enhanced campaigns: one year later - kenshoo and walgreens - irce 2014
TRANSCRIPT
2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information
About Us
Aaron Goldman Chief Marketing Officer, Kenshoo
Adam Garcia Director Online Marketing, Walgreens
3 © 2014 Kenshoo, Inc. Confidential and Proprietary Information
Agenda
• Enhanced Campaigns Overview
• Market Trends
• Retailer Perspective
• Mobile Opportunity Gap
• Best Practices for Multi-Device Marketing
• Future-Proofing
5 © 2014 Kenshoo, Inc. Confidential and Proprietary Information
Just the Facts, Ma’am
WHAT New Google campaign type consolidating paid search management across desktop, tablet, and mobile ad placements
WHY
Make holistic multi-device marketing the default in a mobile world
WHEN Automatic migration: July 22, 2013
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2%
34%
24%
27%
13%
What was your attitude toward the Enhanced Campaign migration?
Very positive
Positive
Neutral
Negative
Verynegative
Industry Reaction
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
40%+ of respondents had a negative attitude towards the EC migration
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Marketer Prognostication
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
73%
14%
13%
Spend
57% 16%
27%
Click volume
59%
35%
6%
CPC
25%
60%
15%
Overall paid search performance (relative to your primary KPI)
Before the Enhanced Campaigns rollout, what effects did you EXPECT it to have on the following metrics?
Increase Decrease No Change
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Migration Process
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
2%
82%
16%
What was the process your team took to migrate your campaigns to EC?
We waited until Google automaticallymigrated our campaigns
We migrated a few campaigns at atime to monitor performance
We migrated all campaigns on ourown at once
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Top-Line KPIs
In Q1 2014, global Kenshoo Search clients saw:
10% YoY increase
in spend
12% YoY increase in
advertiser revenue
2% YoY increase in cost-per-click
Source: Kenshoo Search and Social Snapshot – Q1 2014
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Mobile Spend Share Increasing
• Mobile now accounts for 25%+ of total spend and 30%+ of total clicks
Spend Clicks
Q1 2013 Q1 2014 Q1 2013 Q1 2014
U.S. 17% 26% 21% 30%
U.K. 23% 31% 26% 31%
AU 23% 34% 30% 42%
Source: Kenshoo Search Advertising Trends – Q1 2014
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$0.40
$0.45
$0.50
$0.55
$0.60
$0.65
$0.70
$0.75
$0.80
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014
CPC by Device: Americas
DesktopPhoneTablet
Desktop Still Carries Price Premium
Source: Kenshoo Search Advertising Trends – Q1 2014
$0.66
$0.57
$0.52
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Mobile Performance Trails Desktop
2%
18%
16%
27%
37%
How would you rate the performance of your mobile paid search efforts when compared to desktop?
Mobile performs much better than desktop
Mobile performs slightly better than desktop
Mobile performs about the same as desktop
Mobile performs slightly worse than desktop
Mobile performs much worse than desktop
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
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Initial Reactions
“ This goes against all of the best practices laid out by Google.”
Mobile is on our roadmap and very important but this shift doesn’t align with our business needs and timing.”
“ This removes control at the most granular and efficient levels.” “
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Lost control over device, OS targeting This limited our messaging and copy targeting capabilities.
Single URL This created a situation where we had to review and optimize all of our LP selections.
CVR dropped For those campaigns that we did enable mobile, we saw a drop.
CPC remained flat This is due to the control of mobile bids via multipliers (aka “Bid Adjustments”).
Major Findings
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Brand keywords are opted into mobile in a controlled way
Not all lines of businesses are opted in -Strategic selection of departments based on use case and performance
Accelerate mobile first thinking -Remove flash as much as possible Gain deeper insight into device usage
Current Operating Mode
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Key Takeaways
Non-desktop devices are primary players
This shift was yet another way that Google was ahead of the
curve in seeing the trends.
Test, test and retest
If you haven’t tested adjusting your multiplier, do so!
Prioritize adaptive/responsive
design
Move it up in your roadmap timeline.
