Kenshoo: Proprietary and Confidential Information | 1
Optimizing Your Path to Seasonal
SEM Success
September 18, 2013
Kenshoo: Proprietary and Confidential Information | 2
Webinar Instructions
• Audio instructions – Listen via computer spea...
Kenshoo: Proprietary and Confidential Information | 3
Today‟s Speakers
Emily Helander
Product Marketing Manager
Josh Drell...
Kenshoo: Proprietary and Confidential Information | 4Kenshoo: Proprietary and Confidential Information | 4Source: http://b...
Kenshoo: Proprietary and Confidential Information | 5
2013 is the Shortest Shopping Season on Record
• President Abraham L...
Kenshoo: Proprietary and Confidential Information | 6
Retail Paid Search Metrics Up Year-Over-Year
Kenshoo: Proprietary and Confidential Information | 7
US Retail Ecommerce Holiday Sales Will Reach
$61.8 Billion in 2013
Kenshoo: Proprietary and Confidential Information | 8
Key Dates Will Affect Your Paid Search Strategy
Kenshoo: Proprietary and Confidential Information | 9
How Do You Maximize Your Opportunity?
Kenshoo: Proprietary and Confidential Information | 10
Like a String of Tree Lights…
Kenshoo: Proprietary and Confidential Information | 11
Optimizing Your
Path to Seasonal
SEM Success
Keywords
Ads
Bid Manag...
Kenshoo: Proprietary and Confidential Information | 12Kenshoo: Proprietary and Confidential Information | 12
Cast a wide n...
Kenshoo: Proprietary and Confidential Information | 13
How Does the Holiday Shopping Season Affect
Your Keyword Strategy?
...
Kenshoo: Proprietary and Confidential Information | 14
Tips for Success
Mine keywords from last year‟s holiday shopping se...
Kenshoo: Proprietary and Confidential Information | 15
Deck Your Campaigns With Seasonal Keywords
• Uncover new terms from...
Kenshoo: Proprietary and Confidential Information | 16
Deck Your Campaigns With Seasonal Keywords
• Uncover new terms from...
Kenshoo: Proprietary and Confidential Information | 17
Deck Your Campaigns With Seasonal Keywords
• Uncover new terms from...
Kenshoo: Proprietary and Confidential Information | 18
Deck Your Campaigns With Seasonal Keywords
• Uncover new terms from...
Kenshoo: Proprietary and Confidential Information | 19
Add Some Keywords To Your Naughty List
• Refine traffic and increas...
Kenshoo: Proprietary and Confidential Information | 20Kenshoo: Proprietary and Confidential Information | 20
Catch the eye...
Kenshoo: Proprietary and Confidential Information | 21
How Does the Holiday Shopping Season Affect
Your Ad Strategy?
• Ton...
Kenshoo: Proprietary and Confidential Information | 22
Tips for Success
Focus on getting consumers to click – with so much...
Kenshoo: Proprietary and Confidential Information | 23
Tips for Success
Use the tried and true “Free Shipping” message if ...
Kenshoo: Proprietary and Confidential Information | 24
Write Your Copy and Test it Twice
What message works best for the h...
Kenshoo: Proprietary and Confidential Information | 25
Scheduled Action Elves Automate Your Changes
Automation lets you en...
Kenshoo: Proprietary and Confidential Information | 26Kenshoo: Proprietary and Confidential Information | 26
Be diligent a...
Kenshoo: Proprietary and Confidential Information | 27
How Does the Holiday Shopping Season Affect
Your Bid Management Str...
Kenshoo: Proprietary and Confidential Information | 28
Tips for Success
Setup your testing schedule before the season star...
Kenshoo: Proprietary and Confidential Information | 29
Bidding in an Algorithmic Wonderland
• Kenshoo Portfolio OptimizerT...
Kenshoo: Proprietary and Confidential Information | 30
All I want for Christmas is ActiveClusters
• Kenshoo ActiveClusterT...
