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Using Your Store Location Data to Improve Results by Paul Wicker, Kenshoo - SIMposium 2013
 

Using Your Store Location Data to Improve Results by Paul Wicker, Kenshoo - SIMposium 2013

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We all know location extensions boost CTR but what else can you do with your store location data? How can you leverage your brick-and-mortar assets to beat up those online-only’s? Is your team ...

We all know location extensions boost CTR but what else can you do with your store location data? How can you leverage your brick-and-mortar assets to beat up those online-only’s? Is your team wondering what to do with those old yellowpages budgets?

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    Using Your Store Location Data to Improve Results by Paul Wicker, Kenshoo - SIMposium 2013 Using Your Store Location Data to Improve Results by Paul Wicker, Kenshoo - SIMposium 2013 Presentation Transcript

    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information Things to do With Location Data July 16th, 2013
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information •  Photo
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 3| 3 Kenshoo Founded: 2006 Investors: Sequoia Capital, Arts Alliance, Tenaya Capital Employees: 330+ •  $25 billion annual client sales revenue directed through Kenshoo •  1.8 billion active paid search keywords •  1 billion Facebook ads delivered daily
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 4 1 2 3 Dedicated Local Staff Access Product, Sales, Client Services, Engineering and QA resources all well versed and dedicated to the Local space. Always Learning Test new concepts, channels, and technology with a solution built for the world most dynamic marketers. Invested in making Local work for MultiLocation Best in Class Leverage superior Enterprise-strength technology, service and math – Sole Leader in Forrester Wave* *The Forrester Wave™: Bid Management Software Providers, Q4 2012
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 5| 5
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 6| 6 Rapid Brainstorming •  Scenario •  Quantity not quality •  Be weird •  Write them down •  Discussion
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 7| 7 You open a new restaurant… • How can you leverage this information in your digital marketing efforts? Address Business Description Hours Business Logo Business name Primary Category Secondary Category Contact Email Fax number Location Name Longitude Main phone Payment Methods Service area Special offer Store Code Website address Facebook link Owner Message Bullet points Parking Info Product Inventory
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 8| 8 Things to Do With Location Data 1.  Update map listing 2.  Create Call and Location extensions 3.  Update store locator 4.  Create local campaigns (Search, Social, Local, Mobile, Display) 5.  Connect offline conversions 6.  Do better attribution modeling 7.  Buy traffic from local/mobile networks 8.  Connect loyalty to FB 9.  Update your maps feeds 10. Bid smarter between national and local 11.  View marketing performance by store 12. Create Local PLAs
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 9| 9 Do Search Better
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 10| 10 Extensions Improve CTR 34%
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 11| 11 Adoption Still Low Campaigns with Ext Eligible Campaigns
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 12| 12 Better Targeting
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 13| 13 Bid Smarter •  Increase/decrease bid modifier by location (less control) •  Separate campaigns by location and set bid (more control)
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 14| 14 Build faster …and then copy to Bing
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 15| 15 Build faster •  Use location data to quickly ramp new openings. •  Address = targeting, LEX •  Services offered = ad groups …and then copy to Bing
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 16| 16 Extend Distribution
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 17| 17 Case Study: Sonus http://www.kenshoo.com/sim-partners-velocity-platform-and-kenshoo-local-help-sonus-reduce-cpl/
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 18| 18 End-to-end
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 19| 19 The Value of Stores
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 20| 20 Shifting landscape
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 21| 21 Mike Ghaffary, Yelp
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 22| 22
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 23| 23 50%
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 24| 24 Omni versus Store
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 25| 25 Challenges •  How do you give the store credit for an assist? Pickup? •  Purchase in store but ship inventory from other store? •  How do you connect and value offline conversion to online activity? •  Are “Store” campaigns the new “Brand” campaign •  How do you set budgets and bids for stores versus online?
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 26| 26 Not All Interactions are Created Equal OPPORTUNITY ! Map touch-points and to measure value CHALLENGE ? Where should I allocate my spend Search Social Display
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 27| 27 How it Works black pumps Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. Looking for the perfect handbag to match? Find the hottest combos on Shoes.com $ $ $ shoes.com $ $ $
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 28| 28 How it Works black pumps Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. 17% 30% 43% 10% shoes.com $ $ $
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29 How it Works black pumps Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. shoes.com Looking for the perfect handbag to match? Find the hottest combos on Shoes.com $ $ $ 4% 8% 18% 5% 65% $ $ $
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30 Whitefence: 28% Increase in Revenue by Bidding to True Keyword Value •  ROI lift of 17% •  Spend increased 9% •  Fully automated optimization
    • Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information Thank you | 31 Thank you | 31 Paul.Wicker@kenshoo.com