kenshoo global search trends q1 2013 - kenshoo webinar
TRANSCRIPT
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Kenshoo Global Search Advertising TrendsUpdated through Q1, 2013
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Welcome!
Josh Dreller
Director of Marketing Research
Kenshoo• Paid search practitioner since 2003• SEM on both advertiser and agency side• SearchEngineLand.com columnist for 5+ years• [email protected]
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Agenda
Methodology
Key Campaign Metrics
Geographic Regions
Mobile Devices
Summary Infographic
Actionable Insights
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Methodology
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Methodology
• Representative sample set of Kenshoo clients in 190+ countries
• Includes only search advertisers spending consistently during the period of analysis (previous 24 months)
• Initial three months of campaign data removed to reduce impact of anomalies from program launches
• Reflects billions of dollars of paid search spend• Volume metrics have been normalized to a factor of 1
based on the initial quarter of data. • Data points from subsequent quarters are based on a multiplier from the first quarter• For example, 1.55 means that metric is 55% greater than that of the initial quarter
• Mobile data set is a different set of clients than global index
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Key Campaign Metrics
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Quarterly Global Search Advertising Spend Volume
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Quarterly Global SearchAdvertising Click Volume
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Quarterly Global Search Advertising Cost-per-click Rates
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Quarterly Global SearchAdvertising Click-through Rates
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Quarterly Global SearchAdvertising Impression Volume
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Geographic Regions
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Quarterly U.S. Search Advertising Spend Volume
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Quarterly U.K. Search Advertising Spend Volume
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Quarterly E.U. Search Advertising Spend Volume
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Quarterly Regional Average Cost-per-click (USD)
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Mobile Devices
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Q1 2013 U.S. Search Advertising Spend and Clicks by Device
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Q1 2013 U.S. Search Advertising Cost-per-Click by Device (USD)
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Q1 2013 U.K. Search Advertising Spend and Clicks by Device
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Q1 2013 U.K. Search Advertising Cost-per-Click by Device (GBP)
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Summary Infographic
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Actionable Insights
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Actionable Insights
#1 - Metrics are always in motion
#2 - You can still improve your CTR
#3 - Work your Quality Scores for lower CPCs
#4 - Master managing SEM by device
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#1 - Metrics Are Always in Motion
• Search marketers need flexible tools that can adjust and account for constant fluctuations and seasonality
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Kenshoo Portfolio Optimizer™ (KPO)
• Looks at portfolio as whole• Altruistic• Flexible configuration
• Automatically clusters keywords • Considers millions of different
clusters• Looks at value of next unit of
spend
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Unique Seasonality Decisioning
Start Date End Date Description
15-Jun 1-Jul Clearance Sale
15-Aug 30-Sep Back to School Promotion
1-Dec 31-Jan Holiday Promotion
Retail
Academic
Financial
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#2 - You Can Still Improve Your CTR
• Sometimes it feels as if your performance has hit a wall – but there are always more efficiencies
• Search marketers need to find ways to be nimble and agile while managing creative at scale
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Kenshoo Editor
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#3 - Work Your Quality Scores for Lower CPCs
• Making bid changes for large accounts can be a daunting task but even shaving pennies off of your CPCs can lead to major improvement
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Advanced Search & Scheduled Actions
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#4 - Master Managing SEM by Device
• Managing all devices with the same strategy won’t get you the best results on each
• Need tools that can enhance the engine offeringsGoogle: Enhanced campaigns
YBN: Still allowing separate campaigns
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Track Performance By Device, Browser, And OS
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Client Success Story
• Skyscanner, #1 flight meta-search site in Europe, switched to Kenshoo after unsuccessful implementations with Efficient Frontier (Adobe) and Marin Software
• Expanded to more than 50 markets using Kenshoo Editor and leverage Kenshoo Portfolio Optimizer to drive 100%+ conversion growth in key countries
• Download full case study: http://www.kenshoo.com/skyscanner_case_study
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Summary
#1 - Metrics are always in motion
Keep your process nimble
#2 - You can still improve your CTR
Keep working, every .1% increase helps
#3 - Work your Quality Scores for lower CPCs
Unless you’re at 10, there’s still room to improve
#4 - Master managing SEM by device Different screens, different intent, etc.
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Thank you
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Thank you
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Download full report at:
Kenshoo.com/SearchGlobalTrends