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#BingAdsHoliday @BingAds
Modera'ng
Al McClain CEO RetailWire
Al McClain has spent 30+ years in the retail, tech, and CPG spaces. Al's career highlights include sales and management sPnts with Luzianne-‐Blue Plate Foods, BesUoods, Red Rose Tea, and Progressive Grocer (Trade Dimensions and Retail Insights divisions).
Al has also spoken extensively at industry events for the NaPonal Grocers AssociaPon, the InsPtute for InternaPonal Research, the Magazine Publishers AssociaPon, and the Category Management AssociaPon. He has wri]en for publicaPons such as Nielsen Wire, Loyalty Management, and Forbes.com.
#BingAdsHoliday @BingAds
About RetailWire
• Largest expert discussion site in the retailing industry
• 60,000 registered readers
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• PLUS... News headlines, Webinars, m•Papers™ and Research Studies
#BingAdsHoliday @BingAds
Today’s Agenda
Intros (5 min)
PRESENTATION: Insights for Digital Marketers (10 min) Bri,ney Thomas: Paid Search VerPcal Manager, Bing Ads
PRESENTATION: Search & Social Holiday Insights (10 min) Doug Chavez: Global Head of MarkePng Research and Content, Kenshoo
Panel Discussion (25 min) Bri,ney Thomas, Bing Ads Doug Chavez, Kenshoo Brian Toba – BevyUp
Q&A (10 min) -‐ Panelists, Audience
#BingAdsHoliday @BingAds
Speaker
Bri,ney Thomas Paid Search VerPcal Manager Bing Ads
As a VerPcal Manager, Bri]ney evaluates performance within the Retail Industry to idenPfy development opportuniPes and act as a chief customer advocate within Microsok. Bri]ney has over 8 years of experience in the search space, from strategic account management to product and business development and training.
As a graduate of the University of Missouri-‐Columbia with a Masters of Arts in Industrial/OrganizaPonal Psychology from The Chicago School of Professional Psychology, Bri]ney conPnues to lead the charge for search markePng and thought leadership within the industry.
Don’t miss out on potential customers
31%
Million 31
Source: comScore qSearch (custom), US, March 2014; industry categories based on comScore classifications.
Of all retail paid clicks
Retail searchers not reached on Google
#BingAdsHoliday @BingAds
Half of the top shopping days fell in the same week
Top 10 transaction days – Holiday 2013
Event Day Transaction rank
Cyber Monday Monday 1 Black Friday Friday 2 Thanksgiving Thursday 3 Sunday after Black Friday Sunday 4 November 15th Friday 5 Day Before Thanksgiving Wednesday 6 November 8th Friday 7 12 days until Christmas Friday 8 Day after Cyber Monday Tuesday 9 7 days until Christmas Wednesday 10
Source: Experian.com, Jan 2014
#BingAdsHoliday @BingAds
26.9%
32.7%
40.4%
Click breakout over the 3 “Critical Holidays” On the Yahoo Bing Network
Thanksgiving
Black Friday
Cyber Monday
Thanksgiving Day share of clicks grew 20%
Source: Microsoft Internal Data, 2013
#BingAdsHoliday @BingAds
Searches
Time zone: Eastern Standard Time
1Total online sales grew 21% from last year2
Source: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report
#BingAdsHoliday @BingAds
Searches
1Total online sales grew 19% from last year2
Time zone: Eastern Standard Time Source: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report
#BingAdsHoliday @BingAds
Searches
Time zone: Eastern Standard Time Source: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report
1
Total online sales grew 21% from last year2
Tips to thrive this holiday season: • Don’t “set it and forget it” • Ensure budget is large enough for key dates • Check in on top days, monitoring position and
bids
#BingAdsHoliday @BingAds
Making a list and checking it twice The average shopper planned to spend $738 on holiday gifts.
9%
19%
20%
23%
25%
33%
33%
44%
49%
59%
61%
Flowers/Plants Sporting goods or leisure items
Home decor or furnishings Jewelry or precious metal accessories
Personal care or beauty items Food/Candy
Consumer electronics or accessories Toys
Books, CDs, DVDs, videos or video games
Gift cards/gift certificates Clothing or accessories
Gifts people plan to buy this holiday season
Source: National Retail Federation Monthly Consumer Survey, Nov 2013
#BingAdsHoliday @BingAds
Words that work And words that don’t work. Most clickable ad combinations.
