Kenshoo and Yahoo 2011 Holiday Webinar

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Presentation from November 1st webinar with Yahoo Research Manager, Strategic Insights & Research- Retail & Tech/Telco, Carla Valencia and Kenshoo CMO, Aaron Goldman. Covers in-depth holiday insights based on internal research and industry trends as well as best practices to ensure you are getting the most out of SEM during this crucial time.

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  • The holidays are incredibly important for retailers. The National Retail Federation predicts $466 billion to be spent this year on holiday shopping. This time of year represents an average of 19% of total annual sales, but for up to 40% for some retailers.The holidays include 61 days during November and December, 17% of the year. Retail industry sales include most traditional retail sales categories such as discount stores, department stores, grocers and specialty stores and exclude sales at automotive dealers, gas stations and restaurants. Online sales are tallied separately due to a lag in reporting by the Commerce Department.
  • Family tops the list for gifts this year. Consumers are equally as likely to shop for all segments. Advertisers should promote discounted items, smaller gifts to ‘spread the holiday spirit’.
  • Females 18-34 buy the greatest number of gifts, but spend significantly less overall than men of the same age.
  • In 2010, consumers proved to be more willing to interact with paid search advertising as Clicks, Click-Through-Rates, andConversion-Rates rose dramatically higher relative to impressions.As you can see in Figure 1, despite a 54% increase in the number of clicks on search ads during the 2010 Christmas season,we only saw a 1% increase in impressions. This means that retailers’ ads appeared about the same number of times as theydid in 2009. One explanation for this trend is that people aren’t turning to search engines more often when shopping.Instead of just trusting search engine algorithms to find the best products, consumers are turning to their social networks forrecommendations. Every day, more and more people query their family and friends on Facebook for advice on where to shopand what to buy.
  • In 2010, we saw that online consumers were less likely to load up their baskets all at once with the same retailer. Enticed byfree shipping and more online retailers to choose from, consumers spread their purchases across many sessions and/or stores.This is reflected in Figure 5 where you can see that, while total overall transaction volume increased, the value per transactiondecreased.
  • Another insight gleamed from the 2010 research is that U.S. consumers used the Thanksgiving holiday weekend, and ThanksgivingDay itself, as an early kick-off to shopping. Even before Black Friday sales began in the stores, consumers were scouring the webfor deals the night before.
  • In 2010, online advertisers dramatically increased their search marketing budgets over the previous year. In particular, advertisersmaintained higher spend levels throughout the two weeks leading up to Christmas as seen in Figure 7.
  • Higher search advertising budgets and increased competition among advertisers led to higher cost per click rates, especially onCyber Monday and the 2nd shopping week in Dec.
  • Despite more competition in the auction marketplace, higher costs did not have a negative impact on results, as advertisers sawtheir Return on Ad Spend increase by 25% over the previous year.
  • This is a daily breakdown of the 2010 holiday season with percentage of overall online sales revenue tracked throughKenshoo for the entire period. Looking back at last year’s calendar, Kenshoo’s US Retail Index clearly showed that shoppersgot the jump on Black Friday by starting their purchasing online on Thanksgiving Day. Black Friday and Cyber Monday werethe 2 biggest sales days, followed by Green Monday (which is defined as the last Monday before Christmas with at least 10day remaining before Christmas).December 17th was typically the last day that online retailers offered free shipping, representing the beginning of the endof the peak season. In 2010 we saw a strong sales weekend following “Free Shipping” day as many online consumers werewilling to pay for expedited shipping methods. Sellers of virtual goods that don’t rely on shipping should look to capitalizeon procrastinating shoppers who still need to buy gifts.
  • Looking at the calendar for this year, we can see that both Christmas and New Year’s fall on a Sunday. Expect a stronger week afterGreen Monday this year as it comes a bit earlier numerically in the calendar, thereby giving consumers the impression that theyhave more time to shop. New Year’s Eve falls on a Saturday, which means that most people will be off work on Friday, December30th. Since Monday is typically the highest traffic day for online sales, January 2nd should be a strong sales day as people get backin the office and search for deals online. We also anticipate high sales volume on Mondays in general throughout the holiday periodso, if you’re going to make ad copy or campaign changes, plan ahead so that you don’t take down your ads during these peak dates.
