Search And Social Intersection By Chad Baldwin

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SMX Advanced 2014 Session #SMX #13B - Maximizing The Synergy Of Paid Search & Social - Search & Social Intersections By Chad Baldwin Of Kenshoo For more on search marketing visit http://searchengineland.com and for marketing and social media check out http://marketingland.com

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  • 2014 Kenshoo, Inc. Confidential and Proprietary Information 1 #KenshooIntersections Search & Social Intersections Why it matters Similarities and Differences Search & Social Better Together
  • 2 Kenshoo, Inc. Copyright 2014 SMX Advanced Introductions Chad Baldwin Started Kenshoo Americas 6 years ago, VP Sales, MD Americas, currently Client Partner working with all top global Kenshoo clients Forrester Wave: #1 Bid Management, Q4 '12 Forrester Wave: #1 Social Ad Platforms, Q4 '13 SEARCH SOCIAL
  • 3 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo: Delivering Scale in Digital Marketing Note: Data based on annualized numbers, December 2013 $100 million budget Every week, Kenshoo spends 1 billion clicks Every month, Kenshoo delivers 1 trillion ads Every year, Kenshoo serves 32,000 ads Every second, Kenshoo serves 22,000 clicks Every minute, Kenshoo delivers
  • 4 Kenshoo, Inc. Copyright 2014 SMX Advanced Why it Matters: 32% of Time Online is Search & Social
  • 5 Kenshoo, Inc. Copyright 2014 SMX Advanced Why it Matters: More than Half of Digital Ad Budgets Source: eMarketer, December 2013
  • 6 Kenshoo, Inc. Copyright 2014 SMX Advanced Why it Matters: A Consumer Path: Search & Social Source: Kenshoo retail client, June 2013
  • 7 Kenshoo, Inc. Copyright 2014 SMX Advanced Search & Social: Similarities & Differences Self-service, auction-based, Pay-Per-Click (PPC) models Granular approach Targeting options Real-time optimization Scale in mobile Push vs. Pull Ad formats Targeting options Post-view tracking Mobile Volume Similarities Differences
  • 2014 Kenshoo, Inc. Confidential and Proprietary Information 8 #KenshooIntersections Know Thy Customer [Signals] Harness data signals to inform and optimize each other Search queries Brand term traffic Mobile search data SEM ad copy Search metrics/KPIs Social Targeting Criteria Likes & interests Social activity Social Insights Testing audience response SocialSearch
  • 9 Kenshoo, Inc. Copyright 2014 SMX Advanced Success: Facebook Driving Search Source: Kenshoo, November 2013 GEO-Segmented Study Varying levels of FB Spend Consistent Search Spend Facebook Impressions drove significant increase in Search volume at positive ROI
  • 10 Kenshoo, Inc. Copyright 2014 SMX Advanced Success: Search Driving Facebook: Demand Signals Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post comparison): Top Performing Products
  • 11 Kenshoo, Inc. Copyright 2014 SMX Advanced Success: SEM Driving FB: Audience Intent Signals 1st Party Intent Data Dynamic Custom Audiences Halo Effect 19% ROI 22% CONVERSIONS Search 54 % ROI 49% CPC Social [search query]
  • 2014 Kenshoo, Inc. Confidential and Proprietary Information 2014 Kenshoo, Inc. Confidential and Proprietary Information 12 #KenshooIntersections Search & Social are significant portions of time spent online Treat these channels uniquely and develop the expertise Search & Social are complementary - intent and context - Use signals from each to drive the other - Dont silo / understand attribution