Enhanced Campaigns: One Year Later - Kenshoo Webinar
âąTransferir como PPTX, PDFâą
1 gostouâą2,416 visualizaçÔes
Presentation from the July 22 webinar, Enhanced Campaigns: One Year Later. Walgreens Director of Online Marketing, Adam Garcia, and Kenshoo CMO, Aaron Goldman discussed the impact enhanced campaigns have had search marketing efforts, the benefits of the transition, the lessons learned, and what to expect as mobile continues to gain prominence.
Recomendados
Recomendados
Mais conteĂșdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Enhanced Campaigns: One Year Later - Kenshoo Webinar
Semelhante a Enhanced Campaigns: One Year Later - Kenshoo Webinar (20)
Mais de Kenshoo
Mais de Kenshoo (20)
Ăltimo
Ăltimo (20)
Enhanced Campaigns: One Year Later - Kenshoo Webinar
- 1. 1 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Enhanced Campaigns: One Year Later July 22, 2014
- 2. 2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Webinar Information Audio Instructions âą Listen via computer speakers or use phone numbers listed in email from gotowebinar@citrixonline.com âą Still canât hear the webinar? Tell us please!
- 3. 3 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Todayâs Speakers Aaron Goldman Chief Marketing Officer, Kenshoo Adam Garcia Director Online Marketing, Walgreens
- 4. 4 © 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. 5© 2014 Kenshoo, Inc. Confidential and Proprietary Information Enhanced Campaigns (EC) Overview
- 6. 6 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Just the Facts, Maâam 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
- 7. 7 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1% 34% 26% 27% 12% What was your attitude toward the Enhanced Campaign migration? Very positive Positive Neutral Negative Very negative Industry Reaction Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later Nearly 40% of respondents had a negative attitude towards the EC migration
- 8. 8 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Marketer Prognostication Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later 73% 13% 14% Spend 59%18% 23% Click volume 62% 32% 6% CPC 30% 51% 19% 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
- 9. 9 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Migration Process Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later 2% 74% 24% What was the process your team took to migrate your campaigns to EC? We waited until Google automatically migrated our campaigns We migrated a few campaigns at a time to monitor performance We migrated all campaigns on our own at once
- 10. 10© 2014 Kenshoo, Inc. Confidential and Proprietary Information Market Trends
- 11. 11 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Top-Line KPIs In Q2 2014, global Kenshoo Search clients saw: Source: Kenshoo Search and Social Snapshot â Q2 2014 25% YoY increase in spend 8% YoY increase in cost-per-click 38% YoY increase in advertiser revenue
- 12. 12 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Spend Share Increasing Mobile now accounts for 29%+ of total spend and 32%+ of total clicks Spend Clicks Q2 2013 Q2 2014 Q2 2013 Q2 2014 U.S. 20% 28% 24% 33% U.K. 25% 36% 28% 38% A.U. 28% 35% 31% 44% Source: Kenshoo Search Advertising Trends â Q2 2014
- 13. 13 © 2014 Kenshoo, Inc. Confidential and Proprietary Information $0.40 $0.45 $0.50 $0.55 $0.60 $0.65 $0.70 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Global CPC by Device Desktop Phone Tablet Desktop Still Carries Price Premium Source: Kenshoo Search Advertising Trends â Q1 2014 $0.65 $0.61 $0.55
- 14. 14 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Performance Trails Desktop 2% 20% 14% 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
- 15. 15© 2014 Kenshoo, Inc. Confidential and Proprietary Information Retailer Perspective
- 16. 16 © 2014 Kenshoo, Inc. Confidential and Proprietary Information âThis goes against all of the best practices laid out by Google.â Mobile is on our roadmap and very important but this shift doesnât align with our business needs and timing.â âThis removes control at the most granular and efficient levels.ââ Initial Reactions
- 17. 17 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 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 âBid Adjustmentsâ). Major Findings
- 18. 18 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 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
- 19. 19 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 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 havenât tested adjusting your multiplier, do so! Prioritize adaptive/responsive design Move it up in your roadmap timeline. 1 2 3
- 20. 20© 2014 Kenshoo, Inc. Confidential and Proprietary Information Mobile Opportunity Gap
- 21. 21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 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
- 22. 22 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Marketersâ 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?