Source: Microsoft Internal Data, PC/Tablet, 2013
Ad combo most likely to be clicked
Ad combo least likely to be clicked
Toys & Hobbies TITLE DESCRIPTION Brand Name Call to Action
Compare Call to Action
#BingAdsHoliday @BingAds
Apparel & Accessories Toys & Hobbies Consumer Electronics TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION
[Param Insertion] Save/Savings Brand Name Call to Action Online Call To Action
Products [Param Insertion] Compare Call to Action Cheap Affordable [Dynamic Keyword Insertion]
Flowers, Cards, Gifts, Greetings
Sporting Goods, Fitness Equipment Clothing & Shoes
TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION
Books Call To Action [Param Insertion] Products Call to Action Call to Action
[Param Insertion] Products "Brands" "Brands" “Brands” “Brands”
Beauty & Personal Care Books Jewelry & Watches TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Online Call To Action % Off Call to Action [Param Insertion] Price/Pricing
“Brands” “Brands” [Param Insertion] % Off Gifts Call to Action
Words that work And words that don’t work. Most clickable ad combinations.
Source: Microsoft Internal Data, PC/Tablet, 2013
Ad combo most likely to be clicked
Ad combo least likely to be clicked Parameter insertion: dynamic insertion of words into the ad title or description based on a list of words you specify.
Shoppers are willing to spend the time looking for and redeeming coupons.
Source: Holiday Study by IPSOS and Yahoo, 2014
41% Will spend more time shopping for holiday offers and promotions.
37% Will use online coupons more this year.
27% Will only buy gifts at places where they have a coupon.
Top ad copy combinations
Daily Deals & Coupons - PC/Tablet
TITLE DESCRIPTION
% Off % Off Official Site % Off % Off Products Official Site Products Brand Name "Products"
Source: Microsoft Internal Data, 2013 #BingAdsHoliday @BingAds
1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014. 2Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of
performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.
Want to drive shoppers to your website?
Want to drive online shoppers to your store front?
Up to 29% Lower cost-per-click with Product Ads than with standard text ads1
Up to 9% higher click-through rate with Location Extensions than with standard text ads2
#BingAdsHoliday @BingAds
Meet Top Movers – a report that makes it easy to quickly identify performance changes and possible causes.
The best new gift from Bing Ads this holiday season
#BingAdsHoliday @BingAds
#BingAdsHoliday @BingAds
Speaker
Doug Chavez Global Head of MarkePng Research and Content Kenshoo
At Kenshoo, Doug leads markePng research and content development efforts to engage with brands, agencies and leading industry analysts.
Doug has spent his near 20 year career at the intersecPon of media and technology. As SVP of emerging media at UM, he led media and brand strategy, and as director of digital at Del Monte Foods, he is credited with building a digital consumer engagement plaUorm across Del Monte’s porUolio of 17 brands, such as Del Monte, Contadina, Milk-‐Bone and 9lives.
21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Search & Social Holiday Insights
22 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Facebook Performance Spikes on Key 2013 Shopping Season Dates
3x Higher Average
Conversions
23 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Facebook Performance Spikes on Key 2013 Shopping Season Dates
+13x Higher Average Revenue
24 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Cyber Monday 2013 Standout Date for Revenue Generated from Facebook Ads
29% of Total “Key Dates”
Revenue Generated on Cyber Monday
#BingAdsHoliday | @Kenshoo © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
27 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Search + Social are More than Half of Digital Ad Budgets
Source: eMarketer, December 2013
28 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Source: eMarketer, December 2013
70% of all Kenshoo clients allocate more than half of their
digital marketing budget to search + social
Search + Social are More than Half of Digital Ad Budgets
29 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Cross-channel is not…
SEARCH SOCIAL
Having two products
operating in silos Or forcing social to fit a search strategy
30 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Cross-channel is…
Leveraging success across channels
Reaching targeted audiences beyond search
Optimizing for true value of all interactions
Gaining a holistic view of search & social
31 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Audience Intelligence and Activation This holiday season, spend marketing budget more efficiently by leveraging cross-channel insights to reach consumers most likely to convert
