Kenshoo Social Webinar: Putting Social Advertising in Context

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Presentation from July 28th webinar with Forrester VP and Principal Analyst, Shar VanBoskirk and Kenshoo CMO, Aaron Goldman. Covers latest trends in social advertising and best practices for advertising in the context of social networks.

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  • Kenshoo is a digital marketing software company. We were founded in 2006 and funded by Sequoia Capital and Arts Alliance. And we’ve grown to more than 200 people around the globe. Currently over $15 billion in online sales revenue flows through our system on an annual basis and our Kenshoo Social product has delivered well over 30 billion impressions.
  • Here’s a quick snapshot of our product suite. We have solutions for enterprise advertisers and agencies as well as companies that manage large volumes of small businesses or locations.We have products for search and social that help you manage your campaigns better and faster and they plug in to all the channels you see at the bottom for integration, reporting, and attribution, ultimately helping you determine the full impact of your online advertising and where you next dollar is best spent.
  • Here’s a quick snapshot of some of the advertisers and agencies currently using Kenshoo Social to manage their Facebook ad campaigns.
  • As for what makes Kenshoo Social so great, it’s all about the ability to create ads at scale, manage campaigns easily and effectively with custom Facebook bid algorithms, and flexible reporting to see how your ads are contributing to your brand goals
  • Now let’s get into some trends and best practices. Here are 4 keys to success in social advertising.
  • Picking the right Key Performance Indicators.Determining the role of social in driving those KPIs.Setting your targets to reach your best prospects.Testing everything and continuing to iterate. Remember, social is still super new and you have to figure out what will work best for your company.Now let’s dig into KPIs.
  • Here are all the KPIs you could consider. Let’s start with traditional KPIs that we focus on in search and other DR channels. Now let’s look at the new KPIs that are part of the social ecosystem. Only you can decide which ones matter most for your business. The key though is to make sure you know what you’re tracking and why.
  • So how do you determine what are the right KPIs. Well, we all know there’s a ton of ad inventory available on Facebook. The question is, what do you want to do with it?
  • Are you trying to generate demand and immediate results? If so, you’ll want to consider driving traffic off Facebook to your brand domain.Or are you trying to drive better engagement with your brand? In this case, you’ll want to leverage social assets within the Facebook walls.
  • Here you can see the campaigns we ran to promote this webinar with some ads driving to a registration page on Kenshoo.com and others driving RSVPs thru the Facebook event we set up. In case you’re wondering, 60 out of 400 of you RSVP’d thru FB.
  • When setting your goals and KPIs, you have to remember what Facebook is all about. People on Facebook are busy connecting, not clicking. As you can see Facebook click-rates are, on average, about half that of standard display ads.And therein lies the conundrum. If you want to drive direct response off Facebook, you’ll have a relatively limited pool of r
  • Now before we just go an dismiss the click altogether, let’s remember 2 things.One, clicks can also drive activity to Facebook objects, like pages and events. So they’re critical in that sense. And clicks are also critical in terms of determining what you pay for marketplace ads. As you can see here, there’s a strong correlation between click-rate and cost per click.
  • But what about all those impressions that don’t get clicked? How do you measure they’re value?
  • Well, it goes back to what John was talking about earlier. Think about Super Bowl commercials. How do you measure the value of those impressions? Now consider that with 750 million accounts, Facebook has a Super Bowl going on every hour. And it’s not one-way brand engagement, it’s true brand interaction and word of mouth as John pointed out.
  • So let’s focus on some new KPIs that can help put all those impressions in perspective, namely social impressions, reach, social reach, and engagements.
  • And let’s put these metrics in context of an actual campaign. As you can see here, we used Kenshoo Social to promote the webinar on Facebook and while our primary goal was to drive registrations, we were also able to see how many impressions we delivered with a viewer’s friend or connection already engaging with us. And as we know, our industry is a small one and too many of us spend too much time on Facebook (just for research, right guys?) but it seems like many of you have friends also in the industry and thus your identities were likely tied to ads we were showing. So thanks for that!
  • Now that you’ve figured out what you’re trying to do and how you’ll measure it, let’s talk about how you appropriately credit social advertising for it’s role in the mix.
  • Rightoff the bat, I want to tell you that yes, it can be done. On a one-to-one, dollar-in-dollar-out basis, you can get direct ROI from FB ads. Here are 2 examples of Kenshoo Social customers who achieved positive ROI as measured thru off-Facebook ecommerce sales.
