Audiences PlaybookTips & Insights to Reach Relevant Audiences using Search

In today’s marketing world, it is all about “that moment

of truth”...that moment when all the data comes together

to provide a good understanding of the audience they

are trying to reach and then delivering the most relevant

message to that specific group of people. Search marketing

has become much more sophisticated with the access to

so much data from devices including geography, location,

audience, demographic, time of day, pricing and so much

more. To be a ‘best-in-class marketer’, audience targeting

is a “must have” to deliver personalized and tailored

messages to an audience that is likely to be interested

in what you are offering.

With the evolution of the marketing funnel and the em-

phasis on alignment between marketers and consumers,

you need to approach the target audience at various

phases of the buying journey - from driving awareness to

making the purchase. For a number of years we heard

the phrase “Content is King” and there was a big push to

make sure that you had content to capture the attention

of consumers. Content still has a high-ranking position

and is important, but relevancy is now the king and to be

relevant, you must identify the right message to be deliv-

ered to the right audience at the right moment and at the

right price to get the attention of consumers.

To help you figure out the best way to be relevant and

find the right audience for your needs, we put together

this playbook to make sure you are up to date on the

buzz in digital and search marketing and provide you with

a few tips on how you can be the Best-in-Class Marketer.

Introduction

Search Marketing is transformingSearch marketing is one of the most tried & true forms of digital marketing because it gives marketers valuable in-

sight into consumers’ intent, allowing for more effective ads. Traditionally search was good enough to know what key-

words consumers were searching for, but today that is not enough. Today the consumers are moving across devices

and publishers and marketers need to create a coherent experience for the consumers throughout the journey. And,

to do that well, you need to utilize a variety of data including geography, demographics, device, previous shopping

patterns as well as conversion information. These enhanced search targeting efforts and creating more relevant ad

copy will continue to make search a prevalent part of the marketing mix.

Audience Targeting Trends:

Personalization is effective and will continue to increase in importancePersonalization is all about delivering the right offer or information at the right moment to a specific group of peo-

ple. Ideally, marketers want to individualize the experience as much as possible and move from basic targeting to

advanced and orchestrated customer experiences across channels. To devise a comprehensive strategy you can

use data from a variety of sources including your customer databases, past purchase behavior, personas, or similar

audiences along with information on where consumers are shopping.

The more you understand where the customer is in their life cycle, the more you can personalize at an ever-increas-

ing degree of granularity. Every action a customer takes will influence the user profile. Pages and content viewed

was the leading criteria used by US marketers for personalizing experiences followed by location, onsite behavior,

demographics, device types and buying and shopping patterns. Although online browsing and shopping behavior is

important, purchase behavior is the most revealing.

Criteria Used by US* Marketers for Targeting Visitors/Delivering Personalized Experiences, March 2017% of respondents

Note: n=109; top 10 responses; *78% of respondents were from the USSource: Evergage, “2017 Trends in Personalization” conducted by Researchscape, April 25, 2017

In March 2016, 58% of marketers

said they use customer data to market to similar audiences and develop

campaigns that are geared toward an audience similar to current customers.1 58%

Location

Demographics

Pages/content viewed

Campaign source

Previous visit behavior

Persona

Stage of customer journey

Device

Company

Browser

60%

56%

54%

50%

48%

46%

42%

39%

37%

34%

1. Survey conducted by Econsultancy in partnership with Epsilon and Conversant

Mobile usage addresses the consumer needs of the momentThere is a reason that Location is at the top of the list in the chart above - the rise of mobile shopping. Location data

is playing an increasingly large role in personalization and the next level revolves around where a consumer is just as

much as their buying habits. According to an analysis of Kenshoo client data in Q3 2017, mobile search was 44% of

total search spend and experienced 34% year-over-year growth.

Consumer behavior/insightsChanges in shopper expectations are forcing marketers to move

more aggressively toward reaching the right audience. Don’t be shy

about using information that customers give you because shoppers

are looking for a more customized, efficient experience in and out of

stores and 78% of US internet users said personally relevant con-

tent from brands increases their purchase intent. Consumers rated

information they provide explicitly as most important. They expect

companies to use information they provided, including purchase

behavior, browsing behavior and demographic information.