  • Use Kenshoo’s Objectives view to monitor your profile goals.Set your profiles objectives to visually monitor your goals for the holiday season. The objectives will display the pace anddistance from your goals giving you a quick view of performance and highlight areas that need attention.
  • Utilize Budget Management during the Holiday season to achieveoptimal campaign performance!Kenshoo Local can improve your performance by allocating unused or underperforming budget from one campaign to thenext based on KPIs such as spend, cost-per-click, or cost-per-lead. In addition, you can ensure maximum ad delivery duringthe peak Holiday season by utilizing automatic budget roll over.Configure your optimal campaign settings with Kenshoo Local’s Automatic Budget Management.
  • Automate bulk ad copy and landing page changes on important dates.Planning on swapping in new promotions on key dates around Christmas? Simply save your Advanced Searches and youwill be able to schedule them to run at set times. Just check the boxes “Automatically accept results” and “Automaticallyupload to channels” and Kenshoo will run your Scheduled Actions at the desired times.
  • Use Advanced Search to selectively increase and decrease bids.To expose seasonal keywords, there’s also the option to query for keywords that are less than the minimum bid and thentake an action to increase those bids to the minimum.
  • Use Kenshoo’s Forecast reports to find the optimal budgets for your bid portfolios.If you are using Kenshoo Portfolio Bid Management (model-based policies) you can run Forecast reports in the ReportingDashboard to see how budget changes will affect your performance.
  • Set bookmarks for important campaigns/ad groups/ads/keywordinformation so you can quickly jump to a page.Bookmarking is a feature that allows you to save any page in the Kenshoo interface for quick access. Bookmark campaigns,ad groups, keyword lists, or ads that require frequent review. New this year, you can also create bookmarks for AdvancedSearches so that you can quickly run your saved queries without having to reconfigure all of your settings.
  • Advanced Search Scheduled Reports are custom reports thatyou can create and schedule to arrive in your inbox daily.Reports are customized to your specific requirements andtime ranges. Any query performed through Advanced Searchcan become a scheduled report. You can query for not onlykey performance indicators, but for reports for disapprovedkeywords and ads as well.Kenshoo updates revenue numbers in the grid every coupleof hours, allowing you to query for incoming conversionsintraday. The intraday conversion data includes informationon the campaign, ad group, keyword, and revenue amount.This information can be paired with cost data, mined, andoptimized intraday.
  • Use Scheduled Reports to run reports with data spanning multiple profiles.Use Kenshoo’s Scheduled Reports to create multi-profile reports to quickly monitor your activities across more than one profile.You can also use these reports with Dimensions to create deeper analytical views.
  • HOURS: Track conversions*, clicks, and revenues throughout the day for specific campaigns or all campaigns. This widgetprovides same day updates every few hours and provides directional intraday information.*only for customers using a Kenshoo pixel.
  • PERIODS: Compare campaign or ad group performance against the previous day.
  • DIMENSIONS: Set up dimensions to cluster campaign, ad group, ads, and keywords. Create different dimensions for highperforming products, promotions, ads, and more. Understand how a single business unit is performing across multiple channels.
  • NOTES: Write and store reminders and action items within Kenshoo.
  • Fusion Reports allow you view large amounts of data in a single report. For example you can create a report with all of youractive campaigns and include the below data.