  • That said, when your goal is to drive activity off Facebook to your site, it’s critical to keep in mind all the touchpoints along the way. In this example, we have someone who clicks on a Facebook ad but doesn’t buy anything, then does 3 keyword searches and clicks on corresponding ads before finally making a purchase. Now, most platforms will report and act only on that last click. In this case, search would get all the credit and bids and budgets would be optimized accordingly. In Kenshoo Social, however, we have different attribution models you can set based on your business situation.Whether it’s linear ratio or U-shaped which gives 40% to first click, 40% to last and splits up the clicks in the middle evenly, or a complete even split or first or last click, you must think thru which model is most appropriate.
  • Now, most platforms will report and act only on that last click. In this case, search would get all the credit and bids and budgets would be optimized accordingly.
  • In Kenshoo Social, however, we have different attribution models you can set based on your business situation.Whether it’s linear ratio or U-shaped which gives 40% to first click, 40% to last and splits up the clicks in the middle evenly, or a complete even split or first or last click, you must think thru which model is most appropriate.
  • And you must choose one platform as your true north. As Shar mentioned, tracking search and social in one place is so important. This will help you de-duplicate conversions and track all the clicks in the path to purchase.
  • As you can see in this example, a consumer clicked on a Facebook ad before converting on a Google ad. And then you can set the appropriate attribution model to give credit to each channel.
  • Now let’s look at the impact of various attribution models. In this case, by giving all credit to the last click, Facebook ROI stood at about 70%.
  • But as we work our way up to first-only attribution, ROI on FB would have been 85%, hence justifying more budget allocation and potentially driving more sales. So key take-aways here: 1. You can drive direct ROI from Facebook but it will never be as high as search and won’t also show positive ROI so don’t let that be your end-all-be-all 2. Make sure to give credit to Facebook’s impact on sales thru other channels and 3. Back to KPIs, consider other ways beyond direct ROI to measure efficacy of social advertising.
  • Now let’s talk about targeting within Facebook.
  • The beautiful thing about Facebook, beyond these beautiful bubbles, is that you can cut the audience very finely to reach only your best prospects. And then show ads tailored just for them.
  • One of the things that’s unique about Kenshoo Social is how you can set up your targets. Rather than set up one ad at a time by matching a creative with a target, you can choose your creatives, choose your targets, and we’ll do all the permutations and upload them to Facebook. We’ll even automatically name each ad with the creative and target so you can easily slice the data.So in this case here, we have 2 creatives and 2 targets. Kenshoo Social creates 4 ads. Or take 1 creative and 3 targets, and we’ll create 3 ads on Facebook.
  • When choosing your targets, you’ll want to pay attention to your estimated reach which we update dynamically so you can see how many people you can actually reach based on the criteria selected. For this webinar, we were focused on US and UK. To all our friends down under and across Asia, we’ll be recording this and making it available at a more convenient time.
  • Next, choose demographic variables like age, gender, relationship.
  • And then choose supplemental info such as likes and interests, workplaces, education. You can see we selected online advertising and whittled down to 380 people. Clearly not as many of us digital marketing geeks on Facebook as we thought or at least we don’t want to promote that fact on our profiles.
  • And finally you can target connections and friends of connections, incredibly valuable when trying to expand your reach but remain targeted and relevant. The last thing to point out is that you can save custom target settings in Kenshoo Social so you don’t have to start from scratch the next time you want to set up an ad.
  • OK, now let’s talk about testing.
  • Why is testing so important? Well you can see here there’s a high variable cost between different targeting criteria. In this case, you can see the variance in cost per click by age and by gender. Older people skew higher probably because there are fewer of them and they have higher buying power.
  • As for the tactics you can take with your testing, 5 areas we’ll quickly cover are Segments, Images, Messaging, Scheduling, and Bidding.
  • With segments, we just talked about all the ways you can target your ads and the key is to take segments that worked and try cutting them even further.
  • As for your ad itself, just like with search, you’ll want to test every possible combination to see what works best. Some things to experiment with include background colors, buttons, etc.
  • As for the copy you use in your messaging, some best practices include having clear calls-to-action, refreshing often, personalizing, and just keeping it short and sweet. Oh, and don’t just repurpose your search ad copy. Remember, people are in a much different mindset on Facebook than they are on Google.
  • I just mentioned refreshing your ad copy. Indeed, ads can go stale so you’ll want to test different days of week and times of day to run your ads. In Kenshoo Social, scheduling is a snap and you can view reports that show you performance by day and time.