Kenshoo: Proprietary and Confidential Information | 31
Steer Your Sleigh with Advanced Search
• Boost your bids on items o...
Kenshoo: Proprietary and Confidential Information | 32Kenshoo: Proprietary and Confidential Information | 32
Make sure you...
Kenshoo: Proprietary and Confidential Information | 33
How Does the Holiday Shopping Season Affect
Your Website Strategy?
...
Kenshoo: Proprietary and Confidential Information | 34
Tips for Success
More focused landing pages that let shoppers know ...
Kenshoo: Proprietary and Confidential Information | 35
Have Yourself a Merry Landing Page
• Perform multivariate landing p...
Kenshoo: Proprietary and Confidential Information | 36
Make Sure Santa Comes to Every Town
• Advertise beyond the search e...
Kenshoo: Proprietary and Confidential Information | 37Kenshoo: Proprietary and Confidential Information | 37
Track and fol...
Kenshoo: Proprietary and Confidential Information | 38
How Does the Holiday Shopping Season Affect
Your Follow-Up Strategy...
Kenshoo: Proprietary and Confidential Information | 39
Tips for Success
Don‟t let a holiday visitor leave your site withou...
Kenshoo: Proprietary and Confidential Information | 40
„Tis the Season to Track Holistically
• Get a holistic view of your...
Kenshoo: Proprietary and Confidential Information | 41
Retarget to All, and to All a Good Return
• Re-engage customers tha...
Kenshoo: Proprietary and Confidential Information | 42
“You‟ll shoot your ROI up, kid”
• Better data + smarter bids = inst...
Kenshoo: Proprietary and Confidential Information | 43
“You‟ll shoot your ROI up, kid”
• Better data + smarter bids = inst...
Kenshoo: Proprietary and Confidential Information | 44Kenshoo: Proprietary and Confidential Information | 44
Take what you...
Kenshoo: Proprietary and Confidential Information | 45
Optimization is the Key
• Mantra = “Test. Optimize. Test. Optimize....
Kenshoo: Proprietary and Confidential Information | 46
Tips for Optimization
Keywords – bring in the right customers, not ...
Kenshoo: Proprietary and Confidential Information | 47
Do You See What I See?
• Analyze and understand results before next...
Kenshoo: Proprietary and Confidential Information | 48
“Buddy the Elf. What‟s your favorite device?”
• Understand device p...
Kenshoo: Proprietary and Confidential Information | 49
“Buddy the Elf. What‟s your favorite device?”
• Understand device p...
Kenshoo: Proprietary and Confidential Information | 50
Your Optimizations will go down in history!
• Quickly make cross-ch...
Kenshoo: Proprietary and Confidential Information | 51
The 6 Steps to Season SEM Success
• Cast a wide net with the right ...
Kenshoo: Proprietary and Confidential Information | 52
Download your copy of The Kenshoo Guide for
more tips
Kenshoo.com/S...
Kenshoo: Proprietary and Confidential Information | 53Kenshoo: Proprietary and Confidential Information | 53
Questions & A...
Kenshoo: Proprietary and Confidential Information | 54
Merry SEM Season to all!
Recording will be posted at: Kenshoo.com/R...
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Optimizing Your Path to Seasonal SEM Success - Kenshoo Webinar

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Presentation from the September 18th webinar, "Optimizing Your Path to Seasonal SEM Success." Josh Dreller and Emily Helander of Kenshoo share the 6 most important steps for retailers looking to maximize paid search marketing during the peak shopping season.

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  • , up 15.1% over 2012
  • Would like to automate 1. first bullet and sub bullet with pie charts and 2. second bullet with table
  • Dimension tags can be applied to track several common elements — for example, all ads or landing pages for your Cyber Monday sale. Set up a query via Advanced Search to include a minimum data threshold and create automated optimization actions. For example, you may choose to increase bids on keywords and ads with strong performing landing pages during your promotional periods based on their conversion rate
  • Demand changes with the holiday season, don’t you want attribution that will adapt with those changes and be actionable?Incorporates interaction data from external channelsROI lift of 17%What would a 5% lift mean in terms of your holiday goals? What about a 17% lift?
