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Presentation by Aaron Goldman, Kenshoo CMO, at OMS Chicago. July 26, 2011. Covers all the hot companies, channels, and trends in online advertising including Facebook, Groupon, Apple, Google, Microsoft, and Yahoo.
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WHAT’S HOT IN DIGITAL MARKETING?July 26, 2011
@AaronGoldman#OMSCHI
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Heat-o-Meter
Companies
Channels
Macro Trends
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COMPANIESFeeling Hot, Hot, Hot!
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5
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7
8
9
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Groupon
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Groupon
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Groupon
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Groupon
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Apple
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Apple
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Apple
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18
19
20
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22
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Microsoft
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Microsoft
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Microsoft
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Yahoo
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Yahoo
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Yahoo
Source: SEMPO State of Search 2011
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CHANNELSThe Heat is On!
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Social
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Social
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Social
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Social
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Social
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Mobile
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Mobile
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Mobile
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Mobile
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Mobile
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Local
Local Ad Spending (2010-2014, $Billion) Source: BIA/KelseyYear Traditional Online Traditional
ShareTotal
2010 $113.6 $19.6 85% $133.32011 119.2 23.0 83 133.22012 110.4 26.8 80 137.32013 109.3 30.9 78 140.22014 110.0 35.2 76 145.2
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Local Ad Spending (2010-2014, $Billion) Source: BIA/KelseyYear Traditional Online Traditional
ShareTotal
2010 $113.6 $19.6 85% $133.32011 119.2 23.0 83 133.22012 110.4 26.8 80 137.32013 109.3 30.9 78 140.22014 110.0 35.2 76 145.2
Local
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Local Ad Spending (2010-2014, $Billion) Source: BIA/KelseyYear Traditional Online Traditional
ShareTotal
2010 $113.6 $19.6 85% $133.32011 119.2 23.0 83 133.22012 110.4 26.8 80 137.32013 109.3 30.9 78 140.22014 110.0 35.2 76 145.2
Local
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Local Ad Spending (2010-2014, $Billion) Source: BIA/KelseyYear Traditional Online Traditional
ShareTotal
2010 $113.6 $19.6 85% $133.32011 119.2 23.0 83 133.22012 110.4 26.8 80 137.32013 109.3 30.9 78 140.22014 110.0 35.2 76 145.2
Local
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Local
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Video
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Video
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Search
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Search
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Search
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Display
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Display
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Display
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Display
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MACRO TRENDSIf You Can’t Stand the Heat, Get Out of the Kitchen!
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Automation
Source: SEMPO State of Search 2011
Dynamic SEM Merchandising
Attributes
Store: 123Metro: MSPCity: BloomingtonCategory: Living RoomSubCategory: SofaSize: LargeBrand: King’sItem SKU: 527 510 480 10Name: Soft FieldColor: Lime GreenPrice: $550.00Inventory: 12
Auto Keyword Expansion
Category + BrandSub-Category + BrandCategory + Color + BrandBrand + Sub-Category Brand + CategoryBrand + NameName + ColorSize + NameName + BrandBrand + LocationLocation + InventoryCategory + Location
Auto Campaign & Ad Group Creation
Dynamic Ad Creation
King’s Soft Field SofaOnly 12 left at $550.00.Price Match Guaranteewww.acme.com/LivingRoom/Sofa
PriceKeyword Combos
Promotions
Category
Brand
Inventory
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Dynamic SEM Merchandising
Attributes
Store: 123Metro: MSPCity: BloomingtonCategory: Living RoomSubCategory: SofaSize: LargeBrand: King’sItem SKU: 527 510 480 10Name: Soft FieldColor: Lime GreenPrice: $550.00Inventory: 12
Auto Keyword Expansion
Category + BrandSub-Category + BrandCategory + Color + BrandBrand + Sub-Category Brand + CategoryBrand + NameName + ColorSize + NameName + BrandBrand + LocationLocation + InventoryCategory + Location
Auto Campaign & Ad Group Creation
Dynamic Ad Creation
King’s Soft Field SofaOnly 12 left at $550.00.Price Match Guaranteewww.acme.com/LivingRoom/Sofa
PriceKeyword Combos
Promotions
Category
Brand
Inventory
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Top 500 internet retailer drives 200%+ increase in ROI through dynamic campaigns
ROI increased on average from $ 2.94 to $ 6.41
2.6 Million Keywords and 1.5 Million Ads Created into Highly Granular Campaigns (categories, styles, SKUs)
Proof Point
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Real-time URL Monitoring
Turnkey Solution for Maintaining Optimal Landing Pages– Uses web-bot (does not scrape live ads) – Triple error verification to reduce false positives– Minimal website footprint (loads code only, no image rendering)– Provides alerts that can be immediately acted on to repair campaigns
Website Errors
• 404 Page Not Found
• Extraneous Load Times
Redirection Errors
• Too many redirects• Tracking
parameter causes broken link
Out of Date Errors
• Product not found• Promotion ended
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URL Monitoring
Turnkey Solution for Maintaining Optimal Landing Pages– Uses web-bot (does not scrape live ads) – Triple error verification to reduce false positives– Minimal website footprint (loads code only, no image rendering)– Provides alerts that can be immediately acted on to repair campaigns
Website Errors
• 404 Page Not Found
• Extraneous Load Times
Redirection Errors
• Too many redirects• Tracking
parameter causes broken link
Out of Date Errors
• Product not found• Promotion ended
Random Sample of 10 Kenshoo Watchdog Users:
3.21% of all links checked were brokenAverage value of a single broken link: $54.37
(Based on 7 day look-back for ad spend)
Proof Point
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Integration
Source: SEMPO State of Search 2011
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Connect the Dots Offline
Call Conversion Optimization
Promotion Conversion Optimization
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Connect the Dots Offline
Call Conversion Optimization
Promotion Conversion Optimization
B2C Furniture Retailer Gets Big Lift
Accounting for Offline Phone Conversions
Driven by SEM
31% of total revenue driven offline38% increase in Average Order Value130% increase in ROI
Proof Point
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Attribution
Source: SEMPO State of Search 2011
Give Credit Where It’s Due
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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Most advertising tracking systems report and act on only the last click prior to purchase
6 0 %2 5 %1 0 %5 % 4 0 %1 0 %1 0 %4 0 % 2 5 %2 5 %2 5 %2 5 % 1 0 0 %0 %0 %0 % (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Give Credit Where It’s Due
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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Most advertising tracking systems report and act on only the last click prior to purchase
6 0 %2 5 %1 0 %5 % 4 0 %1 0 %1 0 %4 0 % 2 5 %2 5 %2 5 %2 5 % 1 0 0 %0 %0 %0 % (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
14% increase in Facebook revenue for apparel advertiser with 1st click attribution
Proof Point
Search + Social = 3
Top 100 Internet Retailer running DR search and social campaigns on Kenshoo platform, both with positive ROI 20% of all conversion paths showed ad clicks from more than one channel (search and social)– Over 1/3 had brand queries in the path to conversion– Consumers discover brand on FB and then search for it by name
Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Source: Kenshoo Social
Kenshoo Case Study – Search & Social
Top 100 Internet Retailer running DR search and social campaigns, both with positive ROI 20% of all conversion paths showed ad clicks from more than one channel (search and social)– Over 1/3 had brand queries in the path to conversion– Consumers discover brand on FB and then search for it by name
Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Source: Kenshoo Social
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