SlideShare a Scribd company logo
1 of 38
Download to read offline
How to Turn
      Dynamic
      Inventory, Seasonalit
      y, and Promotions
      into an SEM
      Advantage
      Internet Retailer Conference
      & Exhibition
      June 5, 2012




Kenshoo: Proprietary & Confidential Information | 1
Introductions
Agenda
         Paid search challenges

         Paid search automation

         Mobile best practices




                                 2
Introductions




                3
Sachin Gadhvi, Director of Search & Mobile
Marketing, TicketsNow: @Sachin_Gadhvi

• 12 years in Consumer Marketing
• TicketsNow is a leading event ticket resale marketplace owned by Ticketmaster.
• TicketsNow also manages the NFL Ticket Exchange, US Open Ticket Exchange, NHL
  Ticket Exchange and Lakers Ticket Exchange
• You might be surprised to know that I my 2nd daughter will be born any minute…




                                                                    4
Aaron Goldman, CMO, Kenshoo: @AaronGoldman


• 13 years in digital marketing
• Author, Everything I Know About Marketing I Learned From Google
• Kenshoo is a digital marketing software company that engineers technology
  solutions for SEM and Social Media
• You might be surprised to know that I’m an aspiring rapper…




                                                                     5
Paid search challenges




                         6
Paid search challenges

 Keeping up to date with constantly evolving search marketing landscape
 Creating and optimizing complex campaigns
  – Managing huge quantities of keywords ads, ad groups, web pages
  – Scaling campaigns that cross search engines, countries, regions, states
  – Managing mass amounts of campaigns across client/location/entity framework
 Lack of qualified and experienced search marketing professionals
 Difficulty rising above time consuming and tedious details to focus on
 creative campaign development
 Understanding and acting on dynamic consumer behavior
 Determining and executing optimal policy for bid optimization and
 budget management
 Integrating with enterprise systems for data collection and reporting
                                         data collection     reporting
 Connecting online marketing to in-store and phone call conversions



                                                                          7
Paid search challenges




                         8
Paid search challenges




                         9
Never a dull moment in ticket sales




                                      10
Never a dull moment in ticket sales


Search volume spike for “NBA playoffs” on April 27




                                                     11
Never a dull moment in ticket sales




                                      12
Never a dull moment in ticket sales




                                      13
Never a dull moment in ticket sales




                                      14
Paid search automation




                         15
Automate or die


                             Creation




              Bidding                    Management




                           CAMPAIGN

             Attribution                  Tracking




                             Reporting




                                                      16
Campaign creation




          Attributes                Auto Keyword Expansion       Auto Campaign & Ad Group Creation
          EventID: 123
                                    EventName + Tickets
          EventName: Wicked
                                    EventName + Broadway          Wicked Tickets
          Date Range: 01-01-12 to
                                    EventName + Schedule          Wicked The Musical On Sale!
          03-31-12
          Productions: 50
                                    EventName + Show              Great Seats at TicketsNow.com®.
          Category: Theatre
                                    EventName + Musical           www.ticketsnow.com
                                    EventName + Tour
                                    EventName + At + VenueName
                                    EventName + At + CityName
                                                                 Auto Default Bids
                                                                  Wicked (Venues) $0.25
                                                                  Wicked (CityState) $0.50
                                                                  Wicked (Ticketing) $1.00




                                                                                        17
Campaign management




                      18
Campaign tracking




                    19
Campaign reporting




                     20
Campaign attribution

                          Madonna Tickets        2012 Madonna Tour        TicketsNow® Official Site
 Concert Tickets                                                               TicketsNow.com
                           TicketsNow.com          TicketsNow.com
 Get your tickets now!                                                          Official Site of
                         Buy Madonna tickets     Get your tickets now
 TicketsNow.com                                                             TicketsNow.com™. ® -
                            Now Available!     For Madonna’s 2012 tour!
                                                                                  Official Site.

