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1
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Enhanced Campaigns:
One Year Later
July 22, 2014
2
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Webinar Information
Audio Instructions
• Listen via comput...
3
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Today’s Speakers
Aaron Goldman
Chief Marketing Officer, Ke...
4
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Agenda
• Enhanced Campaigns Overview
• Market Trends
• Ret...
5© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Enhanced Campaigns (EC) Overview
6
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Just the Facts, Ma’am
WHAT
New Google campaign type consol...
7
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
1%
34%
26%
27%
12%
What was your attitude toward the
Enhan...
8
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Marketer Prognostication
Source: Kenshoo Marketer Survey: ...
9
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Migration Process
Source: Kenshoo Marketer Survey: Enhance...
10© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Market Trends
11
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Top-Line KPIs
In Q2 2014, global Kenshoo Search clients s...
12
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Mobile Spend Share Increasing
Mobile now accounts for 29%...
13
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
$0.40
$0.45
$0.50
$0.55
$0.60
$0.65
$0.70
Q2 2013 Q3 2013...
14
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Mobile Performance Trails Desktop
2%
20%
14%
27%
37%
How ...
15© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Retailer Perspective
16
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
“This goes against all
of the best practices
laid out by ...
17
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Lost control over device, OS targeting
This limited our m...
18
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Brand keywords are opted into mobile
in a controlled way
...
19
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Key Takeaways
Non-desktop devices are
primary players
Thi...
20© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Mobile Opportunity Gap
21
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Consumers are Increasingly Using All Three
Screens as Par...
22
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Marketers’ Cross-Device Strategies are Lagging
Behind
Sou...
23
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Marketers Have an Opportunity to Grow!
Source: Advertiser...
24
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Using Additional Enhanced Campaigns
Features Can Fuel Dev...
25
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Marketers are Facing Obstacles Due to the
Transition to E...
26
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Optimization is Key to Unlocking Improved
Mobile Performa...
27© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Best Practices for Multi-Device
Marketing
28
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
1. Establish Concrete, Device-Specific Goals
33%
4%
33%
2...
29
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
2. Align Messaging Across Multiple Channels
Heighten sear...
30
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
2. Align Messaging Across Multiple Channels
Heighten sear...
31
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
3. Leverage Advanced Targeting Techniques
In order to mee...
32
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
4. Deploy Device-Specific Bidding Strategies
26%
59%
10%
...
33
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
5. Optimize the Post-Click Experience
Source: The Mobile ...
34
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
6. Implement Multi-Touch Attribution Models
35© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Future-Proofing
36
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Broaden Your Definitions of “Mobile” and
“Devices”
WEARAB...
37
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Be Mindful of New Google Offerings
Shopping Campaigns: ne...
38
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Leverage Mobile App Download Promotion
39
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Don’t Forget Bing and Yahoo!
Bing Product Ads
Showcase pr...
40
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Download the Full Report @ Kenshoo.com/EC
41
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Additional Resources
• Kenshoo Search and Social Snapshot...
42© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Thank You
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Enhanced Campaigns: One Year Later - Kenshoo Webinar

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Presentation from the July 22 webinar, Enhanced Campaigns: One Year Later. Walgreens Director of Online Marketing, Adam Garcia, and Kenshoo CMO, Aaron Goldman discussed the impact enhanced campaigns have had search marketing efforts, the benefits of the transition, the lessons learned, and what to expect as mobile continues to gain prominence.

Published in: Marketing
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Enhanced Campaigns: One Year Later - Kenshoo Webinar

  1. 1. 1 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Enhanced Campaigns: One Year Later July 22, 2014
  2. 2. 2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Webinar Information Audio Instructions • Listen via computer speakers or use phone numbers listed in email from gotowebinar@citrixonline.com • Still can’t hear the webinar? Tell us please!
