searching beyond the engines - kenshoo local webinar

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Beyond the EnginesMay 23rd, 2013

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Your Hosts

Jonathan RosenDirector of Product MarketingKenshoo

Steve KingDirector of Product StrategySIM Partners

Tara ThomasVice President of Client StrategySIM Partners

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Agenda

Market Overview

Local Directories

Mobile Local Apps

The Importance of Reviews

Kenshoo Local Overview

CityGrid + Kenshoo Local

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Digital Advertising Fragmentation

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Hyper Local @ Scale for Multi-Location Brands

Local

pages

Local traffic

Higher conver-

sion

Local copy

More real

estateMultiple domains

/ads

Geo-specific strategy

Local reporting

Multiple ads per market

Scalable and

turn-key

Maximized SERP’s for non-brand

search queries PPC (Geo-Specific

Messaging) & Multiple Organic Listings

optimized at a Location level

All Ads direct traffic to a location

specific landing page

All visits, web forms and phone calls

are tracked uniquely to the ad type and

location

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Search, Social, and Local Ad Spend

CMS

Social CRM

Bid Managemen

t

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Global Digital Ad Spend

CMS

Social CRM

Bid Managemen

t

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Mobile is BIG

Source: Google/Ipsos Study 2011, Google Survey – Holiday Shoppers 2012, Business Insider – The Future of Mobile; February 2012

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

E

2013

E

2014

E

2015

E

2016

E0

500

1000

1500

2000

2500

3000

Smartphones

Personal Computers

Tablets

Smartphone's Exceed Personal Computers Sales2

011

Mobile Internet to Surpass Desktop Internet2

013

Global Device Sales

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39.8%

24.8%

13.2%11.7%

5.4%3.1% 2.3%

38.9%

20.0%

9.3%

2.5%

20.7%

11.6%9.2%

Time spentshare

Adspendingshare

Media Time Spent vs. Ad Spend

US adults now spend more time on mobile devices each day then they

do with all print media combined, but ad spending is yet to catch up

Source: eMarketer, March 2013

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Local Directories

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Local Ecosystem

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Data Feed & Distribution

• Clean Data

Ensure correct information is distributed

Ensure unique location information is distributed – no duplication

• To Create

Online Citations which improve search engine performance

More listings for potential customers to find your location

12

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Primary Data Aggregators

Data should be sent on an ongoing basis to the primary Data Aggregators and Search Engines that directly update 300+ Search Engines,

YP Directories, Mobile Directories, Review Sites, GPS Directories and Social Sites.

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Mobile Local Apps

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App Use for Local Business Searches

Source: comScore March, 2013

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Facebook

Data seeded by

77,800,000/131,000,000 Downloads

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Urbanspoon

Data seeded by

11,000,000/2,200,000 Downloads

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CitySearch

Data seeded byData updated by

869,000/50,600 Downloads

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The Importance of Reviews

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Reviews

• Increased reviews are correlated to higher Google+ rankings

• Reviews generate searcher trust• Searchers are savvy enough to take into account all

reviews, so the occasional negative review is not as detrimental as it once was

• Don’t fake customer reviews – the sites will figure it out and penalize you for it through de-ranking and hiding reviews

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Tips for Generating Reviews

• Ask satisfied customers (may seem obvious, but a lot of business owners just hope it'll happen)

• Send emails requesting reviews (links to the business page on specific review sites is helpful)

• Include links and requests for reviews on any leave behinds or takeaways (receipts, pamphlets, documentation, business cards, or it's own request form).

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Power Tip

• Provide bonuses/rewards to employees that were mentioned most in reviews

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Kenshoo Local Overview

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What does Kenshoo Local do?

Help agencies and media efficiently manage thousands of small businesses

Enable Rapid Onboarding

Automate Budget Management

Increase Calls and Conversions

Automate Reporting

Help brand stores with physical locations execute on their Local strategy

Drive in-store visits and phone calls

Start and stop campaigns as locations open/close

Manage store level budgets

Access local and mobile traffic

Agency

SMB

SMB

SMB

SMB

SMB

Brand

Store

Store

Store

Store

Store

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Kenshoo Local Has You Covered

Onboarding Ongoing Management

Global SupportReporting

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Campaign Templates: Never Start From Scratch

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Advanced Search for Custom Bid Management

Bid Policies for Auto Bid

Management

Kenshoo Bid Management: Giving You the Ultimate Flexibility and Transparency

Use provided bid policies to optimize campaigns to objectives

Define and automate best practices and custom optimizations

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Close the Loop with Online to Offline Integration: Phone Calls

Use phone numbers to track and optimize those keywords driving phone calls

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CityGrid + Kenshoo Local

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What is CityGrid?

The largest local search network in America, with over 140 million unique users across more than 300 partner sites

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Kenshoo Local + CityGrid: Drive more clicks and calls from local networks

• Advertise on more than 300 local and mobile websites and applications

• Gain access to a high quality, ready-to-buy audience

• Take advantage of lower CPCs

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CityGrid: Where the campaigns go

48% of these users do not have a specific business in mind when conducting a search. *

60% will end up making a purchase or reservation **

Sources: *comScore 2012, **Google 2012

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CityGrid Network offers tailored distributionfor 15 select business types, and many more

Retail Financial Services Home Services Hotels Automotive

Real Estate Restaurants Storage Electronics Furniture Stores

Legal Drug Store Dental Insurance Appliances

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Create a Local campaign for each store, using store level data

• Create local market specific campaigns

• Start and stop campaigns as locations open/close

• Manage store level budgets

• Tailor to a location’s attributes (eg. hours)

Store 179San DiegoOpens at 11

Texas Campaign NJ Campaign CA Campaign

Network

Store 1HoustonOpens at 9

BRAND

Store 76San JoseOpens at 10

Store 326NewarkOpens at 8

Store 55DallasOpens at 10

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Kenshoo Local + CityGrid: Interface to manage places at enterprise scale

• Upload 100’s or 1000’s of Place page campaigns, with bulk edit in Kenshoo• Create, manage, and report on CityGrid campaigns• View performance alongside Search• Create local CityGrid campaigns to drive phone calls and in-store visits

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Kenshoo Local + CityGrid: See all your campaigns in one place

Search campaigns appear alongside Place campaigns

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Kenshoo + CityGrid

Extend advertising budgets to capture Local and Mobile traffic from the CityGrid network.

Create campaigns, manage budgets and report on the performance of CityGrid campaigns alongside your Search advertising.

Upload “Place” data to Kenshoo Local to easily create CityGrid campaigns at enterprise scale.

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Thank you

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Thank you

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Questions?