Paid Search And Paid Social: Birds Of A Feather Or Different Flock?

PAID SEARCH AND PAID SOCIAL: BIRDS OF A FEATHER OR

DIFFERENT FLOCK?

Chief Marketing Officer, KenshooAaron Goldman

Aaron Goldman is Chief Marketing Officer at Kenshoo, a digital marketing software company that engineers global technology solutions for search marketing, social media and online advertising. Kenshoo powers 7 of the world’s top 10 retailers, 9 of the 10 largest ad agency networks, and 23 of the Fortune 50 companies.

Goldman is a digital marketing veteran with more than 10 years of industry experience and the author of Everything I Know about Marketing I Learned from Google (McGraw-Hill 2010).

Agenda

Search + Social = 60% of Online Ad Spend

August 2011 “US Interactive Marketing Forecast, 2011 To 2016”

Social Ad Spend Growth Outpacing Search

Birds of a Feather

Paid + Organic

PPC Auction

Precise Audience Segmentation

Highly Customized Creative Messaging

Continuous Optimization

Birds of a Feather

1. PPC Auction

2. Precise Audience Segmentation

3. Highly Customized Creative Messaging

4. Continuous Optimization

Different Flock

Consumer Mindset

vs.

Consumer Mindset

Social

Search

Click Rate Distribution Between Paid Social and Search Campaigns

# o

f Cam

paig

ns

CTR

Time Spent

Ad Targeting

Ranking Criteria

High Correlation Between CTR and CPC for Retail Advertiser

CTR %

CPC %

Ranking Criteria

Source: SitePosition

Conversions

Metrics

Purchases

Revenue

CTRCPC

Conv Rate

Cost

Clicks

Impressions

Revenue/Click Leads

ROI

CPL

CPA

CPM

Downloads

Metrics

Social Impressions

Likes

Fans

Shares

Share of Voice

Connections

Tweets

Retweets

Churn

Follows

AOVMentions

RSVPs

Uniques

CPFVideo Views

Purchases

Revenue

CTRCPC

Conv Rate

Cost

Clicks

Impressions

Revenue/Click Leads

ROI

CPL

CPA

CPM

Downloads

Reach

Social Reach

Engagements

Different Flock

1. Consumer Mindset

2. Time Spent

3. Ad Targeting

4. Ranking Criteria

5. Conversions

6. Metrics

Best Practices

The Marketing Funnel

Awareness

Consideration

Purchase

Intent

Awareness

Consideration

Purchase

Intent

Customer

Repeat

Advocate

Loyal

The Marketing Hourglass

Holistic Strategy

Multi Channel

Attribution3rd Party

Integrations

Advanced Search Keyword Tool Dimensions

Custom Bid Algorithms

Reporting Dashboard

Path to Conversion

Keyword Bid Optimization

Support & Training

Intelligent Campaign Automation

Cross-Profile Advanced

SearchCampaign Templates

Hyper-Local Geo Targeting

Budget Management &

Reallocation

Objectives Management

Call Conversion

Optimization

Google Places/Locations Integration

Call Extensions

SMB/Reseller Support

Flexible Reporting


Path to Conversion Reporting

Social Ads Manager

Segment Templates

Ad Permutations

Custom Targeting Options

Premium Ads Tracking

Support & Training

Multi-Edit, Copy & Paste

FB Specific Algorithms

Scheduled Actions


Multi-Channel Attribution

Keyword 1

Madonna TicketsTicketsNow.comBuy Madonna tickets Now Available!

2012 Madonna TourTicketsNow.com

Get your tickets nowFor Madonna’s 2012

tour!

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert TicketsGet your tickets now!TicketsNow.com

TicketsNow® Official Site

TicketsNow.comOfficial Site of

TicketsNow.com™. ® - Official Site.

http://www.google.com/aclk?sa=l&ai=CfYId2oC2T9jDN8W4gwe1lrWfA-6blKoBkPqAhR2GhYoRCAAQASgDULvpwfYHYMmG_4fwo-wSoAH45tb-A8gBAaoEGU_QYzNwIX25P1DmTijnbeO58mkFSuo0wKC6BRMIzZGvvaiKsAIVhyzgCh0tNcWsygUA&ei=2oC2T828NYfZgAet6pTmCg&sig=AOD64_2Uo_Q6pJeUep7Yg3m8wbWMPVt9Eg&sqi=2&ved=0CAgQ0Qw&adurl=http://124.xg4ken.com/media/redir.php?prof=38&camp=1045&affcode=cr100810&cid=7697831816%7C209156%7Ctickets%20now&mType=p&networkType=search&GCID=1045&keyword=tickets%20now&url%5B%5D=http://www.ticketsnow.com/&rct=j&q=tickets+now



60%

25%

10%

5%

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1




tour!

Keyword 2 Keyword 3Ad 1








40%

10%

10%

40%

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1




tour!









25%

25%

25%

25%

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1




tour!









100%

0%0%0% (Last Click)

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1




tour!








Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution

Last Click Attribution Undervalues Facebook Performance

• First Only

• Prefer First

• Distribute

Evenly

• U-Shaped

• Prefer Last

• Last Touch20% 40% 60% 80% 100%

First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch

Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution

• First Only

• Prefer First

• Distribute

Evenly

• U-Shaped

• Prefer Last

• Last Touch20% 40% 60% 80% 100%

First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch

Last Click Attribution Undervalues Facebook Performance

Attribution Simulation

Kenshoo Case Study – Search & Social• Top 100 Internet Retailer running direct response

search and social campaigns, both with positive ROI• 20% of all conversion paths showed ad clicks from

more than one channel (search and social)• Over 1/3 had brand queries in the path to conversion• Consumers discover brand on FB and then search for it by name

Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths

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Paid Search And Paid Social: Birds Of A Feather Or Different Flock?

Business

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