    Ad 1                  Keyword 1                Keyword 2               Keyword 3




            Most advertising tracking systems report and act on only the last click
            prior to purchase




                                                                                                      21
Campaign attribution

                          Madonna Tickets          2012 Madonna Tour        TicketsNow® Official Site
 Concert Tickets                                                                 TicketsNow.com
                           TicketsNow.com            TicketsNow.com
 Get your tickets now!                                                            Official Site of
                         Buy Madonna tickets       Get your tickets now
 TicketsNow.com                                                               TicketsNow.com™. ® -
                            Now Available!       For Madonna’s 2012 tour!
                                                                                    Official Site.

    Ad 1                  Keyword 1                  Keyword 2               Keyword 3




 5%                                 10%          25%                           60%

                                               Attribution Models
                                                     Linear Ratio

                                                       U Shaped

                                                 Distribute Evenly

                                          Single Click Only (First or Last)


                                                                                                        22
Campaign attribution

                          Madonna Tickets          2012 Madonna Tour        TicketsNow® Official Site
 Concert Tickets                                                                 TicketsNow.com
                           TicketsNow.com            TicketsNow.com
 Get your tickets now!                                                            Official Site of
                         Buy Madonna tickets       Get your tickets now
 TicketsNow.com                                                               TicketsNow.com™. ® -
                            Now Available!       For Madonna’s 2012 tour!
                                                                                    Official Site.

    Ad 1                  Keyword 1                  Keyword 2               Keyword 3




40%                                 10%          10%                          40%

                                               Attribution Models
                                                     Linear Ratio

                                                       U Shaped

                                                 Distribute Evenly

                                          Single Click Only (First or Last)


                                                                                                        23
Campaign attribution

                          Madonna Tickets          2012 Madonna Tour        TicketsNow® Official Site
 Concert Tickets                                                                 TicketsNow.com
                           TicketsNow.com            TicketsNow.com
 Get your tickets now!                                                            Official Site of
                         Buy Madonna tickets       Get your tickets now
 TicketsNow.com                                                               TicketsNow.com™. ® -
                            Now Available!       For Madonna’s 2012 tour!
                                                                                    Official Site.

    Ad 1                  Keyword 1                  Keyword 2               Keyword 3




25%                                 25%          25%                          25%

                                               Attribution Models
                                                     Linear Ratio

                                                       U Shaped

                                                 Distribute Evenly

                                          Single Click Only (First or Last)


                                                                                                        24
Campaign attribution

                          Madonna Tickets          2012 Madonna Tour        TicketsNow® Official Site
 Concert Tickets                                                                 TicketsNow.com
                           TicketsNow.com            TicketsNow.com
 Get your tickets now!                                                            Official Site of
                         Buy Madonna tickets       Get your tickets now
 TicketsNow.com                                                               TicketsNow.com™. ® -
                            Now Available!       For Madonna’s 2012 tour!
                                                                                    Official Site.

    Ad 1                  Keyword 1                  Keyword 2               Keyword 3




0%                                    0%           0%                        1 0 0 % (Last Click)

                                               Attribution Models
                                                     Linear Ratio

                                                       U Shaped

                                                 Distribute Evenly

                                          Single Click Only (First or Last)


                                                                                                        25
Attribution simulation




                         26
Bidding – keyword based, human decisioning

               IF




              THEN




      SCHEDULE & AUTOMATE




                                             27
Bidding – keyword based, automated decisioning




                                                 28
Bidding – portfolio based, automated decisioning




                                               29
Portfolio optimization results for TicketsNow




              = First day of Kenshoo Portfolio Optimizer implementation (7/6/11)




                                                                                   30
Overall results for TicketsNow




                                 31
Mobile Best Practices




                        32
Must have mobile optimized website




                                     33
Set up separate mobile campaigns




                                               MOBILE
                                               PHONE
                           Source: 2011 Kenshoo U.S. Online Retail Holiday Shopping Report




                                                                      34
Track performance by device, browser, and OS




                                               35
Consider other meaningful mobile metrics




                                           36
Key takeaways


• Paid search complexity demands technology automation
• Human strategy, oversight, and intervention still required
• Maximize mobile opportunity through customized approach




