Using Your Store Location Data to Improve Results by Paul Wicker, Kenshoo - SIMposium 2013

Kenshoo: Proprietary and Confidential Information Kenshoo: Proprietary and Confidential Information

Things to do With Location Data July 16th, 2013


•  Photo

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Kenshoo

Founded: 2006 Investors: Sequoia Capital, Arts Alliance, Tenaya Capital Employees: 330+

•  $25 billion annual client sales revenue directed through Kenshoo

•  1.8 billion active paid search keywords •  1 billion Facebook ads delivered daily

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Dedicated Local Staff Access Product, Sales, Client Services, Engineering and QA resources all well versed and dedicated to the Local space.

Always Learning Test new concepts, channels, and technology with a solution built for the world most dynamic marketers.

Invested in making Local work for MultiLocation

Best in Class Leverage superior Enterprise-strength technology, service and math – Sole Leader in Forrester Wave*

*The Forrester Wave™: Bid Management Software Providers, Q4 2012


Rapid Brainstorming

•  Scenario •  Quantity not quality •  Be weird •  Write them down •  Discussion


You open a new restaurant…

• How can you leverage this information in your digital marketing efforts?

Address Business Description Hours Business Logo Business name Primary Category Secondary Category Contact Email Fax number Location Name Longitude

Main phone Payment Methods Service area Special offer Store Code Website address Facebook link Owner Message Bullet points Parking Info Product Inventory


Things to Do With Location Data

1.  Update map listing 2.  Create Call and Location extensions 3.  Update store locator 4.  Create local campaigns (Search, Social, Local, Mobile, Display) 5.  Connect offline conversions 6.  Do better attribution modeling 7.  Buy traffic from local/mobile networks 8.  Connect loyalty to FB 9.  Update your maps feeds 10. Bid smarter between national and local 11. View marketing performance by store 12. Create Local PLAs


Do Search Better


Extensions Improve CTR

34%


Adoption Still Low

Campaigns with Ext

Eligible Campaigns


Better Targeting


Bid Smarter

•  Increase/decrease bid modifier by location (less control) •  Separate campaigns by location and set bid (more control)


Build faster

…and then copy to Bing


Build faster

•  Use location data to quickly ramp new openings. •  Address = targeting, LEX •  Services offered = ad groups

…and then copy to Bing


Extend Distribution


Case Study: Sonus

http://www.kenshoo.com/sim-partners-velocity-platform-and-kenshoo-local-help-sonus-reduce-cpl/


End-to-end


The Value of Stores


Shifting landscape


Mike Ghaffary, Yelp


50%


Omni versus Store


Challenges

•  How do you give the store credit for an assist? Pickup? •  Purchase in store but ship inventory from other store? •  How do you connect and value offline conversion to

online activity? •  Are “Store” campaigns the new “Brand” campaign •  How do you set budgets and bids for stores versus

online?


Not All Interactions are Created Equal

OPPORTUNITY ! Map

touch-points and to

measure value

CHALLENGE ?Where should I allocate my

spend Search

Social

Display


How it Works

black pumps

Natalie Jones So cute! Definitely buying these. I can’t wait to wear them.

Shop at Shoes.com and get the best deals on the hottest shoes.

Looking for the perfect handbag to match?

Find the hottest combos on Shoes.com

$ $ $

shoes.com

$ $ $


How it Works

black pumps



17%

30%

43%

10%

shoes.com

$ $ $


How it Works

black pumps



shoes.com

Looking for the perfect handbag to match?

Find the hottest combos on Shoes.com

$ $ $

4%

8%

18%

5%

65% $ $ $


Whitefence: 28% Increase in Revenue by Bidding to True Keyword Value

•  ROI lift of 17% •  Spend increased 9% •  Fully automated optimization


Thank you

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Thank you

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[email protected]

Using Your Store Location Data to Improve Results by Paul Wicker, Kenshoo - SIMposium 2013

Technology

Transcript of Using Your Store Location Data to Improve Results by Paul Wicker, Kenshoo - SIMposium 2013