Kenshoo Global Search Trends Q1 2013 - Kenshoo Webinar

Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information

Kenshoo Global Search Advertising TrendsUpdated through Q1, 2013

Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 2| 2

Welcome!

Josh Dreller

Director of Marketing Research

Kenshoo• Paid search practitioner since 2003• SEM on both advertiser and agency side• SearchEngineLand.com columnist for 5+ years• [email protected]


Agenda

Methodology

Key Campaign Metrics

Geographic Regions

Mobile Devices

Summary Infographic

Actionable Insights


Methodology


Methodology

• Representative sample set of Kenshoo clients in 190+ countries

• Includes only search advertisers spending consistently during the period of analysis (previous 24 months)

• Initial three months of campaign data removed to reduce impact of anomalies from program launches

• Reflects billions of dollars of paid search spend• 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• For example, 1.55 means that metric is 55% greater than that of the initial quarter

• Mobile data set is a different set of clients than global index


Key Campaign Metrics


Quarterly Global Search Advertising Spend Volume


Quarterly Global SearchAdvertising Click Volume


Quarterly Global Search Advertising Cost-per-click Rates


Quarterly Global SearchAdvertising Click-through Rates


Quarterly Global SearchAdvertising Impression Volume


Geographic Regions


Quarterly U.S. Search Advertising Spend Volume


Quarterly U.K. Search Advertising Spend Volume


Quarterly E.U. Search Advertising Spend Volume


Quarterly Regional Average Cost-per-click (USD)


Mobile Devices


Q1 2013 U.S. Search Advertising Spend and Clicks by Device


Q1 2013 U.S. Search Advertising Cost-per-Click by Device (USD)


Q1 2013 U.K. Search Advertising Spend and Clicks by Device


Q1 2013 U.K. Search Advertising Cost-per-Click by Device (GBP)


Summary Infographic


Actionable Insights


Actionable Insights

#1 - Metrics are always in motion

#2 - You can still improve your CTR

#3 - Work your Quality Scores for lower CPCs

#4 - Master managing SEM by device


#1 - Metrics Are Always in Motion

• Search marketers need flexible tools that can adjust and account for constant fluctuations and seasonality


Kenshoo Portfolio Optimizer™ (KPO)

• Looks at portfolio as whole• Altruistic• Flexible configuration

• Automatically clusters keywords • Considers millions of different

clusters• Looks at value of next unit of

spend


Unique Seasonality Decisioning

Start Date End Date Description

15-Jun 1-Jul Clearance Sale

15-Aug 30-Sep Back to School Promotion

1-Dec 31-Jan Holiday Promotion

Retail

Academic

Financial


#2 - You Can Still Improve Your CTR

• Sometimes it feels as if your performance has hit a wall – but there are always more efficiencies

• Search marketers need to find ways to be nimble and agile while managing creative at scale


Kenshoo Editor


#3 - Work Your Quality Scores for Lower CPCs

• Making bid changes for large accounts can be a daunting task but even shaving pennies off of your CPCs can lead to major improvement


Advanced Search & Scheduled Actions


#4 - Master Managing SEM by Device

• Managing all devices with the same strategy won’t get you the best results on each

• Need tools that can enhance the engine offeringsGoogle: Enhanced campaigns

YBN: Still allowing separate campaigns


Track Performance By Device, Browser, And OS


Client Success Story

• Skyscanner, #1 flight meta-search site in Europe, switched to Kenshoo after unsuccessful implementations with Efficient Frontier (Adobe) and Marin Software

• Expanded to more than 50 markets using Kenshoo Editor and leverage Kenshoo Portfolio Optimizer to drive 100%+ conversion growth in key countries

• Download full case study: http://www.kenshoo.com/skyscanner_case_study

http://www.kenshoo.com/skyscanner_case_study


Summary

#1 - Metrics are always in motion

Keep your process nimble

#2 - You can still improve your CTR

Keep working, every .1% increase helps

#3 - Work your Quality Scores for lower CPCs

Unless you’re at 10, there’s still room to improve

#4 - Master managing SEM by device Different screens, different intent, etc.

Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information

Thank you

| 37

Thank you

| 37

Download full report at:

Kenshoo.com/SearchGlobalTrends

http://kenshoo.com/searchglobaltrends

http://kenshoo.com/searchglobaltrends

Kenshoo Global Search Trends Q1 2013 - Kenshoo Webinar

Technology

Transcript of Kenshoo Global Search Trends Q1 2013 - Kenshoo Webinar