                                                               37
Thank you!

      SGadhvi@TicketsNow.com
      Aaron.Goldman@Kenshoo.com




Kenshoo: Proprietary & Confidential Information | 38

More Related Content

More from Kenshoo

Tokyo Intersections Slide Deck
Tokyo Intersections Slide DeckTokyo Intersections Slide Deck
Tokyo Intersections Slide DeckKenshoo
 
Atlanta Intersections Slide Deck
Atlanta Intersections Slide DeckAtlanta Intersections Slide Deck
Atlanta Intersections Slide DeckKenshoo
 
Kenshoo Intersections - Singapore
Kenshoo Intersections - SingaporeKenshoo Intersections - Singapore
Kenshoo Intersections - SingaporeKenshoo
 
Kenshoo Intersections - Melbourne
Kenshoo Intersections - MelbourneKenshoo Intersections - Melbourne
Kenshoo Intersections - MelbourneKenshoo
 
Kenshoo Intersections - Sydney
Kenshoo Intersections - SydneyKenshoo Intersections - Sydney
Kenshoo Intersections - SydneyKenshoo
 
From Insight to Action - Kenshoo Webinar Featuring Forrester
From Insight to Action - Kenshoo Webinar Featuring ForresterFrom Insight to Action - Kenshoo Webinar Featuring Forrester
From Insight to Action - Kenshoo Webinar Featuring ForresterKenshoo
 
Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...
Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...
Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...Kenshoo
 
K8 2014 - Predicting the Furture with Kenshoo CEO Yoav Izhar-Prato
K8 2014 - Predicting the Furture with Kenshoo CEO Yoav Izhar-PratoK8 2014 - Predicting the Furture with Kenshoo CEO Yoav Izhar-Prato
K8 2014 - Predicting the Furture with Kenshoo CEO Yoav Izhar-PratoKenshoo
 
K8 2014 - Search + Social Synergy from Kenshoo and Facebook
K8 2014 - Search + Social Synergy from Kenshoo and FacebookK8 2014 - Search + Social Synergy from Kenshoo and Facebook
K8 2014 - Search + Social Synergy from Kenshoo and FacebookKenshoo
 
K8 2014 - Welcome from Kenshoo CMO Aaron Goldman
K8 2014 - Welcome from Kenshoo CMO Aaron GoldmanK8 2014 - Welcome from Kenshoo CMO Aaron Goldman
K8 2014 - Welcome from Kenshoo CMO Aaron GoldmanKenshoo
 
K8 2014 - Product Vision and Client Success
K8 2014  - Product Vision and Client Success K8 2014  - Product Vision and Client Success
K8 2014 - Product Vision and Client Success Kenshoo
 
2014 Infinities Winner - Virket
2014 Infinities Winner - Virket2014 Infinities Winner - Virket
2014 Infinities Winner - VirketKenshoo
 
2014 Infinities Winner - Schibsted and Bomnegocio.com
2014 Infinities Winner - Schibsted and Bomnegocio.com2014 Infinities Winner - Schibsted and Bomnegocio.com
2014 Infinities Winner - Schibsted and Bomnegocio.comKenshoo
 
2014 Infinities Winner - iProspect
2014 Infinities Winner - iProspect2014 Infinities Winner - iProspect
2014 Infinities Winner - iProspectKenshoo
 
Kenshoo Intersections - Sao Paulo
Kenshoo Intersections - Sao PauloKenshoo Intersections - Sao Paulo
Kenshoo Intersections - Sao PauloKenshoo
 
The Mobile Opportunity Gap - Kenshoo and Yahoo Webinar
The Mobile Opportunity Gap - Kenshoo and Yahoo WebinarThe Mobile Opportunity Gap - Kenshoo and Yahoo Webinar
The Mobile Opportunity Gap - Kenshoo and Yahoo WebinarKenshoo
 
Kenshoo Intersections - San Francisco - Search + Social
Kenshoo Intersections - San Francisco - Search + Social Kenshoo Intersections - San Francisco - Search + Social
Kenshoo Intersections - San Francisco - Search + Social Kenshoo
 
Enhanced Campaigns: One Year Later - Kenshoo Webinar
Enhanced Campaigns: One Year Later - Kenshoo WebinarEnhanced Campaigns: One Year Later - Kenshoo Webinar
Enhanced Campaigns: One Year Later - Kenshoo WebinarKenshoo
 
