search and social intersection by chad baldwin

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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

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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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Page 1: Search And Social Intersection By Chad Baldwin

© 2014 Kenshoo, Inc. Confidential and Proprietary Information

– 1 – #KenshooIntersections

Search & Social Intersections

• Why it matters

• Similarities and Differences

• Search & Social Better Together

Page 2: Search And Social Intersection By Chad Baldwin

– 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

Page 3: Search And Social Intersection By Chad Baldwin

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

Page 4: Search And Social Intersection By Chad Baldwin

– 4 – Kenshoo, Inc. Copyright 2014

SMX Advanced

Why it Matters: 32% of Time Online is Search & Social

Page 5: Search And Social Intersection By Chad Baldwin

– 5 – Kenshoo, Inc. Copyright 2014

SMX Advanced

Why it Matters: More than Half of Digital Ad Budgets

Source: eMarketer, December 2013

Page 6: Search And Social Intersection By Chad Baldwin

– 6 – Kenshoo, Inc. Copyright 2014

SMX Advanced

Why it Matters: A Consumer Path: Search & Social

Source: Kenshoo retail client, June 2013

Page 7: Search And Social Intersection By Chad Baldwin

– 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

Page 8: Search And Social Intersection By Chad Baldwin

© 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

Social Search

Page 9: Search And Social Intersection By Chad Baldwin

– 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

Page 10: Search And Social Intersection By Chad Baldwin

– 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

Page 11: Search And Social Intersection By Chad Baldwin

– 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]

Page 12: Search And Social Intersection By Chad Baldwin

© 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

- Don’t silo / understand attribution