1© 2014 Kenshoo, Inc. Confidential and Proprietary Information
K e n s h o o : H a r n e s s i n g S e a r c h I n s i g h t s t o I n c r e a s e F a c e b o o k A d v e r t i s i n g P e r f o r m a n c e
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Our objective for today:
Outline why Search& Social should be
viewed as an eco-system
and not individual channels
3© 2014 Kenshoo, Inc. Confidential and Proprietary Information
We should be thinking about audiences, not channels
4© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo Audience Management Solutions:Target people, not just keywords or
interests
5© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Search Text Ad
Google Shopping Campaign
GDN Ad
Leverage Insights Beyond Social
Web/App Visit
Paid Social
Organic Social
Social Retargeting
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Facebook: Get Credit Where It’s Due
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Facebook advertising improves Search performance
Source: Kenshoo, November 2013
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Demand-Driven Campaigns
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Automatically Convert Top-Performing Products into Facebook Ads
P R O B L E M
S O L U T I O N
Which products are popular? Which products are competitive?Which products are converting?
10© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo Social Case Study
Challenges Results
• Ensure coverage for 40k+ products in inventory portfolio
• Eliminate manual processes for campaign creation and tracking
• Drive maximum performance and efficiency for Facebook campaigns
• Use Kenshoo Demand-Driven Campaigns (DDC) to create Facebook ads through product feed
• Leverage Ad Creation Wizard to automate workflow and track performance at product-level
• Use Advanced Search to pinpoint specific campaigns, ads, or products for more granular control
Solution
200%
Conversion Rate
40%
Cost PerConversion
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Intent-Driven Audiences (IDA)
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Kenshoo Intent-Driven Audiences (IDA) How it Works
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Audiences Built Based on Search Intent
Sneakers
Heels
Boots
Custom Audiences
Demographics
Interests
Behaviors
Retargeting segments Refine
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Audiences Expanded via Lookalikes
Lookalike Audiences
Sneakers Lookalikes
Demographics
Interests
Behaviors
Sneakers Custom Audience(people searching for sneakers)
New Segment Refine
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Intent-Driven Audiences (IDA) Case Study
16© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Difference from WCA
How is IDA Different?
• No pixel required
• Evergreen creative driven by real-time updating of Custom Audiences based on search intent
• Refine your audiences with Facebook targeting
• Leverage all ad types and placements including Mobile & App Ads
• Expand your reach with Facebook Lookalike Audiences
Difference from FBX
• No pixel required
• Evergreen creative driven by real-time updating of Custom Audiences based on search intent
• Leverage your Search structure to define and keep audiences updated over time
• Re-engage with your search audiences at typically lower CPC
• Understand who your searchers are using Facebook Audience Insights
17© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Understand your Search Audienceswith Facebook Audience Insights
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Understand your Search Audienceswith Facebook Audience Insights
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Facebook Native Targeting
What people did on Facebook
Online Behavioral Targeting
What people did on other sites and apps
WCAFBX
What people did on your site and apps
Kenshoo IDA Works Alongsideother Facebook Targeting Options
DDC
What people shopped for on search engines
IDA What people did on search engines
Intent Signal = Highest
Intent Signal = High
Intent Signal = Medium
Intent Signal = Lower
Intent Signal = Higher
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Kenshoo Offers Broad Mobile Capabilities
• Drive mobile web commerce
• Optimize by device type
• Segment analytics and reporting
• Mobile app discovery and install
• Drive re-engagement with mobile app users
• Measure in-app purchase and lifetime value
• Drive mobile phone leads
• Optimize for calls
• Reach via local mobile networks
Measure and attribute across mobile channels
22© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Forrester: “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
23© 2014 Kenshoo, Inc. Confidential and Proprietary Information
David GilbertHead of Social, EMEA
[email protected]+44-7968-210-655
Questions?