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Gearing up for the Holiday
Shopping Season
September 27th




                   1
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!




                                                         2
[ 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

                                            3
2011 Lessons

         2012 Insights
Agenda
         Portfolio Bid Optimization/KPO

         Google Shopping/PLA

         More Best Practices




                          4
2011 Holiday Shopping
      Season Lessons




                        5
Key Insights from Kenshoo Retail Client Performance
in 2011 (Global YoY Data)




                                            6
Key Insights from Kenshoo Retail Client Performance
in 2011 (Global YoY Data)




                                            7
Key Insights from Kenshoo Retail Client Performance
in 2011 (Global YoY Data)




                                            8
Key Insights from Kenshoo Retail Client Performance
in 2011 (U.S. YoY Data)




                                            9
2011 Key Dates – U.S.


                        • Season begins early
                        • Mondays are big online
                          shopping days
                        • Don’t ignore last minute
                          shoppers




                                             10
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




                                             11
Want more information?




Kenshoo.com/2011OnlineRetailHolidayReports
                                   12
2012 Insights




                13
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




                                              14
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
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




                                                                      16
More activity will take place via mobile devices


             Kenshoo Aggregate U.S. Client Metrics Q3 2012




                                                             17
Portfolio Bid Optimization and
Kenshoo Portfolio Optimizer (KPO)




                                     18
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




                                             19
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




                                           20
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




                                              21
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




                                                 22
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




                                              23
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
Additional information on bid optimization




      Kenshoo.com/BiddingWhitepaper
Meet our guests




             Tal Kedar                    Jen Barrett
  Director, Emerging Technologies   Client Services Director
    Sears Holdings Corporation         iProspect Chicago
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?
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.”
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?
Use forecast reports to find the optimal
budgets for your bid portfolios
Get going before the holiday season



                         Seasonality Pattern Recognition
      Learning Period
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
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




                                                                       33
iProspect holiday preparation

• Reviewing and reflecting
• Identifying what worked (and didn’t!)
• Cross-engine coverage
• Messaging and copy for holiday
• Evergreen approach
• Mobile preparation




                                          34
Google Shopping and
Product Listing Ads (PLA)




                            35
Google Shopping/PLA: Great real-estate




                                         36
What they look like and what you control




                                           37
Why PLA? Significant volume!




                               38
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
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




                                                             40
Kenshoo's patent-pending PLA offering
delivers benefits for Google Shopping

• Control and Efficiency: manage and track PLA in the Kenshoo UI




                                                           41
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




                                                      42
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




                                             $




                                                                   43
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




                                                                 44
PLA Reports through Kenshoo




                              45
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




                                                                     46
Ad and Keyword Management

Best Practices for the
                         Mobile Targeting
Holidays
                         Social Campaigns

                         Budget Management

                         Reporting




                                            47
Ad and Keyword Management




                            48
Automate bulk ad copy and landing page changes
on important dates with Scheduled Actions

 1




 2




                                     49
Use Pre-Built Templates to Manage High
Volumes of Individual Campaigns/Locations




                                      50
Mobile Targeting




                   51
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

                                                                                        52
Run Device/OS segmentation reports
to generate insights




                                     53
Social Campaigns




                   54
Run Facebook Sponsored Stories
to extend word-of-mouth




                                 55
Run Facebook Sponsored Stories
to extend word-of-mouth




                                 56
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




                                                                                                     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




              5%                                  10% 25%                             60%


                                                                 Attribution Models
                                                                     Linear Ratio
                                                                      U Shaped
                                                                  Distribute Evenly
                                                         Single Click Only (First or Last)
                                                                         Custom


                                                                                                          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




              40%                                 10% 10%                             40%


                                                                 Attribution Models
                                                                     Linear Ratio
                                                                      U Shaped
                                                                  Distribute Evenly
                                                         Single Click Only (First or Last)
                                                                         Custom


                                                                                                          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




              25%                                 25% 25%                             25%


                                                                 Attribution Models
                                                                     Linear Ratio
                                                                      U Shaped
                                                                  Distribute Evenly
                                                         Single Click Only (First or Last)
                                                                         Custom


                                                                                                          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




              0%                                    0%            0%                  100%


                                                                 Attribution Models
                                                                     Linear Ratio
                                                                      U Shaped
                                                                  Distribute Evenly
                                                         Single Click Only (First or Last)
                                                                         Custom


