The Musical On Sale! 03-31-12 Productions: 50 EventName + Show Great Seats at TicketsNow.com®. Category: Theatre EventName + Musical www.ticketsnow.com EventName + Tour EventName + At + VenueName EventName + At + CityName Auto Default Bids Wicked (Venues) $0.25 Wicked (CityState) $0.50 Wicked (Ticketing) $1.00 17
    18. 18. Campaign management 18
    19. 19. Campaign tracking 19
    20. 20. Campaign reporting 20
    21. 21. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 Most advertising tracking systems report and act on only the last click prior to purchase 21
    22. 22. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 5% 10% 25% 60% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 22
    23. 23. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 340% 10% 10% 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 23
    24. 24. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 325% 25% 25% 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 24
    25. 25. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 30% 0% 0% 1 0 0 % (Last Click) Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 25
    26. 26. Attribution simulation 26
    27. 27. Bidding – keyword based, human decisioning IF THEN SCHEDULE & AUTOMATE 27
    28. 28. Bidding – keyword based, automated decisioning 28
    29. 29. Bidding – portfolio based, automated decisioning 29
    30. 30. Portfolio optimization results for TicketsNow = First day of Kenshoo Portfolio Optimizer implementation (7/6/11) 30
    31. 31. Overall results for TicketsNow 31
    32. 32. Mobile Best Practices 32
    33. 33. Must have mobile optimized website 33
    34. 34. Set up separate mobile campaigns MOBILE PHONE Source: 2011 Kenshoo U.S. Online Retail Holiday Shopping Report 34
    35. 35. Track performance by device, browser, and OS 35
    36. 36. Consider other meaningful mobile metrics 36
    37. 37. Key takeaways• Paid search complexity demands technology automation• Human strategy, oversight, and intervention still required• Maximize mobile opportunity through customized approach 37
    38. 38. Thank you! SGadhvi@TicketsNow.com Aaron.Goldman@Kenshoo.comKenshoo: Proprietary & Confidential Information | 38

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