  • Demand changes with the holiday season, don’t you want attribution that will adapt with those changes and be actionable?Incorporates interaction data from external channelsROI lift of 17%What would a 5% lift mean in terms of your holiday goals? What about a 17% lift?
  • Optimizing Your Path to Seasonal SEM Success - Kenshoo Webinar

    1. 1. Kenshoo: Proprietary and Confidential Information | 1 Optimizing Your Path to Seasonal SEM Success September 18, 2013
    2. 2. Kenshoo: Proprietary and Confidential Information | 2 Webinar Instructions • Audio instructions – Listen via computer speakers or use phone numbers listed in email from gotowebinar@citrixonline.com • Still can‟t hear the webinar? Tell us please! • Ask questions using the Questions box
    3. 3. Kenshoo: Proprietary and Confidential Information | 3 Today‟s Speakers Emily Helander Product Marketing Manager Josh Dreller Director, Marketing Research
    4. 4. Kenshoo: Proprietary and Confidential Information | 4Kenshoo: Proprietary and Confidential Information | 4Source: http://blogs.alfresco.com/wp/saks-fifth-avenue-black-friday/
    5. 5. Kenshoo: Proprietary and Confidential Information | 5 2013 is the Shortest Shopping Season on Record • President Abraham Lincoln declared Thanksgiving a national holiday in 1863, to be celebrated on the fourth Thursday of every November • President Roosevelt moved Thanksgiving to the third Thursday of November, hoping to raise revenue by adding a week to the holiday shopping season. • Congress has since reverted Thanksgiving to its original date. The 2013 holiday shopping season is set to be the shortest on record. With just 26 days between Thanksgiving and Christmas, six fewer than last year‟s 32.
    6. 6. Kenshoo: Proprietary and Confidential Information | 6 Retail Paid Search Metrics Up Year-Over-Year
    7. 7. Kenshoo: Proprietary and Confidential Information | 7 US Retail Ecommerce Holiday Sales Will Reach $61.8 Billion in 2013
    8. 8. Kenshoo: Proprietary and Confidential Information | 8 Key Dates Will Affect Your Paid Search Strategy
    9. 9. Kenshoo: Proprietary and Confidential Information | 9 How Do You Maximize Your Opportunity?
    10. 10. Kenshoo: Proprietary and Confidential Information | 10 Like a String of Tree Lights…
    11. 11. Kenshoo: Proprietary and Confidential Information | 11 Optimizing Your Path to Seasonal SEM Success Keywords Ads Bid Management Website Follow-up Optimization
    12. 12. Kenshoo: Proprietary and Confidential Information | 12Kenshoo: Proprietary and Confidential Information | 12 Cast a wide net with the right keywords
    13. 13. Kenshoo: Proprietary and Confidential Information | 13 How Does the Holiday Shopping Season Affect Your Keyword Strategy? • Q4 sees the highest volume of searches on retail terms • More emphasis on research and browsing terms as consumers look for deals • Holiday terms such as Christmas, Gifts, etc. • New products become hot overnight (there will be new keywords to add throughout the season) • Competitors gearing up may catch you off guard for keywords you thought had little to no competition during the year
    14. 14. Kenshoo: Proprietary and Confidential Information | 14 Tips for Success Mine keywords from last year‟s holiday shopping season, not just from recent months Use the SKUs and product terms from your entire catalog to cash in on long tail searches Combine your keywords with holiday shopping terms such as Christmas, Holiday, Gift, etc. Link your keyword lists to your product feeds to automatically pause keywords on out of stock items Use Product Listing Ads as well as keywords for triggering ads Use negatives to not be triggered for the wrong types of searches
    15. 15. Kenshoo: Proprietary and Confidential Information | 15 Deck Your Campaigns With Seasonal Keywords • Uncover new terms from SEO  SEO/SEM Report
    16. 16. Kenshoo: Proprietary and Confidential Information | 16 Deck Your Campaigns With Seasonal Keywords • Uncover new terms from SEO • Expand coverage with Keyword Suggest Reports  Keyword Suggest Report  Keyword suggestions – channel opportunities
