Presentation from Kenshoo's Will Martin-Gill, SVP of Product and Fiona Gill, VP Global Client Excellence, sharing the latest product roadmap as delivered at Kenshoo's Global Client Summit, K8, on September 9th, 2013.
Best Practices to Power Up PLAs - Kenshoo WebinarKenshoo
Presentation from the October 29th webinar, "Best Practices to Power Up PLAs." Kenshoo's Josh Dreller moderates a discussion between Kenshoo Senior Product Manager, Irina Bukatik, and Vice President at Elite SEM, Zach Morrison, around 8 best practices for Google Product Listing Ads.
Presentation from Kenshoo's Will Martin-Gill, SVP of Product and Fiona Gill, VP Global Client Excellence, sharing the latest product roadmap as delivered at Kenshoo's Global Client Summit, K8, on September 9th, 2013.
Best Practices to Power Up PLAs - Kenshoo WebinarKenshoo
Presentation from the October 29th webinar, "Best Practices to Power Up PLAs." Kenshoo's Josh Dreller moderates a discussion between Kenshoo Senior Product Manager, Irina Bukatik, and Vice President at Elite SEM, Zach Morrison, around 8 best practices for Google Product Listing Ads.
Presentation from the August 22, 2013 Q&A session on enhanced campaigns, hosted by Kenshoo Director of Marketing Research, Josh Dreller and featuring Bon Mercado of Google.
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.
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.
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.
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.
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.
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.
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.
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.
A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue ModelMarketo
Want to win the revenue race this year? It's time to put your funnel on a fitness program. Discover how HootSuite was able to simplify their lead capture forms and drive higher lead volumes without sacrificing quality. You will learn how, using InsideView and Marketo, they increased conversion rates, accelerated speed from inquiry to sales-qualified leads, and substantially boosted lead quality.
Watch this month's LaunchPoint series webinar to discover how to:
- Increase measurable ROI by optimizing top of funnel
- Get fully enriched leads from minimal form fields
- Make Sales and Marketing play nicely together
- Score and route leads more efficiently and effectively through marketing automation and CRM intelligence
Reach The Streaming Audience with Video Advertising on RokuTinuiti
Some topics we’ll discuss:
How to advertise on Roku, America’s #1 TV streaming platform
How OneView Ad Platform marketers can reach more than 4 in 5 homes in America
Unique audience targeting options
Available ad types on Roku
Roku ad measurement and optimization
Tinuiti’s native approach to OTT Video
Digital Marketing Bootcamp - Evaluating Marketing AutomationMarketo
Check out this on-demand digital marketing bootcamp with Marketo's Michael Berger for a deep dive into marketing automation and the tools you'll need to make the evaluation process easier!
For over four years HP has been on its own journey to bring more of its media and data destiny in-house. Here we explore the major stages of that transition and how HP has identified three key areas where the in-house team surpasses previous models for media buying as well as areas where agencies have become even more integral than in the past. What have they learned? What has been gained? When does in-housing actually lead to smarter outsourcing?
Sabiha Shakil — Getting Your Digital Content Strategy Right in Times of CrisisSemrush
These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | Getting Your Digital Content Strategy Right in Times of Crisis". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-getting-your-digital-content-strategy-right-in-times-of-crisis/
The Rise of Programmatic Branding: From Impressions to InteractionsRubicon Project
From impressions to interactions: how brand marketers are waking up to the smell of programmatic potential (and bacon)
During this 30 minute session, Keith Lorizio, CRO at programmatic advertising platform Chango will address how programmatic advertising can help brands create an emotional connection with their consumers instantly.
He will explore:
- Why programmatic should be added to your branding strategy
- How programmatic can create high-touch connections for better brand results
- What success looks like in a programmatic branding environment
- How creativity and programmatic can work together
- How brands can leverage programmatic to define and track their unique success interactions
- The rise of video and programmatic premium
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.
Presentation from the August 22, 2013 Q&A session on enhanced campaigns, hosted by Kenshoo Director of Marketing Research, Josh Dreller and featuring Bon Mercado of Google.
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.
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.
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.
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.
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.
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.
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.
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.
A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue ModelMarketo
Want to win the revenue race this year? It's time to put your funnel on a fitness program. Discover how HootSuite was able to simplify their lead capture forms and drive higher lead volumes without sacrificing quality. You will learn how, using InsideView and Marketo, they increased conversion rates, accelerated speed from inquiry to sales-qualified leads, and substantially boosted lead quality.
