Maximizing The Synergy Of Paid Search & Social - SMX Sydney

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Presentation from Kenshoo's Liam Walsh delivered at SMX Sydney on the power of paid search and social synergy.

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Maximizing The Synergy Of Paid Search & Social - SMX Sydney

  1. 1. A C T I V A T I N G S E A R C H & S O C I A L S Y N E R G Y #KenshooIntersections
  2. 2. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 2 – #KenshooIntersections
  3. 3. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 3 – #KenshooIntersections Agenda • Cross-Channel Marketing • Push and Pull • Why Start with Search and Social? • Similarities and Differences • Getting Started • Search and Social Activation
  4. 4. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 4 – #KenshooIntersections syn • er • gy Noun The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.
  5. 5. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 5 – #KenshooIntersections 1 + 1 =3
  6. 6. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 6 – #KenshooIntersections The Importance of Cross-Channel Marketing
  7. 7. – 7 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Alterian "Engaging Times Summit" www.emarketer.com August 2013
  8. 8. – 8 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: A Forrester Consulting Thought Leadership Paper Commissioned By ExactTarget The Key To Successful Cross-Channel Marketing Sophisticated Cross-Channel Marketers Show Us That Technology Matters Most October 2012
  9. 9. – 9 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Zeta Interactive, June 2013
  10. 10. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 10 – #KenshooIntersections Which of these challenges to cross-channel operationalization worries you most? Organizational Structure Technology Barriers Partner Complexity Cross-Channel Expertise A B C D POLL
  11. 11. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 11 – #KenshooIntersections The Potent Relationship of Push and Pull Marketing
  12. 12. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 12 – #KenshooIntersections Push Marketing Shown to people as they passively consume web content and engage with other digital assets. Pull Marketing Coupled to content that people actively request, such as search engine results, location listings, etc.
  13. 13. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 13 – #KenshooIntersections Strike the Right Balance (at Scale) • It’s not Push or Pull, but rather Push and Pull • Must be done at scale, but with individual consumers in mind • Cross-channel marketing can deliver powerful Push and Pull when used correctly
  14. 14. – 14 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections A Real Consumer Path: Search and Social Source: Kenshoo retail client, June 2013
  15. 15. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 15 – #KenshooIntersections 2 Reasons Why Search and Social Should be the Next Channels you Integrate
  16. 16. – 16 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Because they are huge
  17. 17. – 17 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections More than Half of Digital Ad Budgets Source: eMarketer, December 2013
  18. 18. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 18 – #KenshooIntersections What percentage of your digital marketing spend is Search and Social? Less than 10% 11% – 35% 36% – 66% Over 66% A B C D POLL
  19. 19. – 19 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Kenshoo Search and Social Snapshott, Q1 2014
  20. 20. – 20 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Search and Social Work Better Together “Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.” The study also showed a 50 percent click- through-rate (CTR) increase in paid search when consumers were exposed to influenced social media and paid search.
  21. 21. – 21 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Kenshoo Study Proved Added Value Source: Kenshoo, November 2013
  22. 22. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 22 – #KenshooIntersections Search and Social Complement Each Other
  23. 23. – 23 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections The Similarities • Self-service, auction-based, Pay-Per-Click (PPC) models • Granular approach • Targeting options • Real-time optimization • Scale in mobile
  24. 24. – 24 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections The Differences • Push vs. Pull • Ad formats • Targeting options • Post-view tracking
  25. 25. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 25 – #KenshooIntersections Better Together
  26. 26. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 26 – #KenshooIntersections It’s All About Signals • Harness data signals to inform and optimize each other  Collection  Analysis  Activation
  27. 27. – 27 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Examples of Search Signals for Social • Search queries • Brand term traffic • Mobile search data • SEM ad copy • Search metrics/KPIs • Retargeting
  28. 28. – 28 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Examples of Social Signals for Search • Likes & interests • Social activity • Social analytics • Testing audience response
  29. 29. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 29 – #KenshooIntersections Getting Started
  30. 30. – 30 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Rally Internal Stakeholders • Commit • Find the cross-channel champions and start seeding the idea • Set short term objectives • Clearly demonstrate the upside of doing it as well as downsides of not doing it – others will
  31. 31. – 31 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Seek Tech Solutions • Put cross-channel needs at the top of every current technology partner conversation  What’s already in place that you can leverage?  What’s on the roadmap? • Place more value on cross-channel functionality with new technology evaluations
  32. 32. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 32 – #KenshooIntersections Search and Social Activation How?
  33. 33. – 33 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Activation: Demand-Driven Campaigns
  34. 34. – 34 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Activation: Search Retargeting Ads partner tells social media site that user can be added to that product's audience. The same user sees a promotion in their social media feed. A user reaches a website through a search term.
  35. 35. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 35 – #KenshooIntersections Using Dynamic Creative on Facebook Exchange Source: Kenshoo
  36. 36. – 36 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections With search, find more accurate value of the customer... $2.50 CPMVisit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site View several product pages Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23
  37. 37. – 37 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post Kenshoo comparison): Results from Demand-Driven Campaigns (DDC) for Leading Retailer vs. non-DDC benchmarks
  38. 38. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 38 – #KenshooIntersections Thank You

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