Top 5 Digital Trends in 2014 in APJ - Bing Anniversary Event
Top 5 Digital Trends in 2014 in APJ - Bing Anniversary EventTop 5 Digital Trends in 2014 in APJ - Bing Anniversary Event
Top 5 Digital Trends in 2014 in APJ - Bing Anniversary EventKenshoo
 
Empower every marketer with technology to build brands and generate demand on...
Empower every marketer with technology to build brands and generate demand on...Empower every marketer with technology to build brands and generate demand on...
Empower every marketer with technology to build brands and generate demand on...Kenshoo
 

More from Kenshoo (20)

Tokyo Intersections Slide Deck
Tokyo Intersections Slide DeckTokyo Intersections Slide Deck
Tokyo Intersections Slide Deck
 
Atlanta Intersections Slide Deck
Atlanta Intersections Slide DeckAtlanta Intersections Slide Deck
Atlanta Intersections Slide Deck
 
Kenshoo Intersections - Singapore
Kenshoo Intersections - SingaporeKenshoo Intersections - Singapore
Kenshoo Intersections - Singapore
 
Kenshoo Intersections - Melbourne
Kenshoo Intersections - MelbourneKenshoo Intersections - Melbourne
Kenshoo Intersections - Melbourne
 
Kenshoo Intersections - Sydney
Kenshoo Intersections - SydneyKenshoo Intersections - Sydney
Kenshoo Intersections - Sydney
 
From Insight to Action - Kenshoo Webinar Featuring Forrester
From Insight to Action - Kenshoo Webinar Featuring ForresterFrom Insight to Action - Kenshoo Webinar Featuring Forrester
From Insight to Action - Kenshoo Webinar Featuring Forrester
 
Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...
Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...
Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...
 
K8 2014 - Predicting the Furture with Kenshoo CEO Yoav Izhar-Prato
K8 2014 - Predicting the Furture with Kenshoo CEO Yoav Izhar-PratoK8 2014 - Predicting the Furture with Kenshoo CEO Yoav Izhar-Prato
K8 2014 - Predicting the Furture with Kenshoo CEO Yoav Izhar-Prato
 
K8 2014 - Search + Social Synergy from Kenshoo and Facebook
K8 2014 - Search + Social Synergy from Kenshoo and FacebookK8 2014 - Search + Social Synergy from Kenshoo and Facebook
K8 2014 - Search + Social Synergy from Kenshoo and Facebook
 
K8 2014 - Welcome from Kenshoo CMO Aaron Goldman
K8 2014 - Welcome from Kenshoo CMO Aaron GoldmanK8 2014 - Welcome from Kenshoo CMO Aaron Goldman
K8 2014 - Welcome from Kenshoo CMO Aaron Goldman
 
K8 2014 - Product Vision and Client Success
K8 2014  - Product Vision and Client Success K8 2014  - Product Vision and Client Success
K8 2014 - Product Vision and Client Success
 
2014 Infinities Winner - Virket
2014 Infinities Winner - Virket2014 Infinities Winner - Virket
2014 Infinities Winner - Virket
 
2014 Infinities Winner - Schibsted and Bomnegocio.com
2014 Infinities Winner - Schibsted and Bomnegocio.com2014 Infinities Winner - Schibsted and Bomnegocio.com
2014 Infinities Winner - Schibsted and Bomnegocio.com
 
2014 Infinities Winner - iProspect
2014 Infinities Winner - iProspect2014 Infinities Winner - iProspect
2014 Infinities Winner - iProspect
 
Kenshoo Intersections - Sao Paulo
Kenshoo Intersections - Sao PauloKenshoo Intersections - Sao Paulo
Kenshoo Intersections - Sao Paulo
 
The Mobile Opportunity Gap - Kenshoo and Yahoo Webinar
The Mobile Opportunity Gap - Kenshoo and Yahoo WebinarThe Mobile Opportunity Gap - Kenshoo and Yahoo Webinar
The Mobile Opportunity Gap - Kenshoo and Yahoo Webinar
 
