channels & devices - cpc strategycdn-website.cpcstrategy.com/wp-content/uploads/...raw data...
TRANSCRIPT
![Page 1: Channels & Devices - CPC Strategycdn-website.cpcstrategy.com/wp-content/uploads/...Raw Data Search Friendly Modern slim fit pin stripe pronto charcoal grey wool blazer: Item #25MZ345GH](https://reader033.vdocuments.mx/reader033/viewer/2022052717/5f0470367e708231d40df7cf/html5/thumbnails/1.jpg)
1 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Products & Solutions
Management
& Optimization Forecasting
& Attribution
Measurement
& Reporting
Personas
& Audiences
Channels & Devices
Mobile Search Social Display TBD
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2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information
Kenshoo #1 in PLAs
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Creating a Scalable & Complementary Approach to Text Ads & Shopping Campaigns
May, 13th 2015
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4 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
• Shopping Campaigns & The Search Landscape
• Budget Allocation
• Use Text Ads to Inform Shopping Campaign Strategy
• Leverage Shopping Campaign Insights
• Scale & Expand
Agenda
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5 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Shopping Campaigns
&
The Search Landscape
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6 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
A Brief History…
2002
2007
2012
2014
Monetization
of PLAs
Shopping
Campaigns: a
new way to
manage PLAs
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7 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
PLAs Shake Up SERPs
• Move from text to
shopping-centric
• Increased page
ownership
• Labeled as “Sponsored”
as opposed to “Ads”
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8 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Don’t Forget About Mobile
• Smaller screen = less real estate
• Leverage mobile bid adjustments
• Online to offline
Mobile is predicted to account for 49% of digital ad spend in 2015
Source: eMarketer
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9 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Global retail PLA spend increased 138% YoY during the 2013 shopping season with nearly a
9-to-1 return on ad spend.*
*Kenshoo 2013 Online Retail Seasonal Shopping Report Final Edition
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10 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Continued Year-Over-Year Growth in 2014
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11 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
PLA Performance vs. Paid Search Text Ads
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12 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Budget Allocation
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13 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Where Is Shopping Campaign Budget Coming From?
• --(shifts that Kenshoo has seen in terms of how retail advertisers are
allocating their ad budget, offer soft recommendations)
• cost split out
• in general… shift of text budget to shopping bc ROI is better
• CPC majority on text and 1k on shopping
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14 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
13%
61%
26%
Spend
Brand Keywords
Non Brand Keywords
Shopping Campaigns
Spend Breakdown & Performance
Source: Kenshoo aggregated retailer data November & December 2014
$3.51
$6.13
Non Brand Keywords
Shopping Campaigns
ROI
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15 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
PLAs & Text Ads: Better Together
Source: Kenshoo aggregated retailer data November & December 2014
Recommendation: Test running
Shopping campaigns and Text Ads in
tandem
$3.02
$17.90
$6.13 $3.51
$33.70
ShoppingCampaigns
Non BrandKeywords
BrandKeywords
ROI
Text Ads Only
Both ShoppingCampaigns andText Ads
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16 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Use Text Ads to Inform
Shopping Campaign Strategy
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17 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Optimize Feed to Resonate with Searchers Raw Data Search Friendly
Modern slim fit pin stripe
pronto charcoal grey wool
blazer: Item #25MZ345GH
Fitted charcoal grey blazer
Featuring a trimmer cut
through the chest and
waist, this slim fit sport
coat has a muted pinstripe
pattern in shades of taupe
and charcoal S-XL retails
at $299.00 and will arrive
in dress bag. Free
shipping for orders over
$250. Made in Vietnam,
Reserve in store.
• Product: Mens Blazer
• Fit: Slim fit
• Pattern: Pinstripe
• Sizes: S, M, L, XL
• Price: $299
• Promo: Free Shipping
Optimize for Consumer
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18 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Segment Product Groups Based on Top Performers
Keyword-level Performance
Allows for smarter bids, budget allocation and prioritization
Product Group Structure
All products
Top Performing Brand One
Brand One Top Product
One
Brand One Top Product
Two
Top Performer Two
Everything Else
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19 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Minimize Inefficient Spend with Negative Keywords
• The more products in your product
group, the less control
• Improve relevancy
• Protect CTR and Quality Score
Leverage negatives from search to instantly refine traffic
Broad
Phrase
Exact
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20 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Leverage Promotional Ad Copy
• Capitalize on promotional
messaging that has worked for
text ads
• Add promotional text via
AdWords
• Add special offers via
Merchant Center feed
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21 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Leverage Shopping Campaign
Insights
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22 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Increase Your Text Ad Credibility Google Trusted Store Text Ad Reviews & Ratings
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23 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Inform Text Ad Structure & Optimization
• Find opportunities for keyword expansion
• Shift budgets based on product performance
• Adjust bids based on opportunity
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24 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Leverage Product-Level Insights Cross-Channel
Expand or improve performance in other channels
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25 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Scale & Expand
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26 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Where to Start
• Shopping Campaigns require a product feed
• Text Ads will provide insights for better Shopping campaign optimization
Search Text Ads
Shopping Campaigns
Cross-Channel
Expansion & Retargeting
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27 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Plan Your Shopping Campaign Structure
Campaign
Ad Group
Product Group
• Budget
• Geo & Language
• Priority
• Keyword Negatives
• Mobile Bid Adjustments
• Bids
• Competitive Metrics
• Margins
One SKU per product group will give you the most control, but will also make bidding more complex
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28 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Optimize for Scale
• Automation may be necessary based on campaign size and number of
product groups
• Portfolio optimization that will help deal with low data sets and predict where
your next dollar can be spent most efficiently
• Mobile bid adjustment recommendations
Consider An Automated Shopping Campaign-Specific Policy
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29 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Optimize Shopping Campaigns Within the Big Picture
Social Ad
Click
Search Text Ad
Click
Product Ad
Click
Purchase
Leverage multi-touch attribution for holistic optimization
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30 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Summary
• Shopping campaigns are important for page ownership
• Text Ad insights can help increase control of Shopping campaigns
• Product-level insights to improve strategy in text ads and beyond
• Create a good structure and optimize holistically
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31 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Questions
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Submit your questions in the chat box on the right
Questions for Emily?
www.CPCStrategy.com | 619.501.6138 | [email protected]
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www.CPCStrategy.com | 619.501.6138 | [email protected]
The 2015 Google Shopping Virtual Summit
Tomorrow (5/14, 11-12pm PST):
Using Your Competitors’ Data to Drive Performance on Google Shopping –
Presented by SEMrush
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34 © 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Meet the Presenter
Emily Helander
Kenshoo | Sr. Product Marketing Manager