Kenshoo Social Presentation
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A product overview for Acme Inc. from Kenshoo for social.
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Kenshoo Social Presentation
- 1. Product Overview for Acme Inc.
- 3. Kenshoo Social: Full Engagement Across Customer Journey Creative Travel
- 4. Intuitive Workflow Creative Management Business Automation Audience Personas Bulk Editing EFFICIENT AD OPERATIONS Rule-Based Optimization Model-Based Optimization Manual Optimization Execution to Forecast PERFORMANCE CONTROLS Dynamic Analysis Custom Metrics Flexible Attribution Campaign Forecasting BUSINESS-DRIVEN INSIGHTS Unified Measurement Intent-driven Audiences Performance-driven Ads CROSS-PUBLISHER ADDITIONS Kenshoo Social: More Time for Your Strategy
- 6. Our Partners: Flexible Integrations for Added Value Organic t0 PaidMeasurement Attribution Online/Offline Intent
- 7. 10 OF THE TOP 10 GLOBAL AGENCY NETWORK 23 OF THE Fortune 50 6 OF THE TOP 10 GLOBAL HOTEL GROUPS 7OF THE TOP 10 GLOBAL RETAILERS 6 OF THE TOP 10 GLOBAL TELECOM 4 OF THE TOP 5 US TRAVEL WEBSITES Our Clients: Diverse and International Marketing Leaders
- 8. © 2016 KENSHOO. CONFIDENTIAL AND PROPRIETARY INFORMATION 8 FASTEST IMPLEMENTATION TIME HIGHEST CUSTOMER SATISFACTION Service and Innovation: Our Focus in on Your Success
- 9. © 2016 Kenshoo. Confidential and Proprietary Information Client Success Director Sales Director Strategic Services Search Client Success Manager Social Client Success Manager Technical Account Manager Data and Analytics K24x7 Support Supporting You: More Than a Partner … A Committed Relationship 24/7 global Customer Service Expert Managed Services team Early Access to New Innovations Industry Insights & Trends Ongoing Product Education Personalized Account Management Vertical Specialists
- 10. “Automation makes the marketer’s job easier, but connecting across real human moments requires a balance of technology and teams, of people and platforms.” Kenshoo, The Future of Digital
- 11. © 2016 Kenshoo. Confidential and Proprietary Information 11 Easy as 1, 2, 3: Using Facebook Language and Structures
- 12. © 2016 Kenshoo. Confidential and Proprietary Information 12 Identify Highest Value Audiences: Quickly Define and Redefine Define Test Analyze & Take Actions
- 13. • Maximize return by finding and converting new customers • Reach your highest value audiences most likely to take action • Engage and build lifetime value with customers across channels and devices Analyze & Reach New Audiences
- 14. © 2016 KENSHOO. CONFIDENTIAL AND PROPRIETARY INFORMATION 14 Drill down by product or category Refresh creative or ad copy Adjust bids and budgets Create new video audiences for retargeting Turn Insights into Action: Kenshoo’s Analysis Grid
- 15. Analytics to Action • View & analyze campaigns • Understand where consumers are the most valuable • Take Action: Refresh Creative, Update Bids, Budgets or Status • Easily export data to a BI tool
- 16. Creative Manager: A Collaborative Space for Creative Management
- 17. Smart Templates: Content-Based Cropping and Overlays for each Channel
- 18. © 2016 KENSHOO. CONFIDENTIAL AND PROPRIETARY INFORMATION 18 Reduce Bid for High CPA Ad Sets Pause Ad Sets with High Cost and No Conversions Increase bids for ad sets with low spend Increase budgets when DPA ROI is over a set amount Increase budget for ad sets with low CPI Rules-Based Optimization
- 19. © 2016 Kenshoo. Confidential and Proprietary Information 19 Bidding Based on Marginal ROI $20 in spend $100 in revenue $20 in spend $200 in revenue “TV Plans” Current ROI: 5.0 “Internet Plans” Current ROI: 3.0 Social KPO: Maximize Return at the Margin
- 20. Ad Sets 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 Portfolio Automated Budget Management
- 21. • Drive greater efficiency by creating and scheduling rules at any frequency, in any time zone • Establish recurring actions to auto-optimize based on performance • Save time by setting multiple actions to run simultaneously • Improve optimization by avoiding infrequent, manual bidding “The efficiencies we gained are now being put toward more strategic initiatives for our clients.” -David Gulugian-Taylor, Director of Ad Operations at Targeted Victory Automation to Scale
- 22. Advanced Forecasting Gain insight into your portfolio’s future performance potential Understand expected return at a set spend level Uncover additional opportunity Scenario Planning Know the impact of budget decisions before you make them Preview revenue, ROI, and marginal ROI at various spend levels with an nteractive graph Automated Execution Set monthly/quarterly/weekly targets and automatically execute – maximizing opportunity over time Halogen takes seasonality into account and adjusts accordingly Kenshoo Social: Forecasting
- 23. Intent-Driven Audiences: How it Works
- 24. 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 What people did on your site and apps IDA What people did on search engines Intent Signal = Highest Intent Signal = High Intent Signal = Medium Intent Signal = Lowest Intent-Driven Audiences: How it Works
- 25. Leading Mortgage Company American Department Store +60% FB spend after increased retargeting success on search and display +547% Conversion Rate w. IDA -67% Cost per Acquisition +400% Conversion Rate w. Search
- 26. © 2016 KENSHOO. CONFIDENTIAL AND PROPRIETARY INFORMATION 26 To reach new audiences on Facebook & Instagram Take best performing products on Google... Cross Publisher Advantage: Performance-Driven Ads
