Kenshoo App Marketing Summit: Facebook Mobile Marketing Trends
Kenshoo Quarterly Trends Report Q1 2018Kenshoo has published infographics of key digital marketing...
Transcript of Kenshoo Quarterly Trends Report Q1 2018Kenshoo has published infographics of key digital marketing...
© 2019 Kenshoo. All Rights Reserved
Q4 2018January 24, 2019
© 2019 Kenshoo. All Rights Reserved
Chris ‘Coz’ Costello
Senior Director of Marketing Research
linkedin.com/in/notabbott
@notabbott
Your Host
Controlling the presentationWatching for
inbound Slack messages
Last-minute emails
Photo by @margokr
© 2019 Kenshoo. All Rights Reserved
All attendees are in listen-only mode
Please submit any questions via the Q&A button on the panel at the bottom
Sound issues? Participants can access audio via the telephone of computer mic & speakers
Please email [email protected] if you are experiencing any issues
Webinar Information
© 2019 Kenshoo. All Rights Reserved
Introduction
Kenshoo has published infographics of key digital marketing trends for years
In the past, there has also been a trends webinar that served a primarily financial audience
After sharing this webinar content with marketers over time, it became obvious that a marketer-focused webinar should be the main event
This presentation will be accompanied by our regularly-scheduled quarterly infographic and a longform report that delves into the topics in this presentation
2014 2018
Agenda Industry Insights
Holiday Recap
Market Trends
Emerging Channels
Methodology
Q&A
ourY
ileageM
ayM
aryV
Always Remember as a Marketer
You may zig when everyone else zags, and you may have a very good reason for that
These trends provide context for your
performance, not judgment that any individual marketer
is doing things “right” or “wrong”
Industry Insights
The Big Picture
Visual ads on mobile devices drove growth across digital marketing channels
Instagram, video and image-focused product ads pushed social ad spending higher in Q4
Mobile search shopping campaigns continued to be the fastest-growing segment across search advertising
© 2019 Kenshoo. All Rights Reserved
Monthly spending on Ecommerce Channel Ads (ECA) has increased by 5X since January
This includes all advertisers managing Ecommerce Ads on the Kenshoo platform
ECOMMERCEOverall 2018 Picture is Growth
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Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18
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© 2019 Kenshoo. All Rights Reserved
The majority of Instagram spending growth is coming from advertisers who have been on Instagram for at least five quarters
For every dollar spent on Instagram from a new IG advertiser in 2018, existing IG advertisers increased their spend by $4
SOCIALExisting Advertisers Drove Instagram Growth
-20%
0%
20%
40%
60%
80%
100%
2017 Q4 2018 Q1 2018 Q2 2018 Q3 2018 Q4
Per
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Advertisers with 5 quarters of Instagram Spending All other Instagram advertisers
10
© 2019 Kenshoo. All Rights Reserved
3 out of every 4 search shopping impressions is on a mobile phone
Advertisers are able to leverage more searches for products AND searches for more products on mobile devices
SEARCHSearch Shopping is Mostly Mobile
0%
10%
20%
30%
40%
50%
60%
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90%
100%
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
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Mobile Desktop/Tablet
11
© 2019 Kenshoo. All Rights Reserved
Pinterest spending spiked by 58% in Q4 compared to the previous quarter
Engagement with Pinterest ads increased well ahead of the holiday season, lending to the planning nature of the channel
PINTERESTEngagement Grows Ahead of the Holidays
0.50%0.53%
0.56%
0.70%0.68%
0.00
0.20
0.40
0.60
0.80
1.00
1.20
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Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
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Spending Click-through Rate
12
© 2019 Kenshoo. All Rights Reserved
CROSS-CHANNELMobile Trends
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Social Search
Mobile ads continue to grow faster than their desktop counterparts across channels
