Enhanced Campaigns: One Year Later - Kenshoo Webinar
Transcript of Enhanced Campaigns: One Year Later - Kenshoo Webinar
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Enhanced Campaigns:One Year Later
July 22, 2014
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Webinar Information
Audio Instructions
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Today’s Speakers
Aaron Goldman
Chief Marketing Officer, Kenshoo
Adam Garcia
Director Online Marketing, Walgreens
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Agenda
• Enhanced Campaigns Overview
• Market Trends
• Retailer Perspective
• Mobile Opportunity Gap
• Best Practices for Multi-Device Marketing
• Future-Proofing
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Enhanced Campaigns (EC) Overview
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Just the Facts, Ma’am
WHATNew Google campaign type consolidating paid search management across
desktop, tablet, and mobile ad placements
WHYMake holistic multi-device marketing the default in a mobile world
WHENAutomatic migration: July 22, 2013
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1%
34%
26%
27%
12%
What was your attitude toward the Enhanced Campaign migration?
Very positive
Positive
Neutral
Negative
Verynegative
Industry Reaction
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
Nearly 40% of respondents had a negative
attitude towards the EC migration
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Marketer Prognostication
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
73%
13%
14%
Spend
59%18%
23%
Click volume
62%
32%
6%
CPC
30%
51%
19%
Overall paid search performance (relative to your primary KPI)
Before the Enhanced Campaigns rollout, what effects did you EXPECT it to have on the following metrics?
Increase Decrease No Change
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Migration Process
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
2%
74%
24%
What was the process your team took to migrate your campaigns to EC?
We waited until Google automaticallymigrated our campaigns
We migrated a few campaigns at atime to monitor performance
We migrated all campaigns on ourown at once
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Market Trends
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Top-Line KPIs
In Q2 2014, global Kenshoo Search clients saw:
Source: Kenshoo Search and Social Snapshot – Q2 2014
25%YoY increase
in spend
8%YoY increase in
cost-per-click
38%YoY increase in
advertiser
revenue
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Mobile Spend Share Increasing
Mobile now accounts for 29%+ of total spend and 32%+ of total clicks
Spend Clicks
Q2 2013 Q2 2014 Q2 2013 Q2 2014
U.S. 20% 28% 24% 33%
U.K. 25% 36% 28% 38%
A.U. 28% 35% 31% 44%
Source: Kenshoo Search Advertising Trends – Q2 2014
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$0.40
$0.45
$0.50
$0.55
$0.60
$0.65
$0.70
Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014
Global CPC by Device
Desktop
Phone
Tablet
Desktop Still Carries Price Premium
Source: Kenshoo Search Advertising Trends – Q1 2014
$0.65
$0.61
$0.55
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Mobile Performance Trails Desktop
2%
20%
14%
27%
37%
How would you rate the performance of your mobile paid search efforts when compared to desktop?
Mobile performs much better than desktop
Mobile performs slightly better than desktop
Mobile performs about the same as desktop
Mobile performs slightly worse than desktop
Mobile performs much worse than desktop
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
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Retailer Perspective
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“This goes against all
of the best practices
laid out by Google.”
Mobile is on our
roadmap and very
important but this shift
doesn’t align with
our business needs
and timing.”
“This removes
control at the most
granular and efficient
levels.”“
Initial Reactions
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Lost control over device, OS targeting
This limited our messaging and copy targeting capabilities.
Single URL
This created a situation where we had to review and optimize all of our LP selections.
CVR dropped
For those campaigns that we did enable mobile, we saw a drop.
CPC remained flat
This is due to the control of mobile bids via multipliers (aka “Bid Adjustments”).
Major Findings
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Brand keywords are opted into mobile
in a controlled way
Not all lines of businesses are opted in
-Strategic selection of departments based on use
case and performance
Accelerate mobile first thinking
-Remove flash as much as possible
Gain deeper insight into device usage
Current Operating Mode
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Key Takeaways
Non-desktop devices are
primary players
This shift was yet another way
that Google was ahead of the
curve in seeing the trends.
Test, test
and retest
If you haven’t tested adjusting
your multiplier, do so!
Prioritize
adaptive/responsive design
Move it up in your roadmap
timeline.
1 2 3
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Mobile Opportunity Gap
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Consumers are Increasingly Using All Three Screens as Part of the Purchase Journey
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
Does the interplay between paid search across devices make an impact on consumer activity?
99% of respondents agree that the
interplay of paid search across devices
carries at least some impact on
consumer conversion
Somewhat impactedby each other
Very much impactedby each other
No, each device works on its own
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Marketers’ Cross-Device Strategies are Lagging Behind
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
How sophisticated do you feel most advertisers are with regards to cross-device marketing strategy?
