kenshoo - ddm alliance summit marketing on facebook
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Empowering Marketers with Technology to Build Brands & Generate Demand on FacebookTRANSCRIPT
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© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Empowering Marketers with Technology to
Build Brands & Generate
Demand on Facebook
David Gilbert Head of Social, EMEA
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2© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Modern Boardroom Challenges
Multi-billion dollar global organisationsComplex marketing programmesCompeting against same for growth and profitNeed tech for visibility, efficiency, and volumeBoardroom understands thisPressure is on the CMO to deliver
The Marketer’s Dilemma
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Facebook helps you discover what matters to you
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Source: Nielsen UK April 2013
And people are deeply engaged
50% of 18-24 year olds say it’s the first thing they access in the morning, and the last thing they access at night
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5© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Source: Google Analytics, Q4 2012
Social is not always the last interaction prior to purchase
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Think about Audiences, not channels
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Multi-touch attribution
Source: Kenshoo retail client, June 2013
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8© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Search & Social = 32% of time spent online
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9© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Search & Social = more than half of digital ad spend
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10© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Facebook advertising improves Search performance
Source: Kenshoo, November 2013
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11© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Know your customer: the importance of 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
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How can technology deliver success on
Facebook?
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13© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo: Delivering Scale in Digital Marketing
Note: Data based on annualized numbers, Dec 2013
$100 million budget
Every week, Kenshoo spends
1 billion clicksEvery month, Kenshoo delivers
1 trillion ads
Every year, Kenshoo serves
32,000 adsEvery second, Kenshoo serves
22,000 clicksEvery minute, Kenshoo delivers
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14© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Increase scale and efficiency
Demographics DeviceAd CopyImage
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15© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Spend money where it will have the most impact
Campaigns ROI
3
4
7
5
1
Final Budget
£150
£200
£350
£250
£50
5 £1,000
= fair
= good
= best
ROI Goal: 5Budget £1,000
Portfolio #1
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16© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Discover new audiences and opportunities
Age: 25 – 45Gender: Male, Female
Interests: FashionReach: 1M
HairstylesReach: 500KRelevancy: 4
JewelleryReach: 300KRelevancy: 9
John LewisReach: 200KRelevancy: 7
Grey Goose VodkaReach: 100KRelevancy: 8
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Leverage insights and assets from other Channels
Facebook Ads
FBX Ads
Search Text Ad
PLA Ad
Inventory Feed XML
Web Visit
Automate & Optimize
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Innovation drives success
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19© 2014 Kenshoo, Inc. Confidential and Proprietary Information
1. Reach your highest potential prospects… in real-time:
Search-triggered Facebook Exchange (FBX)
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20© 2014 Kenshoo, Inc. Confidential and Proprietary Information
2. Replicate your strongest Search success on Facebook:
Demand-Driven Campaigns™
Google PLAs often perform well for eCommerce advertisers…
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21© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Case Study: Alex & Ani:
Top Performing Products
2. Replicate your strongest Search success on Facebook:
Demand-Driven Campaigns™
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22© 2014 Kenshoo, Inc. Confidential and Proprietary Information
3. Target your off-Facebook audiences on Facebook:
Intent-Driven Audiences™
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23© 2014 Kenshoo, Inc. Confidential and Proprietary Information
1st Party Intent Data Dynamic Custom Audiences Halo Effect
19%ROI
22%CONVERSIONS
Search
54%
ROI
49%CPC
Social
[search query]
3. Target your off-Facebook audiences on Facebook:
Intent-Driven Audiences™
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Questions to ask potential tech partners
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25© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Evaluating potential technology partners
www.kenshoo.com/social-ad-platform-guide/
Workflow UI
• Is it easy to use and customisable?• Does the platform help identify
mistakes such as accuracy issues?• Is it better than the native ad platform?• Does it have a really great ‘Help’
section?• Will it save time?
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26© 2014 Kenshoo, Inc. Confidential and Proprietary Information
www.kenshoo.com/social-ad-platform-guide/
Reporting & Analytics
• Does the reporting suite have all the basics?
• How deep (and wide) is the analytics offering?
• How does the platform handle Big Data? • Can it adapt to your needs? (Custom
Metrics)• Does it enable forecasting and predicting
modelling?
Evaluating potential technology partners
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27© 2014 Kenshoo, Inc. Confidential and Proprietary Information
www.kenshoo.com/social-ad-platform-guide/
Optimisation
• How long has the core optimisation technology been live and in market?
• Does the optimisation methodology make sense?
• What kind of inputs does the optimisation technology use to make decisions?
• Does the optimisation go beyond bids?
Evaluating potential technology partners
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28© 2014 Kenshoo, Inc. Confidential and Proprietary Information
www.kenshoo.com/social-ad-platform-guide/
Advanced Functionality
• Do you need a global platform? • How well does the platform integrate
and activate other channels?• What does the product roadmap look
like?• How much does it cost, versus the
value it will deliver to your business?• What is the onboarding process?• What ongoing support is offered?
Evaluating potential technology partners
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Summary
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30© 2014 Kenshoo, Inc. Confidential and Proprietary Information
• Facebook fuels the entire purchase funnel
• Technology enables successful Facebook advertising at scale
• It’s all about Audiences and Signals
• Cross-channel coordination is a driver of additional success
• A long list of PMDs are waiting to help you today!
• Do your homework, then pick the best partner for your
business
Summary