Content Marketing: Fuel for Your Lead Generation StrategyMarketo
It’s no secret that content is a crucial component of any successful marketing strategy. However many businesses struggle to get started, build their team, and create enough engaging content that drives lead generation. Check out this presentation to learn how build a solid content marketing plan that gets you leads and grows revenue.
Heidi Bullock, Sr. Director of Marketing at Marketo, will show you:
• How to employ lean content marketing techniques
• How to construct your content marketing planned based around themes and personas
• Examples of Marketo’s own content marketing successes
• How to leverage content throughout the customer lifecycle
• Measuring ROI of content marketing
Your Marketing Sucks: Why You Need to Think LocalTiffany Monholon
Is your marketing local? Learn why local is critical to any online marketing program - and practical, easy tips you can use to make sure your marketing helps you reach local customers.
How to Get Your Content Marketing Up and Running - SearchFest - SEMPDXMike Corak
Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. Presenters: Mike Corak @mikecorak and Arnie Kuenn @arniek SearchFest SEMPDX
The study analyzed the user behavior of more than 170,000 users across 624 non-branded keywords.
In this study you’ll learn:
What impact images, videos, news, places, and shopping results have on user behavior
The CTR curve for positions #1-10 in Google and Bing SERPs
How the CTR curves for Google and Bing compare to each other
Content Marketing: Fuel for Your Lead Generation StrategyMarketo
It’s no secret that content is a crucial component of any successful marketing strategy. However many businesses struggle to get started, build their team, and create enough engaging content that drives lead generation. Check out this presentation to learn how build a solid content marketing plan that gets you leads and grows revenue.
Heidi Bullock, Sr. Director of Marketing at Marketo, will show you:
• How to employ lean content marketing techniques
• How to construct your content marketing planned based around themes and personas
• Examples of Marketo’s own content marketing successes
• How to leverage content throughout the customer lifecycle
• Measuring ROI of content marketing
Your Marketing Sucks: Why You Need to Think LocalTiffany Monholon
Is your marketing local? Learn why local is critical to any online marketing program - and practical, easy tips you can use to make sure your marketing helps you reach local customers.
How to Get Your Content Marketing Up and Running - SearchFest - SEMPDXMike Corak
Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. Presenters: Mike Corak @mikecorak and Arnie Kuenn @arniek SearchFest SEMPDX
The study analyzed the user behavior of more than 170,000 users across 624 non-branded keywords.
In this study you’ll learn:
What impact images, videos, news, places, and shopping results have on user behavior
The CTR curve for positions #1-10 in Google and Bing SERPs
How the CTR curves for Google and Bing compare to each other
Content Marketing in the Performance Era: NewsCred's Shafqat IslamNewsCred
At #ThinkContent 2017, NewsCred Co-founder and CEO Shafqat Islam spoke about how the content marketing industry is headed into the era of performance – and why that will allow marketers to execute their most ambitious, creative work yet.
Gerald Murphy and Lily Ray discuss how to build the best SEO strategy. We cover how to integrate Amazon, Google and YouTube as part of an integrated search strategy.
Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.
We learned alot of PPC lessons in 2019, and we're ready to share them with you.
Your lessons will cover:
- Allocating budget efficiently.
- Refining audience targeting.
- Writing enticing ad copy.
- Optimizing your keyword strategy.
The Intersection of Search and Social - Kenshoo WebinarKenshoo
Presentation from the April 24th Kenshoo Webinar, The Intersection of Search and Social. Kenshoo CMO, Aaron Goldman, and SVP of Product, Will Martin-Will, take a deep dive on activating search and social synergy.
K8 2014 - Product Vision and Client Success Kenshoo
Presentation from Kenshoo CRO, Ted Krantz, SVP of Product, Will Martin-Gill, and MD of Client Excellence, Susane Berger, shared at Kenshoo's K8 Summit on September 16th, 2014.
