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Kenshoo Global Search Trends Q1 2013 - Kenshoo Webinar

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Presentation from the April 30th webinar "Global Search Advertising Trends Q1 2013" led by Kenshoo Director of Marketing Research, Josh Dreller. This webinar provided an in-depth look at global search trends in the first quarter of 2013 with an overview of performance experienced by Kenshoo clients globally.

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Kenshoo Global Search Trends Q1 2013 - Kenshoo Webinar

  1. 1. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential InformationKenshoo Global SearchAdvertising TrendsUpdated through Q1, 2013
  2. 2. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 2| 2Welcome!Josh DrellerDirector of Marketing ResearchKenshoo• Paid search practitioner since 2003• SEM on both advertiser and agency side• SearchEngineLand.com columnist for 5+ years• josh.dreller@kenshoo.com
  3. 3. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 3| 3AgendaMethodologyKey Campaign MetricsGeographic RegionsMobile DevicesSummary InfographicActionable Insights
  4. 4. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 4| 4Methodology
  5. 5. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 5| 5Methodology• Representative sample set of Kenshoo clients in 190+countries• Includes only search advertisers spending consistently during the period of analysis (previous24 months)• Initial three months of campaign data removed to reduce impact of anomalies from programlaunches• Reflects billions of dollars of paid search spend• Volume metrics have been normalized to a factor of 1based on the initial quarter of data.• Data points from subsequent quarters are based on a multiplier from the first quarter• For example, 1.55 means that metric is 55% greater than that of the initial quarter• Mobile data set is a different set of clients than globalindex
  6. 6. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 6| 6Key Campaign Metrics
  7. 7. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  8. 8. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  9. 9. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  10. 10. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  11. 11. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  12. 12. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 12| 12Geographic Regions
  13. 13. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  14. 14. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  15. 15. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  16. 16. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  17. 17. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 17| 17Mobile Devices
  18. 18. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  19. 19. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  20. 20. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  21. 21. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
  22. 22. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 22| 22Summary Infographic
  23. 23. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 23| 23
  24. 24. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 24| 24Actionable Insights
  25. 25. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 25| 25Actionable Insights#1 - Metrics are always in motion#2 - You can still improve your CTR#3 - Work your Quality Scores for lower CPCs#4 - Master managing SEM by device
  26. 26. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 26| 26#1 - Metrics Are Always in Motion• Search marketers need flexible tools that can adjustand account for constant fluctuations and seasonality
  27. 27. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 27| 27Kenshoo Portfolio Optimizer™ (KPO)• Looks at portfolio as whole• Altruistic• Flexible configuration• Automatically clusters keywords• Considers millions of differentclusters• Looks at value of next unit ofspend
  28. 28. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 28| 28Unique Seasonality DecisioningStart Date End Date Description15-Jun 1-Jul Clearance Sale15-Aug 30-SepBack to SchoolPromotion1-Dec 31-Jan Holiday PromotionRetailAcademicFinancial
  29. 29. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29#2 - You Can Still Improve Your CTR• Sometimes it feels as if your performance has hit a wall –but there are always more efficiencies• Search marketers need to find ways to be nimble and agilewhile managing creative at scale
  30. 30. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30Kenshoo Editor
  31. 31. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31#3 - Work Your Quality Scores for Lower CPCs• Making bid changes for large accounts can be a dauntingtask but even shaving pennies off of your CPCs can leadto major improvement
  32. 32. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32Advanced Search & Scheduled Actions
  33. 33. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33#4 - Master Managing SEM by Device• Managing all devices with the same strategy won’t getyou the best results on each• Need tools that can enhance the engine offeringsGoogle: Enhanced campaignsYBN: Still allowing separate campaigns
  34. 34. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34Track Performance By Device, Browser, And OS
  35. 35. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35Client Success Story• Skyscanner, #1 flight meta-search site in Europe, switched to Kenshoo afterunsuccessful implementations with Efficient Frontier (Adobe) and Marin Software• Expanded to more than 50 markets using Kenshoo Editor and leverage KenshooPortfolio Optimizer to drive 100%+ conversion growth in key countries• Download full case study: http://www.kenshoo.com/skyscanner_case_study
  36. 36. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36Summary#1 - Metrics are always in motionKeep your process nimble#2 - You can still improve your CTRKeep working, every .1% increase helps#3 - Work your Quality Scores for lower CPCsUnless you’re at 10, there’s still room to improve#4 - Master managing SEM by deviceDifferent screens, different intent, etc.
  37. 37. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential InformationThank you| 37Thank you| 37Download full report at:Kenshoo.com/SearchGlobalTrends

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