- 23. 23 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 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
- 24. 24 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Using Additional Enhanced Campaigns Features Can Fuel Device-Specific Strategies 52% 47% 21% 31% Click to call Location extensions Mobile PLAs None of the above Which of the following additional mobile functionality do you currently use in conjunction with your ads? Nearly 50% of marketers utilize click-to-call and location extensions and just over 20% use mobile PLAs. These additional features stimulate interaction and drive mobile- specific conversions.
- 25. 25 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Marketers are Facing Obstacles Due to the Transition to Enhanced Campaigns 18% 22% 42% 7% 11% No change in difficulty Not difficult at all Somewhat difficult Very difficult I use an algorithm to calculate mobile bid adjustments What level of difficulty do you experience if you optimize your mobile bid adjustments manually (without algorithmic calculations)? Nearly 50% of marketers find it difficult to optimize mobile bid adjustments manually. Utilizing advanced algorithms provided by 3rd party tools can help to ease the process.
- 26. 26 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Optimization is Key to Unlocking Improved Mobile Performance 9% 34% 11% 46% Mobile-specific ad copy Mobile bid adjustment Mobile ad extensions Mobile-optimized landing pages There are many factors that influence the performance of mobile search, all of which contribute to overall success, however, 46% of marketers believe that mobile-optimized landing pages have the greatest impact on overall performance. Which aspect of mobile paid search do you feel has the greatest impact on overall performance?
- 27. 27© 2014 Kenshoo, Inc. Confidential and Proprietary Information Best Practices for Multi-Device Marketing
- 28. 28 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 1. Establish Concrete, Device-Specific Goals 33% 4% 33% 2% 9% 19% 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?
- 29. 29 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2. Align Messaging Across Multiple Channels Heighten search performance by leveraging social media
- 30. 30 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 2. Align Messaging Across Multiple Channels Heighten search performance by leveraging social media
- 31. 31 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 3. Leverage Advanced Targeting Techniques In order to meet performance goals, target desired audiences by: Location Device Time of Day
- 32. 32 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 4. Deploy Device-Specific Bidding Strategies 26% 59% 10% 5% To increase mobile bids To decrease mobile bids To opt out of mobile I don't use mobile bid adjustments 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?
- 33. 33 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 5. Optimize the Post-Click Experience Source: The Mobile Opportunity Gap: An analysis of consumer shopping behavior and multi-device strategy, Yahoo! and Kenshoo
- 34. 34 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 6. Implement Multi-Touch Attribution Models
- 35. 35© 2014 Kenshoo, Inc. Confidential and Proprietary Information Future-Proofing
- 36. 36 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Broaden Your Definitions of âMobileâ and âDevicesâ WEARABLE TECHNOLOGY âą Google Glass âą Pebble Smartwatch DIGITAL HEALTH âą Fitbit âą Nike Fuelband HOME AUTOMATION âą Nest âą Apple TV? AUTO INTEGRATION âą Siri âą Google Voice Search
- 37. 37 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 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
- 38. 38 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Leverage Mobile App Download Promotion
- 39. 39 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Donât Forget Bing and Yahoo! Bing Product Ads Showcase product images, promotional text, pricing, and company name Yahoo Stream Ads Naturally blend into the content streams viewed by users
- 40. 40 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Download the Full Report @ Kenshoo.com/EC
- 41. 41 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Additional Resources âą Kenshoo Search and Social Snapshot â Q2 2014: Kenshoo.com/Search-Social-Snapshot âą Kenshoo Search Advertising Trends â Q2 2014: Kenshoo.com/GlobalSearchTrends âą Advertiser Perceptions of the Three-Screen World: Kenshoo.com/Three-Screen-Perceptions âą The Mobile Opportunity Gap: Kenshoo.com/Mobile-Opportunity-Gap âą Added Value: Facebook Advertising Boosts Paid Search Performance: Kenshoo.com/FBAddedValue âą Added Value Volume 2: Finding the Sweet Spot for Search & Social Investment: Kenshoo.com/FBAddedValue2 âą Quantifying the Impact of Multi-touch Attribution: Kenshoo.com/MTA âą An Inside Look at Google Shopping Campaigns: Kenshoo.com/Inside-Google-Shopping âą Enhanced Campaigns: One Year Later: Kenshoo.com/EC
- 42. 42© 2014 Kenshoo, Inc. Confidential and Proprietary Information Thank You