Kenshoo social exec briefing munich

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Executive Breakfast Briefing - Munich March 12, 2014

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Agenda About Kenshoo

Social Advertising Benefits

Key Imperatives

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About Kenshoo


The Kenshoo Solution – Search + Social

Closed-loop Targeting. Universal Integration. Dynamic Attribution.

Predictive Analytics.

Infinite Optimization.

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Kenshoo: “The Sole Leader”

The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with

exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13

Search Social


Why Social Advertising?


Marketer Challenges

1.

2.

3.

4.

How do I drive sales and revenue with social media?

How can I apply what I know across channels, like search?

How do I prove success in driving brand awareness?

How do I ensure I give proper credit to each ad?

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Drive Sales & Revenue with Social Media

• Leverage social media as a direct response channel

• Drive significant, demonstrable ROI from social media

Have Bebstore case study graph and Q4 data

charts in design queue


Make Your Search Work Better


The Power of Search and Social for Driving Discovery

Social Ads And Word Of Mouth Play A

Leading Role In Driving Discovery

Most Buyers Follow A Four-Stage

Customer Life Cycle

Source: “Win The Social Marketing Measurement Game,”

Forrester Research, Inc., November 21, 2012

Source: “Win The Social Marketing Measurement Game,”

Forrester Research, Inc., November 21, 2012

“Which of the following ways do you typically discover or

find out about new products, brands, or services?”

Discover Explore

Buy Interact

41%

34%

33%

31%

26%

22%

22%

20%

18%

18% 18%

11%

Seeing ads on social networks

Internet searches via search

engines

Reading/posting messages on

social networks

Receiving ads via email

Other/general browsing on

the internet

Watching online videos

General online ads

Through coupon apps/services

Reading blogs

Through online recommendations

from retailers based online

shopping behaviors/preferences

Through shopping applications

(“apps”)


Drive Brand Awareness and Interaction Throughout the Funnel

Facebook Ads & Sponsored Stories

Homepage, Newsfeed, Right Side

Mobile, Tablet, Desktop

Facebook Exchange (FBX)

Display Retargeting

Search


Give Proper Credit with Multi-touch Attribution

black pumps

Shoes.com

Looking for black pumps?

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Natalie Jones

So cute! Definitely buying these.

I can’t wait to wear them.

Shop at

Shoes.com and

get the best

deals on the

hottest shoes.

$ $ $

Shoes.com


Facebook Valued as Much as 30% Higher by Marketers Using Attribution Models other than Last Ad


Dynamic Attribution – How it Works

Natalie Jones



Shop at

Shoes.com and

get the best

deals on the

hottest shoes.

black pumps

$ $ $

shoes.com

$ $ $

Looking for the perfect

handbag to match?

Find the hottest

combos on

Shoes.com



black pumps

Natalie Jones



Shop at

Shoes.com and

get the best

deals on the

hottest shoes.

17%

30%

43%

10%

shoes.com

$ $ $



black pumps

Natalie Jones



Shop at

Shoes.com and

get the best

deals on the

hottest shoes.

shoes.com

Looking for the perfect

handbag to match?

Find the hottest

combos on

Shoes.com

$ $ $

4%

8%

18%

5%

65% $ $ $


Key Imperatives


Harness the Power of Demand Signals


The Direct Response Marketer’s Challenge

P R O B L E M

• You know which inventory items perform well & are trending on your website

• Your search campaigns tell you how people respond to ads for those items

• Competition on search - competing for customers, driving up CPCs, limiting your

reach & decreasing your ROI

• Need new ways to extend your reach quickly and easily and drive demand & increase

revenue at an effective ROI

S O L U T I O N

Demand-Driven Campaigns An automated solution to leverage performance data from your inventory systems or

your Search Product Listing Ad (PLA) campaigns to identify top performing/trending

inventory items and quickly promote them to new and existing customers on Facebook.


Extend Your Reach & Drive Additional Sales with Native Facebook & FBX Advertising

Native Facebook Ads

Extend reach to find new customers Top Performing Products in PLA

Wilson One BLX

Clicks: 108,110

CVR: 4.32%

ROI: $8.75

Babolat AeroPro

Clicks: 248,461

CVR: 5.65%

ROI: $6.92

Facebook Exchange (FBX) Ads Retarget website visitors that didn’t check out


Build High-Performing DR Facebook Campaigns in a Few Simple Steps

Select product

category and brands,

# of products, and

performance criteria

Define dynamic

parameters for ad

headline and body copy

Set your desired

audiences & other

targeting parameters

1 2 3

Use Google PLA or backend e-commerce platform feed with performance/trend data


1

2

3

Goal: Increase performance and efficiency

Drive demand & revenue while decreasing time

spent creating and managing campaigns.

