Your SlideShare is downloading. ×

Maximizing The Synergy Of Paid Search & Social - SMX Sydney

1,007

Published on

Presentation from Kenshoo's Liam Walsh delivered at SMX Sydney on the power of paid search and social synergy.

Presentation from Kenshoo's Liam Walsh delivered at SMX Sydney on the power of paid search and social synergy.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,007
On Slideshare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 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. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 2 – #KenshooIntersections
  • 3. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 3 – #KenshooIntersections Agenda • Cross-Channel Marketing • Push and Pull • Why Start with Search and Social? • Similarities and Differences • Getting Started • Search and Social Activation
  • 4. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 4 – #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.
  • 5. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 5 – #KenshooIntersections 1 + 1 =3
  • 6. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 6 – #KenshooIntersections The Importance of Cross-Channel Marketing
  • 7. – 7 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Alterian "Engaging Times Summit" www.emarketer.com August 2013
  • 8. – 8 – © 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
  • 9. – 9 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Zeta Interactive, June 2013
  • 10. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 10 – #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
  • 11. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 11 – #KenshooIntersections The Potent Relationship of Push and Pull Marketing
  • 12. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 12 – #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.
  • 13. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 13 – #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
  • 14. – 14 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections A Real Consumer Path: Search and Social Source: Kenshoo retail client, June 2013
  • 15. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 15 – #KenshooIntersections 2 Reasons Why Search and Social Should be the Next Channels you Integrate
  • 16. – 16 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Because they are huge
  • 17. – 17 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections More than Half of Digital Ad Budgets Source: eMarketer, December 2013
  • 18. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 18 – #KenshooIntersections What percentage of your digital marketing spend is Search and Social? Less than 10% 11% – 35% 36% – 66% Over 66% A B C D POLL
  • 19. – 19 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Kenshoo Search and Social Snapshott, Q1 2014
  • 20. – 20 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Search and Social Work Better Together “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.
  • 21. – 21 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Kenshoo Study Proved Added Value Source: Kenshoo, November 2013
  • 22. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 22 – #KenshooIntersections Search and Social Complement Each Other
  • 23. – 23 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections The Similarities • Self-service, auction-based, Pay-Per-Click (PPC) models • Granular approach • Targeting options • Real-time optimization • Scale in mobile
  • 24. – 24 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections The Differences • Push vs. Pull • Ad formats • Targeting options • Post-view tracking
  • 25. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 25 – #KenshooIntersections Better Together
  • 26. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 26 – #KenshooIntersections It’s All About Signals • Harness data signals to inform and optimize each other  Collection  Analysis  Activation
  • 27. – 27 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Examples of Search Signals for Social • Search queries • Brand term traffic • Mobile search data • SEM ad copy • Search metrics/KPIs • Retargeting
  • 28. – 28 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Examples of Social Signals for Search • Likes & interests • Social activity • Social analytics • Testing audience response
  • 29. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 29 – #KenshooIntersections Getting Started
  • 30. – 30 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Rally Internal Stakeholders • Commit • Find the cross-channel champions and start seeding the idea • Set short term objectives • Clearly demonstrate the upside of doing it as well as downsides of not doing it – others will
  • 31. – 31 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Seek Tech Solutions • 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 How?
  • 33. – 33 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Activation: Demand-Driven Campaigns
  • 34. – 34 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Activation: 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.
  • 35. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 35 – #KenshooIntersections Using Dynamic Creative on Facebook Exchange Source: Kenshoo
  • 36. – 36 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections With search, find more accurate value of the customer... $2.50 CPMVisit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site View several product pages Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23
  • 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. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 38 – #KenshooIntersections Thank You

×