Searching Beyond the Engines - Kenshoo Local Webinar
 

Searching Beyond the Engines - Kenshoo Local Webinar

on

  • 964 views

Presentation from the May 23rd webinar, "Searching Beyond the Engines," brought to you by the Local Search Association. Jonathan Rosen of Kenshoo along with reprsentatives from SIM Partners discuss ...

Presentation from the May 23rd webinar, "Searching Beyond the Engines," brought to you by the Local Search Association. Jonathan Rosen of Kenshoo along with reprsentatives from SIM Partners discuss how local businesses can take advantage of new technologies to maximize exposure to customers.

Statistics

Views

Total Views
964
Views on SlideShare
909
Embed Views
55

Actions

Likes
1
Downloads
2
Comments
0

1 Embed 55

http://www.kenshoo.com 55

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Adam
  • Adam
  • Adam
  • Talk about match types, geo and mobile v desktop auto creation ability. SHOULD BE DEMO. NEED ENVIRONMENT.
  • Rules and algo based. Explain diff and data sufficency.Talk about using Adv search to capture Google best practices
  • Score calls by type and $ valueOnline/offline transaction feedback loop Web & phone transactions linked to keyword levelBid algorithms optimize toward higher quantity and/or value conversions

Searching Beyond the Engines - Kenshoo Local Webinar Searching Beyond the Engines - Kenshoo Local Webinar Presentation Transcript