Types of Data that US Internet Users Expect Companies to Use to Personalize Marketing/Advertising Emails, August 2016% of respondents

Note: ages 18–64 Source: Mapp Digital (Formerly BlueHornet), “2016 Consumer Views of Email Marketing” conducted by Flagship Research, Oct 17, 2016

Interests I gave in my profile

Purchases I made on the website

My birthday

What I looked at on the website

My gender

Where I live

Purchases I made offline at a store

76.9%

76.3%

67.3%

62.0%

57.9%

48.4%

40.6%

78% of US internet users

said personally relevant

content from brands increases

their purchase intent.1

78%

1. OneSpot/Marketing Insider Group, “The Personalization Imperative for Content Marketing” Dec 2016

To be successful in implementing an audience strategy,

marketers need to understand all the new capabilities

now available in remarketing and think broadly across

publishers, campaigns, and ad groups. It’s also important

to implement a process to monitor the impact and

performance of campaigns and modify them based on

insights gathered from the data received. With the

Kenshoo search platform, there are tools and features

to help you manage audiences at scale, identify best

performing audiences and constantly monitor and

change bids related to your specific audiences.

We have worked with a variety of clients and we know

that as you define and reach specific audiences, you will

have a much better chance at increasing performance.

During the 2016 holiday season, ShopDirect and Very.

co.uk drove a 62% lift in ROI by focusing on specific

audiences and using the Kenshoo platform to manage

and optimize their campaigns.

Managing your Audience Targeting with KenshooEnabling you to reach the right audiences at scale

Case Study

ShopDirect and Very.co.uk drive 62% lift in ROI

for holiday shopping season

Objective: Drive YOY lift on Black Friday and

from October through December.

Solution: Implement segmented search cam-

paigns by new visitors, previous visitors and

converters’ profiles in Google and Bing to

optimize by customer type. Utilized Kenshoo’s

Portfolio Optimizer to automate bid and budget-

ing for these campaigns by customer type, and

used Halogen forecasting to develop and control

spend pacing.

Results: Kenshoo’s technology contributed to

Black Friday’s search revenue increasing by 66%

and ROI growing by 75%, and shopping revenue

increased by 104% and ROI grew by 75%. Overall,

for both search and shopping, revenue grew

82% and ROI increased 62%.

Kenshoo supports a variety of remarketing audience typesKenshoo makes it easy and effortless for marketers to manage their audience strategies through our various solu-

tions and makes the management of audiences scalable and actionable. With Kenshoo, marketers are able to:

• Align the messaging across Search and Social

• Spend less time manually assigning audiences to their various campaigns

• Easily analyze and take actions from directly within the audience grid

• Adopt and use bid modifiers to automatically optimize to help drive performance

A majority of our clients are using Remarketing, followed by Similar and Customer Match, and as publishers continue

to expand their support for different audience types, we see our clients increasingly use them as a regular piece of

the marketing mix. As you consider your audience methodology, evaluate your target audience by gender, age,

location, language, behavior and/or interests.

Many marketers are using Data Management Platforms (DMPs) to build their audiences and manage their data at

scale and with our open-integration framework, we can integrate directly with your DMP to send search signals to

help you build better audiences. In addition, Kenshoo can feed the data we gather and place it into the DMPs. Then,

as long as the DMP can send your audiences to the native publishers that Kenshoo supports, Kenshoo can use

these audiences to target.

Types of Audiences Overview of Capability

Remarketing

Customer Match

Similar

In-Market (Bing Only)

Mobile app users

YouTube users

Customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to those visitors when they’re searching.

Upload email addresses of your customers and when they are searching, show them ads. Also can be used to find similar audiences.

Look at data about your existing remarketing audiences and find new and qualified consumers who have shared interests with that audience.

Reach consumers most interested in your offering by targeting consumers who are actively researching or comparing products and services like yours.

Reach only those people who have installed your app, or are using your app in specific ways.

Personalize ads based on how viewers interacted with your videos or YouTube channel.

Taking action with the Kenshoo platformAudience targeting allows you to reach the people most likely to convert with the right message at the right time.

With so many audiences across so many different campaigns and ad sets, it’s critical that marketers have a simple

way to manage these assignments at scale. With Kenshoo, you can have a unified approach to how you manage

your audiences and have the ability to assign and exclude audiences based on your goals and your budget needs.