1 2 3
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Consumers are increasingly using all three screens as part of the purchase journey.
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
Does the interplay between paid search across devices make an impact on consumer activity?
99% of respondents agree that the interplay of paid search across devices
carries at least some impact on consumer conversion
Somewhat impacted by each other Very much impacted by each other No, each device works on its own
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The mobile web is often used for researching purchases.
Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo
Consumers plan on using mobile and tablet even more in the future for shopping/researching
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Shopping information accessed via the mobile web helps consumers validate purchases.
Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo
Which of the following activities do you feel applies to consumers that conduct shopping research using their mobile device while in a store or
at a place of business?
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Marketers’ cross-device strategies are lagging behind.
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
How sophisticated do you feel most advertisers are with regards to cross-device marketing strategy?
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Consumers expect more from mobile shopping experiences…
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
As a consumer yourself, what is your reaction when reaching a non-mobile optimized size via mobile device?
Very bothered, I leave the site Somewhat bothered, but I continue on No reaction at all
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…and are reluctant to return to a site if it is not optimized for mobile.
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
“I am less likely to re-visit a brand/manufacturer’s site if it wasn’t optimized for my mobile device the first time I visited it.”
Strongly agree Somewhat agree No opinion either way Somewhat disagree Strongly disagree
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Marketers have an opportunity to grow!
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
Already doing it Planning on doing it in 2014 Planning on exploring it in 2014 Not planning on exploring or doing it in 2014
While approximately 50% of marketers feel they are already providing rich mobile experiences, when it comes to deeper, more sophisticated tactics, there is room for marketers to grow
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Best Practices for Multi-Device Marketing
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1. Establish concrete, device-specific goals
22%
3%
38% 2%
11%
24%
Online Traffic
In-store Traffic
Direct Sales
App installs
Phone Calls
Other conversion activity
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
What is your mobile paid search goal?
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2. Align messaging across multiple channels
Heighten search performance by leveraging social media
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3. Leverage advanced targeting techniques
In order to meet performance goals, target desired audiences by:
Location Device Time of Day
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4. Deploy device-specific bidding strategies
25%
64%
9%
2%
To increase mobile bids
To decrease mobile bids
To opt out of mobile
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
What is the strategy behind your mobile bid adjustments (MBA) in the majority of your campaigns in which you use MBAs?
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5. Optimize the post-click experience
Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo
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6. Implement multi-touch attribution models
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Broaden your definitions of “mobile” and “devices”
WEARABLE TECHNOLOGY
• Google Glass • Pebble Smartwatch
DIGITAL HEALTH
• Fitbit • Nike Fuelband
HOME AUTOMATION
• Nest • Apple TV?
AUTO INTEGRATION
• Siri • Google Voice Search
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Be Mindful of New Google Offerings
Shopping Campaigns: new campaign type for managing Google Product Listing Ads (PLAs)
• Streamlined product-based bidding • Advanced reporting • Competitive landscape data
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Leverage Mobile App Download Promotion
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Bing Product Ads Showcase product images, promotional text, pricing, and company name
Yahoo Stream Ads
Naturally blend into the content streams viewed by users
Don’t forget Bing and Yahoo!
39 © 2014 Kenshoo, Inc. Confidential and Proprietary Information
Additional Resources
• Kenshoo Search and Social Snapshot – Q1 2014: Kenshoo.com/Search-Social-Snapshot
• Kenshoo Search Advertising Trends – Q1 2014: Kenshoo.com/GlobalSearchTrends
• Advertiser Perceptions of the Three-Screen World: Kenshoo.com/Three-Screen-Perceptions
• The Mobile Opportunity Gap: Kenshoo.com/Mobile-Opportunity-Gap
• Added Value: Facebook Advertising Boosts Paid Search Performance: Kenshoo.com/FBAddedValue
• Quantifying the Impact of Multi-touch Attribution: Kenshoo.com/MTA
• An Inside Look at Google Shopping Campaigns: Kenshoo.com/Inside-Google-Shopping
Coming Soon:
• Enhanced Campaigns One Year Later