Enhanced Campaigns: One Year Later - Kenshoo and Walgreens - IRCE 2014Kenshoo
Presentation from the IRCE 2014 session "A Year Later: The Impact of Enhanced Campaigns" delivered by Kenshoo CMO Aaron Goldman and Director of E-Commerce Marketing at Walgreens, Adam Garcia, on Friday, June 13.
Content Marketing in the Performance Era: NewsCred's Shafqat IslamNewsCred
At #ThinkContent 2017, NewsCred Co-founder and CEO Shafqat Islam spoke about how the content marketing industry is headed into the era of performance – and why that will allow marketers to execute their most ambitious, creative work yet.
Gerald Murphy and Lily Ray discuss how to build the best SEO strategy. We cover how to integrate Amazon, Google and YouTube as part of an integrated search strategy.
Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.
We learned alot of PPC lessons in 2019, and we're ready to share them with you.
Your lessons will cover:
- Allocating budget efficiently.
- Refining audience targeting.
- Writing enticing ad copy.
- Optimizing your keyword strategy.
The Intersection of Search and Social - Kenshoo WebinarKenshoo
Presentation from the April 24th Kenshoo Webinar, The Intersection of Search and Social. Kenshoo CMO, Aaron Goldman, and SVP of Product, Will Martin-Will, take a deep dive on activating search and social synergy.
K8 2014 - Product Vision and Client Success Kenshoo
Presentation from Kenshoo CRO, Ted Krantz, SVP of Product, Will Martin-Gill, and MD of Client Excellence, Susane Berger, shared at Kenshoo's K8 Summit on September 16th, 2014.
Enhanced Campaigns: One Year Later - Kenshoo and Walgreens - IRCE 2014Kenshoo
Presentation from the IRCE 2014 session "A Year Later: The Impact of Enhanced Campaigns" delivered by Kenshoo CMO Aaron Goldman and Director of E-Commerce Marketing at Walgreens, Adam Garcia, on Friday, June 13.
Enhanced Campaigns: One Year Later - Kenshoo WebinarKenshoo
Presentation from the July 22 webinar, Enhanced Campaigns: One Year Later. Walgreens Director of Online Marketing, Adam Garcia, and Kenshoo CMO, Aaron Goldman discussed the impact enhanced campaigns have had search marketing efforts, the benefits of the transition, the lessons learned, and what to expect as mobile continues to gain prominence.
Using Your Store Location Data to Improve Results by Paul Wicker, Kenshoo - S...SIM Partners
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?
From Insight to Action - Kenshoo Webinar Featuring ForresterKenshoo
Presentation from the October 14th webinar presented by Kenshoo and featuring Forrester — From Insight to Action: Executing Successful Cross-Channel Attribution and Optimization.
Top 5 Digital Trends in 2014 in APJ - Bing Anniversary EventKenshoo
Liam Walsh, Kenshoo VP of Sales in ANZ discusses the region's top 5 digital trends so far in 2014 at the Bing 1st Birthday Celebration event at the MCA in June.
K^2 presentation highlighting Kenshoo's product innovations in 2013 and beyond as delivered on February 13th, 2014 by Kenshoo's SVP of Product, Will Martin-Gill and VP of Client Excellence, Fiona Gill.
Presentation from Director of Marketing Research at Kenshoo, Josh Dreller on Kenshoo's latest three screen research shared at Kenshoo's K8 Summit on September 9th, 2013.
Kenshoo Global Search Trends Q1 2013 - Kenshoo WebinarKenshoo
Presentation from the April 30th webinar "Global Search Advertising Trends Q1 2013" led by Kenshoo Director of Marketing Research, Josh Dreller. This webinar provided an in-depth look at global search trends in the first quarter of 2013 with an overview of performance experienced by Kenshoo clients globally.
Kenshoo App Marketing Summit: Facebook Mobile Marketing Trends Kenshoo
Presentation by Atif Khan, Client Partner, Mobile and Social Games, Facebook at Kenshoo's App Marketing Summit on March 17, 2015 at Terra Gallery in San Francisco.