  3. 3. 3 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Today’s Speakers Aaron Goldman Chief Marketing Officer, Kenshoo Adam Garcia Director Online Marketing, Walgreens
  4. 4. 4 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Agenda • Enhanced Campaigns Overview • Market Trends • Retailer Perspective • Mobile Opportunity Gap • Best Practices for Multi-Device Marketing • Future-Proofing
  5. 5. 5© 2014 Kenshoo, Inc. Confidential and Proprietary Information Enhanced Campaigns (EC) Overview
  6. 6. 6 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Just the Facts, Ma’am WHAT New Google campaign type consolidating paid search management across desktop, tablet, and mobile ad placements WHY Make holistic multi-device marketing the default in a mobile world WHEN Automatic migration: July 22, 2013
  7. 7. 7 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1% 34% 26% 27% 12% What was your attitude toward the Enhanced Campaign migration? Very positive Positive Neutral Negative Very negative Industry Reaction Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later Nearly 40% of respondents had a negative attitude towards the EC migration
  8. 8. 8 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Marketer Prognostication Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later 73% 13% 14% Spend 59%18% 23% Click volume 62% 32% 6% CPC 30% 51% 19% Overall paid search performance (relative to your primary KPI) Before the Enhanced Campaigns rollout, what effects did you EXPECT it to have on the following metrics? Increase Decrease No Change
  9. 9. 9 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Migration Process Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later 2% 74% 24% What was the process your team took to migrate your campaigns to EC? We waited until Google automatically migrated our campaigns We migrated a few campaigns at a time to monitor performance We migrated all campaigns on our own at once
  10. 10. 10© 2014 Kenshoo, Inc. Confidential and Proprietary Information Market Trends
  11. 11. 11 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Top-Line KPIs In Q2 2014, global Kenshoo Search clients saw: Source: Kenshoo Search and Social Snapshot – Q2 2014 25% YoY increase in spend 8% YoY increase in cost-per-click 38% YoY increase in advertiser revenue
  12. 12. 12 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Spend Share Increasing Mobile now accounts for 29%+ of total spend and 32%+ of total clicks Spend Clicks Q2 2013 Q2 2014 Q2 2013 Q2 2014 U.S. 20% 28% 24% 33% U.K. 25% 36% 28% 38% A.U. 28% 35% 31% 44% Source: Kenshoo Search Advertising Trends – Q2 2014
  13. 13. 13 © 2014 Kenshoo, Inc. Confidential and Proprietary Information $0.40 $0.45 $0.50 $0.55 $0.60 $0.65 $0.70 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Global CPC by Device Desktop Phone Tablet Desktop Still Carries Price Premium Source: Kenshoo Search Advertising Trends – Q1 2014 $0.65 $0.61 $0.55
  14. 14. 14 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Performance Trails Desktop 2% 20% 14% 27% 37% How would you rate the performance of your mobile paid search efforts when compared to desktop? Mobile performs much better than desktop Mobile performs slightly better than desktop Mobile performs about the same as desktop Mobile performs slightly worse than desktop Mobile performs much worse than desktop Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
  15. 15. 15© 2014 Kenshoo, Inc. Confidential and Proprietary Information Retailer Perspective
  16. 16. 16 © 2014 Kenshoo, Inc. Confidential and Proprietary Information “This goes against all of the best practices laid out by Google.” Mobile is on our roadmap and very important but this shift doesn’t align with our business needs and timing.” “This removes control at the most granular and efficient levels.”“ Initial Reactions
  17. 17. 17 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Lost control over device, OS targeting This limited our messaging and copy targeting capabilities. Single URL This created a situation where we had to review and optimize all of our LP selections. CVR dropped For those campaigns that we did enable mobile, we saw a drop. CPC remained flat This is due to the control of mobile bids via multipliers (aka “Bid Adjustments”). Major Findings
  18. 18. 18 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Brand keywords are opted into mobile in a controlled way Not all lines of businesses are opted in -Strategic selection of departments based on use case and performance Accelerate mobile first thinking -Remove flash as much as possible Gain deeper insight into device usage Current Operating Mode
  19. 19. 19 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Key Takeaways Non-desktop devices are primary players This shift was yet another way that Google was ahead of the curve in seeing the trends. Test, test and retest If you haven’t tested adjusting your multiplier, do so! Prioritize adaptive/responsive design Move it up in your roadmap timeline. 1 2 3
  20. 20. 20© 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Opportunity Gap
  21. 21. 21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Consumers are Increasingly Using All Three Screens as Part of the Purchase Journey Source: Advertiser Perceptions of the Three-Screen World, Kenshoo Does the interplay between paid search across devices make an impact on consumer activity? 99% of respondents agree that the interplay of paid search across devices carries at least some impact on consumer conversion Somewhat impacted by each other Very much impacted by each other No, each device works on its own
  22. 22. 22 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Marketers’ Cross-Device Strategies are Lagging Behind Source: Advertiser Perceptions of the Three-Screen World, Kenshoo How sophisticated do you feel most advertisers are with regards to cross-device marketing strategy?
  23. 23. 23 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Marketers Have an Opportunity to Grow! Source: Advertiser Perceptions of the Three-Screen World, Kenshoo Already doing it Planning on doing it in 2014 Planning on exploring it in 2014 Not planning on exploring or doing it in 2014 While approximately 50% of marketers feel they are already providing rich mobile experiences, when it comes to deeper, more sophisticated tactics, there is room for marketers to grow
  24. 24. 24 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Using Additional Enhanced Campaigns Features Can Fuel Device-Specific Strategies 52% 47% 21% 31% Click to call Location extensions Mobile PLAs None of the above Which of the following additional mobile functionality do you currently use in conjunction with your ads? Nearly 50% of marketers utilize click-to-call and location extensions and just over 20% use mobile PLAs. These additional features stimulate interaction and drive mobile- specific conversions.