- 27. +39 %To meet their objective, Lion & Lion leveraged Kenshoo Portfolio Optimization, which enabled them to automatically adjust bids, reallocate budgets, and optimize groups of ad sets. Lion & Lion was delighted to report a significant increase in Facebook conversions after just one month. SOLUTION Increase in conversions +33 % FWD, a quickly growing online insurance business, partnered up with Lion & Lion (marketing agency) to set their social media advertising strategy. Their main objective was to increase conversions via Facebook for their flight insurance campaigns, while keeping CPA stable. CHALLENGE Decrease in CPA RESULTS CASE STUDY
- 28. 77% The team leveraged Kenshoo Portfolio Optimizer to effectively mange its investments on Instagram, optimizing bids and budgets to the top converting ad sets on with a high level of automation. SOLUTION Increase in installs 37% Hotel Urbano wanted to utilize social ads to drive app installs and scale their efforts at a viable cost. The traditional strategies were no longer effective in reaching their app install goals and a lack of operational resources was making it harder to optimize and implement new strategies. CHALLENGE Lower cost per install RESULTS CASE STUDY
Editor's Notes
- notes: Kenshoo is known as an “Agile Marketing” company. This means we develop solutions so marketers can keep up with consumers. We deliver the latest innovations, which increasingly are in mobile-first, visually-driven, app-delivered ad formats, so marketers can do their best story telling.
- notes: specifically, we connect the leading social publishers…so you can consistently engage across the customer journey in today’s leading mobile ad formats, and create tomorrow’s winning campaigns
- notes: Kenshoo Social has four ways to help your marketers focus on the big picture….your products, and your customers. We take on the Tactics, and leave the Strategy to you. notes: recommend visually highlighting/bolding a few of the features above that have relevance to the client’s Discovery concerns Efficient Ad Operations: Intuitive Workflow: based on FB-style language and ad structure Creative Management: Kenshoo’s Creative Manager speeds communication between marketing and brand teams, trafficks ads faster, and provides media refresh automation for increased consumer interest Business Automation: our UI can be driven by business rules, scaling your campaign work and reporting automatically Audience Personas: persistent audiences for quickly reaching key segments consistently Bulk Editing: major campaign format changes can be in one fell swoop Full Performance Controls: Performance can be flexibly managed: manually (benefiting from the increased visibility and speed to act on changes provided by our Analysis Grid), using Automated Actions (rule-based), or KPO (model-based) Using our Social Forecasting capabilities (Social Halogen, announced at K8 2017), we can also execute to forecasted plans to maintain desired objectives Business-Driven Insights: Dynamic Analysis: interactive reporting and flexibility of slicing data on many dimensions via Analysis Grid Custom Metrics: added client business formulas that are useful in reporting and driving optimization in a way that is most relevant Flexible Attribution: different attribution curves and partner options allow a variety of strategies for measurement Campaign Forecasting: “Social Halogen” announced at K8 2017…planning and risk projections for your campaigns Innovative Additions Unified Measurement: Kenshoo open data platform allows extension via numerous partners for mobile attribution, organic to paid, extended channel measurement…and across Kenshoo Publishing partners for consolidated view of advertising activity [and announcing in Jan: our advanced cross-publisher insight dashboards] IDA and PDA: custom FB audiences from Search audiences, and FB Dynamic ads from highly-Searched products…increasing Social ad effectiveness through consumer Intent
- notes: Kenshoo is more than a software solution; we’ve focused on all aspects for your business success
- notes: Kenshoo Social brings your social advertising into an integrated marketing perspective with our partner solution integration…[Intent partners available through Kenshoo Search]
- notes: We serve over 3,000 brands, about 250 Facebook Clients (agencies + direct advertisers), and close to 600 Search only (700+ brands, made up of direct advertisers and agency clients) Majority of Kenshoo Social clients are Social-only We work with nearly half the Fortune 50 companies and all 10 top global ad agency networks If you want to namedrop, so recent H2 2016 Amer clients are Direct: LootCrate, jet.com, Coca Cola, Electronic Arts Agency: Horizon Media (LG Electronics, Chobani, Disney), Juhl (Mastercard Retail), 360i (AutoTrader)
- notes: but our most important partnership is with our clients. FB Innovation awards, Performance Marketing awards, or Customer Satisfaction awards…it’s really about focusing on delivering value to our customers with features and service that make a real difference in improving their campaigns and day-to-day marketing
- notes: our account team extends to fully support your success, with vertical specialists, education programs and training, and strategic access to emerging trends and new innovations that can increase the opportunities you have with your customers
- Intuitive workflows and use of familiar language makes the learning curve lower than any other platform in the market.
