Search And Social Intersection By Chad Baldwin

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SMX Advanced 2014 Session #SMX #13B - Maximizing The Synergy Of Paid Search & Social - Search & Social Intersections By Chad Baldwin Of Kenshoo

For more on search marketing visit http://searchengineland.com and for marketing and social media check out http://marketingland.com

Published in: Social Media, Technology, Business
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Search And Social Intersection By Chad Baldwin

  1. 1. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 1 – #KenshooIntersections Search & Social Intersections • Why it matters • Similarities and Differences • Search & Social Better Together
  2. 2. – 2 – Kenshoo, Inc. Copyright 2014 SMX Advanced Introductions Chad Baldwin • Started Kenshoo Americas 6 years ago, VP Sales, MD Americas, currently Client Partner – working with all top global Kenshoo clients Forrester Wave™: #1 Bid Management, Q4 '12 Forrester Wave™: #1 Social Ad Platforms, Q4 '13 SEARCH SOCIAL
  3. 3. 3 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo: Delivering Scale in Digital Marketing Note: Data based on annualized numbers, December 2013 $100 million budget Every week, Kenshoo spends 1 billion clicks Every month, Kenshoo delivers 1 trillion ads Every year, Kenshoo serves 32,000 ads Every second, Kenshoo serves 22,000 clicks Every minute, Kenshoo delivers
  4. 4. – 4 – Kenshoo, Inc. Copyright 2014 SMX Advanced Why it Matters: 32% of Time Online is Search & Social
  5. 5. – 5 – Kenshoo, Inc. Copyright 2014 SMX Advanced Why it Matters: More than Half of Digital Ad Budgets Source: eMarketer, December 2013
  6. 6. – 6 – Kenshoo, Inc. Copyright 2014 SMX Advanced Why it Matters: A Consumer Path: Search & Social Source: Kenshoo retail client, June 2013
  7. 7. – 7 – Kenshoo, Inc. Copyright 2014 SMX Advanced Search & Social: Similarities & Differences • Self-service, auction-based, Pay-Per-Click (PPC) models • Granular approach • Targeting options • Real-time optimization • Scale in mobile • Push vs. Pull • Ad formats • Targeting options • Post-view tracking • Mobile • Volume Similarities Differences
  8. 8. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 8 – #KenshooIntersections Know Thy Customer [Signals] • Harness data signals to inform and optimize each other • Search queries • Brand term traffic • Mobile search data • SEM ad copy • Search metrics/KPIs • Social Targeting Criteria • Likes & interests • Social activity • Social Insights • Testing audience response SocialSearch
  9. 9. – 9 – Kenshoo, Inc. Copyright 2014 SMX Advanced Success: Facebook Driving Search Source: Kenshoo, November 2013 • GEO-Segmented Study • Varying levels of FB Spend • Consistent Search Spend • Facebook Impressions drove significant increase in Search volume at positive ROI
  10. 10. – 10 – Kenshoo, Inc. Copyright 2014 SMX Advanced Success: Search Driving Facebook: Demand Signals Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post comparison): Top Performing Products
  11. 11. – 11 – Kenshoo, Inc. Copyright 2014 SMX Advanced Success: SEM Driving FB: Audience Intent Signals 1st Party Intent Data Dynamic Custom Audiences Halo Effect 19% ROI 22% CONVERSIONS Search 54 % ROI 49% CPC Social [search query]
  12. 12. © 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information – 12 – #KenshooIntersections • Search & Social are significant portions of time spent online • Treat these channels uniquely and develop the expertise • Search & Social are complementary - intent and context - Use signals from each to drive the other - Don’t silo / understand attribution

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