Connect to advertiser inventory system

Identify trending and high performing

products by revenue and reviews

Create native Facebook campaigns

Quickly build product-specific campaigns based

on performance signals and drive demand

Case Study: Major Apparel Retailer

96.5% higher CTR

21% lower CPC

106% more sales

220% higher CVR

356% higher ROI

4x time savings


Discover New, Relevant Audiences


Custom Audience Targeting

• Leverage existing database to target

users on FB by email addresses, phone

numbers and FB UIDs

• Utilize all ad types (page posts,

sponsored stories, social ads and web

ads) while targeting defined custom

audiences

• Increase both life-time-value of a

customer and customer retention

through advertising based on product

life cycle and purchase patterns

• Audience expansion & look-a-like based

off of CRM data


Kenshoo Social Audience Reach Engine

Patent-pending algorithmic solution

• Suggestions built in real-time based on relevancy, affinity and expansion objectives

Choose the right audience

Extend your reach

Improve results


Take Advantage of the Facebook Exchange


How does retargeting work?

Users arrive to

advertiser’s site

Users visit pages on

site, and leave

without converting

Users visit Facebook,

and see a retargeted ad

for the specific brand

1 2 3


FBX: Biggest direct response channel behind search

• Highly-relevant ad

experience

• 3x the inventory of

Display networks

(~45B daily

impressions)

• 13 min. per user spent

on Facebook each day


FBX Ads optimized to drive conversions

LINK PAGE POST ADS

• Newest FBX ad format

• Large clickable space, entire image and

text box area link offsite

• 6–12X CTR versus Domain Ads

• Social context and viral engagement for

likes, comments & shares

• Newsfeed & Right Hand Side placement

• Original FBX ad format

• Static or dynamic, feed-based creative

• Significant available inventory

• Right Hand Side placement only

DOMAIN ADS


How much is an individual customer worth in retail?


Different signals act as proxy for user value

Search ad click for “tennis racket”

View several product pages

Exit site

Visit Facebook

Visit Shopping Cart

PLA Click


Kenshoo layers on additional data from search

Exit site

Visit Facebook

Visit Shopping Cart


PLA Click


Conv Rate: 1.3%

Bid: $1.34

Avg Order Value: $23

Conv Rate: 3.7%

Bid: $2.76



PLA Click

Conv Rate: 3.7%

Bid: $2.76


How much is an individual customer worth?

Exit site

Visit Facebook

Visit Shopping Cart



Conv Rate: 1.3%

Bid: $1.34


$1.75 CPM


Re-Engage in FBX using Search & PLA Data


Leverage dynamic ads to drive success






Integrate Paid, Owned, and Earned Media


The conversion attribution solution from Kenshoo

Social & Shoutlet allowed the Zappos team to

create and amplify synergies between our paid

and owned social media strategies.

Integrate owned & paid social marketing initiatives

C H AL L E N G E

• Measure bottom-line impact of owned media on sales & revenue

• Identify best performing page posts to amplify with paid ads

B U S I N E S S I M PAC T

• Attribute sales to organic posts

• Optimize posts to revenue goals

• Maximize ROAS of paid ads

K E N S H O O S O L U T I O N

• Kenshoo Social Attribution Solution

- Graham Kahr, Social Scientist

- Zappos “


Owned and Earned Media – Symbiotic Investment

Looking for black pumps?

Find them on

Shoes.com

Shoes.com

November 5

hurry! Enjoy an extra 25% off of our

sale items in store and online.

Like • Comment • Share


Don’t underestimate the value of owned media and its impact on conversions and revenue

Case Study: Major US Retailer

Conversions & Revenue Attributable to Owned Media Posts

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

0

20

40

60

Conversions Revenue


Invest in Mobile


M O B I L E AP P AD S

Create, manage and optimize mobile

app install and mobile app engagement

and conversion ad campaigns

M O B I L E M E AS U R E M E N T

Integrate Kenshoo mobile

measurement to track in-app

conversions or use a 3rd party mobile

measurement partner (MMP) like

Facebook, HasOffers, etc.

L I F E T I M E VAL U E

Measure and report lifetime value of your

mobile app ads to identify, target and

convert your top audience segments

Drive mobile app installs, in-app conversions and maximize lifetime value

Kenshoo social exec briefing munich

Marketing

give proper

individual

hand side

visit shopping

leverage dynamic

drive demand

search ad

confidential