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.

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Webinar Information
• Listen via computer speakers or use phone numbers listed in email from
gotowebinar@citrixonline.com
• Still can’t hear the webinar? Tell us please!
Audio instructions

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Kenshoo: “The Only Leader”
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is
plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available
resources. Opinions reflect judgment at the time and are subject to change.
Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13
SEARCH SOCIAL

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Today’s Speakers
Will Martin-Gill, SVP ProductAaron Goldman, CMO

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Agenda
• Cross-Channel Marketing
• Push and Pull
• Why Start with Search and Social?
• Similarities and Differences
• Getting Started
• Search and Social Activation
• Why Kenshoo?

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syn • er • gy
Noun
The interaction or cooperation of two or more organizations, substances, or other agents to
produce a combined effect greater than the sum of their separate effects.

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1 + 1 =3

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The Importance of Cross-Channel Marketing

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Source: Alterian "Engaging Times Summit"
www.emarketer.com
August 2010

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Source: A Forrester Consulting Thought Leadership Paper Commissioned By ExactTarget
The Key To Successful Cross-Channel Marketing
Sophisticated Cross-Channel Marketers Show Us That Technology Matters Most
October 2012

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Source: Zeta Interactive, June 2010

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Which of these challenges to cross-channel
operationalization worries you most?
Organizational
Structure
Technology
Barriers
Partner
Complexity
Cross-Channel
Expertise
A B C D
POLL

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The Potent Relationship of
Push and Pull Marketing

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Push Marketing
Shown to people as they
passively
consume web content and
engage with other digital assets.
Pull Marketing
Coupled to content that people
actively
request, such as search engine
results, location listings, etc.

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Strike the Right Balance (at Scale)
• It’s not Push or Pull, but rather Push and Pull
• Must be done at scale, but with individual consumers in mind
• Cross-channel marketing can deliver powerful Push and Pull when used
correctly

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A Real Consumer Path: Search and Social
Source: Kenshoo retail client, June 2013

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4 Reasons Why Search and Social Should
be the Next Channels you Integrate

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42% of Time Online is Search and Social
Source: Go-Gulf.com, February 2012

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Customers Trust Search and Social
Source: eMarketer, November 2013

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More than Half of Digital Ad Budgets
Source: eMarketer, December 2013

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What percentage of your digital marketing
spend is Search and Social?
Less than 10% 11% – 35% 36% – 66% Over 66%
A B C D
POLL

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Source: Kenshoo Search and Social Snapshott, Q1 2014

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Search and Social Work Better Together
“Consumers exposed to a brand’s influenced
social media and paid search programs are
2.8 times more likely to search for that
brand’s products compared to users who saw
only paid search.”
The study also showed a 50 percent click-
through-rate (CTR) increase in paid search
when consumers were exposed to influenced
social media and paid search.

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Kenshoo Study Proved Added Value
Source: Kenshoo, November 2013

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Search and Social Complement Each Other

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The Similarities
• Self-service, auction-based, Pay-Per-Click (PPC) models
• Granular approach
• Targeting options
• Real-time optimization
• Scale in mobile

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The Differences
• Push vs. Pull
• Ad formats
• Targeting options
• Post-view tracking

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Better Together

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It’s All About Signals
• Harness data signals to inform and optimize each other
 Collection
 Analysis
 Activation

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Examples of Search Signals for Social
• Search queries
• Brand term traffic
• Mobile search data
• SEM ad copy
• Search metrics/KPIs
• Retargeting

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Examples of Social Signals for Search
• Likes & interests
• Social activity
• Social analytics
• Testing audience response

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Getting Started

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Rally Internal Stakeholders
• Find the cross-channel champions
• Start seeding the idea
• Set long term goals with short term objectives
• Clearly demonstrate the upside of doing it as well as downsides of not
doing it

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Prove the Concept
• Find what resonates with the team build upon those insights
• Figure out how to solve pain points using cross-channel initiatives
• Show how competitors are advancing
• Use short term wins to “put points on the board”

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Seek Tech Solutions
• Put cross-channel needs at the top of every current technology partner
conversation
 What’s already in place that you can leverage?
 What’s on the roadmap?
• Place more value on cross-channel functionality with new technology
evaluations

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Search and Social Activation

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Making Data Signals Actionable
Everyone Else
Automated Model Generation
Daily Model Updates
Immediate Impact on
Optimization
Simplified Budgeting
Reports
Your Data
Reports Action

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Activation: Demand-Driven Campaigns

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Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post Kenshoo comparison):
Results from Demand-Driven Campaigns (DDC) for Leading Retailer vs. non-DDC benchmarks

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Activation: Search Retargeting
Ads partner tells
social media site
that user can be
added to that
product's
audience.
The same user sees a
promotion in their social
media feed.
A user reaches
a website
through a
search term.

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With search, find more accurate value of the
customer...
$2.50 CPMVisit Facebook
Visit Shopping Cart
PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55 Exit site
View several product pages
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23

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Using Dynamic Creative on Facebook Exchange
Source: Kenshoo

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Search retargeting via FBX: Big opportunity
Beta client: missed chances to bid on customers with
relevant intent
• Customers have recently searched
for keywords that have high ROI for
advertiser
• Same customers can (AND
SHOULD!) see a relevant ad when
they come to Facebook

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Search retargeting via FBX: Big opportunity

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Why Kenshoo?

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Commitment to Technology
and Innovation:
Typical Software Company
25% in R&D50% in R&D
Delivering Innovation to Our Clients

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Leverage Insights and Assets Across Channels
Facebook Ads
FBX Ads
Search Text Ad
PLA Ad
Inventory Feed
XML
Web Visit
Automate & Optimize

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Planning and measurement
tools embedded into the
bidding platform
Go Beyond Measurement to Insights & Action
Optimized
Bidding
Multi-Channel
Measurement
& Attribution
Scenario Planning,
Forecasting
& Budget
Management

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?
Who Gets the Credit?

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The Bottom Line
Rules

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Kenshoo SmartPath: Going from Maze to
Model
Cheap DVD Players
Great Prices
electronics.com
Keyword 3Keyword 1
Top DVD Players
Great Prices
electronics.com
Best DVD Players
Great Prices
electronics.com
Keyword 2
Research/Awareness
40%
Consideration
10% 12%
Intent to Purchase/Convert
38%
Cheap DVD Players
Shop now at
Electronics.com

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“Coach”
Kenshoo SmartPath
Makes Each Channel Work Better
“Commentator”
Traditional Attribution Solutions
SMARTER BIDS

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SmartPath Increased Revenue by 27%
6 weeks
17%
ROI
9%
Spend
27%
Revenue

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Kenshoo: “The Only Leader”
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is
plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available
resources. Opinions reflect judgment at the time and are subject to change.
Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13
SEARCH SOCIAL

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Open Architecture for a Dynamic Landscape
✪ Kenshoo Offering  Integration
AudienceManagement
Dashboards & Forecasting ✪
Attribution ✪
Tracking ✪
Reporting ✪
Display✪
Mobile✪
Search✪
Social✪
Email
Video

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Focus on the strategic by automating the routine
Make better investment decisions
Go beyond measurement to insights and action
Leverage success in one channel to optimize another
Elevate digital marketing as the most strategic
capability within your organization
1
2
3
4

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Thank You

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Your Search and Social Guide
Kenshoo.com/Search-and-Social-Guide

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Stay on Course
Kenshoo.com/Intersections
Updated regularly with new content