Kenshoo App Marketing Summit: Heart of Vegas Case Study by Product Madness an...Kenshoo
Presentation by Patrick Witham, Sr. Mobile User Acquisition Manager, Product Madness, and David Serafty, Director of Social Advertising, Matomy at Kenshoo's App Marketing Summit on March 17, 2015 at Terra Gallery in San Francisco.
Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar ...Kenshoo
Presentation from a September 2014 Retailwire webinar sponsored by Bing Ads and featuring Kenshoo Global Head of Marketing Research and Content, Doug Chavez. Speakers discussed holiday search strategies, synergies in integrating social and social, as well as how to target your audiences across channels during the peak shopping season.
The Mobile Opportunity Gap - Kenshoo and Yahoo WebinarKenshoo
Presentation from the August 8th webinar from Kenshoo and Yahoo entitled "The Mobile Opportunity Gap." Kenshoo Director of Product Management, Mobile, Will Crew, and Senior Director of B2B Insights at Yahoo, Edwin Wong, discuss the key consumer shopping trends and multi-device advertiser strategies and share tips for how marketers should respond in this three-screen world.
How to Drive In-Store Sales in Today’s Search Marketing World - RevTrax and ...Kenshoo
Presentation from the May 29th webinar delivered by RevTrax and Kenshoo, How to Drive In-Store Sales in Today’s Search Marketing World. Paul Wicker, Director of Product for Kenshoo Local, and Matthew Killough, Senior Account Manager at RevTrax, shared the challenges and opportunities for marketers connecting online and offline activity.
Gen Z and the marketplaces - let's translate their needsLaura Szabó
The product workshop focused on exploring the requirements of Generation Z in relation to marketplace dynamics. We delved into their specific needs, examined the specifics in their shopping preferences, and analyzed their preferred methods for accessing information and making purchases within a marketplace. Through the study of real-life cases , we tried to gain valuable insights into enhancing the marketplace experience for Generation Z.
The workshop was held on the DMA Conference in Vienna June 2024.
Understanding User Behavior with Google Analytics.pdfSEO Article Boost
Unlocking the full potential of Google Analytics is crucial for understanding and optimizing your website’s performance. This guide dives deep into the essential aspects of Google Analytics, from analyzing traffic sources to understanding user demographics and tracking user engagement.
Traffic Sources Analysis:
Discover where your website traffic originates. By examining the Acquisition section, you can identify whether visitors come from organic search, paid campaigns, direct visits, social media, or referral links. This knowledge helps in refining marketing strategies and optimizing resource allocation.
User Demographics Insights:
Gain a comprehensive view of your audience by exploring demographic data in the Audience section. Understand age, gender, and interests to tailor your marketing strategies effectively. Leverage this information to create personalized content and improve user engagement and conversion rates.
Tracking User Engagement:
Learn how to measure user interaction with your site through key metrics like bounce rate, average session duration, and pages per session. Enhance user experience by analyzing engagement metrics and implementing strategies to keep visitors engaged.
Conversion Rate Optimization:
Understand the importance of conversion rates and how to track them using Google Analytics. Set up Goals, analyze conversion funnels, segment your audience, and employ A/B testing to optimize your website for higher conversions. Utilize ecommerce tracking and multi-channel funnels for a detailed view of your sales performance and marketing channel contributions.
Custom Reports and Dashboards:
Create custom reports and dashboards to visualize and interpret data relevant to your business goals. Use advanced filters, segments, and visualization options to gain deeper insights. Incorporate custom dimensions and metrics for tailored data analysis. Integrate external data sources to enrich your analytics and make well-informed decisions.
This guide is designed to help you harness the power of Google Analytics for making data-driven decisions that enhance website performance and achieve your digital marketing objectives. Whether you are looking to improve SEO, refine your social media strategy, or boost conversion rates, understanding and utilizing Google Analytics is essential for your success.
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdfFlorence Consulting
Quattordicesimo Meetup di Milano, tenutosi a Milano il 23 Maggio 2024 dalle ore 17:00 alle ore 18:30 in presenza e da remoto.