As a result, the total share of mobile spending continues to increase as well
+28%YoY
+45% YoY
13
© 2019 Kenshoo. All Rights Reserved
CROSS-CHANNELProduct Ad Trends
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Social Search
Spending on Search Shopping Campaigns and Social Dynamic Product Ads increased sharply over the previous quarter
Increased shopping intent around the holidays drove both the volume and the pricing of these ads higher
+34%YoY
+39%YoY
14
Holiday Wrap-Up
© 2019 Kenshoo. All Rights Reserved
The five days between Thanksgiving and Cyber Monday are only 9% of the total days between November 1 and December 25
As a share of holiday spending, these five days constitute a much bigger share
Advertiser Focus on the “Cyber 5”
16
0%
5%
10%
15%
20%
25%
SearchShopping
Campaigns
Search Total SocialDynamic
Product Ads
Social Total EcommerceChannel Ads
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yber
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Ecommerce Advertisers Only
© 2019 Kenshoo. All Rights Reserved
Cyber Monday was a bigger share of total spending for the Cyber 5 for overall Search and Ecommerce Ad spending
Search shopping ads, Dynamic Product Ads across Facebook and Instagram, and overall Social spending favored Black Friday
Share of Spending during Cyber 5
0% 20% 40% 60% 80% 100%
ECOMM Total
SOCIAL Total
Dynamic Product Ads (DPA)
SEARCH Total
Mobile Search
SEM Shopping Ads
Thanksgiving Black Friday Sat & Sun Cyber Monday
17
© 2019 Kenshoo. All Rights Reserved
Product-focused ad types for both Search and Social were key drivers for YOY spending growth
Growth for the entire holiday season was very close to “Cyber 5” growth across both channels
This implies that Cyber 5 growth is a good indicator of overall seasonal performance of these ad types
YOY Holiday Growth for Product Ads
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25%
30%
35%
40%
45%
Search Shopping Campaigns Social Dynamic Product Ads
% S
pen
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se fr
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20
17
to
20
18
Same Store Ecommerce Advertisers Only
Cyber 5 Holiday Season
18
Market TrendsSocial
Q4 2018
© 2019 Kenshoo. All Rights Reserved
Social Trends
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Ind
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7=
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Social Volume Growth
Impressions Clicks Spending
QoQ YoY
Impressions
+1% +15%
Clicks
-8% +8%
Spending
+19% +31%
20
© 2019 Kenshoo. All Rights Reserved
Social Trends
2.5%2.9% 2.8% 2.6% 2.4%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Click-through Rate (CTR)
$5.73$4.85 $5.24 $5.54
$6.52
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Average Cost per Thousand Impressions (CPM)
QoQ YoY
Click-through Rate
-8% -4%
CPM
+18% +14%
21
Social Summary
Social spending grew 31% compared to Q4 of 2017 as advertisers increased investment in Instagram, video and product-focused ads
Impressions grew faster year-over-year than clicks, bringing click-through rate lower, as video and Instagram growth increased the share of more passive ad units
Social product ad pricing increased faster than other ad types in Q4, as the holiday season put a premium on reaching customers with those ads
© 2019 Kenshoo. All Rights Reserved
Key Drivers for Social Growth
Instagram has passed Video Ads as the fastest growing segment compared to last year, while seasonality has driven Dynamic Ads for Products up compared to last quarter
+31%
+39%
+45%
+52%
+68%
+120%
+19%
+53%
+21%
+41%
+11%
+43%
+0% +20% +40% +60% +80% +100% +120% +140%
OVERALL SOCIAL
Dynamic Ads for Products
Mobile Ads
Carousel Ads
Video Ads
Social Spending YoY Growth by Segment
QoQ
YoY
23
© 2019 Kenshoo. All Rights Reserved
Key Social Segments by Quarter
Mobile
Dynamic Ads for Products
VideoInstagram
Carousel
TOTAL
Desktop Feed
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $11.00 $12.00 $13.00 $14.00 $15.00 $16.00
Clic
k-th
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ate
Cost per Thousand Impressions (CPM)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018(Bubble size = Spending Volume)
© 2019 Kenshoo. All Rights Reserved
Key Social Segments by Quarter
Mobile
