K8 2014 - Search + Social Synergy from Kenshoo and Facebook
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1 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #K8summit Search + Social Synergy Doug Chavez, Global Marketing Research & Content, Kenshoo Rob Creekmore, Advertising Research & Marketing Science, Facebook
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Presentation on search + social research from Kenshoo and Facebook, shared during Kenshoo's global client summit, K8, held on September 16th, 2014.
Transcript of K8 2014 - Search + Social Synergy from Kenshoo and Facebook
1© 2014 Kenshoo, Inc. Confidential and Proprietary Information
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Search + Social SynergyDoug Chavez, Global Marketing Research & Content, Kenshoo
Rob Creekmore, Advertising Research & Marketing Science, Facebook
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Intent Interaction
?+
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Syn • er • gyConversions rise +20%
AOV grows +24%
ROI improves +30%
Offline impact +79%
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Kenshoo.com/Resources: Stay Ahead of the Curve
Reports & Whitepapers
13
Guides 7
Webinars 6
Case Studies 55
Blog Posts 138
Infographics 13
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London
Munich
New York
Chicago
San Francisco
São Paulo
Atlanta
Sydney
Singapore
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#K8summitSource: Forrester Research, Inc.
Search + Social Across the Customer Journey
NAME
INQUIRY
PROSPECT
SALES LEAD
OPPORTUNITY
CUSTOMER
LOYAL CUSTOMER
UNKNOWN
Explore
BuyEngage
Discover
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US e-Commerce Sales Are on the Rise
450
350
250
150
50
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: 2004 – 2008 data: eMarketer Ecommerce report, 2009. 2009 data: eMarketer Ecommerce report, 2010. 2010 data: eMarketer Ecommerce report, 2011. 2011 data: eMarketer Ecommerce report, 2012. 2012-2017 data: eMarketer Ecommerce report, 2013.
$79B
$434B
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Where People Spend Their Time Each Day
Source: comScore US Mobile Metrix, May 2014Source: comScore Key Measures, US Desktop, May 2014
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On Facebook, Reach People Otherwise Unreachable
*Source: 145 billion ad exposure events, Aggregate Knowledge, Q4 2013
“…media plans that included Facebook reached people who would not have seen the campaigns otherwise.”
21%
of all digital reach* exclusively on
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Does Facebook Influence Real Actions?
Last Ad measurement
undervalued Facebook advertising by 12-30% relative to each of the five alternate attribution models.
Quantifying the Impact-of-
Multi-touch Attribution
SPOTLIGHT ON FacebookAUGUST 2013
12% to 30%Facebook undervalued by
using last click
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Facebook Makes Search Work HarderCase study with leading retailer:
Facebook advertising leads to higher search-attributed ROAS
30%higher return on ad spend
24%increase in
AOV
7%higher paid search CTR
4.5%drop in
CPA
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What’s the Right Mix?
Conversion
Site traffic
Search
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The Impact is Clear for Financial ServicesCase study with Experian:
Facebook advertising directly and positively impacts paid search performance
19%10%Improved cost per acquisition
11%increased conversion
rate
Increase inpaid search conversions
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Activate Your Search
Case study: Experian, Kenshoo, June 2014
19% average lift achieved in
search-attributedconversion volume
• A sufficient amount ofFB media spend was required to fully activate search conversion volume.
• As FB media weight increased, search conversion volume increased.
Source: Kenshoo “The Facebook Added Value Series: Volume 2”, June 2014 Statistical significance level of over 90% for avg figures across all treatment groupsSearch conversion values and FB media spend were indexed. Individual results may vary.
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Find Your Sweet Spot
Case study: Experian, Kenshoo, June 2014
10% average improvement in
search-attributedcost-per-acquisition
• Search efficiency increased with FB media spend up untila certain point.
• Search efficiency peaked atapproximately 2x normal FB mediaspend levels (highlighted in green.)
Source: Kenshoo “The Facebook Added Value Series: Volume 2”, June 2014 Statistical significance level of over 90% for avg figures across all treatment groupsSearch conversion values and FB media spend were indexed. Individual results may vary.
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Improving the Retail Search ExperienceCase study with national retailer:
Facebook ads unlock new revenue potential across entire shopper journey
79% Increase in Store locator rate
2.19xLift in
incremental ROAS
39%Increase in
revenue
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