Abbiamo parlato di come Axpo Italia S.p.A. ha ridotto il technical debt migrando le proprie APIs da Mule 3.9 a Mule 4.4 passando anche da on-premises a CloudHub 1.0.
Instagram has become one of the most popular social media platforms, allowing people to share photos, videos, and stories with their followers. Sometimes, though, you might want to view someone's story without them knowing.
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
Here’s an agenda of the things we brought to share today. We may not to get all and that’s a totally fine – we’re here to share insights that are most meaningful for each of you and if our conversation goes astray, albeit about best practices in search+social, I’m fine with that. I want to make this as much of a conversation as possible.
We all want the net effects of synergy and the scale it creates
A while back eMarketer polled folks about the importance of cross channel by sr. level folks
Forrester did a similar study and found similar findings – of course. Interestingly, having more efficient operations was top of the list followed by ROI, and Improved customer relationships.
Some of the biggest challenges we face as marketers are our own orgs, technical limitations, etc.
What do you guys think about that data and lets see a show of hands about which you feel are the bigger issues in your own orgs
What is the content that people are actively requesting from you – trip info, product info, requests that you’re there for via Search
And
The information consumers get passively from you – website content, other assets, content that you may have sprinkled across the web or on mobile environments
Here’s a great example of from one of our Retail clients and how the push and pull synergy works over the course of nearly 2 weeks.
First engaging with content within a social environment one evening and then again a few days later and using that engagement to when he’s expressing search intent and how being there with the right message as the level of intent and direction increase.
Ultimlately, connecting that search information back into a social environment and closing the sale.
So a great example of a real world push and pull relationship across channels
In fact you may have some great examples of how push and pull in different areas of your organization is already working.
I want to share 3 reasons why search and social should be the next channels on your list for integration.
We know folks are spending a lot of time online and that’s why we all have great jobs in digital.
The research about time spent in search and social continues to go up and to the right – this report listed time at 42% and I know from another recent report that it’s even higher
According to eMarketer - Trust is a big reason why search and social has also grown – what are my friends saying and the meritocracy of search and transparency
Again, eMarketer research shows the rapid growth of Search and Social – compared to other areas. As we all know brands invest in channels that provide the ROI and build your respective businesses.
And 70% of our clients are allocating more than half of their digital marketing budget to search+social – because they’re seeing the payoff
That’s a lot of information to digest.
Now, I’m not asking anyone to reveal secret information… with that said, lets what would you say the %age of your spend is search and social ?
Ask for comments about the levels
Recently, we released a Q2 infographic with the latest numbers for Search and Social. Ad spending continues to grow at double digit pace for both Search and Social
Search is up 19% YoY
Social is up 81% YoY
And advertiser revenue is up 25% YoY and 191% respectively
So your peers are certainly seeing the ROI for their businesses
Group M released a report that showed the benefits of the search and social intersection
The good news is that this is a trend across much of eCommerce, not just one company. eCommerce is expected to grow significantly over the next 5 years. Much of that growth will be driven by search. So since search works so well, why do we need anything else?
Any non last click model gives weight to Facebook
Earlier funnel gets more credit shift towards social
Any environment where you don’t look just at last click, it’s benefits
Goya Bada con queisjo
Lets take a look at a high level
- As marketers we know that it takes a lot of time to create, manage and optimize direct response social marketing campaigns.
- Kenshoo Social enables you to do it faster and more effectively by leveraging creative and insights from other channels.
Kenshoo Social, enables you to integrate your your most successful search engine and product listing ad (PLA) campaigns to automatically inventory feeds and copy create pre-optimized campaigns on Facebook,
Saving valuable time and resources of your team.
- You can also leverage insights from their search and PLA campaigns to bid more effectively on their Facebook Exchange retargeting campaigns and bid to the true value of the consumer
Kenshoo Social is the only solution that leverages success from other channels to improve efficiency and performance of social marketing campaigns.
