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Empower every marketer with technology to build brands and generate demand on Facebook - DDM...
Transcript of Empower every marketer with technology to build brands and generate demand on Facebook - DDM...
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Empowering Marketers with Technology to
Build Brands & Generate Demand
on FacebookDavid Gilbert
Head of Social, EMEA
2© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Modern Boardroom Challenges
Multi-billion dollar global organisations
Complex marketing programmes
Competing against same for growth and profit
Need tech for visibility, efficiency, and volume
Boardroom understands this
Pressure is on the CMO to deliverThe Marketer’s Dilemma
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
5© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Source: Google Analytics, Q4 2012
Social is not always the last interaction prior to purchase
7© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Multi-touch attribution
Source: Kenshoo retail client, June 2013
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Search & Social = 32% of time spent online
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Search & Social = more than half of digital ad spend
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Facebook advertising improves Search performance
Source: Kenshoo, November 2013
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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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Kenshoo: Delivering Scale in Digital Marketing
Note: Data based on annualized numbers, Dec 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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Increase scale and efficiency
Demographics DeviceAd CopyImage
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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: 5
Budget £1,000
Portfolio #1
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Discover new audiences and opportunities
Age: 25 – 45
Gender: Male, Female
Interests: Fashion
Reach: 1M
HairstylesReach: 500K
Relevancy: 4
JewelleryReach: 300K
Relevancy: 9
John LewisReach: 200K
Relevancy: 7
Grey Goose VodkaReach: 100K
Relevancy: 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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1. Reach your highest potential prospects… in real-time: Search-triggered Facebook Exchange (FBX)
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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Case Study: Alex & Ani:
Top Performing Products
2. Replicate your strongest Search success on Facebook:Demand-Driven Campaigns™
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3. Target your off-Facebook audiences on Facebook:Intent-Driven Audiences™
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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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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?
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
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
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
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