Dynamic Ads for Products
VideoInstagram
Carousel
TOTALDesktop Feed
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $11.00 $12.00 $13.00 $14.00 $15.00 $16.00
Clic
k-th
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ate
Cost per Thousand Impressions (CPM)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018(Bubble size = Spending Volume)
© 2019 Kenshoo. All Rights Reserved
Key Social Segments by Quarter
Mobile
Dynamic Ads for Products
VideoInstagram
Carousel
TOTAL Desktop Feed
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $11.00 $12.00 $13.00 $14.00 $15.00 $16.00
Clic
k-th
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ate
Cost per Thousand Impressions (CPM)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018(Bubble size = Spending Volume)
© 2019 Kenshoo. All Rights Reserved
Key Social Segments by Quarter
Mobile
Dynamic Ads for Products
VideoInstagram
Carousel
TOTAL Desktop Feed
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $11.00 $12.00 $13.00 $14.00 $15.00 $16.00
Clic
k-th
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ate
Cost per Thousand Impressions (CPM)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018(Bubble size = Spending Volume)
© 2019 Kenshoo. All Rights Reserved
Key Social Segments by Quarter
Mobile
Dynamic Ads for Products
VideoInstagram
Carousel
TOTALDesktop Feed
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $11.00 $12.00 $13.00 $14.00 $15.00 $16.00
Clic
k-th
rou
gh R
ate
Cost per Thousand Impressions (CPM)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018(Bubble size = Spending Volume)
© 2019 Kenshoo. All Rights Reserved
Instagram spending more than doubled compared to Q4 of 2017, and increased 43% over the previous quarter
Instagram Stories grew faster than Instagram feed, increasing its share from 8% of total Instagram spending to 10%
Instagram Growth
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0.50
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2.50
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Ind
exed
Spe
nd
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3 2
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Instagram Feed Instagram Stories
30
© 2019 Kenshoo. All Rights Reserved
Instagram by Advertiser, Year-over-year
0%
5%
10%
15%
20%
25%
30%
35%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% o
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Spe
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Share of Social Spend from Instagram
Q4 2017 Q4 2018
37% of Q4 2018 Instagram spending came from advertisers with at least 40% of their total Facebook spending on Instagram, up from 25% last year
37% of Q4 2018 Instagram Spending
25% of Q4 2017 Instagram Spending
31
© 2019 Kenshoo. All Rights Reserved
Facebook offers multiple levels of control over Instagram and Instagram Stories
• Automatic Placements and Multiple Placements extend reach of existing campaigns
• Standalone Placements allow for targeted testing and strategy
Kenshoo can help you run the right creative specifications on the right platform
Looking for tips on Instagram Stories ads? Check out our eBook
• https://kenshoo.com/stories-ads-creative-best-practices/
Marketer Tips: Instagram
© 2019 Kenshoo. All Rights Reserved
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
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0.40
0.60
0.80
1.00
1.20
1.40
1.60
1.80
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Shar
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Spending Share of Social Spending
Spending on social video ads has grown consistently over the past five quarters
As a share of total social spending, video has centered around 40% since Q2
33% of social advertisers had a majority of social spending on Video in Q4, and were responsible for 80% of social video spending in the quarter
Social Video Growth
33
© 2019 Kenshoo. All Rights Reserved
Marketer Tips: Social Video
The first 5-15s of your video is critical for capturing your audience’s attention
Including bright, bold text is important for getting your message across, especially when sound may be off by default
Creative bottlenecks? Consider using video templates from Facebook to animate static images and add text.