Kenshoo Intersections - San Francisco - Search + Social
Kenshoo Intersections - San Francisco - Search + Social Kenshoo Intersections - San Francisco - Search + Social
Kenshoo Intersections - San Francisco - Search + Social
 
Enhanced Campaigns: One Year Later - Kenshoo Webinar
Enhanced Campaigns: One Year Later - Kenshoo WebinarEnhanced Campaigns: One Year Later - Kenshoo Webinar
Enhanced Campaigns: One Year Later - Kenshoo Webinar
 
Top 5 Digital Trends in 2014 in APJ - Bing Anniversary Event
Top 5 Digital Trends in 2014 in APJ - Bing Anniversary EventTop 5 Digital Trends in 2014 in APJ - Bing Anniversary Event
Top 5 Digital Trends in 2014 in APJ - Bing Anniversary Event
 
Empower every marketer with technology to build brands and generate demand on...
Empower every marketer with technology to build brands and generate demand on...Empower every marketer with technology to build brands and generate demand on...
Empower every marketer with technology to build brands and generate demand on...
 

Recently uploaded

Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityIES VE
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesKari Kakkonen
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFMichael Gough
 
Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Karmanjay Verma
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Strongerpanagenda
 
Kuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialKuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialJoão Esperancinha
 
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...itnewsafrica
 
Landscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfLandscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfAarwolf Industries LLC
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...amber724300
 
Varsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
Varsha Sewlal- Cyber Attacks on Critical Critical InfrastructureVarsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
Varsha Sewlal- Cyber Attacks on Critical Critical Infrastructureitnewsafrica
 
QMMS Lesson 2 - Using MS Excel Formula.pdf
QMMS Lesson 2 - Using MS Excel Formula.pdfQMMS Lesson 2 - Using MS Excel Formula.pdf
QMMS Lesson 2 - Using MS Excel Formula.pdfROWELL MARQUINA
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Kaya Weers
 
A Framework for Development in the AI Age
A Framework for Development in the AI AgeA Framework for Development in the AI Age
A Framework for Development in the AI AgeCprime
 
Connecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfConnecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfNeo4j
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfIngrid Airi González
 
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfpanagenda
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...BookNet Canada
 
Potential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsPotential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsRavi Sanghani
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesThousandEyes
 

Recently uploaded (20)

Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a reality
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examples
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDF
 
Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
 
Kuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialKuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorial
 
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
 
Landscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfLandscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdf
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
 
Varsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
Varsha Sewlal- Cyber Attacks on Critical Critical InfrastructureVarsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
Varsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
 
QMMS Lesson 2 - Using MS Excel Formula.pdf
QMMS Lesson 2 - Using MS Excel Formula.pdfQMMS Lesson 2 - Using MS Excel Formula.pdf
QMMS Lesson 2 - Using MS Excel Formula.pdf
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)
 
A Framework for Development in the AI Age
A Framework for Development in the AI AgeA Framework for Development in the AI Age
A Framework for Development in the AI Age
 
Connecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfConnecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdf
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdf
 
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
 
Potential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsPotential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and Insights
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
 

How to Turn Dynamic Inventory into an SEM Advantage: TicketsNow and Kenshoo IRCE June 2012