  • When it comes to bidding, you have to take a different approach from search.1, because your goals should be different.And 2, because the variance in click-rate in social is a lot smaller. Here you can see we looked at 40 campaigns in social and about 100 in search, and the distribution of click-rate for social is all pretty tight between 0.01% and 0.09% and for search it’s scattered between 0.1% and 10%. This requires algorithms to work with a lot less standard deviation.
  • So, summing it all up. How do you get more out of your social advertising? Through Kenshoo Social of course.
  • If you’d like to learn more, please visit us at Kenshoo.com/Social or Facebook.com/Kenshoo. Thanks again to my co-presenters for their time and great insights.*Forrester and Facebook logos are trademarks of each respective company and participation in this webinar does not specifically constitute an endorsement of Kenshoo’s products or services.
  • Kenshoo Social Webinar: Putting Social Advertising in Context

    1. 1. Putting social advertising in context<br />July 28, 2011<br />
    2. 2. Agenda<br />2<br />Search and Social: Better TogetherSharVanBoskirk, VP and Principal Analyst, Forrester<br />Social Advertising DemystifiedJohn Yi, Strategic Program Manager, Facebook<br />Getting More Out of Social AdvertisingAaron Goldman, CMO, Kenshoo<br />
    3. 3. Search and social: better together<br />
    4. 4. Theme: <br />Integrating social with search is essential to building a “get found” strategy<br />
    5. 5. Why integrate social and search?<br />What are some best practices for integration?<br />How do you measure the value of integrating social with search?<br />Agenda<br />
    6. 6. Why integrate social and search?<br />What are some best practices for integration?<br />How do you measure the value of integrating social with search?<br />Agenda<br />
    7. 7. July 11, 2000<br />
    8. 8. July 21, 2011<br />
    9. 9. Users' ways of finding information have changed<br />
    10. 10. Why integrate social and search?<br />Social media has always made a difference in search results<br />Inbound links, user generated content boosts natural search results<br />But now people rely on social media to find what they’re looking for<br />Search engines are incorporating social content into search results<br />Integrating your search and social strategies can improve the efficiency and results of both<br />
    11. 11. Kenshoo Case Study – Search & Social<br /> Top 100 Internet Retailer running DR search and social campaigns, both with positive ROI<br /> 20% of all conversion paths showed ad clicks from more than one channel (searchand social)<br />Over 1/3 had brand queries in the path to conversion<br />Consumers discover brand on FB and then search for it by name<br />Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths<br />
    12. 12. Why integrate social and search?<br />What are some best practices for integration?<br />How do you measure the value of integrating social with search?<br />Agenda<br />
    13. 13. 1) Improve SEO visibility: Drive inbound links…<br />Social media profiles further distribution , <br />encourage users to forward , generates more inbound links  improves your natural rankings.<br />
    14. 14. 2) Mine social content for help with keyword selection<br />Conversations about animal lovers and pet products could inform the paid search campaign to promote a new pet-care line <br />
    15. 15. 3) Mine keyword searches for content to create or highlight<br />
    16. 16. 4) Enable ratings and reviews<br />Ratings help your listing stand out from others in search engine results.<br />
    17. 17. Reviews help your brand get found, even if your site does not<br />Ikea’s site doesn’t show up in the search results – but reviews of their products do.<br />
    18. 18. And they improve position in local listings<br />Reviews, user-generated pictures, other social content boost local results.<br />
    19. 19. 5) Use paid search to extend the distribution of social content<br />Sponsored results on social sites promote created social content<br />
    20. 20. 6) Use social to support ongoing crisis management<br />BP posts live video feeds to keep their message current and prominent in search results. <br />This pushes negative social content down in the results<br />
    21. 21. Why integrate social and search?<br />What are some best practices for integration?<br />How do you measure the value of integrating social with search?<br />Agenda<br />