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Marketers Have an Opportunity to Grow!
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
Already doing it
Planning on doing it in 2014
Planning on exploring it in 2014
Not planning on exploringor doing it in 2014
While approximately 50% of
marketers feel they are
already providing rich mobile
experiences, when it comes
to deeper, more sophisticated
tactics, there is room for
marketers to grow
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Using Additional Enhanced Campaigns Features Can Fuel Device-Specific Strategies
52%47%
21%
31%
Click to call Location extensions Mobile PLAs None of the above
Which of the following additional mobile functionality do you currently
use in conjunction with your ads?
Nearly 50% of marketers utilize
click-to-call and location
extensions and just over 20%
use mobile PLAs. These
additional features stimulate
interaction and drive mobile-
specific conversions.
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Marketers are Facing Obstacles Due to the Transition to Enhanced Campaigns
18%
22%
42%
7%
11%No change in difficulty
Not difficult at all
Somewhat difficult
Very difficult
I use an algorithm tocalculate mobile bidadjustments
What level of difficulty do you experience if you optimize your mobile bid adjustments manually
(without algorithmic calculations)?
Nearly 50% of marketers find
it difficult to optimize mobile
bid adjustments manually.
Utilizing advanced algorithms
provided by 3rd party tools
can help to ease the
process.
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Optimization is Key to Unlocking Improved Mobile Performance
9%
34%
11%
46%
Mobile-specific ad copy
Mobile bid adjustment
Mobile ad extensions
Mobile-optimized landingpages
There are many factors that
influence the performance of
mobile search, all of which
contribute to overall success,
however, 46% of marketers
believe that mobile-optimized
landing pages have the greatest
impact on overall performance.
Which aspect of mobile paid search do you feel has the greatest impact on overall performance?
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Best Practices for Multi-Device Marketing
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1. Establish Concrete, Device-Specific Goals
33%
4%33%
2%
9%
19%Online Traffic
In-store Traffic
Direct Sales
App installs
Phone Calls
Other conversion activity
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
What is your mobile paid search goal?
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2. Align Messaging Across Multiple Channels
Heighten search performance by leveraging social media
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2. Align Messaging Across Multiple Channels
Heighten search performance by leveraging social media
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3. Leverage Advanced Targeting Techniques
In order to meet performance goals, target desired audiences by:
Location Device Time of Day
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4. Deploy Device-Specific Bidding Strategies
26%
59%
10%
5%
To increase mobile bids
To decrease mobile bids
To opt out of mobile
I don't use mobile bidadjustments
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
What is the strategy behind your mobile bid adjustments (MBA) in the majority of your campaigns in which you use MBAs?
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5. Optimize the Post-Click Experience
Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo
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6. Implement Multi-Touch Attribution Models
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Future-Proofing
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Broaden Your Definitions of “Mobile” and “Devices”
WEARABLE TECHNOLOGY
• Google Glass
• Pebble Smartwatch
DIGITAL HEALTH
• Fitbit
• Nike Fuelband
HOME AUTOMATION
• Nest
• Apple TV?
AUTO INTEGRATION
• Siri
• Google Voice Search
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Be Mindful of New Google Offerings
Shopping Campaigns: new campaign type for managing Google Product Listing Ads (PLAs)
• Streamlined product-based bidding
• Advanced reporting
• Competitive landscape data
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Leverage Mobile App Download Promotion
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Don’t Forget Bing and Yahoo!
Bing Product AdsShowcase product images, promotional text, pricing,
and company name
Yahoo Stream AdsNaturally blend into the content
streams viewed by users
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Download the Full Report @ Kenshoo.com/EC
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Additional Resources
• Kenshoo Search and Social Snapshot – Q2 2014: Kenshoo.com/Search-Social-Snapshot
• Kenshoo Search Advertising Trends – Q2 2014: Kenshoo.com/GlobalSearchTrends
• Advertiser Perceptions of the Three-Screen World: Kenshoo.com/Three-Screen-Perceptions
• The Mobile Opportunity Gap: Kenshoo.com/Mobile-Opportunity-Gap
• Added Value: Facebook Advertising Boosts Paid Search Performance: Kenshoo.com/FBAddedValue
• Added Value Volume 2: Finding the Sweet Spot for Search & Social Investment:
Kenshoo.com/FBAddedValue2
• Quantifying the Impact of Multi-touch Attribution: Kenshoo.com/MTA
• An Inside Look at Google Shopping Campaigns: Kenshoo.com/Inside-Google-Shopping
• Enhanced Campaigns: One Year Later: Kenshoo.com/EC
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Thank You