Enhanced Campaigns: One Year Later - Kenshoo Webinar

1© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Enhanced Campaigns:One Year Later

July 22, 2014


Webinar Information

Audio Instructions

• Listen via computer speakers or use phone numbers listed in email from

[email protected]

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

mailto:[email protected]


Today’s Speakers

Aaron Goldman

Chief Marketing Officer, Kenshoo

Adam Garcia

Director Online Marketing, Walgreens


Agenda

• Enhanced Campaigns Overview

• Market Trends

• Retailer Perspective

• Mobile Opportunity Gap

• Best Practices for Multi-Device Marketing

• Future-Proofing


Enhanced Campaigns (EC) Overview


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


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


Marketer Prognostication


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


Migration Process


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


Market Trends


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


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


$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


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



Retailer Perspective


“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


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


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


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


Mobile Opportunity Gap


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


Marketers’ Cross-Device Strategies are Lagging Behind


How sophisticated do you feel most advertisers are with regards to cross-device marketing strategy?


Marketers Have an Opportunity to Grow!


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


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.


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.


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?


Best Practices for Multi-Device Marketing


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


What is your mobile paid search goal?


2. Align Messaging Across Multiple Channels

Heighten search performance by leveraging social media


3. Leverage Advanced Targeting Techniques

In order to meet performance goals, target desired audiences by:

Location Device Time of Day


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


What is the strategy behind your mobile bid adjustments (MBA) in the majority of your campaigns in which you use MBAs?


5. Optimize the Post-Click Experience

Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo


6. Implement Multi-Touch Attribution Models


Future-Proofing


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


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


Leverage Mobile App Download Promotion


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


Download the Full Report @ Kenshoo.com/EC


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

http://www.kenshoo.com/fbaddedvalue2

http://www.kenshoo.com


Thank You

Enhanced Campaigns: One Year Later - Kenshoo Webinar

Marketing

Transcript of Enhanced Campaigns: One Year Later - Kenshoo Webinar