    22. 22. Measure lift in results<br />Volume, value and source of immediate transactions<br />Increased number of orders/activities<br />Increased purchase price or number of items per order<br />More transactions from a target customer group<br />Competitive advantage<br />Increased overall reach<br />Increased mindshare<br />Improved representation of brand<br />Customer value<br />Brand engagement<br />Referral value of customer<br />Efficiency<br />Less keyword expenses<br />Less touches required for conversion<br />Fewer resources required<br />
    23. 23. To summarize<br />The future of search marketing is about “getting found,” not just buying search ads <br />Social media can boost search results and provide new ways to be found<br />Apply some simple best practices to plan your social and search strategies together<br />Measure how integrated efforts generate lift over independent ones<br />A single platform that helps you manage search and social together can make integration easier<br />
    24. 24. Shar VanBoskirk<br />+1 617.613.5845<br />svanboskirk@forrester.com<br />www.forrester.com <br />Thank you<br />
    25. 25. 25<br />Getting More out of social advertising<br />
    26. 26. Digital Marketing Software<br />10 global offices, 200+ employees<br />Campaigns running in over 100 countries<br />Directing$15 billion+ in annual online sales revenue<br />More than 33 billion Facebook ad impressions delivered through Kenshoo Social Ad Manager<br />26<br />About Kenshoo<br />
    27. 27. 27<br />Our Product Suite<br />
    28. 28. 28<br />Brands Powered by Kenshoo Social<br />
    29. 29. 29<br />Why Kenshoo Social?<br /> Scalable Ad Creation<br />Robust Campaign Management<br />Custom Facebook Algorithm<br />Flexible Reporting<br />
    30. 30. 30<br />Getting More Out of Social Advertising: Keys to Success<br />
    31. 31. 31<br />Getting More Out of Social Advertising: Keys to Success<br />
    32. 32. Putting the in KPI<br />32<br />Uniques<br />ROI<br />Revenue<br />Clicks<br />Purchases<br />Follows<br />Social Impressions<br />Churn<br />Cost<br />CPF<br />Video Views<br />Downloads<br />Connections<br />CPL<br />Likes<br />Conv Rate<br />Mentions<br />CPM<br />Tweets<br />Shares<br />AOV<br />Retweets<br />CPC<br />Fans<br />Share of Voice<br />CTR<br />Impressions<br />CPA<br />Social Reach<br />RSVPs<br />Engagements<br />Reach<br />Leads<br />Revenue/Click<br />
    33. 33. Facebook has Plenty of Impressions<br />33<br />Source: Comscore May 2011<br />
    34. 34. What Do You Want Those Impressions To Do?<br />34<br />Internal (FB) Traffic Driving<br />Brand Engagement<br />External Traffic Driving<br />Demand Generation<br />Traffic<br />CPC<br />CPA<br />ROI<br />Connections<br />Likes<br />Fans<br />RSVPs<br />
    35. 35. What Do You Want Those Impressions To Do?<br />35<br />Internal (FB) Traffic Driving<br />Brand Engagement<br />External Traffic Driving<br />Demand Generation<br />Traffic<br />CPC<br />CPA<br />ROI<br />Connections<br />Likes<br />Fans<br />RSVPs<br />
    36. 36. The Click Conundrum<br />36<br />People on Facebook Are Busy Connecting, Not Clicking<br />0.10 %<br />Average Display CTR<br />0.05 %<br />Average Facebook CTR<br />Source: Webtrends Feb 2011, Kenshoo Social July 2011<br />
    37. 37. The Click is Critical<br />37<br />High Correlation Between CTR and CPC<br />High Correlation Between CTR and CPC for Retail Advertiser<br />CTR %<br />CPC %<br />Source: Kenshoo Social May 2011<br />
    38. 38. The Impression Issue<br />38<br />
    39. 39. 39<br />Shining New Light on Social<br />I liked it.<br />Hmm.<br />
    40. 40. Putting the in KPI<br />40<br />Uniques<br />ROI<br />Revenue<br />Clicks<br />Purchases<br />Follows<br />Social Impressions<br />Churn<br />Cost<br />CPF<br />Video Views<br />Connections<br />Downloads<br />CPL<br />Likes<br />Conv Rate<br />Mentions<br />CPM<br />Tweets<br />Shares<br />AOV<br />Retweets<br />CPC<br />Fans<br />Share of Voice<br />CTR<br />Impressions<br />CPA<br />Social Reach<br />RSVPs<br />Engagements<br />Reach<br />Leads<br />Revenue/Click<br />
    41. 41. 41<br />Putting the KPIs in Kenshoo<br />
    42. 42. 42<br />Getting More Out of Social Advertising: Keys to Success<br />
    43. 43. 43<br />Getting More Out of Social Advertising: Keys to Success<br />
    44. 44. 44<br />Yes, You Can Generate Direct ROI From Facebook <br />Agency: iProspect<br />Advertiser: leading apparel manufacturer<br />Campaign targeting college students<br />Direct ROI increased by 71% to $1.73<br />Advertiser: Internet Retailer<br />Campaign: holiday season promotion<br />Promoting free shipping <br />Direct ROI $1.90<br />
    45. 45. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />Most advertising tracking systems report and act on only the last click prior to purchase<br />45<br />
