Gearing up for the Holiday Shopping Season - Kenshoo Webinar

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Gearing up for the Holiday Shopping SeasonSeptember 27th

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Webinar information

•Audio instructions – listen via computer speakers or dial into the conference call at the numbers listed in the email you received from [email protected]

•Still can’t hear the webinar? Tell us please!

Webinar Information

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Presenters

[ Tal Kedar ]Director of Emerging TechnologiesSears Holdings

[ Jennifer Barrett ]Client Services DirectoriProspect

[ Aaron Goldman ]CMOKenshoo

[ Will Martin-Gill ]General ManagerKenshoo Enterprise and Local

[ Kate Stonich ]Director of Client EducationKenshoo

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Agenda

2011 Lessons

2012 Insights

Portfolio Bid Optimization/KPO

Google Shopping/PLA

More Best Practices

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2011 Holiday Shopping Season Lessons

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Key Insights from Kenshoo Retail Client Performancein 2011 (Global YoY Data)

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Key Insights from Kenshoo Retail Client Performancein 2011 (U.S. YoY Data)

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2011 Key Dates – U.S.

• Season begins early• Mondays are big online

shopping days• Don’t ignore last minute

shoppers

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2011 Key Dates – U.K.

• No uniform kick-off date but last week in November marks rise in sales

• Mondays also big in UK• Plenty of post Christmas

opportunities

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Want more information?

Kenshoo.com/2011OnlineRetailHolidayReports

http://www.kenshoo.com/2011onlineretailholidayreports

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2012 Insights

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Key calendar dates will have a heavy impact on shopping activity

• 2 extra days this year in US due to earlier Thanksgiving.

• 5 full weekends between Thanksgiving Day and Christmas Eve -- 1 more weekend than last year.

• “Free Shipping Day” is Dec 17th, a Monday

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Competition will be fiercer than ever

Volume metrics have been normalized to a factor of 1 based on the initial quarter of data. Data points from subsequent quarters are based on a multiplier from the first quarter. Eg, 1.49 means that volume is 49% greater than volume in initial quarter measured.

Kenshoo Global Search Advertising Spend For Existing Clients Up 22% YOY in Q3 2012

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Cost-per-click rates will be relatively stable

Kenshoo Average Global Search Cost-Per-Click (CPC) Rates Per Existing Client Down 12% in Q3 2012 from 18-month high of $0.52

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More activity will take place via mobile devices

Kenshoo Aggregate U.S. Client Metrics Q3 2012

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Portfolio Bid Optimization and Kenshoo Portfolio Optimizer (KPO)

Various SEM bidding mechanisms

Keyword-Based Portfolio-Based

Human Decisioning

Algorithmic Decisioning

Advanced Search Bid Management

Keyword Rules Bid Management

Not Feasible

Kenshoo Portfolio OptimizerTM

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IF

THEN

SCHEDULE & AUTOMATE


• Human-decisioning bid management solution

• Works at the keyword level

• No optimization goal – only a numeric goal

• User engineered and run

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Powerful and Flexible Options to Meet Your Goals


Human Decisioning




Not Feasible


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• Works at the keyword level• Out of the box for easy use• Runs in bulk• No optimization goal – only numeric• Fully automated with transparency for

review and approval

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Powerful and Flexible Options to Meet Your Goals


Human Decisioning




Not Feasible


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Kenshoo Portfolio Optimizer™ (KPO)

• Adaptive historical weighting• Dynamic clustering• Custom seasonality• Performance forecasting

• Marginal ROI calculation• Flexible configuration• Full transparency and control• Scalable to massive keyword volumes

Optimizes to overall business goals

Additional information on bid optimization

Kenshoo.com/BiddingWhitepaper

http://www.kenshoo.com/biddingwhitepaper

http://www.kenshoo.com/biddingwhitepaper

Meet our guests

Tal KedarDirector, Emerging Technologies

Sears Holdings Corporation

Jen BarrettClient Services Director

iProspect Chicago

What are the advantages of a portfolio based bid management

approach compared to other methods?

How did you choose your goals?

Tal Kedar, Director Emerging Technologies Sears Holdings Corporation

How has portfolio based optimization performed for SHC?

“35% increase in ROAS during the Sears KPO test conducted in April

2012.”

Tal Kedar, Director Emerging Technologies Sears Holdings Corporation

Jenn Barrett, Director of Client Services, iProspect

Tell us about how portfolio optimization, specifically how KPO

has freed up more time for you and your team?

Use forecast reports to find the optimal budgets for your bid portfolios

Get going before the holiday season

Learning Period Seasonality Pattern Recognition

Retain control, don’t just set it and forget it

•Use revenue multipliers to increase aggressiveness of the algorithm

•Should be based on expected revenue per click variation

❙Rev/Conv. and Conv. Rate

Learn from the algorithm

• View all suggested bid changes at the keyword level to see what the algo is doing and generate insights you can apply to other campaigns

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iProspect holiday preparation

• Reviewing and reflecting

• Identifying what worked (and didn’t!)