Here is an overview of some of the best practices in the industry married with the functionalities Kenshoo provides

for search:

Audience Targeting

Best Practices

Kenshoo Search Capabilities

Build or bring your

audiences into native

publishers

Gather actionable

insights of your

audiences’

performance

Manage your bids

appropriately across

your audience segments

Constantly monitor your

audiences, adjust and

analyze reports

Edit Audiences AssignmentUsing audiences you created in the native publishers, you can associate the rele-vant audience with a specific ad group or campaign.

You can manage audience types in scale by adding, editing or deleting assign-ments in bulk directly in the UI, or via bulksheets, and it can be done quickly, reliably and easily.

Accessing the Audience gridDetermine how audiences are assigned and then analyze performance across ad groups or campaigns and get immediate access to adjust bids and other settings directly in the UI. Using the Audiences grid you can easily adjust bids for multiple audiences and get an aggregated view of audience performance and conversion metrics so you can better analyze your audience.

Audience Modifier Optimization (Google only)The Kenshoo search capability provides you with a way to optimize your bids at the ad group level on your best performing audiences to meet your business objectives, but to also reach the right audience at the right time, with the right ad.

Fusion Audience ReportKenshoo tracking is applied to your audiences and you can track and analyze conversions and revenues. By utilizing the Fusion Audiences report, you will have detailed audience data across profiles, in a flexible and highly customizable format that can be used to conduct an in-depth data analysis.

With the continued changes in consumer behavior and specifically the rise of mobile, consumers are looking to have

advertising be more relevant and personal to them. Throughout this playbook, we have established that audience

targeting IS important and by implementing a well thought out strategy, you will achieve your business objectives and

experience that “moment of truth” when all the data comes together and you deliver the most rele vant messages to

specific audiences.

Now, here are a few tips to remember throughout the process:

Use Data to Build your Audiences

TIP: Know who your potential customer is and what they look like

Gather various types of data including demographic, location, income, behaviors, and purchasing patterns.

Use this data to create audiences using customer match or similar audiences to expand to new audiences.

The more layers of data you gather, the more specific you can then get in developing your message for the

specific audience.

TIP: Use CRM data to target, exclude or bid

This is your most important data – it tells you a lot about your current customers - use it wisely! For exam-

ple, you can use CRM data to target existing customers with specific promotions, exclude loyal customers

from brand awareness campaigns, and bid on customers that are more likely to make a purchase.

TIP: Evaluate your audiences and understand how they are engaging with the campaign

Utilize Kenshoo to help identify the intent & engagement actions and leverage ALL this data to find the right

targets. The engaged consumers are automatically collected into a dedicated audience and can be targeted

with follow up messages and creative.

Tips for Audience Targeting with Search:

Use Audiences for Targeting

TIP: Utilize paid search targeting that extends beyond the keyword

Combine search with targeting and audience matching tactics by using demographic data along with past

shopping and buying behavior. Drive more engagement by understanding the actions of your customers in

the path to purchase and market to them along the way.

TIP: Use SEM to target higher-value customers

Align relevant ad copy with your target audience and bid more aggressively on high-converting customers.

TIP: Utilize search targeting to retarget customers on other platforms

Consumers are on various devices & media as they travel on their purchasing journey. Deliver your mes-

sage to potential clients on social platforms such as Facebook or Instagram. Create a seamless brand

experience by utilizing search intent to target audiences across different platforms.

©2017 2017 Kenshoo, Ltd. All Rights Reserved.

The Kenshoo valueKenshoo offers audience support allowing marketers to reach new users and re-engage existing users at scale. With

our technology you can automatically optimize, bid more aggressively to reach high-converting customers and quickly

boost performance at scale.

For more information and guidance on managing and optimizing your audience targeted campaigns with Kenshoo, go

to Help Topics: Audiences.

“At Maxus we strive to continually improve the way we connect brands with consumers.

A crucial piece of this puzzle is Kenshoo, whose technology enables us to us engage

with the right audience at the right time through their powerful bidding algorithms,

intelligent automation and advanced campaign management tools.”

— Matt Nunney, Maxus