Using the Kenshoo Analysis Grid, you can create a custom audience of customers who watched a video that you can then use for retargeting
© 2019 Kenshoo. All Rights Reserved
A gradual shift of Dynamic Ads for Products from Facebook to Instagram could explain the downward trend in impression volume
As expected, CPM for product ads spiked sharply in Q4
80% of Q4 spending on DPA came from advertisers who spent a majority of social dollars on the ad type
Social Product Ad Trends
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
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0.60
0.80
1.00
1.20
1.40
1.60
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Co
st p
er T
ho
usa
nd
Impr
essi
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s (C
PM
)
Ind
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3 2
01
7=
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Indexed Spending Indexed Impressions CPM
35
© 2019 Kenshoo. All Rights Reserved
Marketer Summary: Social
If you see changes in CPM or CTR over time, check your mix
• Greater share of Instagram and Video ads can result in lower click-through rates, while DPA and Carousel Ads will drive CTR higher
Instagram can help you extend your social reach, as well as satisfy specific objectives around the more visual format
Ecommerce advertisers who aren’t investing in Dynamic Product Ads may be missing a big growth opportunity
Market TrendsSearch
Q4 2018
Search Trends
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
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Ind
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Search Volume Growth
Impressions Clicks Spending
QoQ YoY
Impressions
+31% +47%
Clicks
+16% +31%
Spending
+19% +14%
Search Trends
2.5%2.7% 2.7%
2.5%2.2%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Click-through Rate (CTR)
$0.51$0.48 $0.46 $0.44 $0.45
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Average Cost per Click (CPC)
QoQ YoY
Click-through Rate
-12% -12%
CPC
+2% -13%
Search Highlights
Seasonal increases in volume and pricing for shopping campaigns helped drive robust year-over-year growth for search ads
Investment on mobile search ads, across both keywords and shopping campaigns, grew twice as fast as the overall rate
Search shopping campaigns have lower click-through rates than keyword campaigns, so as share of impressions has shifted toward shopping, overall CTR has declined
© 2019 Kenshoo. All Rights Reserved
Key Drivers for Search Growth
Advertisers ramped up spending on Search Shopping Campaigns to the tune of an 81% increase compared to Q3
+14%
+1%
+19%
+15%
+28%
+28%
+34%
+52%
+19%
+10%
+3%
+71%
+3%
+18%
+81%
+87%
+0% +10% +20% +30% +40% +50% +60% +70% +80% +90% +100%
OVERALL SEARCH
Desktop Keyword
Mobile Keyword
Desktop Shopping
Local Search
Mobile (all)
Shopping (all)
Mobile Shopping
Search Spending YoY Growth by Segment
QoQ
YoY
41
© 2019 Kenshoo. All Rights Reserved
Key Search Segments by Quarter
Desktop Keyword
Desktop Shopping
Smartphone Keyword
Smartphone Shopping
Mobile (all)
Dynamic Search Ads
Shopping (all)
Local
TOTAL
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00
Clic
k-th
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gh R
ate
Average Cost per Click (CPC)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 (Bubble size = Spending volume)
© 2019 Kenshoo. All Rights Reserved
Key Search Segments by Quarter
Desktop Keyword
Desktop Shopping
Smartphone Keyword
Smartphone Shopping
Mobile (all)
Dynamic Search Ads
Shopping (all)
Local
TOTAL
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00
Clic
k-th
rou
gh R
ate
Average Cost per Click (CPC)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 (Bubble size = Spending volume)
© 2019 Kenshoo. All Rights Reserved
Key Search Segments by Quarter
Desktop Keyword
Desktop Shopping
Smartphone Keyword
Smartphone Shopping
Mobile (all)
Dynamic Search Ads
Shopping (all)
LocalTOTAL
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00
Clic
k-th
rou
gh R
ate
Average Cost per Click (CPC)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 (Bubble size = Spending volume)
© 2019 Kenshoo. All Rights Reserved
Key Search Segments by Quarter
Desktop Keyword
Desktop Shopping
Smartphone Keyword
Smartphone Shopping
Mobile (all)
Dynamic Search Ads
Shopping (all)
LocalTOTAL
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00
Clic
k-th
rou
gh R
ate
Average Cost per Click (CPC)
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 (Bubble size = Spending volume)
© 2019 Kenshoo. All Rights Reserved
Key Search Segments by Quarter