Kenshoo Unique Selling Point (USP) on FBX:
Kenshoo Social’s USP for retargeting consumers on FBX is the only remarketing solution for Facebook that leverages campaign performance data from search and product listing ad (PLA) campaigns to improve targeting and bidding out of the gate.
Proofpoint:
About a year ago we launched DDC
- This was last years Facebook Innovation winner
Feed based – It’s like Spagahatti – Kenshoo knows what sticks and applies that into facebook
Here are a couple of examples of how two retailers have found success using DDC
Alex and Ani – the eco-friendly jewelry retailer. DDC helped increase their ROI by 80%
Using DDC the Alex and Ani team could automatically create and manage product-specific advertising on Facebook based on Alex and Ani’s product feed.
This dynamic ad creation enabled product-specific ads to launch quickly, while prioritizing top-performing products based on demand and performance signals – both improving performance and better optimizing spend.
Again, everyone is going to see different results – another one of our retail clients saw CTRs go up by 62% While seeing their CPA go DOWN by 45% as well as seeing a time savings of 4X on their team.
So, DDC has some great proven performance and depending on what your key metrics are, DDC is tool that can help you find success and save time.
BUILD UP FOR IDA
We can do all 3. Lots of API intergtrations
Today we really want to talk about the Search+Social
Reach in any channel
IDA – won the FB award again this year. We’re the only ones that can do it.
Audience targeting and retargeting has been an important agenda for Kenshoo since early 2013. We have been building and learning in this area and have a strong roadmap to make it more advanced and efficient for advertisers. We are compatible with RLSA and our bidding algorithms can already help optimize RLSA audiences.
Remarketing List Ads for Search (RLSA): Optimize campaign bids to re engage consumers and capture additional conversions efficiently
Data Management Platform (DMP) Integration: leverage search insights to create intent-based audiences to increase efficiency on display and other channels. Kenshoo’s open architecture allows integration with multiple DMPs including BlueKai, X+1, Aggregate Knowledge, Turn and more.
Real Time Bidding - Use 1st party cookie data to target users based on demonstrated intent
Massive Reach - Access to Facebook’s 1 Billion+ global audience and inventory
Direct Response - High performing direct response channel complementary to Search
FBX is their display network
Maybe they searched for a wilson racket
They came back PLA
They abandoned their cart
Then you reached them on FBX - retargeting
Those are all signals
The strongest signals are the performance signals
Search and PLA click – really strong and rich data. You have the history and data
Further info on FBX:
- Kenshoo Social’s unique solution for retargeting consumers on Facebook Exchange is the only remarketing solution for Facebook that leverages campaign performance data from search and product listing ad (PLA) campaigns to improve targeting and bidding out of the gate.
Further info on FBX:
- Kenshoo Social’s unique solution for retargeting consumers on Facebook Exchange is the only remarketing solution for Facebook that leverages campaign performance data from search and product listing ad (PLA) campaigns to improve targeting and bidding out of the gate.
Kenshoo Intent-Driven Audiences was co-developed by Kenshoo and Facebook to enable intent-based advertising on Facebook through a process of matching clicks on search engine ads to audiences on Facebook.
It works in the following manner:
A consumer conducts a search on Google, Yahoo, Bing or any other major search engine and clicks on an ad managed by Kenshoo
Upon click, Kenshoo and Facebook attempt an anonymous cookie match.
If matched, the consumer is placed into a Facebook Custom Audience based on the structure defined by the advertiser in Kenshoo, down to the keyword level, or based on performance metrics.
Kenshoo IDA-based Custom Audiences are built and updated with new consumers in real-time.
Likewise, IDA-based Custom Audiences are kept fresh by removing consumers after a designated period of time if they cannot be matched to the same Custom Audience, i.e., the consumer has not clicked on a search ad connected to the keywords or campaigns associated with the Custom Audience within a certain time frame.
Currently, the default removal is after 30 days, but this can be customized by the advertiser
Once Custom Audiences are created, the advertiser can further refine the Facebook ad program using all the additional Facebook targeting capabilities available to use with Custom Audiences, including demographics, interests and behaviors, as well as Lookalike Audiences.
