SAAL A - 09:00 - The Intersection of Search and Social with Karl Knights, Kenshoo

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How consumers research and buy online is now incredibly complex, especially when it comes to the interactions between paid search and social advertising. While it may not be easy, bridging the gap between the two channels can benefit both marketers and consumers, delivering highly targeted ads and messages to drive engagement, sales and ROI. Regardless of whether marketers coordinate their search and social activity, consumers will be affected by the two channels in some way. Join Kenshoo's director for global strategic accounts, Karl Knights, in a session which asks if marketers could be working against themselves with mixed messaging.

Presentations & Public Speaking

Performance Marketing Insights | June, 2015

2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Source: Econsultancy, “Cross-Channel Marketing Report 2014,” August 2014
62% of global marketers agreed that messaging, execution, and
delivery strategies aren’t actually aligned across touch points.
Top Challenges
1.Current Technology
2.Org Structure
3.Budget

3© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
CROSS CHANNELIS NOT…
Having two channels
operating in silos Or forcing strategies to fit

4© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
CROSS-CHANNELSTRATEGYIS…
Leveraging success
across channels
Reaching targeted audiences
Optimizing for true
value of all interactions
Gaining a holistic view

5© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
3 Reasons Why Search & Social Should Be The Next
Channels You Integrate

6© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
1. TOP ONLINE ACTIVITIES

7© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
2.CONSUMERTRUST
Source: eMarketer, November 2013

8© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
3.MORETHANHALFOFDIGITALADBUDGETS
Source: eMarketer, December 2013

9© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Source: Kenshoo Search and Social Snapshot, Q4 2014

10© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
SearchandSocialgotogetherlike

11© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Source: Kenshoo, November 2013
DRIVINGBOTTOMLINERESULTS

12© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
THERE’S A FLOOR AND A CEILING

16© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Target people, not just keywords or interests

17© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
HOWMUCHISANINDIVIDUALCUSTOMERWORTHINRETAIL?

18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
SIGNALS ACT AS PROXY FOR
CONSUMER VALUE
Search ad click for “tennis racket”
View several product pages
Exit site
Visit Facebook
Visit Shopping Cart
PLA Click

19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
MAKE DATA-DRIVEN
DECISIONS
Exit site
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
Visit Facebook
Visit Shopping Cart
View several product pages
PLA Click

20© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
HOW MUCH IS AN INDIVIDUAL CUSTOMER
WORTH? $1.75 CPM
Visit Facebook
Visit Shopping Cart
PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Exit site
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
View several product pages

21
WHICH AD SHOULD YOU SHOW?
Visit Facebook
Visit Shopping Cart
PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
Exit site
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
View several product pages

23© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
AUDIENCES BUILT BASED ON SEARCH INTENT
Sneakers
Heels
Boots
Custom Audiences
Demographics
Interests
Behaviors
Retargeting segments Refine

24© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
AUDIENCES EXPANDED VIA LOOKALIKES
Lookalike Audiences
Sneakers Lookalikes
Demographics
Interests
Behaviors
Sneakers Custom Audience
(people searching for sneakers)
New Segment Refine

25© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Total Addressable
Audience on Facebook
Facebook Native
Targeting
What people did on Facebook
Online Behavioral
Targeting
What people did on other sites and apps
WCA
FBX
What people did on your site and apps
IDA What people did on search engines
HONING IN ON KEY AUDIENCES
Intent Signal = Highest
Intent Signal = High
Intent Signal = Medium
Intent Signal = Lowest

26© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
WhatNext?DevelopaPlan
• Rally internal stakeholders
• Create a measurement framework for both search and
social
• Figure out how to solve pain points using cross-channel
initiatives
• ABT: Always Be Testing
• Show how the industry (& competitors) are advancing

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1. Performance Marketing Insights | June, 2015

2. 2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Source: Econsultancy, “Cross-Channel Marketing Report 2014,” August 2014 62% of global marketers agreed that messaging, execution, and delivery strategies aren’t actually aligned across touch points. Top Challenges 1.Current Technology 2.Org Structure 3.Budget

4. 4© 2015 Kenshoo, Ltd. Confidential and Proprietary Information CROSS-CHANNELSTRATEGYIS… Leveraging success across channels Reaching targeted audiences Optimizing for true value of all interactions Gaining a holistic view

13. IMPACTTHROUGHOUTPATH-TO-PURCHASE

14. GIVECREDITWHEREIT’SDUE

15. Activating Search and Social

18. 18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information SIGNALS ACT AS PROXY FOR CONSUMER VALUE Search ad click for “tennis racket” View several product pages Exit site Visit Facebook Visit Shopping Cart PLA Click

19. 19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information MAKE DATA-DRIVEN DECISIONS Exit site Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 Visit Facebook Visit Shopping Cart View several product pages PLA Click

20. 20© 2015 Kenshoo, Ltd. Confidential and Proprietary Information HOW MUCH IS AN INDIVIDUAL CUSTOMER WORTH? $1.75 CPM Visit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 View several product pages

21. 21 WHICH AD SHOULD YOU SHOW? Visit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 View several product pages

22. Building Audiences From Search Intent

23. 23© 2015 Kenshoo, Ltd. Confidential and Proprietary Information AUDIENCES BUILT BASED ON SEARCH INTENT Sneakers Heels Boots Custom Audiences Demographics Interests Behaviors Retargeting segments Refine

24. 24© 2015 Kenshoo, Ltd. Confidential and Proprietary Information AUDIENCES EXPANDED VIA LOOKALIKES Lookalike Audiences Sneakers Lookalikes Demographics Interests Behaviors Sneakers Custom Audience (people searching for sneakers) New Segment Refine

25. 25© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Total Addressable Audience on Facebook Facebook Native Targeting What people did on Facebook Online Behavioral Targeting What people did on other sites and apps WCA FBX What people did on your site and apps IDA What people did on search engines HONING IN ON KEY AUDIENCES Intent Signal = Highest Intent Signal = High Intent Signal = Medium Intent Signal = Lowest

26. 26© 2015 Kenshoo, Ltd. Confidential and Proprietary Information WhatNext?DevelopaPlan • Rally internal stakeholders • Create a measurement framework for both search and social • Figure out how to solve pain points using cross-channel initiatives • ABT: Always Be Testing • Show how the industry (& competitors) are advancing

27. Thank you @KarlKnights @Kenshoo

Editor's Notes

Spend marketing budget more efficiently by leveraging cross-channel insights and intelligence to reach consumers most likely to convert

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