DMP INTEGRATIONS
INTENT- DRIVEN FBX
RETARGETING SUPPORT
INTENT-DRIVEN AUDIENCES
AUDIENCE REACH ENGINE
OFFLINE DATA APPEND
32 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Deploy Insights and Assets Across Channels to Act Quickly this Season
Facebook Ads
FBX Ads
Search Text Ad
Product Ad
Inventory Feed XML
Web Visit
Automate & Optimize
Twitter Ads
33 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Pinpoint Audiences Based on Search Intent
Sneakers
Heels
Boots
Custom Audiences
Demographics
Interests
Behaviors
Retargeting segments Refine
34 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Audiences Expanded via Lookalikes
Lookalike Audiences
Sneakers Lookalikes
Demographics
Interests
Behaviors
Sneakers Custom Audience (people searching for sneakers)
New Segment Refine
35 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo
Total Addressable Audience on Facebook
Facebook Native Targeting
What people did on Facebook
Online Behavioral Targeting
What people did on other sites and apps
WCA FBX
What people did on your site and apps
IDA What people did on search engines
Why It’s Great: Kenshoo IDA Works Alongside other Facebook Targeting Options
Intent Signal = Highest
Intent Signal = High
Intent Signal = Medium
Intent Signal = Lowest
#BingAdsHoliday @BingAds
Our panel
Panel Discussion: Your 2014 Holiday Search and Social Plan
Bri,ney Thomas Doug Chavez Brian Toba Al McClain Bing Ads Kenshoo BevyUp RetailWire
#BingAdsHoliday @BingAds
Panelist
Brian Toba Co-‐founder & Chief Technology Officer BevyUp
Brian is the CTO of BevyUp, a collaboraPve shopping plaUorm where retailers and customers build long lasPng relaPonships through personal recommendaPons and conversaPons.
He is the technical architect of BevyUp’s plaUorm and analyPcs with a deep passion for user experiences. His experience includes Microsok CollaboraPon and P&G Consumer Research.
#BingAdsHoliday @BingAds
Webinar audience instant poll
INSTANT POLL #1:
How prepared do you think your markePng team is at present with its search and social markePng strategy for the upcoming November holiday acPvity?
• Totally prepared • Somewhat prepared • Getng started • Not at all prepared
#BingAdsHoliday @BingAds
Panel Discussion: Your 2014 Holiday Search and Social Plan
What would be at the top of your checklist if you were preparing your search and social markeCng plan for the holidays?
With so much ecommerce ac:vity concentrated into three days in November, there is intense pressure on marketers to be thoroughly prepared.
QUESTION #1
#BingAdsHoliday @BingAds
Webinar audience instant poll
INSTANT POLL #2:
How would you rate your own understanding of current search markePng strategies?
• Expert • Fairly competent • Novice/dabbler
#BingAdsHoliday @BingAds
Panel Discussion: Your 2014 Holiday Search and Social Plan
Are marketers held back by outdated noCons of what search can do? What are some of the biggest misconcepCons they hold on to?
While gaining great sophis:ca:on in the last decade, search marke:ng is s:ll a quickly evolving field.
QUESTION #2
#BingAdsHoliday @BingAds
Webinar audience instant poll
INSTANT POLL #3:
In your organizaPon, does the same departmental team handle search markePng and social markePng?
• Yes, the same team • No, two different teams • Split between mulPple teams • Not sure
#BingAdsHoliday @BingAds
Panel Discussion: Your 2014 Holiday Search and Social Plan
What are the best markeCng teams doing to avoid the "silo" problem between search and social?
CPG and retailer marke:ng teams oGen suffer from too much departmentaliza:on, at a :me when omnichannel principles call for closer coordina:on.
QUESTION #3
#BingAdsHoliday @BingAds
Webinar audience instant poll
INSTANT POLL #4:
On what plaUorm does your company focus the most social markePng effort?
• Facebook • Twi]er • LinkedIn • YouTube • Google+ • Pinterest • Instagram • Other
#BingAdsHoliday @BingAds
Panel Discussion: Your 2014 Holiday Search and Social Plan
How has online assisted selling evolved and how can it serve as a seamless extension of search and social markeCng?
Once search and social tac:cs successfully draw shoppers to online stores, marketers then turn to the challenge of sales conversion.
QUESTION #4
#BingAdsHoliday @BingAds
AUDIENCE Q&A Your ques:ons for the panel...
Panel Discussion: Your 2014 Holiday Search and Social Plan
Bri,ney Thomas Doug Chavez Brian Toba Al McClain Bing Ads Kenshoo BevyUp RetailWire
#BingAdsHoliday @BingAds
Contact informa'on:
bingads.com | @BingAds
Kenshoo.com | @Kenshoo | [email protected]
BevyUp – www.bevyup.com | @bevyup | [email protected]
___________________________________________________________
For RetailWire: Al McClain | [email protected] | (561) 627-‐4974