Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar featuring Kenshoo

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AN EXCLUSIVE RETAILWIRE WEBINAR

#BingAdsHoliday @BingAds


Modera'ng

Al McClain CEO RetailWire

Al McClain has spent 30+ years in the retail, tech, and CPG spaces. Al's career highlights include sales and management sPnts with Luzianne-‐Blue Plate Foods, BesUoods, Red Rose Tea, and Progressive Grocer (Trade Dimensions and Retail Insights divisions).

Al has also spoken extensively at industry events for the NaPonal Grocers AssociaPon, the InsPtute for InternaPonal Research, the Magazine Publishers AssociaPon, and the Category Management AssociaPon. He has wri]en for publicaPons such as Nielsen Wire, Loyalty Management, and Forbes.com.


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Today’s Agenda

Intros (5 min)

PRESENTATION: Insights for Digital Marketers (10 min) Bri,ney Thomas: Paid Search VerPcal Manager, Bing Ads

PRESENTATION: Search & Social Holiday Insights (10 min) Doug Chavez: Global Head of MarkePng Research and Content, Kenshoo

Panel Discussion (25 min) Bri,ney Thomas, Bing Ads Doug Chavez, Kenshoo Brian Toba – BevyUp

Q&A (10 min) -‐  Panelists, Audience


Speaker

Bri,ney Thomas Paid Search VerPcal Manager Bing Ads

As a VerPcal Manager, Bri]ney evaluates performance within the Retail Industry to idenPfy development opportuniPes and act as a chief customer advocate within Microsok. Bri]ney has over 8 years of experience in the search space, from strategic account management to product and business development and training.

As a graduate of the University of Missouri-‐Columbia with a Masters of Arts in Industrial/OrganizaPonal Psychology from The Chicago School of Professional Psychology, Bri]ney conPnues to lead the charge for search markePng and thought leadership within the industry.

Bing Ads Insights for digital marketers #BingAdsHoliday @BingAds

Bing powers your everyday life


Don’t miss out on potential customers

31%

Million 31

Source: comScore qSearch (custom), US, March 2014; industry categories based on comScore classifications.

Of all retail paid clicks

Retail searchers not reached on Google


Half of the top shopping days fell in the same week

Top 10 transaction days – Holiday 2013

Event Day Transaction rank

Cyber Monday Monday 1 Black Friday Friday 2 Thanksgiving Thursday 3 Sunday after Black Friday Sunday 4 November 15th Friday 5 Day Before Thanksgiving Wednesday 6 November 8th Friday 7 12 days until Christmas Friday 8 Day after Cyber Monday Tuesday 9 7 days until Christmas Wednesday 10

Source: Experian.com, Jan 2014


26.9%

32.7%

40.4%

Click breakout over the 3 “Critical Holidays” On the Yahoo Bing Network

Thanksgiving

Black Friday

Cyber Monday

Thanksgiving Day share of clicks grew 20%

Source: Microsoft Internal Data, 2013


Searches

Time zone: Eastern Standard Time

1Total online sales grew 21% from last year2

Source: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report


Searches

1Total online sales grew 19% from last year2

Time zone: Eastern Standard Time Source: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report


Searches

Time zone: Eastern Standard Time Source: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report

1

Total online sales grew 21% from last year2

Tips to thrive this holiday season: •  Don’t “set it and forget it” •  Ensure budget is large enough for key dates •  Check in on top days, monitoring position and

bids


Making a list and checking it twice The average shopper planned to spend $738 on holiday gifts.

9%

19%

20%

23%

25%

33%

33%

44%

49%

59%

61%

Flowers/Plants Sporting goods or leisure items

Home decor or furnishings Jewelry or precious metal accessories

Personal care or beauty items Food/Candy

Consumer electronics or accessories Toys

Books, CDs, DVDs, videos or video games

Gift cards/gift certificates Clothing or accessories

Gifts people plan to buy this holiday season

Source: National Retail Federation Monthly Consumer Survey, Nov 2013


Words that work And words that don’t work. Most clickable ad combinations.

