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How to Drive In-Store Sales in Today’s Search Marketing World - RevTrax and Kenshoo Webinar
Transcript of How to Drive In-Store Sales in Today’s Search Marketing World - RevTrax and Kenshoo Webinar
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written
consent. All rights reserved.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
How to Drive In-Store Sales in Today’s
Search Marketing World
+©
Matthew KilloughSenior Account Manager, Client Services
RevTrax
Paul WickerDirector of Product
Kenshoo Local
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
Agenda
1. Company Overview1. RevTrax
2. Kenshoo
2. The Changing Landscape
3. Opportunities in the O2O Landscape
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
RevTrax
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Digital Media Insights Consumer Insights Redemption Insights
Trusted by:
Kenshoo
• Global software company:digital marketing solutions & predictive media optimization technology
• Only Facebook sPMD with native API solutions for ads across Facebook, FBX, Twitter, Google, Bing, Yahoo, Yahoo Japan, Baidu, & CityGrid
Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13
SEARCH SOCIAL
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Today’s Digital Marketers Must Be Data-Driven
Less than half of all marketers
surveyed believe they are ahead
of the curve when it comes to
data-driven optimization
decisions.
Technology and innovation are
allowing marketers to leverage
data – both online and offline –
in meaningful ways.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Estimated Total Conversions – Moving towards a multi-device mindset and thinking beyond online
Mobile – Promoting app downloads and re-engagement in response to shifting consumer trends
PLAs and Shopping Campaigns – More retail-centric approach to campaigns with new functionality tying to local availability
Examples of O2O Data Evolution in Search:
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Changing SEM Landscape
Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O LandscapeCompeting with online pure plays
Tailor the Experience
1. Data-Driven Attribution
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Competing with online pure plays
If Amazon maintains its current growth trajectory, it will be the world’s 6th largest retailer by 2015, with revenues of more
than US$100 billionSource: Kantar Retail 2011
Almost 94% of all retail sales are
currently happening in-store
Source: U.S. Census Bureau 2014
Digital technologies are
expected to influence 50% of
in-store sales, accounting for
$1.52 trillion, by the end of 2014
Source: Deloitte Digital 2014
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Challenges
Where does that leave Retailers?
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Larger Ranges
Lower Prices
Innovating quickly and flexible to
customer needs
Opportunities
If 94% of retail sales still in-store,
convert digital purchase research
to an in-store conversion
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Offer personalizedand multichannel
promotions,across all
channels and devices
Engageconsumers with
targetedcampaigns for
unique or private label goods
available in-store only
Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O LandscapeCompeting with online pure plays
Tailor the Experience
Data-Driven Attribution
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Tailor the Experience
7% of consumers are satisfied
with the ability of most brands to
offer a high-quality omnichannel
experience (Source: Zendesk 2014)
70% of buying experiences are
based on how the customer
feels they are being treated(Source: McKinsey 2014)
94% of marketers know how
valuable personalization is(Source: eConsultancy 2013)
95% of marketers struggle
to mine their customer data(Source: eConsultancy 2013)
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Tailor the Experience
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Tailor the Experience
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Challenges
1. Creating 1:1 consumer experiences, regardless of device or channel
2. Meeting consumers’ expectations when it comes to channel integration
3. Providing a seamless experience across all channels and platforms
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Opportunities
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Build and
optimize mobile
and PC-specific
strategies
Tailor ad copy
and bids
Measure mobile search
activity and the keywords that
drive in-store revenue
Mobile-friendly
landing pages or
engaging apps
Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O LandscapeCompeting with online pure plays
Tailor the Experience
Data-Driven Attribution
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
60% of consumers start by
visiting a search engine, then
go to the retailer’s website,
and ultimately, 88% made their
final purchase in store.(Source: GE Major Purchase Shopper Study 2013)
Paid search audience segments
which were exposed to
Facebook advertising generated
30% more Return on Ad Spend
(ROAS). (Source: Kenshoo 2013)
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Data-Driven Attribution
Conversions increase 40% when customers use digital before and during shopping in-store (Source: Deloitte Digital 2014)
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Data-Driven Attribution
Conversion
in Store
19% 37%23%15%6%
Acquiring new customers while connecting across multiple locations, at scale
Following consumers through the complex path-to-purchase, spanning multiple
touch points that influence the final conversion
Making the transition from the online marketing message to the offline purchase
without consumers getting lost
Accessing real-time data, both online and in-store, and converting into actionable
insights
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Challenges
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Opportunities
RevTrax/Kenshoo integration helps customers acquire higher ROI, but can prove where ROI is coming from (keywords, channels) and marketers can then adjust
and optimize campaigns accordingly.