- Not only do we support all FB targeting, but we also allow advertisers to save audiences and group them by brand, category or any organizational structure that works for the advertiser and quickly test against creative and copy to determine the most effective combinations.
- Kenshoo Social Personas slide…persistent audiences for maintaining advertising consistency
- The Analysis grid acts as an online pivot table in which you can take immediate action to optimize performance, create video audiences, and refresh your ad copy and creative. Group ads by up to ten different attributes, filter by the performance that matters most, and view instant previews of your ad creative and target segments.
- Ability to add scale while staying granular. Automation. FB moving quickly – bi weekly sprint cycle. Kenshoo Social’s social marketing platform enables the world’s most sophisticated marketers to achieve and exceed their brand building and demand generation goals Kenshoo enables you to: Reach new and existing audiences across mobile and desktop Acquire new customers, and drive repeat purchase and loyalty Build your brand and generate demand - driving sales, revenue and bottom-line impact We simplify the complexity of social marketing by focusing on 4 key areas to drive your success: 1). Campaign, Creation & Management: Save valuable time and resources with mass/bulk campaign creation and management tools designed to scale for the largest, most complex campaigns 2). Bid, Budget & Creative Optimization: Maximize your investment with automated tools that identify opportunities and spend your budget where it will have the most impact 3). Measurement & Attribution: Measure each interaction with the customer, across channels and devices, applying credit where due, and demonstrating the value generated by your social media initiatives 4). Education, Training & Support: Stay up-to-date and innovative by partnering with the industry’s leading social media experts who are invested in you and your team’s success
- CM: syncing brand creative into a unified marketing-visible digital cloud…speeding up review and ad trafficking for richer campaign messaging
- CM: with a click, we are cropped for the right format and with the key product visible, and with a campaign template automatically applied! CM uses object-analysis of picture content to form a crop around the central product…it does _not_ just do simple cropping from the upper left had corner for example. Cool! Ad Tracking time massively reduced…
- Automate optimizations and improve workflow efficiencies through rule-based actions. Monitor ads in real time, pause ads based on defined performance metrics, adjust budgets by time of day, and increase bids on ads with high return. Increase Efficiency by Minimizing Repetitive Tasks With Automation Marketers often monitor the same performance metrics daily and make changes based on a corresponding goal. With Automated Actions in Kenshoo Social, you can schedule those changes to occur at specific times of the day and on specific days instead of pulling that data each day, or multiple times a day. The workflow for creating these automated actions is integrated with the social analysis grid so that you can drill in and filter the data and easily schedule optimizations to be made. This will free up time so that you can spend less time on tactical changes and focus on strategic initiatives. Best Practice: We recommend refreshing your ads approximately once every two weeks. Distribution of ads on Facebook is determined by a number of factors including bid, marketplace competition, target audience, and ad performance history. When ads run for an extended period of time, it's typical for performance to decline and, in turn, for Facebook to reduce the ad's distribution. Set reminder notifications for ads that have been running for a set period of time.
- As a Facebook advertiser, you have experienced ad fatigue & diminishing returns. Maybe on your last campaign you identified the best target audience, found a product that exactly matches their needs, designed a stunning ad, and launched the campaign – the first day’s performance resulted in ad engagement and CPIs beyond your wildest expectations. But, a few days later, the click-through rates declined and CPIs increased. Your return on investment is declining. The current market tools that support manual optimization or rules-based optimization are not sophisticated enough to keep up with the dynamics of Social Advertising and drive desired performance. Kenshoo’s optimization approach is similar to how you would want to manage your Stock Portfolio. What matters most is the overall return on your investment. We know that there will be winners and losers in your portfolio, the magic behind portfolio optimization is riding the wave of the winners and reducing your investment on the losers. But identifying the winners and losers in time to make the right decisions is not always humanly possible - the reality is that very few of us become rich by being Day Traders. With Kenshoo’s Social Portfolio Optimizer, our algorithms are designed to go beyond making decisions on current campaign performance. Kenshoo is studying performance hourly and predicting the value for the next dollar of investment - Marginal ROI. Our optimization is executing the bid and budget adjustments based on Marginal ROI in order to achieve the desired Portfolio performance.