                                                                                                          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




              70%                                 10% 10%                             10%


                                                                 Attribution Models
                                                                     Linear Ratio
                                                                      U Shaped
                                                                  Distribute Evenly
                                                         Single Click Only (First or Last)
                                                                         Custom


                                                                                                          62
Calibrate your attribution model to measure the true
impact of social on search and vice versa




                                         63
Budget Management




                    64
Create visual indicators for KPIs to easily
identify over/under-performance




                                              65
Set automatic rules for managing budgets across
multiple campaigns and/or locations




                                       66
Reports




          67
Track your sales on important days
using live conversion tracking




                                     68
Create dashboards for saved reporting
views that update automatically




                                        69
Find keyword gaps with SEM/SEO
performance reports




                                 70
Let Kenshoo be your guide!




      Kenshoo.com/2012HolidayGuide
                                     71
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




                                                72
Thank you

info@kenshoo.com




                   73

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Gearing up for the Holiday Shopping Season - Kenshoo Webinar

  • 1. Gearing up for the Holiday Shopping Season September 27th 1
  • 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! 2
  • 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 3
  • 4. 2011 Lessons 2012 Insights Agenda Portfolio Bid Optimization/KPO Google Shopping/PLA More Best Practices 4
  • 5. 2011 Holiday Shopping Season Lessons 5
  • 6. Key Insights from Kenshoo Retail Client Performance in 2011 (Global YoY Data) 6
  • 7. Key Insights from Kenshoo Retail Client Performance in 2011 (Global YoY Data) 7
  • 8. Key Insights from Kenshoo Retail Client Performance in 2011 (Global YoY Data) 8
  • 9. Key Insights from Kenshoo Retail Client Performance in 2011 (U.S. YoY Data) 9
  • 10. 2011 Key Dates – U.S. • Season begins early • Mondays are big online shopping days • Don’t ignore last minute shoppers 10
  • 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 11
  • 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 14
  • 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 16
  • 17. More activity will take place via mobile devices Kenshoo Aggregate U.S. Client Metrics Q3 2012 17
  • 18. Portfolio Bid Optimization and Kenshoo Portfolio Optimizer (KPO) 18
  • 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 19
  • 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 20
  • 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 21
  • 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 22
  • 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 23
  • 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
  • 25. Additional information on bid optimization Kenshoo.com/BiddingWhitepaper
  • 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?
  • 30. Use forecast reports to find the optimal budgets for your bid portfolios
  • 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 33
  • 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 34
  • 35. Google Shopping and Product Listing Ads (PLA) 35
  • 36. Google Shopping/PLA: Great real-estate 36
  • 37. What they look like and what you control 37
  • 38. Why PLA? Significant volume! 38
  • 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 40
  • 41. Kenshoo's patent-pending PLA offering delivers benefits for Google Shopping • Control and Efficiency: manage and track PLA in the Kenshoo UI 41
  • 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 42
  • 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 $ 43
  • 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 44
  • 45. PLA Reports through Kenshoo 45
  • 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 46
  • 47. Ad and Keyword Management Best Practices for the Mobile Targeting Holidays Social Campaigns Budget Management Reporting 47
  • 48. Ad and Keyword Management 48
  • 49. Automate bulk ad copy and landing page changes on important dates with Scheduled Actions 1 2 49
  • 50. Use Pre-Built Templates to Manage High Volumes of Individual Campaigns/Locations 50
  • 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 52
  • 53. Run Device/OS segmentation reports to generate insights 53
  • 55. Run Facebook Sponsored Stories to extend word-of-mouth 55
  • 56. Run Facebook Sponsored Stories to extend word-of-mouth 56
  • 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 57
  • 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 58
  • 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 62
  • 63. Calibrate your attribution model to measure the true impact of social on search and vice versa 63
  • 65. Create visual indicators for KPIs to easily identify over/under-performance 65
  • 66. Set automatic rules for managing budgets across multiple campaigns and/or locations 66
  • 67. Reports 67
  • 68. Track your sales on important days using live conversion tracking 68
  • 69. Create dashboards for saved reporting views that update automatically 69
  • 70. Find keyword gaps with SEM/SEO performance reports 70
  • 71. Let Kenshoo be your guide! Kenshoo.com/2012HolidayGuide 71
  • 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 72

Notas del editor

  1. 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
  2. Kenshoo’s algorithmic-decisioning rules bid management solutionWorks at the keyword levelCannot have an Optimization goal – only a numeric oneFully automated by the system
  3. 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
  4. Demo Location
  5. 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!
  6. 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?
  7. 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…
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