1. Leverage dynamic attribution to properly credit touch points along the path to
conversion
2. Integrate offline POS or partner data and take action on the data collected
3. Capture customer information in order to build database and start measuring
lifetime value
Capture Online-to-Offline Conversions
Consumer searches and
clicks on ad.
Consumer is taken to Retailer
website and views an offer.
RevTrax generates unique bar
code with embedded keyword
ID.
Consumer redeems offer in-
store at POS.
Retailer sends redemption data to
RevTrax to match keywords to
in-store transactions.
Kenshoo receives keyword level conversion data and
applies to bid policy to drive more coupon
redemptions.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Staples Canada Copy and Print Program
Objectives:
Drive online and in-store sales
Optimize search performance using RevTraxand Kenshoo technologies
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Staples Canada Copy and Print Program
Execution:
Three major factors measured:
1. Campaign Performance
2. Keyword Performance
3. Mobile vs Desktop
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
68%
66%
60%
32%
34%
40%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Transactions
OffersDistributed
Landing PageVisits
Branded Non-Branded
Brand v. Non-Brand Terms
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
27%
31%
38%
48%
42%
43%
26%
28%
19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Transactions
OffersDistributed
Landing PageVisits
Broad Exact Phrase
Terms by Match Type
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
46%
40%
40%
12%
16%
23%
14%
14%
15%
18%
15%
15%
8%
12%
4%
1%
2%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Transactions
OffersDistributed
Landing PageVisits
Branded Exact Match Non-Branded Broad Match Branded Broad Match
Non-Branded Phrase Match Branded Phrase Match Non-Branded Exact Match
Performance By Campaign
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
32%
25%
26%
28%
34%
27%
7%
4%
3%
5%
4%
4%
4%
5%
6%
25%
28%
34%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Transactions
OffersDistributed
Landing PageVisits
staples copy and print staples printing copy and print copy print printing services All Other Keywords
Top 5 Redeemed Keywords
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
91% 93% 89%84% 87% 88%
82%92% 89% 92% 91%
9% 7% 11%16% 13% 12%
18%8% 11% 8% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total staples copyand print
staplesprinting
copy and print copy print printingservices
colour printing staples printcentre
copy centre print centre print and copy
PC Mobile
Sales Dollars by Device Type (Top 10 Redeemed Keywords)
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
2%
-6%
-1%
3%
-6%
29%
53%
28%
60%
-14%
-20% -10% 0% 10% 20% 30% 40% 50% 60% 70%
staples copy and print
staples printing
copy and print
copy print
printing services
colour printing
staples print centre
copy centre
print centre
print and copy
Average Order Value per Top 10 Redeemed Keywords Compared to Average
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
11%
7%
15%
11%
7%
8%8%
11%
12% 12%
7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
staples copyand print
staplesprinting
copy and print copy print printingservices
colour printing staples printcentre
copy centre print centre print and copy All OtherKeywords
‘Copy and Print’ was the 3rd most
redeemed keyword yet the 6th
most visited.
Redemption Rate of Top 10 Keywords
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
-68%
-67%
55%
268%
4001%
5534%
-1000% 0% 1000% 2000% 3000% 4000% 5000% 6000%
Non-Branded Broad Match
Non-Branded Exact Match
Non-Branded Phrase Match
Branded Broad Match
Branded Exact Match
Branded Phrase Match
ROI by Campaign
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
-66%
-32%
132%
166%
552%
801%
1696%
2620%
3405%
5409%
-1000% 0% 1000% 2000% 3000% 4000% 5000% 6000%
printing services
colour printing
copy print
copy centre
staples printing
print centre
print and copy
copy and print
staples print centre
staples copy and print
ROI of the Top 10 Redeemed Keywords
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Branded keywords performed better than non branded
Desktop outperformed mobile by a significant margin
Two specific keywords drove half of the transactions for this campaign.
Takeaways
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Next Steps
Provide two different customer experiences based on
Branded vs Non-Branded Keywords
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written
consent. All rights reserved.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
Thank You
Matthew KilloughSenior Account Manager, Client Services
RevTrax
Paul WickerDirector of Product
Kenshoo Local