  • Kenshoo and Yahoo 2011 Holiday Webinar

    1. 1. TIS THE SEASON:2011 HOLIDAY INSIGHTS & SEM BEST PRACTICES Aaron Goldman, CMO, Kenshoo Aaron Goldman Carla Valencia _______________________, Yahoo! November 1, 2011 Research Manager, Chief Marketing Officer Strategic Insights & Research Retail & Tech/Telco. November 1, 2011
    2. 2. Webinar InformationAudio instructions – listen via computer speakers or dial intoconference call at numbers listed in email fromgotowebinar@citrixonline.comStill can’t hear the webinar? Tell us please!Ask questions during & after the webinar viaWebcast@Kenshoo.com Kenshoo: Proprietary & Confidential 2
    3. 3. Carla Valencia Research Manger,Strategic Insights & Research Retail & Tech/Telco
    4. 4. Topics • Understanding Search as part of the purchasing process • Holiday Trends o Retail Sales o Key Dates o Online traffic to Retail Categories o Demographics o Coupons • Economic Landscape • Implications for Marketers
    5. 5. Topics • Understanding Search as part of the purchasing process • Holiday Trends o Retail Sales o Key Dates o Online traffic to Retail Categories o Demographics o Deals & Coupons • Economic Landscape • Implications for Marketers
    6. 6. Searchers are savvy shoppers that incorporate a wide rangeof online resources in their purchasing process % Respondents Those who Searched Prior to Purchase There are Store/retailer websites 61%224MM unique Online consumer reviews and ratings Online-only retailer websites 50% 50% searchers in Saw an advertisement from the manufacturer/retailer while on the Internet 47% any given Shopping comparison websites Shopping-related emails that I signed up 43% 41% for month. Consumer websites 38% Each one of Online auction websites 38% Coupon websites 37%them search in Information about this type of product in blogs or message boards 33% Magazine websites 29% average 121 Online video sharing websites 26% times. Brands Facebook page Twitter blog etc. 25% News websites 25%
    7. 7. This makes their purchase decision making process complex and sophisticated Before Now… because digital content is an initial filter to further in-person investigation, marketers have the chance tohelp their potential customers in the process by understanding who they are and how they search
    8. 8. Online sources are considered as influential as in-store sale associates, and reach is their advantage Influence to Purchase by Overall Usage VERYINFLUENTIAL 100% KEY COMPARE DIGITAL OFFLINE 90% INFLUENCE ON PURCHASE 80% Salesperson Consumer Report Site Watch Video, Expert Reviews on Website Manufacturer Print Stories Brand Site 70% Read Digital Articles Watch Video, Reviews on Expert Created Brand Site Enthusiast Site 60% Podcast Retail Site TV Stories Search Engine Company’s Consumer Site Dealership Site Facebook (AOL,Yahoo!) 50% Department Store Site 40% NOT VERY 30%INFLUENTIAL 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% OVERALL USAGE IN SHOPPING PROCESS Source: Yahoo! & & . . “The Long and Winding Road: The Gamesmanship of Shopping”. 2011
    9. 9. Topics • Understanding Search as part of the purchasing process • Holiday Trends o Retail Sales o Key Dates o Online traffic to Retail Categories o Demographics o Deals & Coupons • Economic Landscape • Implications for Marketers
    10. 10. A critical time of the year for retailers $466 billion predicted to be spent on 2011 holiday shopping 24% of total Department Store sales generated during the holidays National Retail Federation 2011 Holiday Survival Kit
