Kenshoo - DDM Alliance Summit Marketing on Facebook
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Empowering Marketers with Technology to Build Brands & Generate Demand on Facebook
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Kenshoo - DDM Alliance Summit Marketing on Facebook
- 1. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Empowering Marketers with Technology to Build Brands & Generate Demand on Facebook David Gilbert Head of Social, EMEA
- 2. 2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Modern Boardroom Challenges Multi-billion dollar global organisations Complex marketing programmes Competing against same for growth and profit Need tech for visibility, efficiency, and volume Boardroom understands this Pressure is on the CMO to deliverThe Marketer’s Dilemma
- 3. Facebook helps you discover what matters to you
- 4. Source: Nielsen UK April 2013 And people are deeply engaged 50% of 18-24 year olds say it’s the first thing they access in the morning, and the last thing they access at night
- 5. 5 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Source: Google Analytics, Q4 2012 Social is not always the last interaction prior to purchase
- 6. Think about Audiences, not channels
- 7. 7 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Multi-touch attribution Source: Kenshoo retail client, June 2013
- 8. 8 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Search & Social = 32% of time spent online
- 9. 9 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Search & Social = more than half of digital ad spend
- 10. 10 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Facebook advertising improves Search performance Source: Kenshoo, November 2013
- 11. 11 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Know your customer: the importance of Signals Harness data signals to inform and optimize each other • Search queries • Brand term traffic • Mobile search data • SEM ad copy • Search metrics/KPIs • Social Targeting Criteria • Likes & interests • Social activity • Social Insights • Testing audience response SocialSearch
- 12. How can technology deliver success on Facebook?
- 13. 13 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo: Delivering Scale in Digital Marketing Note: Data based on annualized numbers, Dec 2013 $100 million budget Every week, Kenshoo spends 1 billion clicks Every month, Kenshoo delivers 1 trillion ads Every year, Kenshoo serves 32,000 ads Every second, Kenshoo serves 22,000 clicks Every minute, Kenshoo delivers
- 14. 14 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Increase scale and efficiency Demographics DeviceAd CopyImage
- 15. 15 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Spend money where it will have the most impact Campaigns ROI 3 4 7 5 1 Final Budget £150 £200 £350 £250 £50 5 £1,000 = fair = good = best ROI Goal: 5 Budget £1,000 Portfolio #1
- 16. 16 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Discover new audiences and opportunities Age: 25 – 45 Gender: Male, Female Interests: Fashion Reach: 1M Hairstyles Reach: 500K Relevancy: 4 Jewellery Reach: 300K Relevancy: 9 John Lewis Reach: 200K Relevancy: 7 Grey Goose Vodka Reach: 100K Relevancy: 8
- 17. 17 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Leverage insights and assets from other Channels Facebook Ads FBX Ads Search Text Ad PLA Ad Inventory Feed XML Web Visit Automate & Optimize
- 18. 18 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Innovation drives success
- 19. 19 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1. Reach your highest potential prospects… in real-time: Search-triggered Facebook Exchange (FBX)
- 20. 20 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2. Replicate your strongest Search success on Facebook: Demand-Driven Campaigns™ Google PLAs often perform well for eCommerce advertisers…
- 21. 21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Case Study: Alex & Ani: Top Performing Products 2. Replicate your strongest Search success on Facebook: Demand-Driven Campaigns™
- 22. 22 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 3. Target your off-Facebook audiences on Facebook: Intent-Driven Audiences™
- 23. 23 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1st Party Intent Data Dynamic Custom Audiences Halo Effect 19% ROI 22% CONVERSIONS Search 54 % ROI 49% CPC Social [search query] 3. Target your off-Facebook audiences on Facebook: Intent-Driven Audiences™
- 24. Questions to ask potential tech partners
- 25. 25 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Evaluating potential technology partners www.kenshoo.com/social-ad-platform-guide/ Workflow UI • Is it easy to use and customisable? • Does the platform help identify mistakes such as accuracy issues? • Is it better than the native ad platform? • Does it have a really great ‘Help’ section? • Will it save time?
- 26. 26 © 2014 Kenshoo, Inc. Confidential and Proprietary Information www.kenshoo.com/social-ad-platform-guide/ Reporting & Analytics • Does the reporting suite have all the basics? • How deep (and wide) is the analytics offering? • How does the platform handle Big Data? • Can it adapt to your needs? (Custom Metrics) • Does it enable forecasting and predicting modelling? Evaluating potential technology partners
- 27. 27 © 2014 Kenshoo, Inc. Confidential and Proprietary Information www.kenshoo.com/social-ad-platform-guide/ Optimisation • How long has the core optimisation technology been live and in market? • Does the optimisation methodology make sense? • What kind of inputs does the optimisation technology use to make decisions? • Does the optimisation go beyond bids? Evaluating potential technology partners
- 28. 28 © 2014 Kenshoo, Inc. Confidential and Proprietary Information www.kenshoo.com/social-ad-platform-guide/ Advanced Functionality • Do you need a global platform? • How well does the platform integrate and activate other channels? • What does the product roadmap look like? • How much does it cost, versus the value it will deliver to your business? • What is the onboarding process? • What ongoing support is offered? Evaluating potential technology partners
- 29. 29 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Summary
- 30. 30 © 2014 Kenshoo, Inc. Confidential and Proprietary Information • Facebook fuels the entire purchase funnel • Technology enables successful Facebook advertising at scale • It’s all about Audiences and Signals • Cross-channel coordination is a driver of additional success • A long list of PMDs are waiting to help you today! • Do your homework, then pick the best partner for your business Summary
Notas del editor
- The CEO dilemma – competition is fierce, growth is hard to achieve, pressure is on to deliver higher returns than last year. The CEO looks to you and your team to deliver a marketing strategy that will make this happen. At the same time, the challenges of marketing have never been greater than today. we are currently experiencing a massive shift in media consumption of the people - to mobile and the simultaneous use of different terminals. It’s a complex, constantly evolving ecosystem, and difficult to stay on top of everything.
- To be represented throughout the entire purchase consideration cycle, brands must take place where their customers spend the most time. Facebook is one key channel that enables this. In the UK last year, there were 33m monthly active users, 73% of whom returned every day. 26m people visited Facebook via their mobile each month – that’s about 51% of mobile phone users in the UK.
- Not only can Facebook help you to reach all the people that matter to you - but these people spend are highly engaged. 1 in every 5 minutes online is spent on Facebook. Because Facebook’s News Feed is where people learn the latest news and updates from the people and businesses they care about, they are highly engaged and open to discovering new content and information. Businesses are an important part of the News Feed experience, delivering relevant and engaging content to people when they are actively consuming information.
- But you shouldn’t think about Facebook as a channel on its own. Cross-channel coordination is becoming essential to your marketing success.
- Path to conversion – if this client hadn’t been managing Search & Social together, this sale might have been missed
- Why Search and Social? Time online
- Why Search and Social? Ad spend
- Why Search and Social – Social helps Social perform better
- Use signals from one channel to inform the other
- So, how can technology help?
- Disclosure - Kenshoo is a marketing technology provider! We work with many of the world’s top advertisers to generate greater ROI from their search, social and online display media activity. The following slides focus on some of the features that Kenshoo Social offers to help – but these may also be available from other technology sources too.
- Technology platforms like Kenshoo help you to increase your scale and efficiency. Managing large scale and complex campaigns with Facebook’s native advertising tools is cumbersome and requires a lot of tedious, manual work. And, the lifespan of social ads is very short, sometimes just a few days, which means you have to create and refresh your ads constantly. This wastes time and resources and prevents you and your team from doing more strategic work. Increase the efficiency of your team with technology that simplifies the process of creating and managing thousands of ads and campaigns across devices through mass campaign creation and bulk management tools, as well as automation and scheduling of campaign changes. - Simply provide a few inputs for demographics, images, ad copy, placements, etc. and make hundreds or thousands of ads in a few clicks.
- Technology platforms like Kenshoo help you to spend your money where it will have most impact. Generating the highest return from your social advertising campaigns requires complicated statistical analysis that is time consuming and challenging even for the most sophisticated marketers. Given the short lifespan of social ads, you need to optimize your bids, budget and creative almost immediately. Get the highest return on your social campaigns and outperform your targets with technology that starts optimizing your bids within minutes. And, makes sure that your budget is being applied to the ads and campaigns that can best meet your defined goals and automatically reallocates spend toward the biggest opportunities.
- Technology platforms like Kenshoo help you to discover new audiences and opportunities. Once you have your campaigns up and running at scale, and your bids, budget and creative are optimized for highest performance, in order to drive business growth, you need to expand your reach into new, profitable audiences and convert them into customers. Social media enables sophisticated and granular targeting of consumers based on deep data about their demographics and interests. This opportunity comes with the challenge of having to test many different audience segments to find new prospects and customers and can be like looking for a needle in a haystack. As a result, audience testing can quickly exhaust a marketer’s limited budget, decreasing overall program performance. Kenshoo Social helps you find profitable new customers faster and with less budget through audience reach algorithms that analyzes the interests of your top performing audiences and suggests new ones based on affinity and relevancy. Kenshoo not only suggests which audiences NOT to target, as in ‘Hairstyles’ above due to its low relevancy score, but also suggests unexpected opportunities, with high relevancy, that you would never come up with on your own and are likely to perform well.
- Technology platforms like Kenshoo help you to leverage insights assets from other Channels. Marketers know that it takes a lot of time to create, manage and optimize direct response social marketing campaigns. Only Kenshoo Social enables you to do it faster and more effectively by leveraging creative and insights from other channels. Using Kenshoo Social, you can integrate integrate your inventory feeds and copy your most successful search engine and product listing ad (PLA) campaigns to automatically create pre-optimized campaigns on Facebook, saving valuable time and resources of your team. Marketers can also leverage insights from their search and PLA campaigns to bid more effectively on their Facebook Exchange retargeting campaigns and bid to the true value of the consumer. Kenshoo Social is the only solution that leverages success from other channels to improve efficiency and performance of Facebook marketing campaigns. Proof Point: In fact, our Demand-driven Campaigns solution was named a winner in the 2013 Facebook Innovation Competition for performance marketing. Further info on FBX: - Kenshoo Social’s unique solution for retargeting consumers on Facebook Exchange is the only remarketing solution for Facebook that leverages campaign performance data from search and product listing ad (PLA) campaigns to improve targeting and bidding out of the gate.
- The following slides demonstrate what Kenshoo clients can do, when they use our platform to manage and coordinate their Search and Social campaigns together. There are a number of authorised FBX providers on the market today – each has its own technology, algorithm, or optimisation methodology. Kenshoo’s USP is that advertisers who use Kenshoo for Search can harness keyword-level data to enhance their bid strategies on Facebook Exchange, because (for example) they will know whether someone who landed on their site previously searched for a broad generic term, or whether they previously searched for a highly specific product name. This info is a Search signal that can be used as an indicator of how close to the point of purchase the user is at – so we only bid highest for the users that are close to making a purchase decision.
- eCommerce advertisers find that Product Listing Ads on Google are typically v. strong performers. These are highly visual, highly relevant, and very appealing to users
- Kenshoo’s DDC solution allows clients to use their Google Merchant Centre feed or any other in-house inventory feed, to select, build and launch ads on Facebook that mirror the best-performing Google ads. This all happens automatically, so our clients save valuable time and resource without compromising on results. US retailer Alex and Ani tested Kenshoo’s DDCs solution, comparing results for 6 months pre- and post-campaign. They enjoyed 80% uplift in ROI, 44% increase in revenue, and 434% increase in AOV!
- With Facebook’s Custom Audiences and Lookalike Audiences, advertisers can use email, phone or FBID to match their CRM database to Facebook’s user base. All matches are hten grouped together to create a target segment that tailored Facebook ads can be delivered to across mobile or desktop. Custom Audiences are a highly successful ad solution for advertisers who have sophisticated CRM segmentation – but manually updating the Custom Audience segments as your CRM database grows or matures can be time-consuming and laborious.
- With IDA, keyword data from a user’s search activity is passed to Facebook, who then try to match that user’s cookie against their own user database cookie. If a match is successful, the user is added to a dynamic Custom Audience, and highly relevant ads can then be served on Facebook based on the keyword terms the user was searching for on Google. Differences vs. FBX No pixel required Refine your audiences with FB targeting Leverage all ad types and placements including Mobile & App Ads Expand your reach with Facebook Lookalike Audiences Differences vs. WCA No pixel required Leverage your Search structure to define and keep audiences updated over time Re-engage with your audiences with lower cost traffic Understand who your searchers are using Facebook Audience Insights Intent-Driven Audiences – improves Social performance AND Search performance – a recent case study showed that when IDAs were introduced, Search ROI increased by 19% and Search sales volumes increased by 22% - this could be down to a Halo Effect where users see the ads on Facebook, and then subsequently return to complete the purchase via a Search link.
- Is it easy to use and customisable? Does the platform help identify mistakes such as accuracy issues? Is it better than the native Facebook platform, Power Editor? Does it have a really great Help section? Will it save time?
- Does the reporting suite have all the basics? How deep (and wide) is the analytics offering? How does the platform handle Big Data? (speed matters!) Can the platform adapt to your needs? (e.g. Custom Metrics) Does it enable forecasting and predictive modelling?
- How long has the core optimisation technology been live and in market? Does the optimisation methodology make sense? What kind of inputs does the optimisation technology use to make decisions? Does the optimisation go beyond bids?
- Do you need a global platform? (language support / 24-7 support) How well does the platform integrate and activate other channels? What does the product roadmap look like? How much does it cost, versus the value it will deliver to your business? What is the onboarding process and ongoing support? For more information, please visit the Kenshoo site and download our guide to evaluating Social Advertising Technologies
- Facebook provides active, engages Audiences at scale Facebook fuels future conversion, but can also deliver immediate ROI if ads are timely, relevant and appealing Technology partners should deliver greater efficiency, volume, insights, optimisation, and ROI from your Facebook programme Marketing has evolved: data, audience and cross-channel analytics are the new drivers of success. Search & Social is the starting point Facebook offers sophisticated ad solutions that can be harnessed for greater success There is a wide choice of PMDs that can help – take your time and pick the right partner for your business
- Facebook provides active, engages Audiences at scale Facebook fuels future conversion, but can also deliver immediate ROI if ads are timely, relevant and appealing Technology partners should deliver greater efficiency, volume, insights, optimisation, and ROI from your Facebook programme Marketing has evolved: data, audience and cross-channel analytics are the new drivers of success. Search & Social is the starting point Facebook offers sophisticated ad solutions that can be harnessed for greater success There is a wide choice of PMDs that can help – take your time and pick the right partner for your business