© 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
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
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SMX Advanced
Why it Matters: 32% of Time Online is Search & Social
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SMX Advanced
Why it Matters: More than Half of Digital Ad Budgets
Source: eMarketer, December 2013
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SMX Advanced
Why it Matters: A Consumer Path: Search & Social
Source: Kenshoo retail client, June 2013
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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
Social Search
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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
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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
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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
- Don’t silo / understand attribution