    11. 11. Offline purchases represent the largest share of Retail Sales in the US, but online purchases grow faster % Change from Prior Year $43 billion 20% 17.6% spent on e- 16.5% 16% 14.9% commerce during 14.4% 14.6% Q4 2010 12% 8.6% 7.4% 7.8% 8% 6.6% 5.7% 91% 4% of retail sales still 0% occur offline, despite 1st QTR 2010 2nd QTR 2010 3rd QTR 2010 4th QTR 2010 1st QTR 2011 12% YOY growth in Total Sales E-commerce e-commerceSource: US Census. Estimated Quarterly U.S. Retail Sales (Not Adjusted)
    12. 12. Search patterns highlight consumer interest Weekly Search Buzz Index Trend Search activity query volume 2009 2010 2011 7,000 Holiday Holiday Season Season 6,000 Memorial Day Weekend 5,000 4,000 Memorial Day Labor Day Weekend Weekend 3,000 2,000 1,000 0 11/9/09 12/7/09 1/18/10 2/15/10 3/15/10 3/29/10 4/12/10 4/26/10 5/10/10 5/24/10 6/21/10 7/19/10 8/16/10 8/30/10 9/13/10 9/27/10 11/8/10 12/6/10 1/17/11 1/31/11 2/14/11 2/28/11 3/14/11 3/28/11 4/11/11 4/25/11 5/23/11 10/12/09 10/26/09 11/23/09 12/21/09 1/4/10 2/1/10 3/1/10 6/7/10 7/5/10 8/2/10 10/11/10 10/25/10 11/22/10 12/20/10 1/3/11 5/9/11 Gifts Holidays & ObservancesSource: Yahoo! Internal. Search buzz index = measure of share of search, specifically weekly number of searchers of specified product category or keyworddivided by total weekly number of searchers in audience segment * 100,000
    13. 13. Consumers use search to find gifts DEPARTMENT STORES 30% APPAREL & ACCESSORIES 28% % Traffic from Search Engines to … CONSUMER ELECTRONICS 30% FLOWERS & GIFTS 27%Source: Hitwise . Industry Statistics. Week of 12/26/10
    14. 14. Holiday Shopping Trends The online holiday shopping season historically peaked each year around December 12. However, holiday season sales have received a push from promotional dates. Cyber Monday has emerged as the top online spending day of the year. Similarly, Thanksgiving Day, Free Shipping Day and the week leading up to Christmas all posted sales growth above the 13% rate in 2010.Source: comScore. Dec’2010
    15. 15. Total Holiday Spending in 2010 was $30.1 Billion Holiday TOTAL RETAIL Online Spending Millions ($) % change from prior 28% 9% 16% 12% 61% 17% In 2010 total year online retail spending grew $2,450 13% from prior $2,098 year. $1,028 $954 $942 $887 $854 $648 $586 $595 $407 $318 Thanksgiving Black Friday Ciber Monday Green Monday Free Shipping Dec 20 - Day Day Dec 26 2009 2010Source: comScore. Dec’2010
    16. 16. Online users shop and compare first and then make a purchase decision onViews dates Page key 700,000 Total Spent Total Total Total $648M Spent Spent Spent 600,000 $954M $1.0B $2.4B 500,000 Total Spent $942M 400,000 300,000 200,000 100,000 - Wednesday Wednesday Wednesday Wednesday Wednesday Wednesday Wednesday Wednesday Wednesday Thanksgiving Tuesday Thursday Tuesday Thursday Tuesday Thursday Tuesday Tuesday Thursday Tuesday Thursday Tuesday Thursday Tuesday Thursday Tuesday Thursday Sunday Sunday Sunday Sunday Sunday Sunday Sunday Sunday Christmas Monday 11.1.10 Friday Monday Friday Monday Friday Monday Black Friday Friday Monday Friday Monday Friday Monday Friday Saturday Saturday Saturday Saturday Saturday Saturday Free Shippin Day Saturday Saturday Green Monday Cyber Monday SundayConsumer Electronics Department Stores Home Improvement Mass Merch Apparel Although PV’s hit the highest point on Black Friday, hard data for Cyber Monday let us assume that users shop and browse for products earlier and then make a decision on Monday. A similar trend happens on the days following Christmas.Source: Yahoo! Internal. Magellan Panel Data. Nov,10
    17. 17. Online shoppers population grows fast as Holidays get closer UU’s to Select Retail Categories (in millions) 91 Oct10 86 88 77 Dec10 69 71 70 64 54 41 41 42 39 34 37 31 31 26 20 16Source: comScore. Media Metrix.