Watch this month's LaunchPoint series webinar to discover how to:
- Increase measurable ROI by optimizing top of funnel
- Get fully enriched leads from minimal form fields
- Make Sales and Marketing play nicely together
- Score and route leads more efficiently and effectively through marketing automation and CRM intelligence
Reach The Streaming Audience with Video Advertising on RokuTinuiti
Some topics we’ll discuss:
How to advertise on Roku, America’s #1 TV streaming platform
How OneView Ad Platform marketers can reach more than 4 in 5 homes in America
Unique audience targeting options
Available ad types on Roku
Roku ad measurement and optimization
Tinuiti’s native approach to OTT Video
Digital Marketing Bootcamp - Evaluating Marketing AutomationMarketo
Check out this on-demand digital marketing bootcamp with Marketo's Michael Berger for a deep dive into marketing automation and the tools you'll need to make the evaluation process easier!
For over four years HP has been on its own journey to bring more of its media and data destiny in-house. Here we explore the major stages of that transition and how HP has identified three key areas where the in-house team surpasses previous models for media buying as well as areas where agencies have become even more integral than in the past. What have they learned? What has been gained? When does in-housing actually lead to smarter outsourcing?
Sabiha Shakil — Getting Your Digital Content Strategy Right in Times of CrisisSemrush
These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | Getting Your Digital Content Strategy Right in Times of Crisis". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-getting-your-digital-content-strategy-right-in-times-of-crisis/
The Rise of Programmatic Branding: From Impressions to InteractionsRubicon Project
From impressions to interactions: how brand marketers are waking up to the smell of programmatic potential (and bacon)
During this 30 minute session, Keith Lorizio, CRO at programmatic advertising platform Chango will address how programmatic advertising can help brands create an emotional connection with their consumers instantly.
He will explore:
- Why programmatic should be added to your branding strategy
- How programmatic can create high-touch connections for better brand results
- What success looks like in a programmatic branding environment
- How creativity and programmatic can work together
- How brands can leverage programmatic to define and track their unique success interactions
- The rise of video and programmatic premium
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.
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.
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.
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.
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
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?
State of the Industry Survey Presented by ChangoDigiday
In this session, Chango will present the findings of a new study conducted with Digiday to better understand how brands and agencies are incorporating programmatic practices into their strategies. The findings will reveal the scope of marketers that have adopted the programmatic approach, as well as insight into the specific marketing goals for which they are leveraging the approach and seeing the greatest impact. Furthermore, the results also provide an understanding of how data-driven marketers plan to refine and update their programmatic efforts in the upcoming year.
The Survivalist's Guide to Data-Driven MarketingMarketo
In this presentation from Heidi Bullock, VP of Demand Generation at Marketo, she shares how to become more data-driven, forecast more accurately, and determine the right metrics to measure in order to improve your marketing efforts.
Customer Engagement Platform: Smarter Marketing for Better ResultsMarketo
Marketo's Senior Product Marketing Manager, Brian Glover, reviews the concept of smarter marketing for better results with Marketo's Customer Engagement Platform.
State of Video Marketing Benchmark Report - 2016Demand Metric
Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy.
What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.
The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.
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.
5 Relevancy Strategies to Break Through and Engage: Search, Display, SocialPerformics
Performics Q3 Webinar: Learn how to leverage relevancy to boost digital performance: analytics, channel integration, copy/landing page test & learn, Panda 4.0 & search retargeting.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
How to Engage the Local, Social and Mobile Customer of the FutureMediative
Customers are on the go, increasingly searching for local businesses on their mobile and social media. Make sure your strategy integrates local, social and mobile to reach your audience effectively.
Italy Agriculture Equipment Market Outlook to 2027harveenkaur52
Agriculture and Animal Care
Ken Research has an expertise in Agriculture and Animal Care sector and offer vast collection of information related to all major aspects such as Agriculture equipment, Crop Protection, Seed, Agriculture Chemical, Fertilizers, Protected Cultivators, Palm Oil, Hybrid Seed, Animal Feed additives and many more.
Our continuous study and findings in agriculture sector provide better insights to companies dealing with related product and services, government and agriculture associations, researchers and students to well understand the present and expected scenario.
Our Animal care category provides solutions on Animal Healthcare and related products and services, including, animal feed additives, vaccination
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.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
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.
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.
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.
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!