    17. 17. Kenshoo: Proprietary and Confidential Information | 17 Deck Your Campaigns With Seasonal Keywords • Uncover new terms from SEO • Expand coverage with Keyword Suggest Reports • Concatenate holiday keywords with the Keyword Tool  Keyword Tool
    18. 18. Kenshoo: Proprietary and Confidential Information | 18 Deck Your Campaigns With Seasonal Keywords • Uncover new terms from SEO • Expand coverage with Keyword Suggest Reports • Concatenate holiday keywords with the Keyword Tool • Increase coverage on long tail  PLAs
    19. 19. Kenshoo: Proprietary and Confidential Information | 19 Add Some Keywords To Your Naughty List • Refine traffic and increase quality score with easy implementation  Keyword Suggestions Report  PLA Negatives Report
    20. 20. Kenshoo: Proprietary and Confidential Information | 20Kenshoo: Proprietary and Confidential Information | 20 Catch the eyes of shoppers with ads that compel them to click
    21. 21. Kenshoo: Proprietary and Confidential Information | 21 How Does the Holiday Shopping Season Affect Your Ad Strategy? • Tons of clutter – not just online but offline too • Competitors are constantly changing/testing creative • Key dates such as Thanksgiving, Black Friday, Cyber Monday, etc.
    22. 22. Kenshoo: Proprietary and Confidential Information | 22 Tips for Success Focus on getting consumers to click – with so much clutter there‟s not the luxury of trying to use ads to help sell or brand as well Keep checking the Search Engine Results Pages (SERPs) to see what creative angles your competitors are taking  Zig when they zag  You might be inspired to try something similar
    23. 23. Kenshoo: Proprietary and Confidential Information | 23 Tips for Success Use the tried and true “Free Shipping” message if you can Have different strategies for different key dates Use constant testing throughout the season Make sure your PLA ads have high impact visuals to entice consumers to click
    24. 24. Kenshoo: Proprietary and Confidential Information | 24 Write Your Copy and Test it Twice What message works best for the holidays? • Automate scientific ad copy analysis with AB Testing Report  Take action in Kenshoo Editor • Understand which promotion line works best for your PLAs
    25. 25. Kenshoo: Proprietary and Confidential Information | 25 Scheduled Action Elves Automate Your Changes Automation lets you enjoy the holidays • Flight promotional ads • Pause seasonal campaigns • Reactivate your standard copy
    26. 26. Kenshoo: Proprietary and Confidential Information | 26Kenshoo: Proprietary and Confidential Information | 26 Be diligent and extra smart with your bid management strategy
    27. 27. Kenshoo: Proprietary and Confidential Information | 27 How Does the Holiday Shopping Season Affect Your Bid Management Strategy? • You don‟t have the luxury of long test and analysis periods • Very volatile spikes during key dates • Competitors might get a little wacky and bid way more than they should just to get visitors to their site • Multiple devices in a 3 Screen World can complicate the issue
    28. 28. Kenshoo: Proprietary and Confidential Information | 28 Tips for Success Setup your testing schedule before the season starts  Keep it tight  Stay on schedule Be prepared for key dates. You may even need to change bids several times throughout those days Don‟t let your budgets cap for your highest margin items Use automated bid policies wherever possible
    29. 29. Kenshoo: Proprietary and Confidential Information | 29 Bidding in an Algorithmic Wonderland • Kenshoo Portfolio OptimizerTM  Intelligent bid automation  Builds hundreds of thousands of statistical models  Considers marginal ROI for a portfolio  Supports mobile bid adjustments • Budget Center powered by Halogen  Advanced forecasting  Informed planning  Automated execution with KPO  Active Monitoring