    18. 18. Family tops the list for gifts this year Bought/Buying for in 2011 59% 53% 51% 50% 47% 44% 38% 35% 35% 25%HOL1 For which of the following people, if any, did you buy gifts for last holiday season (2010) and which do you plan to shop or buy giftsfor this holiday season (2011)? Please think of any gifts that you may shop for or purchase during the holiday season, as well as thoseyou may shop for or purchase after the holidays (e.g., post-holiday sales). Base: Total Sample (1500)
    19. 19. Most will experience some type of stress this holidayseason with finance topping the list…My biggest concern this holiday season is…. ANY STRESS FOR HOLIDAY SEASON Money/expenses and other financial pressures Knowing what gifts to buy The stress of gift buying (dealing with stores/finding the time) Dealing with family Pressure to maintain traditions Gift wrapping Decorating the house/tree 2011 Dealing with children 2010 0% 50% 100%HOL40 What is your biggest concern this coming holiday season?
    20. 20. Online advertising not only drives sales but it also isan effective way to connect with Holiday ShoppersOnline Advertising Should Help Me… Get gift ideas 55%SPIRIT Get me into the holiday spirit 20% Entertain me for the holiday season 13% Know when there are sales events 50%DEALS Informed about deals , offers, & promotions 47% Make a decision about what I should buy 36% Remind me of stores dont usually think of 31% Remind me about different products & brands 34%REMIND Find out about stores I want to go to 33% Find out about other places I want to go to 26%HOL24 How might online advertising help you while shopping for gifts during this upcoming holiday season? Base: Plan to Buy Gifts This Holiday Season (1402) 20
    21. 21. A majority of holiday shoppers are interested inoffers and promotions, free shipping is key!I am definitely/probably interested in the following… Price discounts or sales 21% 60% 79% Free shipping 20% 56% 75% Purchase incentives 27% 42% 66% Coupons from newspapers/mags 24% 44% 64% Coupons received through email 24% 41% 63% Rebates 25% 38% 56% Probably Interested Coupons that I found online 23% 39% 60% Gifts sold as sets or with free items for less 23% 28% 48% Definitely Interested Coupons from a coupon club website 21% 29% 48% Lay-away plans 13% 22% 32%HOL31 How interested are you in taking advantage of the following types of holiday offers and promotions from your local retailer (such as Target, Best Buy, JC Penney’s, etc.)?Please think of any offers that you might receive online as well as those offline. Base: Plan to Buy Gifts This Holiday Season (1402) 21
    22. 22. Holiday Shoppers largely mirror US populationSource: Hitwise.
    23. 23. Volume of 2010 Black Friday related searches similar to previous holiday season 3% 52%Source: Hitwise.
    24. 24. Searches for retailer coupons and discount codes showed strong growth last Holiday Season +13% +27%Source: Hitwise
    25. 25. Topics • Understanding Search as part of the purchasing process • Holiday Trends o Retail Sales o Key Dates o Online traffic to Retail Categories o Demographics o Deals & Coupons • Economic Landscape • Implications for Marketers
    26. 26. Declining economy make people feel less optimistic about their current and future situation The country isnt really doing anything positive right now and the The powers in Washington have unemployment rate is very high. overused their powers and dont care about the rest of the nation All of our opportunities are disappearing. We are letting too many immigrants in and giving them I consider it not the land everything they need of opportunity unless you are OBAMA a politician or big business. while we all suffer. C CSource: Yahoo! Consumer Pulse.. IPSOS OTX. Sep’11 ECON21.Why don’t you consider America to be the land of opportunity? Base: Strongly/Somewhat disagree that America is still the land of opportunity
    27. 27. … and this outlook has an impact on their expenditures pattern Current Discretionary Spending 2010, 2009 And 2008 Less More Total 2010 38% 7% 37% BC 18% A Total 2009 38% 8% 27% C 27%A B Total 2008 39% 9%A 23% 29%A C Spend less now Dont know About the same Spend more now *Letter indicates statistical significance betweenSource: Yahoo! Consumer Pulse.. IPSOS OTX. Sep’11 comparative groups at the 90% confidence level ECON2/ECON3/ECON4. How does your current discretionary spending compare to your discretionary spending in 2010, 2009 and 2008? Base: All respondents (n=1,500)