Desktop Keyword
Desktop Shopping
Smartphone Keyword
Smartphone Shopping
Mobile (all)
Dynamic Search Ads
Shopping (all)
Local
TOTAL
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00
Clic
k-th
rou
gh R
ate
Average Cost per Click (CPC)
Q4 2017 Q1 2017 Q2 2018 Q3 2018 Q4 2018 (Bubble size = Spending volume)
© 2019 Kenshoo. All Rights Reserved
Search Shopping Campaign Impact
As Shopping Campaign impressions increase dramatically and keyword impressions decline, the lower shopping CTR has more influence on overall search CTR
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Clic
k-th
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(CT
R)
Ind
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Impr
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Shopping Campaign Impressions
Keyword Campaign Impressions
Keyword Campaign CTR
Shopping Campaign CTR
Total Search CTR
48
© 2019 Kenshoo. All Rights Reserved
Maximize Google Shopping campaign performance by bidding separately on products based on traffic, or on traffic and performance
With Structure Optimization, Kenshoo automatically breaks out high activity products into their own product groups so you can bid more accurately
Combining Structure Optimization with Campaign Mirroring will automatically optimize your structure across publishers
Marketer Tips: Shopping Campaigns
© 2019 Kenshoo. All Rights Reserved
Mobile Share of Search
Mobile search has accounted for half of total search spending for two consecutive quarters, while the share of mobile search impressions and clicks have both increased slightly
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
% o
f To
tal V
olu
me
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ob
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(Sm
artp
ho
ne)
Impressions Clicks Spending
50
© 2019 Kenshoo. All Rights Reserved
Mobile Share by Advertiser
0%
5%
10%
15%
20%
25%
30%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% of Advertisers (Count) % of Total Mobile Spending
58% of Kenshoo advertisers have at least 50% of search spending on mobile, and 79% of mobile search spending comes from those advertisers
58% of search advertisers
79% of mobile search spending
51
© 2019 Kenshoo. All Rights Reserved
Holiday price premiums stopped the overall downward trend for search click prices
Mobile CPC was flat, while Desktop and Tablet prices picked up in Q4
CPC by Device
$0.51$0.48 $0.46 $0.44 $0.45
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Ave
rage
Co
st p
er C
lick
Desktop Mobile Tablet OVERALL
52
© 2019 Kenshoo. All Rights Reserved
Searches on mobile devices conveys context for intent—”mobile moments” can change how you want to reach the consumer
Device-based bid modifiers allow marketers to target certain devices without separate campaigns
When combined with algorithmic optimization tools, marketers can tune their bids across devices based on their goals
Kenshoo Portfolio Optimization (KPO) works with bid adjustment modifiers to optimize each device towards ROAS, CPA or Traffic goals
Marketer Tips: Mobile Search
© 2019 Kenshoo. All Rights Reserved
Marketer Summary: SearchYour share of search from mobile can have a big impact on changes in CPC
• For most advertisers, mobile search clicks are less expensive than desktop, so if your mobile volumes are increasing, your CPC may be going down, and vice versa
Shopping campaigns aren’t just for your high-volume products
• Consumers are looking for more products more often, and not just for the holidays
• Expanding programs across large and unique product lines is easier than ever
Emerging Channels
© 2019 Kenshoo. All Rights Reserved
Monthly spending on Ecommerce Channel Ads (ECA) has increased by 5X since January
This includes all advertisers managing Ecommerce Ads on the Kenshoo platform
Ecommerce Channel Advertising Trends
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18
Inde
xed
Spen
ding
Gro
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(Jan
201
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56
© 2019 Kenshoo. All Rights Reserved
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Spending CPC Spending CPM
Search Shopping Social Product Ads
% In
crea
se Q
3 t
o Q
4
2017 2018
Quarter-over-quarter increases in spending and cost per click for search shopping campaigns were very similar to last year
This implies that, despite the rapid growth of the Ecommerce channel, this new spending did not come at the expense of product-focused ads in Search or Social
Is Ecommerce Affecting Other Channels?