Source: Microsoft Internal Data, PC/Tablet, 2013

Ad combo most likely to be clicked

Ad combo least likely to be clicked

Toys & Hobbies TITLE DESCRIPTION Brand Name Call to Action

Compare Call to Action


Apparel & Accessories Toys & Hobbies Consumer Electronics TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION

[Param Insertion] Save/Savings Brand Name Call to Action Online Call To Action

Products [Param Insertion] Compare Call to Action Cheap Affordable [Dynamic Keyword Insertion]

Flowers, Cards, Gifts, Greetings

Sporting Goods, Fitness Equipment Clothing & Shoes

TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION

Books Call To Action [Param Insertion] Products Call to Action Call to Action

[Param Insertion] Products "Brands" "Brands" “Brands” “Brands”

Beauty & Personal Care Books Jewelry & Watches TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Online Call To Action % Off Call to Action [Param Insertion] Price/Pricing

“Brands” “Brands” [Param Insertion] % Off Gifts Call to Action

Words that work And words that don’t work. Most clickable ad combinations.

Source: Microsoft Internal Data, PC/Tablet, 2013

Ad combo most likely to be clicked

Ad combo least likely to be clicked Parameter insertion: dynamic insertion of words into the ad title or description based on a list of words you specify.

Shoppers are willing to spend the time looking for and redeeming coupons.

Source: Holiday Study by IPSOS and Yahoo, 2014

41% Will spend more time shopping for holiday offers and promotions.

37% Will use online coupons more this year.

27% Will only buy gifts at places where they have a coupon.

Top ad copy combinations

Daily Deals & Coupons - PC/Tablet

TITLE DESCRIPTION

% Off % Off Official Site % Off % Off Products Official Site Products Brand Name "Products"

Source: Microsoft Internal Data, 2013 #BingAdsHoliday @BingAds

1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014. 2Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of

performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.

Want to drive shoppers to your website?

Want to drive online shoppers to your store front?

Up to 29% Lower cost-per-click with Product Ads than with standard text ads1

Up to 9% higher click-through rate with Location Extensions than with standard text ads2


Meet Top Movers – a report that makes it easy to quickly identify performance changes and possible causes.

The best new gift from Bing Ads this holiday season



Speaker

Doug Chavez Global Head of MarkePng Research and Content Kenshoo

At Kenshoo, Doug leads markePng research and content development efforts to engage with brands, agencies and leading industry analysts.

Doug has spent his near 20 year career at the intersecPon of media and technology. As SVP of emerging media at UM, he led media and brand strategy, and as director of digital at Del Monte Foods, he is credited with building a digital consumer engagement plaUorm across Del Monte’s porUolio of 17 brands, such as Del Monte, Contadina, Milk-‐Bone and 9lives.

21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #BingAdsHoliday | @Kenshoo

Search & Social Holiday Insights


Facebook Performance Spikes on Key 2013 Shopping Season Dates

3x Higher Average

Conversions


Facebook Performance Spikes on Key 2013 Shopping Season Dates

+13x Higher Average Revenue


Cyber Monday 2013 Standout Date for Revenue Generated from Facebook Ads

29% of Total “Key Dates”

Revenue Generated on Cyber Monday


Search + Social are More than Half of Digital Ad Budgets

Source: eMarketer, December 2013


Source: eMarketer, December 2013

70% of all Kenshoo clients allocate more than half of their

digital marketing budget to search + social

Search + Social are More than Half of Digital Ad Budgets


Cross-channel is not…

SEARCH SOCIAL

Having two products

operating in silos Or forcing social to fit a search strategy


Cross-channel is…

Leveraging success across channels

Reaching targeted audiences beyond search

Optimizing for true value of all interactions

Gaining a holistic view of search & social


Audience Intelligence and Activation This holiday season, spend marketing budget more efficiently by leveraging cross-channel insights to reach consumers most likely to convert