    28. 28. Parents, especially Dads, buy the most giftsand spend the most money Avg. # of Gifts Avg. Budget Avg. $ Plan to Buy for Gifts Per Gift Total 11 -1 vs 2010 $725 $66 -11% vs 2010 Parent 15 $893 $59 of 0-17 Dads 15 $1,005 $67 Moms 15 $819 $55 Consumers are buying 1 less gift and spending 11% less per gift this year.HOL2 How many people in total do you plan to shop or buy gifts for the upcoming holiday season? Base: Total Sample (1500)HOL18 How much money will you be budgeting to cover all of your upcoming holiday gift purchases?Base: Plan to buy gifts this holiday season (varies) *Excludes outliers (2 x standard deviation plus the mean) 28
    29. 29. Despite negative views of the economy, Holiday spirit is still prevalent and gift shopping has already started “Buy Early” Type Late Shoppers Ive already After Just days After the After On Black Thanksgiving Cyber done the Thanksgiving before the holidays Halloween Friday weekend Monday majority of it weekend holidays are over 8% 25% 19% 6% 5% 24% 11% 2% When do you plan to do the majority of gift shopping for this 2011 Holiday Shopping?Source: Yahoo! & IPSOS OTX. Sep’11. Attitudes about Holidays
    30. 30. Implications for Marketers • People who SEARCH represent a group of hyper engaged shoppers. They gather information from more sources prior Understand the to purchase. purchasing • Purchase decision making process is complex. Marketers need to be present all along the way to help conversion. cycle • Search remains the key driver of traffic to retailers and represented 28% of all upstream traffic in December 2010. • Holiday Shoppers start early in their gift shopping process. • Holiday Shoppers are also budget-conscious shoppers that Understand the turn to search to find discounts & deals during the holiday consumers season,. In 2010 searches for retailer branded coupons increased 13% YoY state of mind • Holiday shoppers will spend less money this year in gifts than last year • Display enhances search • Holiday Shoppers will buy gifts mainly for their parents and their Strategize significant others and/or spouses. • Long tail terms are fertile ground to gain SOV
    31. 31. AARON GOLDMAN CMO KENSHOO
    32. 32. OverviewLearn from past holiday seasonsPlan your strategy and tacticsExecute your campaigns with decisive action 30%+ of Yearly Sales Can Be Driven In the Next 2 Months We are here. Are you ready? 32
    33. 33. LEARN33
    34. 34. Search is Sacred 34
    35. 35. Loyalty is Lacking 35
    36. 36. Shopping starts Sooner 36
    37. 37. Budgets are Bigger 37
    38. 38. Bids are Bolder 38
    39. 39. Search still Scores 39
    40. 40. PLAN40
    41. 41. Calendar Cues: 2010 41
    42. 42. Calendar Cues: 2011 42
    43. 43. Outline ObjectivesObjectives Settings 43
    44. 44. Balance Budgets 44
    45. 45. Schedule StuffSCHEDULED ACTION STEP 1: SCHEDULED ACTION STEP 2:Create Advanced Search Save Advanced Search on Results PageSCHEDULED ACTION STEP 3:Schedule your action 45
    46. 46. ATTACK46
    47. 47. Use Advanced Search to selectively to selectively decrease and decrease bids. Use Advanced Search increase and increase bids. Boost BidsTo expose seasonalTo expose seasonalalso the option t o querythe option t o queryare less than the minimum bid and then keywords, there’s keywords, there’s also for keywords that for keywords that are less than the minimum bid and thentake an action to increase those bids increase those bids t o the minimum. take an action to t o the minimum.Important Note: This is recommended onlyrecommended only who manageusers bids with k eyword-levelwith k eyword-level algorithms or Important Note: This is f or Kenshoo users f or Kenshoo their who manage their bids algorithms ormanually. If you are manually. If youBid Optimization, we do not recommend do not recommend manual interference. using Portfolio are using Portfolio Bid Optimization, we manual interference.Advanced Search Bidding Advanced Search Bidding 47
    48. 48. Pick PortfoliosPortfolio: • Define scope (Profile, Campaigns, Ad Groups) • Set goals (Profit, Revenue, Conversions, Traffic) • Set constraints (e.g. ROI>2.5, Daily Spend<10K)Input: • Historical data • Custom seasonality index • Custom keyword similarity groupings Output: • New keyword bid recommendations • Performance forecasting 48
