We all know location extensions boost CTR but what else can you do with your store location data? How can you leverage your brick-and-mortar assets to beat up those online-only’s? Is your team wondering what to do with those old yellowpages budgets?

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Things to do With Location Data
July 16th, 2013

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• Photo

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Kenshoo
Founded: 2006
Investors: Sequoia Capital,
Arts Alliance, Tenaya Capital
Employees: 330+
• $25 billion annual client sales revenue
directed through Kenshoo
• 1.8 billion active paid search keywords
• 1 billion Facebook ads delivered daily

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Dedicated Local Staff
Access Product, Sales, Client Services, Engineering and QA
resources all well versed and dedicated to the Local space.
Always Learning
Test new concepts, channels, and technology with a
solution built for the world most dynamic marketers.
Invested in making Local work for MultiLocation
Best in Class
Leverage superior Enterprise-strength technology, service
and math – Sole Leader in Forrester Wave*
*The Forrester Wave™: Bid Management Software Providers, Q4 2012

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Rapid Brainstorming
• Scenario
• Quantity not quality
• Be weird
• Write them down
• Discussion

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You open a new restaurant…
• How can you leverage this information in your
digital marketing efforts?
Address
Business Description
Hours
Business Logo
Business name
Primary Category
Secondary Category
Contact Email
Fax number
Location Name
Longitude
Main phone
Payment Methods
Service area
Special offer
Store Code
Website address
Facebook link
Owner Message
Bullet points
Parking Info
Product Inventory

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Things to Do With Location Data
1. Update map listing
2. Create Call and Location extensions
3. Update store locator
4. Create local campaigns (Search, Social, Local, Mobile, Display)
5. Connect offline conversions
6. Do better attribution modeling
7. Buy traffic from local/mobile networks
8. Connect loyalty to FB
9. Update your maps feeds
10. Bid smarter between national and local
11. View marketing performance by store
12. Create Local PLAs

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Do Search Better

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Extensions Improve CTR
34%

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Adoption Still Low
Campaigns with Ext
Eligible Campaigns

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Better Targeting

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Bid Smarter
• Increase/decrease bid modifier by location (less control)
• Separate campaigns by location and set bid (more control)

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Build faster
…and then copy to Bing

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Build faster
• Use location data to quickly ramp new openings.
• Address = targeting, LEX
• Services offered = ad groups
…and then copy to Bing

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Extend Distribution

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Case Study: Sonus
http://www.kenshoo.com/sim-partners-velocity-platform-and-kenshoo-local-help-sonus-reduce-cpl/

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End-to-end

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The Value of Stores

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Shifting landscape

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Mike Ghaffary, Yelp

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50%

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Omni versus Store

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Challenges
• How do you give the store credit for an assist? Pickup?
• Purchase in store but ship inventory from other store?
• How do you connect and value offline conversion to
online activity?
• Are “Store” campaigns the new “Brand” campaign
• How do you set budgets and bids for stores versus
online?

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Not All Interactions are Created Equal
OPPORTUNITY
!
Map
touch-points
and to
measure
value
CHALLENGE
?
Where should I
allocate my
spend
Search
Social
Display

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How it Works
black pumps
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Looking for the perfect
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How it Works
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
17%
30%
43%
10%
shoes.com
$ $ $

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How it Works
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
shoes.com
Looking for the perfect
handbag to match?
Find the hottest
combos on
Shoes.com
$ $ $
4%
8%
18%
5%
65%
$ $ $

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Whitefence: 28% Increase in Revenue by Bidding to True Keyword
Value
• ROI lift of 17% • Spend increased 9% • Fully automated optimization

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Thank you
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Thank you
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Paul.Wicker@kenshoo.com