Empower every marketer with technology to build brands and generate demand on Facebook - DDM Alliance Summit
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This document discusses how marketers can use technology to build brands and generate demand on Facebook. It highlights that modern marketers face challenges from large budgets and complex programs, and need technology for visibility, efficiency and scale. It then summarizes Kenshoo's capabilities in optimizing digital advertising campaigns at scale across channels like search and social media through features like automated bidding, cross-channel audiences and reporting.
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Empower every marketer with technology to build brands and generate demand on Facebook - DDM Alliance Summit
- 1. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Empowering Marketers with Technology to Build Brands & Generate Demand on Facebook David Gilbert Head of Social, EMEA
- 2. 2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Modern Boardroom Challenges Multi-billion dollar global organisations Complex marketing programmes Competing against same for growth and profit Need tech for visibility, efficiency, and volume Boardroom understands this Pressure is on the CMO to deliverThe Marketer’s Dilemma
- 3. Facebook helps you discover what matters to you
- 4. Source: Nielsen UK April 2013 And people are deeply engaged 50% of 18-24 year olds say it’s the first thing they access in the morning, and the last thing they access at night
- 5. 5 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Source: Google Analytics, Q4 2012 Social is not always the last interaction prior to purchase
- 6. Think about Audiences, not channels
- 7. 7 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Multi-touch attribution Source: Kenshoo retail client, June 2013
- 8. 8 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Search & Social = 32% of time spent online
- 9. 9 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Search & Social = more than half of digital ad spend
- 10. 10 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Facebook advertising improves Search performance Source: Kenshoo, November 2013
- 11. 11 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Know your customer: the importance of Signals Harness data signals to inform and optimize each other • Search queries • Brand term traffic • Mobile search data • SEM ad copy • Search metrics/KPIs • Social Targeting Criteria • Likes & interests • Social activity • Social Insights • Testing audience response SocialSearch
- 12. How can technology deliver success on Facebook?
- 13. 13 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo: Delivering Scale in Digital Marketing Note: Data based on annualized numbers, Dec 2013 $100 million budget Every week, Kenshoo spends 1 billion clicks Every month, Kenshoo delivers 1 trillion ads Every year, Kenshoo serves 32,000 ads Every second, Kenshoo serves 22,000 clicks Every minute, Kenshoo delivers
- 14. 14 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Increase scale and efficiency Demographics DeviceAd CopyImage
- 15. 15 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Spend money where it will have the most impact Campaigns ROI 3 4 7 5 1 Final Budget £150 £200 £350 £250 £50 5 £1,000 = fair = good = best ROI Goal: 5 Budget £1,000 Portfolio #1
- 16. 16 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Discover new audiences and opportunities Age: 25 – 45 Gender: Male, Female Interests: Fashion Reach: 1M Hairstyles Reach: 500K Relevancy: 4 Jewellery Reach: 300K Relevancy: 9 John Lewis Reach: 200K Relevancy: 7 Grey Goose Vodka Reach: 100K Relevancy: 8
- 17. 17 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Leverage insights and assets from other Channels Facebook Ads FBX Ads Search Text Ad PLA Ad Inventory Feed XML Web Visit Automate & Optimize
- 18. 18 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Innovation drives success
- 19. 19 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1. Reach your highest potential prospects… in real-time: Search-triggered Facebook Exchange (FBX)
- 20. 20 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2. Replicate your strongest Search success on Facebook: Demand-Driven Campaigns™ Google PLAs often perform well for eCommerce advertisers…
- 21. 21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Case Study: Alex & Ani: Top Performing Products 2. Replicate your strongest Search success on Facebook: Demand-Driven Campaigns™
- 22. 22 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 3. Target your off-Facebook audiences on Facebook: Intent-Driven Audiences™
- 23. 23 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1st Party Intent Data Dynamic Custom Audiences Halo Effect 19% ROI 22% CONVERSIONS Search 54 % ROI 49% CPC Social [search query] 3. Target your off-Facebook audiences on Facebook: Intent-Driven Audiences™
- 24. Questions to ask potential tech partners
- 25. 25 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Evaluating potential technology partners www.kenshoo.com/social-ad-platform-guide/ Workflow UI • Is it easy to use and customisable? • Does the platform help identify mistakes such as accuracy issues? • Is it better than the native ad platform? • Does it have a really great ‘Help’ section? • Will it save time?
- 26. 26 © 2014 Kenshoo, Inc. Confidential and Proprietary Information www.kenshoo.com/social-ad-platform-guide/ Reporting & Analytics • Does the reporting suite have all the basics? • How deep (and wide) is the analytics offering? • How does the platform handle Big Data? • Can it adapt to your needs? (Custom Metrics) • Does it enable forecasting and predicting modelling? Evaluating potential technology partners
- 27. 27 © 2014 Kenshoo, Inc. Confidential and Proprietary Information www.kenshoo.com/social-ad-platform-guide/ Optimisation • How long has the core optimisation technology been live and in market? • Does the optimisation methodology make sense? • What kind of inputs does the optimisation technology use to make decisions? • Does the optimisation go beyond bids? Evaluating potential technology partners
- 28. 28 © 2014 Kenshoo, Inc. Confidential and Proprietary Information www.kenshoo.com/social-ad-platform-guide/ Advanced Functionality • Do you need a global platform? • How well does the platform integrate and activate other channels? • What does the product roadmap look like? • How much does it cost, versus the value it will deliver to your business? • What is the onboarding process? • What ongoing support is offered? Evaluating potential technology partners
- 29. 29 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Summary
- 30. 30 © 2014 Kenshoo, Inc. Confidential and Proprietary Information • Facebook fuels the entire purchase funnel • Technology enables successful Facebook advertising at scale • It’s all about Audiences and Signals • Cross-channel coordination is a driver of additional success • A long list of PMDs are waiting to help you today! • Do your homework, then pick the best partner for your business Summary