One Month Later: Q&A on Enhanced Campaigns


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Presentation from the August 22, 2013 Q&A session on enhanced campaigns, hosted by Kenshoo Director of Marketing Research, Josh Dreller and featuring Bon Mercado of Google.

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One Month Later: Q&A on Enhanced Campaigns

  1. 1. 11 Google Enhanced Campaigns Revisiting the Revolution (post-migration) August 22, 2013
  2. 2. 2 Webinar Instructions • Audio instructions – Listen via computer speakers or use phone numbers listed in email from • Still can’t hear the webinar? Tell us please! • Ask questions using the Questions box
  3. 3. 3 Today’s Speakers BONMERCADO Regional Product Expert for Mobile Google JOSHDRELLER Director, Marketing Research Kenshoo
  4. 4. 44 Agenda EC Overview Kenshoo Insights Q&A with Google
  5. 5. 5 Performance by device (pre-migration) • Search traffic split across desktop, tablet and mobile devices • Advertisers often duplicated campaigns to target individual devices Q1 2013
  6. 6. 6 Kenshoo EC migration timeline February 2013 Google announces Enhanced Campaigns March 2013 Kenshoo 5.1: Basic EC Management April 2013 Google announces ad group mobile bid adjustment April 2013 Editor support for ECs. First bulk enhancement solution. May 2013 Kenshoo 5.2: Bulk EC support in Advanced Search and bulksheets; device segmented reports June 2013 Kenshoo bid policies support campaign mobile bid adjustments July 2013 Kenshoo 5.3: Kenshoo bid policies support ad group mobile bid adjustments; bulk ad group MBA modifications July 2013 All campaigns automatically upgrade to enhanced campaigns
  7. 7. 7 Navigating the migration
  8. 8. 8 Kenshoo EC migration timeline
  9. 9. 9 Successfully managing newly enhanced campaigns Migration QA • Easily check settings with Profile and Campaigns Settings report Optimization • View effective mobile bids in Kenshoo Editor • Optimize mobile bid adjustments (MBAs) and mobile preferred ads in bulk with Advanced Search • Use automated bid policies for keyword and ad group-level MBA recommendations Insights by device • Reapprove old elements to have {device} param automatically added to tracking redirects to track by device • Gain insight into mobile, desktop and tablet performance with Fusion: Keywords by Device report
  10. 10. 10 Taking the guesswork out of mobile bid adjustments Kenshoo has 9 automated bid policies that offer keyword and ad group-level mobile bid adjustment recommendations. Kenshoo Portfolio OptimizerTM Policies Maximize a performance metric across an entire profile while staying within set restraints. Achieve goal on lower volume campaigns by calculating expected performance through keyword clustering. Kenshoo ActiveClusterTM Policies • Conversions • Revenue • Profit • Traffic • Bid to Custom Metric • Bid to CPA • Bid to ROI • Bid to Position • Revenue for Product Targets
  11. 11. 11 EC Campaigns – by the numbers (as of Aug. 20) Average Campaign Mobile Bid Adjustment -24.7% Average Campaign MBA where not disabled -2.4%
  12. 12. 12 Ad groups – by the numbers (as of Aug. 20) Average Ad Group Mobile Bid Adjustment -82.4% Average Ad Group MBA where not disabled -44.3%
  13. 13. 13 Initial feedback from Kenshoo clients • Edu lead gen client reported 11% CPC decrease post- migration • Previously they did not target tablet devices, so they gained additional traffic as well • CPG client saw 329% increase in traffic for mobile and tablet devices post-migration • Also saw 126% increase in CPCs +329% Clicks -11% CPC
  14. 14. 14 Kenshoo marketing results • Kenshoo campaign targeting prospective clients • Migrated June 30th • Month-over-Month performance pre/post EC migration (virtually the same spend June to July) o Impressions increased 22% o Click-thru-rate decreased by 14% o Conversions went up 74% o Cost per Conversion dropped 46% o Conversion Rate increased by 66% o Average position rose slightly by 5% o Average Cost-per-click decreased by 11%
  15. 15. 1515 Google Enhanced Campaigns Q&A with Bon Mercado Regional Product Expert for Mobile Google
  16. 16. 16 Thank you 16 Recording will be posted at: