Presentation from September 27th webinar with Kenshoo CMO, Aaron Goldman; Kenshoo Enterprise and Local GM, Will Martin-Gill; Kenshoo Director of Client Education, Kate Stonich and featuring Tal Kedar of Sears Holdings Company and Jennifer Barrett of iProspect. Covers 2012 holiday best practices and some of our findings from 2011 to ensure you are getting the most out of campaigns this season.
Gearing up for the Holiday Shopping Season - Kenshoo Webinar
1. Gearing up for the Holiday
Shopping Season
September 27th
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2. Webinar information Webinar Information
• Audio instructions – listen via computer speakers or dial
into the conference call at the numbers listed in the
email you received from gotowebinar@citrixonline.com
• Still can’t hear the webinar? Tell us please!
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3. [ Tal Kedar ]
Director of Emerging Technologies
Sears Holdings
[ Jennifer Barrett ]
Client Services Director
iProspect
Presenters [ Aaron Goldman ]
CMO
Kenshoo
[ Will Martin-Gill ]
General Manager
Kenshoo Enterprise and Local
[ Kate Stonich ]
Director of Client Education
Kenshoo
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4. 2011 Lessons
2012 Insights
Agenda
Portfolio Bid Optimization/KPO
Google Shopping/PLA
More Best Practices
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6. Key Insights from Kenshoo Retail Client Performance
in 2011 (Global YoY Data)
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7. Key Insights from Kenshoo Retail Client Performance
in 2011 (Global YoY Data)
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8. Key Insights from Kenshoo Retail Client Performance
in 2011 (Global YoY Data)
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9. Key Insights from Kenshoo Retail Client Performance
in 2011 (U.S. YoY Data)
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10. 2011 Key Dates – U.S.
• Season begins early
• Mondays are big online
shopping days
• Don’t ignore last minute
shoppers
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11. 2011 Key Dates – U.K.
• No uniform kick-off date but last
week in November marks rise in
sales
• Mondays also big in UK
• Plenty of post Christmas
opportunities
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14. Key calendar dates will have a
heavy impact on shopping activity
• 2 extra days this year in US due
to earlier Thanksgiving.
• 5 full weekends between
Thanksgiving Day and Christmas
Eve -- 1 more weekend than last
year.
• “Free Shipping Day” is Dec 17th,
a Monday
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15. Competition will be fiercer than ever
Kenshoo Global Search Advertising Spend For
Existing Clients Up 22% YOY in Q3 2012
Volume metrics have been normalized to a factor of 1 based on the
initial quarter of data. Data points from subsequent quarters are based
on a multiplier from the first quarter. Eg, 1.49 means that volume is
49% greater than volume in initial quarter measured. 15
16. Cost-per-click rates will be relatively stable
Kenshoo Average Global Search Cost-Per-Click (CPC) Rates Per
Existing Client Down 12% in Q3 2012 from 18-month high of $0.52
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17. More activity will take place via mobile devices
Kenshoo Aggregate U.S. Client Metrics Q3 2012
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19. Various SEM bidding mechanisms
Keyword-Based Portfolio-Based
Human
Advanced Search Not Feasible
Decisioning Bid Management
Algorithmic
Decisioning Keyword Rules Kenshoo Portfolio
Bid Management OptimizerTM
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20. Advanced Search Bid Management
IF • Human-decisioning bid
management solution
• Works at the keyword level
• No optimization goal – only a
numeric goal
THEN • User engineered and run
SCHEDULE & AUTOMATE
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21. Powerful and Flexible Options to Meet Your Goals
Keyword-Based Portfolio-Based
Human
Advanced Search Not Feasible
Decisioning Bid Management
Algorithmic
Decisioning Keyword Rules Kenshoo Portfolio
Bid Management OptimizerTM
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22. Keyword Rules Bid Management
• Works at the keyword level
• Out of the box for easy use
• Runs in bulk
• No optimization goal – only numeric
• Fully automated with transparency for
review and approval
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23. Powerful and Flexible Options to Meet Your Goals
Keyword-Based Portfolio-Based
Human
Advanced Search Not Feasible
Decisioning Bid Management
Algorithmic
Decisioning Keyword Rules Kenshoo Portfolio
Bid Management OptimizerTM
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24. Kenshoo Portfolio Optimizer™ (KPO)
Optimizes to overall business goals
• Adaptive historical weighting • Marginal ROI calculation
• Dynamic clustering • Flexible configuration
• Custom seasonality • Full transparency and control
• Performance forecasting • Scalable to massive keyword volumes
26. Meet our guests
Tal Kedar Jen Barrett
Director, Emerging Technologies Client Services Director
Sears Holdings Corporation iProspect Chicago
27. Tal Kedar, Director Emerging Technologies
Sears Holdings Corporation
What are the advantages of a
portfolio based bid management
approach compared to other
methods?
How did you choose your goals?
28. Tal Kedar, Director Emerging Technologies
Sears Holdings Corporation
How has portfolio based
optimization performed for
SHC?
“35% increase in ROAS during
the Sears KPO test conducted
in April 2012.”
29. Jenn Barrett, Director of Client Services, iProspect
Tell us about how portfolio
optimization, specifically how
KPO has freed up more time for
you and your team?
31. Get going before the holiday season
Seasonality Pattern Recognition
Learning Period
32. Retain control, don’t just set it and forget it
• Use revenue multipliers to increase aggressiveness of the algorithm
• Should be based on expected revenue per click variation
❙Rev/Conv. and Conv. Rate
33. Learn from the algorithm
• View all suggested bid changes at the keyword level to see what the algo is doing and
generate insights you can apply to other campaigns
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34. iProspect holiday preparation
• Reviewing and reflecting
• Identifying what worked (and didn’t!)
• Cross-engine coverage
• Messaging and copy for holiday
• Evergreen approach
• Mobile preparation
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39. Why PLA? Better results!
• Kenshoo client PLA ads outperform text ads
Source : 1.5+ million clicks aggregated from Kenshoo clients comparing PLA to 39
standard search text ads for similar product/keyword campaigns
40. Kenshoo's patent-pending PLA offering
delivers benefits for Google Shopping
• Control and Efficiency: manage and track PLA in the Kenshoo UI
• Improved Performance: Kenshoo’s custom rules-based bid policies for PLA
and negative keyword suggestions drive stronger results
• Holistic Attribution and Reporting: measure the entire Path-to-Conversion
and understand PLAs’ contribution to your ROI
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41. Kenshoo's patent-pending PLA offering
delivers benefits for Google Shopping
• Control and Efficiency: manage and track PLA in the Kenshoo UI
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42. Product Listing Ads in Kenshoo
❙Download/Upload/Bi-Directional Sync 1
❙Assign performance and view in the grid
❙Create, view, edit status, edit promotion text
2
❙Copy campaign
❙Bulk import/export support
3
❙Suggest negative keywords
❙Schedule actions
❙Product-level tracking 4
5
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43. Kenshoo's patent-pending PLA offering
delivers benefits for Google Shopping
• Improved Performance: Kenshoo’s custom rules-based bid policies for PLA
and negative keyword suggestions drive stronger results
Kenshoo Average Global PLA Bid Optimization Results
$
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44. Kenshoo's patent-pending PLA offering
delivers benefits for Google Shopping
• Holistic Attribution and Reporting: measure the entire Path-to-Conversion
and understand PLAs’ contribution to your ROI
Social Ad Search Text Product Ad Purchase
Click Ad Click Click
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46. 4 steps to take advantage of PLA in Kenshoo
1 2 3 4
Connect your product Connect your Merchant Sync Kenshoo Manage, optimize and
feed in the Google Center account to your and AdWords report on PLAs directly
Merchant Center AdWords account in Kenshoo UI
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47. Ad and Keyword Management
Best Practices for the
Mobile Targeting
Holidays
Social Campaigns
Budget Management
Reporting
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52. Create separate campaigns and set
different KPIs for different devices
Create New or Replicate Define Targets Manage &
Existing Activities and Goal Optimize
* *
MOBILE
PHONE
*Actual data taken from Kenshoo 2011 Online Retail Holiday Shopping Report
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57. Calibrate your attribution model to measure the true
impact of social on search and vice versa
T-Shirt Sale – Shop Now
T-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt
Shop our stylish selection Great Prices Great Prices XL Size Available
of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com
of colors, sizes, and prices
available.
Keyword 1 Keyword 2 Keyword 3
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58. Calibrate your attribution model to measure the true
impact of social on search and vice versa
T-Shirt Sale – Shop Now
T-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt
Shop our stylish selection Great Prices Great Prices XL Size Available
of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com
of colors, sizes, and prices
available.
Keyword 1 Keyword 2 Keyword 3
5% 10% 25% 60%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Custom
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59. Calibrate your attribution model to measure the true
impact of social on search and vice versa
T-Shirt Sale – Shop Now
T-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt
Shop our stylish selection Great Prices Great Prices XL Size Available
of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com
of colors, sizes, and prices
available.
Keyword 1 Keyword 2 Keyword 3
40% 10% 10% 40%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Custom
59
60. Calibrate your attribution model to measure the true
impact of social on search and vice versa
T-Shirt Sale – Shop Now
T-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt
Shop our stylish selection Great Prices Great Prices XL Size Available
of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com
of colors, sizes, and prices
available.
Keyword 1 Keyword 2 Keyword 3
25% 25% 25% 25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Custom
60
61. Calibrate your attribution model to measure the true
impact of social on search and vice versa
T-Shirt Sale – Shop Now
T-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt
Shop our stylish selection Great Prices Great Prices XL Size Available
of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com
of colors, sizes, and prices
available.
Keyword 1 Keyword 2 Keyword 3
0% 0% 0% 100%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Custom
61
62. Calibrate your attribution model to measure the true
impact of social on search and vice versa
T-Shirt Sale – Shop Now
T-shirt.com Green T-Shirt Blue T-Shirt Red T-Shirt
Shop our stylish selection Great Prices Great Prices XL Size Available
of t-shirts. Large selection T-shirt.com T-shirt.com T-shirt.com
of colors, sizes, and prices
available.
Keyword 1 Keyword 2 Keyword 3
70% 10% 10% 10%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Custom
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71. Let Kenshoo be your guide!
Kenshoo.com/2012HolidayGuide
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72. Immediate Opportunity
For a select group of 10 clients, Kenshoo will undertake a
retail holiday analysis to identify ways to further optimize
your program
Kenshoo audit by our retail experts:
– Google Shopping/PLA
– Timeline and Scheduling
– Forecasting
– Promotional Strategy
Call 1-877-536-7462 or email Rod.Schecter@Kenshoo.com
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Advanced search is:Kenshoo’s human-decisioning bid management solutionWorks at the keyword levelCannot have an Optimization goal – only a numeric oneEngineered and triggered by the user, runs in bulk
Kenshoo’s algorithmic-decisioning rules bid management solutionWorks at the keyword levelCannot have an Optimization goal – only a numeric oneFully automated by the system
Kenshoo’s algorithmic-decisioning portfolio bid optimization solutionLooks at the portfolio as a wholeAltruistic as far as keywords are concernedAutomatically clusters keywords within the portfolioConsiders millions of different clustersLooks at the value of investing the next unit of spend
Demo Location
As you’re gearing up for the holiday season and thinking about additional ways to leverage the power of the Kenshoo platform, we wanted to provide additional insight by bringing on one of our partners, Sears and their Search Agency iProspect. It’s my pleasure to have today joining us from Chicago Tal Kedar the Director of Emerging Technologies for Sears and Jen Barrett, the Director of Client Services on the Sears business at iProspect.Tal has been an expert in Algorithms for over 10 years and holds a Masters in Computational Linguistics from Tel Aviv University where he has also served as a Lecturer. Tal’s passionate about algorithms, guitar, and great coffee. Jen started in-house for a medical scrubs company where she was brought on to help launch their catalog. Her role kept evolving, and she began not only running our website, but also learning about and managing paid search and affiliates programs and then moved to the agency side. She has been on the Sears team for the past year and a half and handles multiple accounts under the Sears umbrella.Welcome to both of you!
Tal, we’ve just heard about the different approaches to bid management, including portfolio based bid management. In your opinion, what are the advantages of a portfolio based bid management approach vs other methods?And how did you choose your goals?
Bullets:In the past, size of the accounts – manually can’t make the decisions that the algorithm is makingSheer number of adjustments madeThe way that the system treats optimization is a lot more consistentFreeing up time to not do the work, change in mindset at Sears to be profitable, spending every dollar best of abilityMoving more accounts on to policies have been able to free up time for restructuresMove into holiday know that we have more bandwidth Jen – You’re also going to share some best practices with us around KPO and holiday. I’ll pass it over to you to walk us through a few slides…