    46. 46. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />25%<br />10%<br />5%<br />60%<br />46<br />
    47. 47. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />40%<br />10%<br />10%<br />40%<br />47<br />
    48. 48. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />25%<br />25%<br />25%<br />25%<br />48<br />
    49. 49. (Last Click)<br />Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />0%<br />0%<br />0%<br />100%<br />49<br />
    50. 50. 50<br />Choose One Platform as Your True North<br />
    51. 51. 51<br />Choose One Platform as Your True North<br />
    52. 52. 52<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
    53. 53. Prefer First
    54. 54. Distribute Evenly
    55. 55. U-Shaped
    56. 56. Prefer Last
    57. 57. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
    58. 58. 53<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
    59. 59. Prefer First
    60. 60. Distribute Evenly
    61. 61. U-Shaped
    62. 62. Prefer Last
    63. 63. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
    64. 64. 54<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
    65. 65. Prefer First
    66. 66. Distribute Evenly
    67. 67. U-Shaped
    68. 68. Prefer Last
    69. 69. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
    70. 70. 55<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
    71. 71. Prefer First
    72. 72. Distribute Evenly
    73. 73. U-Shaped
    74. 74. Prefer Last
    75. 75. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
    76. 76. 56<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
    77. 77. Prefer First
    78. 78. Distribute Evenly
    79. 79. U-Shaped
    80. 80. Prefer Last
    81. 81. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
    82. 82. 57<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
    83. 83. Prefer First
    84. 84. Distribute Evenly
    85. 85. U-Shaped
    86. 86. Prefer Last
    87. 87. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
    88. 88. 58<br />Getting More Out of Social Advertising: Keys to Success<br />
    89. 89. 59<br />Getting More Out of Social Advertising: Keys to Success<br />
    90. 90. 60<br />Targetingis Tantamount<br />
    91. 91. 61<br />Targetingis Tantamount<br />
    92. 92. 62<br />Targetingis Tantamount<br />
    93. 93. 63<br />Targeting: The Kenshoo Social Way<br />Creative <br />Target<br />x<br />=<br />x<br />=<br />
    94. 94. 64<br />Slick Segmentation<br />Dynamic Estimated Reach<br />Full Geographic Targeting and Language Settings<br />
    95. 95. 65<br />Slick Segmentation<br />Target by age, gender, relationship status<br />
    96. 96. 66<br />Slick Segmentation<br />Relate to your audience through likes & interests, education & workplaces<br />
    97. 97. 67<br />Slick Segmentation<br />Save Custom Target Settings<br />Reach Friends of Friends<br />
    98. 98. 68<br />Getting More Out of Social Advertising: Keys to Success<br />
    99. 99. 69<br />Getting More Out of Social Advertising: Keys to Success<br />
    100. 100. 70<br />Avg. CPC<br />Population Size<br />Source: Facebook API June 2011<br />High Variable Cost Between Targets<br />
    101. 101. 71<br />Testing Tactics<br />Segments<br />Images<br />Messaging<br />Scheduling<br />Bidding<br />
    102. 102. 72<br />Refine Segments<br />Segments<br />
    103. 103. Image is Everything<br />Images<br />Use Buttons<br />Image frames<br />Celebrities<br />Think outside the box!<br />Background colors<br />Shocking Images<br />Animals<br />People vs. Objects<br />73<br />
    104. 104. Messaging<br />Messaging Matters<br />74<br />
    105. 105. Messaging Matters<br />Messaging<br />Use a Call to Action<br />Refresh Copy Often<br />Use Promotional Codes<br />Don’t use Standard Search Copy<br />Personalize Ads<br />Short and Concise is Best<br />75<br />
    106. 106. Scheduling is a Snap<br />Scheduling<br />76<br />
    107. 107. 77<br />Better Bidding<br />Bidding<br />Smaller Social CTR Variance Demands Tighter Bid Algorithms<br />Social<br />Search<br /># of Campaigns<br />CTR<br />
    108. 108. 78<br />Better Bidding<br />Bidding<br />Smaller Social CTR Variance Demands Tighter Bid Algorithms<br />Leverage bespoke Facebook bid algorithms to manage campaigns based on your goals<br />Social<br /><ul><li>CPC
    109. 109. CPA
    110. 110. ROI
    111. 111. Follow FB Suggested Bid</li></ul>Search<br /># of Campaigns<br />CTR<br />
    112. 112. 79<br />Get More with Kenshoo Social<br />
    113. 113. Thank you!<br />Kenshoo.com/Social<br />Facebook.com/Kenshoo<br />Info@Kenshoo.com<br />

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