Presentation by Aaron Goldman, Kenshoo CMO, at OMS Chicago. July 26, 2011. Covers all the hot companies, channels, and trends in online advertising including Facebook, Groupon, Apple, Google, Microsoft, and Yahoo.
58. Dynamic SEM Merchandising King’s Soft Field Sofa Only 12 left at $550.00. Price Match Guarantee www.acme.com/LivingRoom/Sofa Promotions Brand Keyword Combos Price Inventory Category 58
59. Dynamic SEM Merchandising Top 500 internet retailer drives 200%+ increase in ROI through dynamic campaigns ROI increased on average from $ 2.94 to $ 6.41 2.6 Million Keywords and 1.5 Million Ads Created into Highly Granular Campaigns (categories, styles, SKUs) King’s Soft Field Sofa Only 12 left at $550.00. Price Match Guarantee www.acme.com/LivingRoom/Sofa Promotions Brand Keyword Combos Price Inventory Proof Point Category 59
73. 64 Connect the Dots Offline B2C Furniture Retailer Gets Big Lift Accounting for Offline Phone Conversions Driven by SEM 31% of total revenue driven offline 38% increase in Average Order Value 130% increase in ROI Call Conversion Optimization Promotion Conversion Optimization Proof Point
75. (Last Click) Give Credit Where It’s Due Blue T-Shirt Great Prices T-shirt.com Red T-Shirt XL Size Available T-shirt.com Green T-Shirt Great Prices T-shirt.com Keyword 1 Keyword 2 Keyword 3 40% 25% 10% 5% 10% 10% 40% 25% 25% 25% 0% 0% 0% 100% 60% 25% Most advertising tracking systems report and act on only the last click prior to purchase 66
76. (Last Click) Give Credit Where It’s Due 14% increase in Facebook revenue for apparel advertiser with 1st click attribution Proof Point Blue T-Shirt Great Prices T-shirt.com Red T-Shirt XL Size Available T-shirt.com Green T-Shirt Great Prices T-shirt.com Keyword 1 Keyword 2 Keyword 3 40% 25% 10% 5% 10% 10% 40% 25% 25% 25% 0% 0% 0% 100% 60% 25% Most advertising tracking systems report and act on only the last click prior to purchase 67
77. Search + Social = 3 Top 100 Internet Retailer running DR search and social campaigns on Kenshoo platform, both with positive ROI 20% of all conversion paths showed ad clicks from more than one channel (searchand social) Over 1/3 had brand queries in the path to conversion Consumers discover brand on FB and then search for it by name Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Source: Kenshoo Social
78. Kenshoo Case Study – Search & Social Top 100 Internet Retailer running DR search and social campaigns, both with positive ROI 20% of all conversion paths showed ad clicks from more than one channel (searchand social) Over 1/3 had brand queries in the path to conversion Consumers discover brand on FB and then search for it by name Kenshoo.com/WebinarRegistration Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Source: Kenshoo Social