• Cross-engine coverage

• Messaging and copy for holiday

• Evergreen approach

• Mobile preparation

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Google Shopping and Product Listing Ads (PLA)

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Google Shopping/PLA: Great real-estate

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What they look like and what you control

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Why PLA? Significant volume!

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Why PLA? Better results!

• Kenshoo client PLA ads outperform text ads

Source : 1.5+ million clicks aggregated from Kenshoo clients comparing PLA to standard search text ads for similar product/keyword campaigns

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Kenshoo's patent-pending PLA offering delivers benefits for Google Shopping

• Control and Efficiency: manage and track PLA in the Kenshoo UI

• Improved Performance: Kenshoo’s custom rules-based bid policies for PLA and negative keyword suggestions drive stronger results

• Holistic Attribution and Reporting: measure the entire Path-to-Conversion and understand PLAs’ contribution to your ROI

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• Control and Efficiency: manage and track PLA in the Kenshoo UI

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Product Listing Ads in Kenshoo

❙Download/Upload/Bi-Directional Sync

❙Assign performance and view in the grid

❙Create, view, edit status, edit promotion text

❙Copy campaign

❙Bulk import/export support

❙Suggest negative keywords

❙Schedule actions

❙Product-level tracking

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• Improved Performance: Kenshoo’s custom rules-based bid policies for PLA and negative keyword suggestions drive stronger results


Kenshoo Average Global PLA Bid Optimization Results

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• Holistic Attribution and Reporting: measure the entire Path-to-Conversion and understand PLAs’ contribution to your ROI

Social Ad Click

Search Text Ad Click

Product Ad Click

Purchase

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PLA Reports through Kenshoo

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4 steps to take advantage of PLA in Kenshoo

1Connect your product

feed in the Google Merchant Center

2Connect your Merchant Center account to your

AdWords account

3Sync Kenshoo and AdWords

4Manage, optimize and report on PLAs directly

in Kenshoo UI

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Best Practices for the Holidays

Ad and Keyword Management

Mobile Targeting

Social Campaigns

Budget Management

Reporting

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Ad and Keyword Management

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Automate bulk ad copy and landing page changes on important dates with Scheduled Actions

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Use Pre-Built Templates to Manage High Volumes of Individual Campaigns/Locations

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Mobile Targeting

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Create separate campaigns and set different KPIs for different devices

MO

BILE

PH

ON

E

* *

*Actual data taken from Kenshoo 2011 Online Retail Holiday Shopping Report

Create New or Replicate Existing Activities

Define Targets and Goal

Manage & Optimize

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Run Device/OS segmentation reports to generate insights

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Social Campaigns

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Run Facebook Sponsored Stories to extend word-of-mouth

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Run Facebook Sponsored Stories to extend word-of-mouth

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Keyword 1

Green T-ShirtGreat PricesT-shirt.com

Blue T-ShirtGreat PricesT-shirt.com

Keyword 2

Red T-ShirtXL Size Available

T-shirt.com

Keyword 3

T-Shirt Sale – Shop NowT-shirt.com

Shop our stylish selection of t-shirts. Large selection of colors, sizes, and prices available.

Calibrate your attribution model to measure the true impact of social on search and vice versa

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Keyword 1



Keyword 2


T-shirt.com

Keyword 3



6 0 %2 5 %1 0 %5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Custom

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Keyword 1



Keyword 2


T-shirt.com

Keyword 3



4 0 %1 0 %1 0 %4 0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Custom

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Keyword 1



Keyword 2


T-shirt.com

Keyword 3



2 5 %2 5 %2 5 %2 5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Custom

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Keyword 1



Keyword 2


T-shirt.com

Keyword 3



1 0 0 %0 %0 %0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Custom

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Keyword 1



Keyword 2


T-shirt.com

Keyword 3



1 0 %1 0 %1 0 %7 0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Custom

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Budget Management

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Create visual indicators for KPIs to easily identify over/under-performance

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Set automatic rules for managing budgets across multiple campaigns and/or locations

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Reports

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Track your sales on important days using live conversion tracking

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Create dashboards for saved reporting views that update automatically

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Find keyword gaps with SEM/SEO performance reports

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Let Kenshoo be your guide!

Kenshoo.com/2012HolidayGuide

http://www.kenshoo.com/2012HolidayGuide

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Immediate Opportunity

For a select group of 10 clients, Kenshoo will undertake a retail holiday analysis to identify ways to further optimize your program

Kenshoo audit by our retail experts:– Google Shopping/PLA– Timeline and Scheduling– Forecasting– Promotional Strategy

Call 1-877-536-7462 or email [email protected]

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Thank you

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[email protected]

Gearing up for the Holiday Shopping Season - Kenshoo Webinar

Technology

Transcript of Gearing up for the Holiday Shopping Season - Kenshoo Webinar