1
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Enhanced Campaigns:
One Year Later
2
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
About Us
Aaron Goldman
Chief Marketing Officer, Kenshoo
Ad...
3
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Agenda
• Enhanced Campaigns Overview
• Market Trends
• Ret...
4
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Enhanced Campaigns (EC) Overview
5
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Just the Facts, Ma’am
WHAT
New Google campaign type consol...
6
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
2%
34%
24%
27%
13%
What was your attitude toward the
Enhan...
7
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Marketer Prognostication
Source: Kenshoo Marketer Survey: ...
8
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Migration Process
Source: Kenshoo Marketer Survey: Enhance...
9
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Market Trends
10
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Top-Line KPIs
In Q1 2014, global Kenshoo Search clients s...
11
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Mobile Spend Share Increasing
• Mobile now accounts for 2...
12
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
$0.40
$0.45
$0.50
$0.55
$0.60
$0.65
$0.70
$0.75
$0.80
Q1 ...
13
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Mobile Performance Trails Desktop
2%
18%
16%
27%
37%
How ...
14
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Retailer Perspective
15
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Initial Reactions
“This goes against all
of the best prac...
16
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Lost control over device, OS targeting
This limited our m...
17
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Brand keywords are opted into mobile
in a controlled way
...
18
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Key Takeaways
Non-desktop devices are
primary players
Thi...
19
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Mobile Opportunity Gap
20
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Consumers are increasingly using all three
screens as par...
21
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
The mobile web is often used for researching
purchases.
S...
22
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Shopping information accessed via the mobile
web helps co...
23
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Marketers’ cross-device strategies are lagging
behind.
So...
24
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Consumers expect more from mobile shopping
experiences…
S...
25
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
…and are reluctant to return to a site if it is not
optim...
26
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Marketers have an opportunity to grow!
Source: Advertiser...
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
22%
3%
38%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
3. Leverage advanced targeting techniques
In order to mee...
31
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
4. Deploy device-specific bidding strategies
25%
64%
9%
2...
32
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
5. Optimize the post-click experience
Source: The Mobile ...
33
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
6. Implement multi-touch attribution models
34
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Future-Proofing
35
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Broaden your definitions of “mobile” and
“devices”
WEARAB...
36
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Be Mindful of New Google Offerings
Shopping Campaigns: ne...
37
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Leverage Mobile App Download Promotion
38
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Bing Product Ads
Showcase product images, promotional tex...
39
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Additional Resources
• Kenshoo Search and Social Snapshot...
40
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Thank You
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Enhanced Campaigns: One Year Later - Kenshoo and Walgreens - IRCE 2014

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Presentation from the IRCE 2014 session "A Year Later: The Impact of Enhanced Campaigns" delivered by Kenshoo CMO Aaron Goldman and Director of E-Commerce Marketing at Walgreens, Adam Garcia, on Friday, June 13.

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Enhanced Campaigns: One Year Later - Kenshoo and Walgreens - IRCE 2014

  1. 1. 1 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Enhanced Campaigns: One Year Later
  2. 2. 2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information About Us Aaron Goldman Chief Marketing Officer, Kenshoo Adam Garcia Director Online Marketing, Walgreens
  3. 3. 3 © 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
  4. 4. 4 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Enhanced Campaigns (EC) Overview
  5. 5. 5 © 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
  6. 6. 6 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2% 34% 24% 27% 13% 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 40%+ of respondents had a negative attitude towards the EC migration
  7. 7. 7 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Marketer Prognostication Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later 73% 14% 13% Spend 57% 16% 27% Click volume 59% 35% 6% CPC 25% 60% 15% 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
  8. 8. 8 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Migration Process Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later 2% 82% 16% 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
  9. 9. 9 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Market Trends
  10. 10. 10 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Top-Line KPIs In Q1 2014, global Kenshoo Search clients saw: 10% YoY increase in spend 12% YoY increase in advertiser revenue 2% YoY increase in cost-per-click Source: Kenshoo Search and Social Snapshot – Q1 2014
  11. 11. 11 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Spend Share Increasing • Mobile now accounts for 25%+ of total spend and 30%+ of total clicks Spend Clicks Q1 2013 Q1 2014 Q1 2013 Q1 2014 U.S. 17% 26% 21% 30% U.K. 23% 31% 26% 31% AU 23% 34% 30% 42% Source: Kenshoo Search Advertising Trends – Q1 2014
  12. 12. 12 © 2014 Kenshoo, Inc. Confidential and Proprietary Information $0.40 $0.45 $0.50 $0.55 $0.60 $0.65 $0.70 $0.75 $0.80 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 CPC by Device: Americas Desktop Phone Tablet Desktop Still Carries Price Premium Source: Kenshoo Search Advertising Trends – Q1 2014 $0.66 $0.57 $0.52
  13. 13. 13 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Performance Trails Desktop 2% 18% 16% 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
  14. 14. 14 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Retailer Perspective
  15. 15. 15 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Initial Reactions “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.”“
  16. 16. 16 © 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
  17. 17. 17 © 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
  18. 18. 18 © 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
  19. 19. 19 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Opportunity Gap
  20. 20. 20 © 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
  21. 21. 21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information The mobile web is often used for researching purchases. Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo Consumers plan on using mobile and tablet even more in the future for shopping/researching
  22. 22. 22 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Shopping information accessed via the mobile web helps consumers validate purchases. Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo Which of the following activities do you feel applies to consumers that conduct shopping research using their mobile device while in a store or at a place of business?
  23. 23. 23 © 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?
  24. 24. 24 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Consumers expect more from mobile shopping experiences… Source: Advertiser Perceptions of the Three-Screen World, Kenshoo As a consumer yourself, what is your reaction when reaching a non-mobile optimized size via mobile device? Very bothered, I leave the site Somewhat bothered, but I continue on No reaction at all
  25. 25. 25 © 2014 Kenshoo, Inc. Confidential and Proprietary Information …and are reluctant to return to a site if it is not optimized for mobile. Source: Advertiser Perceptions of the Three-Screen World, Kenshoo “I am less likely to re-visit a brand/manufacturer’s site if it wasn’t optimized for my mobile device the first time I visited it.” Strongly agree Somewhat agree No opinion either way Somewhat disagree Strongly disagree
  26. 26. 26 © 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
  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 22% 3% 38%2% 11% 24% 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 3. Leverage advanced targeting techniques In order to meet performance goals, target desired audiences by: Location Device Time of Day
  31. 31. 31 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 4. Deploy device-specific bidding strategies 25% 64% 9% 2% To increase mobile bids To decrease mobile bids To opt out of mobile 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?
  32. 32. 32 © 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
  33. 33. 33 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 6. Implement multi-touch attribution models
  34. 34. 34 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Future-Proofing
  35. 35. 35 © 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
  36. 36. 36 © 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
  37. 37. 37 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Leverage Mobile App Download Promotion
  38. 38. 38 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Bing Product Ads Showcase product images, promotional text, pricing, and company name Yahoo Stream Ads Naturally blend into the content streams viewed by users Don’t forget Bing and Yahoo!
  39. 39. 39 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Additional Resources • Kenshoo Search and Social Snapshot – Q1 2014: Kenshoo.com/Search-Social-Snapshot • Kenshoo Search Advertising Trends – Q1 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 • Quantifying the Impact of Multi-touch Attribution: Kenshoo.com/MTA • An Inside Look at Google Shopping Campaigns: Kenshoo.com/Inside-Google-Shopping Coming Soon: • Enhanced Campaigns One Year Later
  40. 40. 40 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Thank You

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