    30. 30. Kenshoo: Proprietary and Confidential Information | 30 All I want for Christmas is ActiveClusters • Kenshoo ActiveClusterTM technology predicts keyword-level or product- target level performance to achieve goals • Seasonal campaigns may not qualify for KPO or require a portfolio approach  Keyword model and PLA policies offer a sophisticated solution • Support mobile bid adjustment recommendations
    31. 31. Kenshoo: Proprietary and Confidential Information | 31 Steer Your Sleigh with Advanced Search • Boost your bids on items on the day they go on sale  Create custom rules-based bid policies for granular control • Pause keywords when items go out of stock  Search for keywords across your entire program • Use Scheduled Actions to automate changes so you can enjoy your holiday
    32. 32. Kenshoo: Proprietary and Confidential Information | 32Kenshoo: Proprietary and Confidential Information | 32 Make sure your website is optimized for a great shopping experience
    33. 33. Kenshoo: Proprietary and Confidential Information | 33 How Does the Holiday Shopping Season Affect Your Website Strategy? • Holiday shoppers know it‟s a buyers market and will click away if they don‟t see deals • So many other priorities during this time of year that it‟s hard to focus on the website • Visitors coming from so many different devices that you need phone and tablet optimized experiences  1 site for all will not maximize your success
    34. 34. Kenshoo: Proprietary and Confidential Information | 34 Tips for Success More focused landing pages that let shoppers know these are “holiday deals”, not just regular deals Constantly test your pages for your most important products Stay consumer centric; let holiday shopping visitors know that you understand how much effort goes into this time of year
    35. 35. Kenshoo: Proprietary and Confidential Information | 35 Have Yourself a Merry Landing Page • Perform multivariate landing page testing with dimensions  Create dimensions  Create categories  Assign creative for testing  Test and track  Optimize • Use Advanced Search and dimensions to monitor and optimize
    36. 36. Kenshoo: Proprietary and Confidential Information | 36 Make Sure Santa Comes to Every Town • Advertise beyond the search engines  Extend your local reach with CityGrid • Drive traffic to physical locations  Update Place pages with holiday promotions  Connect online and offline stages
    37. 37. Kenshoo: Proprietary and Confidential Information | 37Kenshoo: Proprietary and Confidential Information | 37 Track and follow-up with your consumers after the initial visit
    38. 38. Kenshoo: Proprietary and Confidential Information | 38 How Does the Holiday Shopping Season Affect Your Follow-Up Strategy? • So much competition for deals, shoppers may not convert on their first visit  You must have a follow-up strategy in place or miss out on low-hanging fruit • Website visitors may even forget where they saw the best deal • Don‟t think of follow-up as non-search related activity. These tactics will bring tremendous value to your search program‟s ROI
    39. 39. Kenshoo: Proprietary and Confidential Information | 39 Tips for Success Don‟t let a holiday visitor leave your site without enticing them to opt-in to communication  Holiday daily deals newsletter  Price drops for key dates  At the very least, connect with them via social network Retargeting on Facebook Exchange  Bid based on value of the search term  Customize creative based on the search term
    40. 40. Kenshoo: Proprietary and Confidential Information | 40 „Tis the Season to Track Holistically • Get a holistic view of your marketing activities – especially when there will be more volume to learn from • Gain valuable insights and optimize intelligently with cross-channel tracking, reporting and attribution  Over 100 completed third-party integrations
    41. 41. Kenshoo: Proprietary and Confidential Information | 41 Retarget to All, and to All a Good Return • Re-engage customers that have visited your site through display ads and the Facebook Exchange (FBX)  Prompt conversions with shipping deadlines or promotional offers  Leverage search keywords to create retargeting audiences  Use top performing product targets from PLAs to create Facebook ads