  • 1. How to Turn Dynamic Inventory, Seasonalit y, and Promotions into an SEM Advantage Internet Retailer Conference & Exhibition June 5, 2012 Kenshoo: Proprietary & Confidential Information | 1
  • 2. Introductions Agenda Paid search challenges Paid search automation Mobile best practices 2
  • 4. Sachin Gadhvi, Director of Search & Mobile Marketing, TicketsNow: @Sachin_Gadhvi • 12 years in Consumer Marketing • TicketsNow is a leading event ticket resale marketplace owned by Ticketmaster. • TicketsNow also manages the NFL Ticket Exchange, US Open Ticket Exchange, NHL Ticket Exchange and Lakers Ticket Exchange • You might be surprised to know that I my 2nd daughter will be born any minute… 4
  • 5. Aaron Goldman, CMO, Kenshoo: @AaronGoldman • 13 years in digital marketing • Author, Everything I Know About Marketing I Learned From Google • Kenshoo is a digital marketing software company that engineers technology solutions for SEM and Social Media • You might be surprised to know that I’m an aspiring rapper… 5
  • 7. Paid search challenges Keeping up to date with constantly evolving search marketing landscape Creating and optimizing complex campaigns – Managing huge quantities of keywords ads, ad groups, web pages – Scaling campaigns that cross search engines, countries, regions, states – Managing mass amounts of campaigns across client/location/entity framework Lack of qualified and experienced search marketing professionals Difficulty rising above time consuming and tedious details to focus on creative campaign development Understanding and acting on dynamic consumer behavior Determining and executing optimal policy for bid optimization and budget management Integrating with enterprise systems for data collection and reporting data collection reporting Connecting online marketing to in-store and phone call conversions 7
  • 10. Never a dull moment in ticket sales 10
  • 11. Never a dull moment in ticket sales Search volume spike for “NBA playoffs” on April 27 11
  • 12. Never a dull moment in ticket sales 12
  • 13. Never a dull moment in ticket sales 13
  • 14. Never a dull moment in ticket sales 14
  • 16. Automate or die Creation Bidding Management CAMPAIGN Attribution Tracking Reporting 16
  • 17. Campaign creation Attributes Auto Keyword Expansion Auto Campaign & Ad Group Creation EventID: 123 EventName + Tickets EventName: Wicked EventName + Broadway Wicked Tickets Date Range: 01-01-12 to EventName + Schedule Wicked The Musical On Sale! 03-31-12 Productions: 50 EventName + Show Great Seats at TicketsNow.com®. Category: Theatre EventName + Musical www.ticketsnow.com EventName + Tour EventName + At + VenueName EventName + At + CityName Auto Default Bids Wicked (Venues) $0.25 Wicked (CityState) $0.50 Wicked (Ticketing) $1.00 17
  • 21. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 Most advertising tracking systems report and act on only the last click prior to purchase 21
  • 22. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 5% 10% 25% 60% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 22
  • 23. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 40% 10% 10% 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 23
  • 24. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 25% 25% 25% 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 24
  • 25. Campaign attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com TicketsNow.com Get your tickets now! Official Site of Buy Madonna tickets Get your tickets now TicketsNow.com TicketsNow.com™. ® - Now Available! For Madonna’s 2012 tour! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 0% 0% 0% 1 0 0 % (Last Click) Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 25
  • 27. Bidding – keyword based, human decisioning IF THEN SCHEDULE & AUTOMATE 27
  • 28. Bidding – keyword based, automated decisioning 28
  • 29. Bidding – portfolio based, automated decisioning 29
  • 30. Portfolio optimization results for TicketsNow = First day of Kenshoo Portfolio Optimizer implementation (7/6/11) 30
  • 31. Overall results for TicketsNow 31
  • 33. Must have mobile optimized website 33
  • 34. Set up separate mobile campaigns MOBILE PHONE Source: 2011 Kenshoo U.S. Online Retail Holiday Shopping Report 34
  • 35. Track performance by device, browser, and OS 35
  • 36. Consider other meaningful mobile metrics 36
  • 37. Key takeaways • Paid search complexity demands technology automation • Human strategy, oversight, and intervention still required • Maximize mobile opportunity through customized approach 37
  • 38. Thank you! SGadhvi@TicketsNow.com Aaron.Goldman@Kenshoo.com Kenshoo: Proprietary & Confidential Information | 38

Editor's Notes

  1. In-house tool allows team to take event inventory and generate ad groups, keywords, copy, destination URL, default bids in Kenshoo Editor-ready bulk sheets
  2. Use of Live Tracking·         Allows us to monitor conversion volume and what keywords its coming from·         Monitor ROI and be able to stop the bleeding if conversions are not coming in at expected rate·         Insight into velocity of conversions helps us predict and prepare for any operational challenges·         Helps team make quick decisions on bid changes if performance is not up to expectation
  3. Automation and optimization using Kenshoo and ability to react to results in real-time were very important factors in achieving those results.