  25. 25. 25 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Marketers are Facing Obstacles Due to the Transition to Enhanced Campaigns 18% 22% 42% 7% 11% No change in difficulty Not difficult at all Somewhat difficult Very difficult I use an algorithm to calculate mobile bid adjustments What level of difficulty do you experience if you optimize your mobile bid adjustments manually (without algorithmic calculations)? Nearly 50% of marketers find it difficult to optimize mobile bid adjustments manually. Utilizing advanced algorithms provided by 3rd party tools can help to ease the process.
  26. 26. 26 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Optimization is Key to Unlocking Improved Mobile Performance 9% 34% 11% 46% Mobile-specific ad copy Mobile bid adjustment Mobile ad extensions Mobile-optimized landing pages There are many factors that influence the performance of mobile search, all of which contribute to overall success, however, 46% of marketers believe that mobile-optimized landing pages have the greatest impact on overall performance. Which aspect of mobile paid search do you feel has the greatest impact on overall performance?
  27. 27. 27© 2014 Kenshoo, Inc. Confidential and Proprietary Information Best Practices for Multi-Device Marketing
  28. 28. 28 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1. Establish Concrete, Device-Specific Goals 33% 4% 33% 2% 9% 19% Online Traffic In-store Traffic Direct Sales App installs Phone Calls Other conversion activity Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later What is your mobile paid search goal?
  29. 29. 29 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2. Align Messaging Across Multiple Channels Heighten search performance by leveraging social media
  30. 30. 30 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2. Align Messaging Across Multiple Channels Heighten search performance by leveraging social media
  31. 31. 31 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 3. Leverage Advanced Targeting Techniques In order to meet performance goals, target desired audiences by: Location Device Time of Day
  32. 32. 32 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 4. Deploy Device-Specific Bidding Strategies 26% 59% 10% 5% To increase mobile bids To decrease mobile bids To opt out of mobile I don't use mobile bid adjustments Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later What is the strategy behind your mobile bid adjustments (MBA) in the majority of your campaigns in which you use MBAs?
  33. 33. 33 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 5. Optimize the Post-Click Experience Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo
  34. 34. 34 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 6. Implement Multi-Touch Attribution Models
  35. 35. 35© 2014 Kenshoo, Inc. Confidential and Proprietary Information Future-Proofing
  36. 36. 36 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Broaden Your Definitions of “Mobile” and “Devices” WEARABLE TECHNOLOGY • Google Glass • Pebble Smartwatch DIGITAL HEALTH • Fitbit • Nike Fuelband HOME AUTOMATION • Nest • Apple TV? AUTO INTEGRATION • Siri • Google Voice Search
  37. 37. 37 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Be Mindful of New Google Offerings Shopping Campaigns: new campaign type for managing Google Product Listing Ads (PLAs) • Streamlined product-based bidding • Advanced reporting • Competitive landscape data
  38. 38. 38 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Leverage Mobile App Download Promotion
  39. 39. 39 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Don’t Forget Bing and Yahoo! Bing Product Ads Showcase product images, promotional text, pricing, and company name Yahoo Stream Ads Naturally blend into the content streams viewed by users
  40. 40. 40 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Download the Full Report @ Kenshoo.com/EC
  41. 41. 41 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Additional Resources • Kenshoo Search and Social Snapshot – Q2 2014: Kenshoo.com/Search-Social-Snapshot • Kenshoo Search Advertising Trends – Q2 2014: Kenshoo.com/GlobalSearchTrends • Advertiser Perceptions of the Three-Screen World: Kenshoo.com/Three-Screen-Perceptions • The Mobile Opportunity Gap: Kenshoo.com/Mobile-Opportunity-Gap • Added Value: Facebook Advertising Boosts Paid Search Performance: Kenshoo.com/FBAddedValue • Added Value Volume 2: Finding the Sweet Spot for Search & Social Investment: Kenshoo.com/FBAddedValue2 • Quantifying the Impact of Multi-touch Attribution: Kenshoo.com/MTA • An Inside Look at Google Shopping Campaigns: Kenshoo.com/Inside-Google-Shopping • Enhanced Campaigns: One Year Later: Kenshoo.com/EC
  42. 42. 42© 2014 Kenshoo, Inc. Confidential and Proprietary Information Thank You

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