Create as many audiences segments as your search data describes
Go after audiences based on who they are not just what they’ve done
Leveraging the Intent Signal to Refine Your Total Addressable Audience on Facebook
Marketers should take advantage of all targeting options within Facebook to meet their goals and objectives
Facebook offers the largest reach of any media channel with its 1.2B users, and offers advertisers numerous options to refine their audiences into more granularly focused segments.
The most elemental level of audience targeting is based on Facebook’s native targeting capabilities. These are the targeting options available based on the information people have given and the actions they’ve taken on Facebook. This is information like “female, age 35, lives in California, and likes hiking.” Let’s call this “Facebook Native Targeting. Advertisers can use Facebook’s Native Targeting to refine Facebook’s 1.2B users down to what we call the advertiser’s “Total Addressable Audience” on Facebook.
While the advertiser’s Total Addressable Audience is much more refined than the total FB population, it is generally a very large and widely varied audience with different interests and purchase intent. In this way, it provides a relatively low signal of intent.
Within this audience is a subset that can be further refined through ‘online behavioral targeting” information based on the actions consumers have taken on other sites and apps that use the Facebook pixel and SDK. This information enables advertisers to use Facebook targeting to leverage a stronger intent signal.
Within this audience is an even more refine audience based on those who have visited the advertiser’s website and used its mobile apps. This audience can be targeted through Website Custom Audiences (WCA) and FBX and offers a relatively high signal of intent.
Using Kenshoo IDA, we can refine this last audience even further to target using the intent people demonstrate through their search engine activity and by clicking on the advertiser’s search ads. This is the strongest signal of intent that we know of in digital marketing.
But while Kenshoo IDA provides the strongest signal of intent, by definition, it’s comprised of a smaller subset of the advertiser’s Total Addressable Audience on Facebook. This is why it is important for advertisers to test and leverage the various targeting options available to them to meet their business objectives.
Essentially, advertisers must balance intent with reach.
AOV – audiences that have been touched by FB have higher order value
Group M released a report that showed the benefits of the search and social intersection
The survey revealed several interesting findings. For example, on average, marketers are using 13 channels to drive marketing and media objectives with 8 of the top 10 being digital. Yet only 1 in 9 marketers are using advanced attribution to connect dots between the channels.
Models don’t represent the jouireny
ITS ANALYZING AND PREDICTING – IT’S REAL TIME
HOW MUCH IS EACH INTERACTION WORTH FOR Y O U R MODEL
Coach vs. commentator
In order to generate a custom, adaptive model for a client, SmartPath analyzes historical data and begins to form a model from it. SmartPath develops the model by continuously adapting and achieving better levels of accuracy.
The result of this model is the ability to predict, for any customer interaction, the incremental impact of that interaction on the chance of conversion. This incremental impact when compared to other interactions in a given path determines how much credit each interaction will receive.
Using this model, SmartPath begins populating attribution values into the production database. At that point, Kenshoo bidding systems are able to access the true value of each interaction and bid accordingly, boosting KPI’s.
Forty-nine percent are adjusting their long-term
media plans, 38% are changing media spend, and 34%
are comparing the performance of different campaign
measures. Almost one-quarter (23%) are taking some of
their actions in real time.
Forty-nine percent are adjusting their long-term
media plans, 38% are changing media spend, and 34%
are comparing the performance of different campaign
measures. Almost one-quarter (23%) are taking some of
their actions in real time.
Make decisions on where to spend your budget based on the complete set of customer activities. Kenshoo provides reports that let you take action to improve results and attribute the true value of every customer interaction. Kenshoo also pulls together all the data you need, from our system or others, so you can prove value and really know your customer.
The key is not just giving you insight, but actually putting that insight into action inside your marketing activities. For example, changing how we are bidding on your behalf..not just giving you a report you need to decipher yourself.
We are continually publishing a number of guide series to help marketers learn more about how to create opportunities at the intersection of search and social. Check out our site to learn more and stay up to date!