DMP INTEGRATIONS

INTENT- DRIVEN FBX

RETARGETING SUPPORT

INTENT-DRIVEN AUDIENCES

AUDIENCE REACH ENGINE

OFFLINE DATA APPEND


Deploy Insights and Assets Across Channels to Act Quickly this Season

Facebook Ads

FBX Ads

Search Text Ad

Product Ad

Inventory Feed XML

Web Visit

Automate & Optimize

Twitter Ads


Pinpoint Audiences Based on Search Intent

Sneakers

Heels

Boots

Custom Audiences

Demographics

Interests

Behaviors

Retargeting segments Refine


Audiences Expanded via Lookalikes

Lookalike Audiences

Sneakers Lookalikes

Demographics

Interests

Behaviors

Sneakers Custom Audience (people searching for sneakers)

New Segment Refine


Total Addressable Audience on Facebook

Facebook Native Targeting

What people did on Facebook

Online Behavioral Targeting

What people did on other sites and apps

WCA FBX

What people did on your site and apps

IDA What people did on search engines

Why It’s Great: Kenshoo IDA Works Alongside other Facebook Targeting Options

Intent Signal = Highest

Intent Signal = High

Intent Signal = Medium

Intent Signal = Lowest


Our panel

Panel Discussion: Your 2014 Holiday Search and Social Plan

Bri,ney Thomas Doug Chavez Brian Toba Al McClain Bing Ads Kenshoo BevyUp RetailWire


Panelist

Brian Toba Co-‐founder & Chief Technology Officer BevyUp

Brian is the CTO of BevyUp, a collaboraPve shopping plaUorm where retailers and customers build long lasPng relaPonships through personal recommendaPons and conversaPons.

He is the technical architect of BevyUp’s plaUorm and analyPcs with a deep passion for user experiences. His experience includes Microsok CollaboraPon and P&G Consumer Research.


Webinar audience instant poll

INSTANT POLL #1:

How prepared do you think your markePng team is at present with its search and social markePng strategy for the upcoming November holiday acPvity?

• Totally prepared • Somewhat prepared • Getng started • Not at all prepared



What would be at the top of your checklist if you were preparing your search and social markeCng plan for the holidays?

With so much ecommerce ac:vity concentrated into three days in November, there is intense pressure on marketers to be thoroughly prepared.

QUESTION #1



INSTANT POLL #2:

How would you rate your own understanding of current search markePng strategies?

• Expert • Fairly competent • Novice/dabbler



Are marketers held back by outdated noCons of what search can do? What are some of the biggest misconcepCons they hold on to?

While gaining great sophis:ca:on in the last decade, search marke:ng is s:ll a quickly evolving field.

QUESTION #2



INSTANT POLL #3:

In your organizaPon, does the same departmental team handle search markePng and social markePng?

• Yes, the same team • No, two different teams • Split between mulPple teams • Not sure



What are the best markeCng teams doing to avoid the "silo" problem between search and social?

CPG and retailer marke:ng teams oGen suffer from too much departmentaliza:on, at a :me when omnichannel principles call for closer coordina:on.

QUESTION #3



INSTANT POLL #4:

On what plaUorm does your company focus the most social markePng effort?

• Facebook • Twi]er • LinkedIn • YouTube • Google+ • Pinterest • Instagram • Other



How has online assisted selling evolved and how can it serve as a seamless extension of search and social markeCng?

Once search and social tac:cs successfully draw shoppers to online stores, marketers then turn to the challenge of sales conversion.

QUESTION #4


AUDIENCE Q&A Your ques:ons for the panel...


Bri,ney Thomas Doug Chavez Brian Toba Al McClain Bing Ads Kenshoo BevyUp RetailWire

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Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar featuring Kenshoo

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Transcript of Key Insights for Your 2014 Holiday Search and Social Plan - Bing Ads Webinar featuring Kenshoo