Presentation from the August 22, 2013 Q&A session on enhanced campaigns, hosted by Kenshoo Director of Marketing Research, Josh Dreller and featuring Bon Mercado of Google.

1. 11
Google Enhanced Campaigns
Revisiting the Revolution (post-migration)
August 22, 2013

2. 2
Webinar Instructions
• Audio instructions – Listen via computer speakers or use phone
numbers listed in email from gotowebinar@citrixonline.com
• Still can’t hear the webinar? Tell us please!
• Ask questions using the Questions box

3. 3
Today’s Speakers
BONMERCADO
Regional Product Expert
for Mobile
Google
JOSHDRELLER
Director,
Marketing Research
Kenshoo

4. 44
Agenda
EC Overview
Kenshoo Insights
Q&A with Google

5. 5
Performance by device (pre-migration)
• Search traffic split across desktop, tablet and mobile devices
• Advertisers often duplicated campaigns to target individual devices
Q1 2013

6. 6
Kenshoo EC migration timeline
February 2013
Google announces
Enhanced Campaigns
March 2013
Kenshoo 5.1: Basic EC
Management
April 2013
Google announces ad
group mobile bid
adjustment
April 2013
Editor support for ECs.
First bulk enhancement
solution.
May 2013
Kenshoo 5.2: Bulk EC
support in Advanced Search
and bulksheets; device
segmented reports
June 2013
Kenshoo bid policies
support campaign mobile
bid adjustments
July 2013
Kenshoo 5.3: Kenshoo bid
policies support ad group
mobile bid adjustments; bulk
ad group MBA modifications
July 2013
All campaigns
automatically upgrade to
enhanced campaigns

7. 7
Navigating the migration
Kenshoo.com/EnhancedCampaigns

8. 8
Kenshoo EC migration timeline

9. 9
Successfully managing newly enhanced campaigns
Migration QA
• Easily check settings with Profile and Campaigns Settings report
Optimization
• View effective mobile bids in Kenshoo Editor
• Optimize mobile bid adjustments (MBAs) and mobile preferred ads in bulk with
Advanced Search
• Use automated bid policies for keyword and ad group-level MBA recommendations
Insights by device
• Reapprove old elements to have {device} param automatically added to tracking
redirects to track by device
• Gain insight into mobile, desktop and tablet performance with Fusion: Keywords by
Device report

10. 10
Taking the guesswork out of mobile bid adjustments
Kenshoo has 9 automated bid policies that offer keyword and ad group-level
mobile bid adjustment recommendations.
Kenshoo Portfolio OptimizerTM
Policies
Maximize a performance metric across an entire
profile while staying within set restraints.
Achieve goal on lower volume campaigns by
calculating expected performance through
keyword clustering.
Kenshoo ActiveClusterTM
Policies
• Conversions
• Revenue
• Profit
• Traffic
• Bid to Custom Metric
• Bid to CPA
• Bid to ROI
• Bid to Position
• Revenue for Product Targets

11. 11
EC Campaigns – by the numbers (as of Aug. 20)
Average Campaign
Mobile Bid Adjustment
-24.7%
Average Campaign MBA
where not disabled
-2.4%

12. 12
Ad groups – by the numbers (as of Aug. 20)
Average Ad Group
Mobile Bid Adjustment
-82.4%
Average Ad Group MBA
where not disabled
-44.3%

13. 13
Initial feedback from Kenshoo clients
• Edu lead gen client reported
11% CPC decrease post-
migration
• Previously they did not target
tablet devices, so they gained
additional traffic as well
• CPG client saw 329% increase
in traffic for mobile and tablet
devices post-migration
• Also saw 126% increase in
CPCs
+329%
Clicks
-11%
CPC

14. 14
Kenshoo marketing results
• Kenshoo campaign targeting prospective
clients
• Migrated June 30th
• Month-over-Month performance pre/post
EC migration (virtually the same spend
June to July)
o Impressions increased 22%
o Click-thru-rate decreased by 14%
o Conversions went up 74%
o Cost per Conversion dropped 46%
o Conversion Rate increased by 66%
o Average position rose slightly by 5%
o Average Cost-per-click decreased by 11%

15. 1515
Google Enhanced Campaigns
Q&A with Bon Mercado
Regional Product Expert for Mobile
Google

16. 16
Thank you
16
Recording will be posted at:
www.Kenshoo.com/ECQA