57
© 2019 Kenshoo. All Rights Reserved
Amazon offers various tools to help manage bids within your advertising campaigns
Bidding Controls•Raise or lower your bids dynamically when your ad is more or less likely to
convert to a sale, or set fixed bids based on your campaign needs •Bid by ad placement as well, increasing bids by up to 900%
Kenshoo can help you forecast, monitor, pace and auto-manage your bids with the right algorithms on the right platform
Want to learn more? See how others manage bidding and budgets on Amazon with our newest budget management case study
40% Lift in Amazon RoAS achieved with Budget Manager for Ecomm
Marketer Tips: Ecommerce
© 2019 Kenshoo. All Rights Reserved
More Ecommerce News & Analysis
kenshoo.com/blog
Pinterest Growth
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
1.80
2.00
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Ind
exed
Vo
lum
e (Q
4 2
01
7=
1.0
0)
Pinterest Volume Growth (same-advertiser)
Impressions Clicks Spending
QoQ YoY
Impressions
+33% +81%
Clicks
+37% +33%
Spending
+58% +60%
© 2019 Kenshoo. All Rights Reserved
On a same-advertiser basis, Hardware, Housewares and Apparel grew faster than other categories on Pinterest
Collectively, these three segments comprised 75% of Q4 Pinterest spending
Pinterest Growth by Category
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TOTAL
Other
Apparel, Fashion & Accessories
Housewares & Home Furnishing
Hardware & Home Improvement
YOY Spending Growth
61
Pinterest Trends
$3.03$2.55 $2.62
$3.16$3.66
$0.00
$1.00
$2.00
$3.00
$4.00
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Average Cost per Thousand Impressions (CPM)
$0.61
$0.48 $0.47 $0.45$0.54
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Average Cost per Click (CPC)
QoQ YoY
CPM
+16% +21%
CPC
+19% -11%
© 2019 Kenshoo. All Rights Reserved
Based on unfiltered data, Auto and Food categories captured another 10% of total Q4 Pinterest spending
This was an increase from just 3% in Q4 of last year’s
Spending across all advertisers in these two categories increased nearly 5X
Rising Pinterest Categories
0%
2%
4%
6%
8%
10%
12%
14%
Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018
Per
cen
t o
f To
tal (
Un
filt
ered
) Pin
tere
st S
pen
din
g
Food/Beverage/Drug Auto
63
© 2019 Kenshoo. All Rights Reserved
Pinterest has expanded campaign objectives so advertisers can scale programs within certain target goals
• Conversion Optimization allows Pinterest to “bid on your behalf to drive conversions at target average cost-per-action (CPA)”
Kenshoo can help you manage complexity in your campaign creation that can also unlock program scale
Marketer Tips: Pinterest
© 2019 Kenshoo. All Rights Reserved
Apple Search Ads
Ads for apps based on searches in the App Store
Launched beta program in October
Entirely search/keyword-driven programs
Gaming is the obvious vertical, but also finding interest in ecommerce, finance and travel
Data and performance to follow in future reports
65
© 2019 Kenshoo. All Rights Reserved
About the Data
Analysis is based on advertiser campaign data managed through the Kenshoo platform on Google, Bing, Yahoo!, Yahoo Japan, Baidu, Yandex, Pinterest, Apple, Facebook, Instagram, Snapchat and Amazon.
October 2017 through December 2018.
Sample contains over 500 billion impressions, 14 billion clicks and $6 billion in advertiser spending.
For charts showing spending and impressions/clicks, volume metrics have been normalized to a factor of one based on the initial volume for the first quarter of data. Data points from subsequent quarters are based on a multiplier from the first quarter. For example, 1.6 Means that volume is 60% greater than volume on the initial quarter measured.
Ad spending and CPC are measured using Ex-FX or “Constant Currency” adjustments, where results are based on native currency and only translated to common currency after aggregation.
66
© 2019 Kenshoo. All Rights Reserved
Methodology
Starting in Q4 of 2017, our filtering methodology is as follows:
• Advertisers must have 15 consecutive months above a minimum spending threshold in the channel to be included in the analysis
• Additional outliers will be removed as necessary
Some channels/publishers (Ecommerce, Pinterest) may be shown on an unfiltered basis to show dynamic of newer advertising platforms, and are labeled accordingly
67
Q&A
© 2019 Kenshoo. All Rights Reserved
Case Studies
https://kenshoo.com/client-success/case-studies/
70
Marketing Research and Analysis @ Kenshoo
Quarterly Trends Report Snapshot
kenshoo.com/digital-marketing-snapshot
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Quarterly Trends Report (long form)
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Other insights are posted regularly to
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