  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential InformationBeyond the EnginesMay 23rd, 2013
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 2| 2Your HostsJonathan RosenDirector of Product MarketingKenshooSteve KingDirector of Product StrategySIM PartnersTara ThomasVice President of Client StrategySIM Partners
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 3| 3AgendaMarket OverviewLocal DirectoriesMobile Local AppsThe Importance of ReviewsKenshoo Local OverviewCityGrid + Kenshoo Local
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 4| 4Digital Advertising Fragmentation
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 5| 5Hyper Local @ Scale for Multi-Location BrandsLocalpagesLocaltrafficHigherconver-sionLocalcopyMorerealestateMultipledomains/adsGeo-specificstrategyLocalreportingMultipleads permarketScalableandturn-keyMaximized SERP’s for non-brandsearch queries PPC (Geo-SpecificMessaging) & Multiple Organic Listingsoptimized at a Location levelAll Ads direct traffic to a locationspecific landing pageAll visits, web forms and phone callsare tracked uniquely to the ad type andlocation
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 6| 6Search, Social, and Local Ad SpendCMSSocialCRMBidManagement
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 7| 7Global Digital Ad SpendCMSSocialCRMBidManagement
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 8| 8Mobile is BIGSource: Google/Ipsos Study 2011, Google Survey – HolidayShoppers 2012, Business Insider – The Future of Mobile; February2012050010001500200025003000SmartphonesPersonal ComputersTabletsSmartphones Exceed PersonalComputers Sales2011Mobile Internet to SurpassDesktop Internet2013Global Device Sales
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 9| 939.8%24.8%13.2%11.7%5.4%3.1% 2.3%38.9%20.0%9.3%2.5%20.7%11.6%9.2%TV Online Radio Mobile (nonvoice) Print Newspapers MagazinesTime spentshareAdspendingshareMedia Time Spent vs. Ad SpendUS adults now spend more time on mobile devices each day then theydo with all print media combined, but ad spending is yet to catch upSource: eMarketer, March 2013
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 10| 10Local Directories
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 11| 11Local Ecosystem
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 12| 12Data Feed & Distribution• Clean DataEnsure correct information isdistributedEnsure unique location information isdistributed – no duplication• To CreateOnline Citations which improve searchengine performanceMore listings for potential customers tofind your location12
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 13| 13Primary Data AggregatorsData should be sent on an ongoing basis to the primary Data Aggregatorsand Search Engines that directly update 300+ Search Engines,YP Directories, Mobile Directories, Review Sites,GPS Directories and Social Sites.
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 14| 14Mobile Local Apps
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 15| 15App Use for Local Business SearchesSource: comScore March, 2013
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 16| 16FacebookData seeded by77,800,000/131,000,000 Downloads
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 17| 17UrbanspoonData seeded by11,000,000/2,200,000 Downloads
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 18| 18CitySearchData seeded byData updated by869,000/50,600 Downloads
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 19| 19The Importance of Reviews
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 20| 20Reviews• Increased reviews are correlated to higher Google+rankings• Reviews generate searcher trust• Searchers are savvy enough to take into account allreviews, so the occasional negative review is not asdetrimental as it once was• Don’t fake customer reviews – the sites will figure it outand penalize you for it through de-ranking and hidingreviews
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 21| 21Tips for Generating Reviews• Ask satisfied customers (may seem obvious, but a lot ofbusiness owners just hope itll happen)• Send emails requesting reviews (links to the businesspage on specific review sites is helpful)• Include links and requests for reviews on any leavebehinds or takeaways(receipts, pamphlets, documentation, business cards, orits own request form).
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 22| 22Power Tip• Provide bonuses/rewards to employees that werementioned most in reviews
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 23| 23Kenshoo Local Overview
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 24| 24What does Kenshoo Local do?Help agencies and media efficiently manage thousands of smallbusinessesEnable Rapid OnboardingAutomate Budget ManagementIncrease Calls and ConversionsAutomate ReportingHelp brand stores with physical locations execute on their LocalstrategyDrive in-store visits and phone callsStart and stop campaigns as locationsopen/closeManage store level budgetsAccess local and mobile trafficAgencySMBSMBSMBSMBSMBBrandStoreStoreStoreStoreStore
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 25| 25Kenshoo Local Has You CoveredOnboarding OngoingManagementGlobal SupportReporting
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 26| 26Campaign Templates: Never Start From Scratch
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 27| 27Advanced Search forCustom BidManagementBid Policies forAuto BidManagementKenshoo Bid Management: Giving You theUltimate Flexibility and TransparencyUse provided bid policies tooptimize campaigns toobjectivesDefine and automate bestpractices and customoptimizations
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 28| 28Close the Loop with Online to Offline Integration:Phone CallsUse phone numbers to track and optimize thosekeywords driving phone calls
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29CityGrid + Kenshoo Local
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30What is CityGrid?The largest local search network in America, with over 140million unique users across more than 300 partner sites
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31Kenshoo Local + CityGrid:Drive more clicks and calls from local networks• Advertise on more than 300 localand mobile websites andapplications• Gain access to a highquality, ready-to-buy audience• Take advantage of lower CPCs
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32CityGrid: Where the campaigns go48% of theseusers do not have aspecific business inmind whenconducting asearch. *60% will end upmaking a purchaseor reservation **Sources: *comScore 2012, **Google 2012
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33CityGrid Network offers tailored distributionfor 15 select business types, and many moreRetail Financial Services Home Services Hotels AutomotiveReal Estate Restaurants Storage Electronics Furniture StoresLegal Drug Store Dental Insurance Appliances
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34Create a Local campaign for each store,using store level data• Create localmarket specificcampaigns• Start and stopcampaigns aslocationsopen/close• Manage storelevel budgets• Tailor to alocation’sattributes(eg. hours)Store 179San DiegoOpens at 11Texas Campaign NJ Campaign CA CampaignNetworkStore 1HoustonOpens at 9 BRANDStore 76San JoseOpens at 10Store 326NewarkOpens at 8Store 55DallasOpens at 10
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35Kenshoo Local + CityGrid:Interface to manage places at enterprise scale• Upload 100’s or 1000’s of Place page campaigns, with bulk edit in Kenshoo• Create, manage, and report on CityGrid campaigns• View performance alongside Search• Create local CityGrid campaigns to drive phone calls and in-store visits
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36Kenshoo Local + CityGrid:See all your campaigns in one placeSearch campaigns appear alongside Place campaigns
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 37| 37Kenshoo + CityGridExtend advertising budgets to capture Local andMobile traffic from the CityGrid network.Create campaigns, manage budgets and reporton the performance of CityGrid campaignsalongside your Search advertising.Upload “Place” data to Kenshoo Local to easilycreate CityGrid campaigns at enterprise scale.
  • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential InformationThank you| 38Thank you| 38Questions?