    49. 49. Pick PortfoliosPortfolio: • Define scope (Profile, Campaigns, Ad Groups) • Set goals (Profit, Revenue, Conversions, Traffic) • Set constraints (e.g. ROI>2.5, Daily Spend<10K)Input: 885% Profit Increase for campaigns running Portfolio Bid • Historical data Optimization during the 2010 holiday season vs. Manual • Custom seasonality index and Keyword Bid Optimization • Custom keyword similarity groupings Output: • New keyword bid recommendations • Performance forecasting 49
    50. 50. Forecast FutureUse Kenshoo’s Forecast reports to find the optimal budgets f or your bid port folios.If you are using Kenshoo Portfolio Bid Management (model-based policies) you can run Forecast reports in the ReportingDashboard to see how budget changes will af ect your performance.Forecast Report in the Kenshoo Dashboard 50
    51. 51. Reporting RemindersSet bookmarks for important campaigns/ ad groups/ ads/ keywordinformation so you can quickly jump to a page.Bookmarking is a f eature that allows you to save any page in the Kenshoo interface for quick access. Bookmark campaigns,ad groups, keyword lists, or ads that require frequent review. New this year, you can also create bookmarks for AdvancedSearches so that you can quickly run your saved queries without having to reconfigure all of your settings.Bookmarks 51
    52. 52. Reporting RemindersUse Advanced Search to schedule reports to be sent to your inbox on a daily basis.Advanced Search Time Period Selection Advanced Search Scheduled Reports are custom report you can create and schedule t o arrive in your inbox Reports are customized to your specific requirement time ranges. Any query performed through Advanced S can become a scheduled report. You can query for not key performance indicators, but for reports for disappr keywords and ads as well. Kenshoo updates revenue numbers in the grid every co of hours, allowing you to query for incoming conver intraday. The intraday conversion data includes inform on the campaign, ad group, keyword, and revenue am This information can be paired with cost data, mined optimized intraday. 52
    53. 53. Reporting RemindersUse Scheduled Reports to run reports with data spanning multiple profiles.Use Kenshoo’s Scheduled Reports to create multi-profile reports to quickly monit or your activities across more than one profile.You can also use these reports with Dimensions t o create deeper analytical views.Scheduled Report Templates 53
    54. 54. Reporting RemindersDashboard Sharing SettingsWith over 1 customizable widgets, the reporting possibilities within Kenshoo are endless. Keep in mind that many widgets have the 4option to view revenue, click, and conversion trends for current day. This capability allows you to monitor and adjust strategy intraday.Here are a few specific widgets worth noting:HOURS: Track conversions*, clicks, and revenues throughout the day for specific campaigns or all campaigns. This widgetprovides same day updates every few hours and provides directional intraday information.*only for customers using a Kenshoo pixel.Hours Widget 54
    55. 55. Reporting RemindersDashboard Sharing SettingsPERIODS: Compare campaign or ad group performance against the previous day.Period Comparison Widget 55
    56. 56. Reporting RemindersDashboard Sharing SettingsDIMENSIONS: Set up dimensions to cluster campaign, ad group, ads, and keywords. Create dif erent dimensions for highperforming products, promotions, ads, and more. Understand how a single business unit is performing across multiple channels.Dimensions Widget 56
    57. 57. Reporting RemindersDashboard Sharing SettingsNOTES: Write and store reminders and action items within Kenshoo.Notes Widget 57
    58. 58. Reporting RemindersFusion Reports allow you view large amounts of data in a single report. For example you can create a report with all of youractive campaigns and include the below data.Fusion Report Available Campaign Columns 58
    59. 59. RECAP59
    60. 60. RecapLearn– Mine trends and be ready!Plan– Schedule and automate actions!Attack– Stay vigilant and react! 60
    61. 61. HAPPY HOLIDAYS!Kenshoo.com/2011HolidayGuide 61

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