    42. 42. Kenshoo: Proprietary and Confidential Information | 42 “You‟ll shoot your ROI up, kid” • Better data + smarter bids = instant lift • Market demand changes with holiday  Activate more informed bidding at the time it matters most • Reach your holiday goals  Improve campaign performance SMARTER BIDS SMARTER BIDS
    43. 43. Kenshoo: Proprietary and Confidential Information | 43 “You‟ll shoot your ROI up, kid” • Better data + smarter bids = instant lift • Market demand changes with holiday  Activate more informed bidding at the time it matters most • Reach your holiday goals  Improve campaign performance SMARTER BIDS SMARTER BIDS
    44. 44. Kenshoo: Proprietary and Confidential Information | 44Kenshoo: Proprietary and Confidential Information | 44 Take what you‟ve learned & continually optimize
    45. 45. Kenshoo: Proprietary and Confidential Information | 45 Optimization is the Key • Mantra = “Test. Optimize. Test. Optimize. REPEAT!” • For the holidays, step it up.  If you optimize monthly, try weekly  If you optimize weekly, try daily • Remember – your competitors are going to step it up to. If you don‟t have a good plan, by the time you realize that you‟re losing, it will be too late.
    46. 46. Kenshoo: Proprietary and Confidential Information | 46 Tips for Optimization Keywords – bring in the right customers, not just every customer Ads – keep rotating and testing to find the best performing ads Bid Management – you have to act quickly or lose out Website – don‟t let all of the great work you‟ve put in with keywords, ads, and bid management go to waste with a poor website experience Follow-up – use everything you can to get those search visitors back to your site
    47. 47. Kenshoo: Proprietary and Confidential Information | 47 Do You See What I See? • Analyze and understand results before next optimization  Comparison and trending widgets  View pre and post data in the grid  Analyze historical Quality Score
    48. 48. Kenshoo: Proprietary and Confidential Information | 48 “Buddy the Elf. What‟s your favorite device?” • Understand device performance throughout the season  Fusion: Keyword by Device Report • Optimize to reach consumers on all devices  All KPO and keyword model policies support ad group-level MBAs  Advanced Search & Kenshoo Editor support MBAs and mobile preferred ads
    49. 49. Kenshoo: Proprietary and Confidential Information | 49 “Buddy the Elf. What‟s your favorite device?” • Understand device performance throughout the season  Fusion: Keyword by Device Report • Optimize to reach consumers on all devices  All KPO and keyword model policies support ad group-level MBAs  Advanced Search & Kenshoo Editor support MBAs and mobile preferred ads
    50. 50. Kenshoo: Proprietary and Confidential Information | 50 Your Optimizations will go down in history! • Quickly make cross-channel changes with Kenshoo Editor  Work off-line while on the plane to grandma‟s • Advanced Search  Say goodbye to bulksheets  Take action on subsets of data you define easily and efficiently
    51. 51. Kenshoo: Proprietary and Confidential Information | 51 The 6 Steps to Season SEM Success • Cast a wide net with the right keywords • Catch the eyes of shoppers with ads that compel them to click • Be diligent and extra smart with your bid management strategy • Make sure your website is optimized for a great shopping experience • Track and follow-up with your consumers after the initial visit • Take what you‟ve learned & continually optimize
    52. 52. Kenshoo: Proprietary and Confidential Information | 52 Download your copy of The Kenshoo Guide for more tips Kenshoo.com/SeasonalSEM
    53. 53. Kenshoo: Proprietary and Confidential Information | 53Kenshoo: Proprietary and Confidential Information | 53 Questions & Answers
    54. 54. Kenshoo: Proprietary and Confidential Information | 54 Merry SEM Season to all! Recording will be posted at: Kenshoo.com/Retail-SEM-Webinar

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