finding ways to activate search & social synergy

searchmarketingexpo.com@KMWRATHER

#SMX #31C

FINDING WAYS TO

ACTIVATE

SEARCH & SOCIAL SYNERGY


#SMX #31C

Source: Econsultancy, “Cross-Channel Marketing Report 2014,” August 2014

62% of global marketers agreed that messaging, execution, and delivery strategies aren’t actually aligned across touch points.

Source: Experian Marketing Services, March 2014

Top Challenges

1.Current Technology

2.Org Structure

3.Budget


#SMX #31C

CROSS CHANNEL IS NOT…

SEARCH SOCIAL

Having two channels

operating in silos Or forcing strategies to fit


#SMX #31C

CROSS-CHANNEL STRATEGY IS…

Leveraging success

across channelsReaching targeted audiences

Optimizing for true

value of all interactionsGaining a holistic view


#SMX #31C

3 Reasons Why Search & Social Should Be

The Next Channels You Integrate


#SMX #31C

1. TOP ONLINE ACTIVITIES


#SMX #31C

A REAL CONSUMER PATH

Source: Kenshoo retail client, June 2013


#SMX #31C

2. CONSUMER TRUST

Source: eMarketer, November 2013


#SMX #31C

Source: eMarketer, December 2013

3. MORE THAN HALF OF DIGITAL AD BUDGETS


#SMX #31C

Source: Kenshoo Search and Social Snapshot, Q4 2014


#SMX #31C

Search and Social: Like PB & J


#SMX #31C

DRIVING BOTTOM LINE RESULTS

Source: Kenshoo, November 2013


#SMX #31C

THERE’S A FLOOR AND A CEILING


#SMX #31C

IMPACT THROUGHOUT PATH-TO-PURCHASE


#SMX #31C

GIVE CREDIT WHERE IT’S DUE


#SMX #31C

Search and Social Activation


#SMX #31C

Target people, not just keywords or interests


#SMX #31C

HOW MUCH IS AN INDIVIDUAL CUSTOMER WORTH IN RETAIL?


#SMX #31C

IT’S ALL ABOUT SIGNALS

Harness data signals to inform and optimize each other

Collection

Analysis

Activation


#SMX #31C 21

SIGNALS ACT AS PROXY FOR CONSUMER VALUE

Search ad click for “tennis racket”

View several product pages

Exit site

Visit Facebook

Visit Shopping Cart

PLA Click


#SMX #31C 22

MAKE DATA-DRIVEN DECISIONS

Exit siteConv Rate: 3.7%

Bid: $2.76

Avg Order Value: $55


Conv Rate: 1.3%

Bid: $1.34


Visit Facebook

Visit Shopping CartView several product pages

PLA Click


#SMX #31C 23

HOW MUCH IS AN INDIVIDUAL CUSTOMER WORTH?

$1.75 CPM

Visit Facebook

Visit Shopping Cart

PLA Click

Conv Rate: 3.7%

Bid: $2.76


Exit site


Conv Rate: 1.3%

Bid: $1.34




#SMX #31C 24

WHICH AD SHOULD YOU SHOW?

Visit Facebook

Visit Shopping Cart

PLA Click

Conv Rate: 3.7%

Bid: $2.76


Exit site


Conv Rate: 1.3%

Bid: $1.34




#SMX #31C

Building Audiences From

Search Intent


#SMX #31C

AUDIENCES BUILT BASED ON SEARCH INTENT

Sneakers

Heels

Boots

Custom Audiences

Demographics

Interests

Behaviors

Retargeting segments Refine


#SMX #31C

AUDIENCES EXPANDED VIA LOOKALIKES

Lookalike Audiences

Sneakers Lookalikes

Demographics

Interests

Behaviors

Sneakers Custom Audience

(people searching for sneakers)

New Segment Refine


#SMX #31C

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

HONING IN ON KEY AUDIENCES

Intent Signal = Highest

Intent Signal = High

Intent Signal = Medium

Intent Signal = Lowest


#SMX #31C

• Rally internal stakeholders• Create a measurement framework for both

search and social• Figure out how to solve pain points using cross-

channel initiatives• ABT: Always Be Testing

• Show how the industry (& competitors) are

advancing

What Next? Develop a Plan.


#SMX #31C

finding ways to activate search & social synergy

Marketing

avg order value

tennis racketconv rate

true value

exit sitesearch ad

consumer valuesearch

kenshoo search

social snapshot

activatesearch social