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1 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Products & Solutions
Management
& Optimization Forecasting
& Attribution
Measurement
& Reporting
Personas
& Audiences
Channels & Devices
Mobile Search Social Display TBD
2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo #1 in PLAs
Creating a Scalable & Complementary Approach to Text Ads & Shopping Campaigns
May, 13th 2015
4 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
• Shopping Campaigns & The Search Landscape
• Budget Allocation
• Use Text Ads to Inform Shopping Campaign Strategy
• Leverage Shopping Campaign Insights
• Scale & Expand
Agenda
5 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Shopping Campaigns
&
The Search Landscape
6 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
A Brief History…
2002
2007
2012
2014
Monetization
of PLAs
Shopping
Campaigns: a
new way to
manage PLAs
7 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
PLAs Shake Up SERPs
• Move from text to
shopping-centric
• Increased page
ownership
• Labeled as “Sponsored”
as opposed to “Ads”
8 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Don’t Forget About Mobile
• Smaller screen = less real estate
• Leverage mobile bid adjustments
• Online to offline
Mobile is predicted to account for 49% of digital ad spend in 2015
Source: eMarketer
9 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Global retail PLA spend increased 138% YoY during the 2013 shopping season with nearly a
9-to-1 return on ad spend.*
*Kenshoo 2013 Online Retail Seasonal Shopping Report Final Edition
10 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Continued Year-Over-Year Growth in 2014
11 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
PLA Performance vs. Paid Search Text Ads
12 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Budget Allocation
13 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Where Is Shopping Campaign Budget Coming From?
• --(shifts that Kenshoo has seen in terms of how retail advertisers are
allocating their ad budget, offer soft recommendations)
• cost split out
• in general… shift of text budget to shopping bc ROI is better
• CPC majority on text and 1k on shopping
14 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
13%
61%
26%
Spend
Brand Keywords
Non Brand Keywords
Shopping Campaigns
Spend Breakdown & Performance
Source: Kenshoo aggregated retailer data November & December 2014
$3.51
$6.13
Non Brand Keywords
Shopping Campaigns
ROI
15 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
PLAs & Text Ads: Better Together
Source: Kenshoo aggregated retailer data November & December 2014
Recommendation: Test running
Shopping campaigns and Text Ads in
tandem
$3.02
$17.90
$6.13 $3.51
$33.70
ShoppingCampaigns
Non BrandKeywords
BrandKeywords
ROI
Text Ads Only
Both ShoppingCampaigns andText Ads
16 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Use Text Ads to Inform
Shopping Campaign Strategy
17 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Optimize Feed to Resonate with Searchers Raw Data Search Friendly
Modern slim fit pin stripe
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blazer: Item #25MZ345GH
Fitted charcoal grey blazer
Featuring a trimmer cut
through the chest and
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shipping for orders over
$250. Made in Vietnam,
Reserve in store.
• Product: Mens Blazer
• Fit: Slim fit
• Pattern: Pinstripe
• Sizes: S, M, L, XL
• Price: $299
• Promo: Free Shipping
Optimize for Consumer
18 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Segment Product Groups Based on Top Performers
Keyword-level Performance
Allows for smarter bids, budget allocation and prioritization
Product Group Structure
All products
Top Performing Brand One
Brand One Top Product
One
Brand One Top Product
Two
Top Performer Two
Everything Else
19 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Minimize Inefficient Spend with Negative Keywords
• The more products in your product
group, the less control
• Improve relevancy
• Protect CTR and Quality Score
Leverage negatives from search to instantly refine traffic
Broad
Phrase
Exact
20 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Leverage Promotional Ad Copy
• Capitalize on promotional
messaging that has worked for
text ads
• Add promotional text via
AdWords
• Add special offers via
Merchant Center feed
21 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Leverage Shopping Campaign
Insights
22 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Increase Your Text Ad Credibility Google Trusted Store Text Ad Reviews & Ratings
23 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Inform Text Ad Structure & Optimization
• Find opportunities for keyword expansion
• Shift budgets based on product performance
• Adjust bids based on opportunity
24 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Leverage Product-Level Insights Cross-Channel
Expand or improve performance in other channels
25 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Scale & Expand
26 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Where to Start
• Shopping Campaigns require a product feed
• Text Ads will provide insights for better Shopping campaign optimization
Search Text Ads
Shopping Campaigns
Cross-Channel
Expansion & Retargeting
27 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Plan Your Shopping Campaign Structure
Campaign
Ad Group
Product Group
• Budget
• Geo & Language
• Priority
• Keyword Negatives
• Mobile Bid Adjustments
• Bids
• Competitive Metrics
• Margins
One SKU per product group will give you the most control, but will also make bidding more complex
28 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Optimize for Scale
• Automation may be necessary based on campaign size and number of
product groups
• Portfolio optimization that will help deal with low data sets and predict where
your next dollar can be spent most efficiently
• Mobile bid adjustment recommendations
Consider An Automated Shopping Campaign-Specific Policy
29 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Optimize Shopping Campaigns Within the Big Picture
Social Ad
Click
Search Text Ad
Click
Product Ad
Click
Purchase
Leverage multi-touch attribution for holistic optimization
30 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Summary
• Shopping campaigns are important for page ownership
• Text Ad insights can help increase control of Shopping campaigns
• Product-level insights to improve strategy in text ads and beyond
• Create a good structure and optimize holistically
31 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Questions
Submit your questions in the chat box on the right
Questions for Emily?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
The 2015 Google Shopping Virtual Summit
Tomorrow (5/14, 11-12pm PST):
Using Your Competitors’ Data to Drive Performance on Google Shopping –
Presented by SEMrush
34 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Meet the Presenter
Emily Helander
Kenshoo | Sr. Product Marketing Manager
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