- Tom
- Kenshoo Intent-Driven Audiences was co-developed by Kenshoo and Facebook to enable intent-based advertising on Facebook through a process of matching clicks on search engine ads to audiences on Facebook. It works in the following manner: A consumer conducts a search on Google, Yahoo, Bing or any other major search engine and clicks on an ad managed by Kenshoo Upon click, Kenshoo and Facebook attempt an anonymous cookie match. If matched, the consumer is placed into a Facebook Custom Audience based on the structure defined by the advertiser in Kenshoo, down to the keyword level, or based on performance metrics. Kenshoo IDA-based Custom Audiences are built and updated with new consumers in real-time. Likewise, IDA-based Custom Audiences are kept fresh by removing consumers after a designated period of time if they cannot be matched to the same Custom Audience, i.e., the consumer has not clicked on a search ad connected to the keywords or campaigns associated with the Custom Audience within a certain time frame. Currently, the default removal is after 30 days, but this can be customized by the advertiser Once Custom Audiences are created, the advertiser can further refine the Facebook ad program using all the additional Facebook targeting capabilities available to use with Custom Audiences, including demographics, interests and behaviors, as well as Lookalike Audiences.
- Leveraging the Intent Signal to Refine Your Total Addressable Audience on Facebook Marketers should take advantage of all targeting options within Facebook to meet their goals and objectives Facebook offers the largest reach of any media channel with its 1.2B users, and offers advertisers numerous options to refine their audiences into more granularly focused segments. The most elemental level of audience targeting is based on Facebook’s native targeting capabilities. These are the targeting options available based on the information people have given and the actions they’ve taken on Facebook. This is information like “female, age 35, lives in California, and likes hiking.” Let’s call this “Facebook Native Targeting. Advertisers can use Facebook’s Native Targeting to refine Facebook’s 1.2B users down to what we call the advertiser’s “Total Addressable Audience” on Facebook. While the advertiser’s Total Addressable Audience is much more refined than the total FB population, it is generally a very large and widely varied audience with different interests and purchase intent. In this way, it provides a relatively low signal of intent. Within this audience is a subset that can be further refined through ‘online behavioral targeting” information based on the actions consumers have taken on other sites and apps that use the Facebook pixel and SDK. This information enables advertisers to use Facebook targeting to leverage a stronger intent signal. Within this audience is an even more refine audience based on those who have visited the advertiser’s website and used its mobile apps. This audience can be targeted through Website Custom Audiences (WCA) and FBX and offers a relatively high signal of intent. Using Kenshoo IDA, we can refine this last audience even further to target using the intent people demonstrate through their search engine activity and by clicking on the advertiser’s search ads. This is the strongest signal of intent that we know of in digital marketing. But while Kenshoo IDA provides the strongest signal of intent, by definition, it’s comprised of a smaller subset of the advertiser’s Total Addressable Audience on Facebook. This is why it is important for advertisers to test and leverage the various targeting options available to them to meet their business objectives. Essentially, advertisers must balance intent with reach.
- A Leading Mortgage Company with a strong search program successfully scaled its Facebook efforts and increased its monthly investment by over 60% , after realizing encouraging results from retargeting users driven to its site by search and display. An American Department Store , ran two tests to demonstrate the effectiveness of leveraging audience insights across channels, generating staggering results: 67% decrease in cost per acquisition , 400% lift in conversion rates when users searched for the brand, and 545% increase in conversion rate for branded Intent Driven Audiences.
- Automatically create Facebook dynamic product ads out of top performing Google Shopping Campaign (GSC) products. Product sets are updated daily based on performance criteria in a set timeframe, automatically expiring ads not meeting the criteria. With Performance Driven Ads, connect Google Shopping Campaigns to create Facebook and Instagram Product Ads in minutes. If advertisers have the Kenshoo Pixel in place and their GSC feed setup, creating ads on Facebook and Instagram representing the best performing products on Search (by category or brand) couldn’t be easier. After determining the performance metrics for choosing which ads to show or not show, use the same great creation flow for choosing the ad type (we recommend carousel ads), creative and audience targeting.
- Summary: FWD operates in Hong Kong, Macau, Thailand, Indonesia, and the Philippines and is in a high-growth phase. Lion and Lion are an award-winning, performance-driven marketing agency. Challenge Improve optimization with more granularity and automation Measure and report on the brand’s Facebook campaigns to help drive higher conversion rates Increase sales of insurance policies Solution Automated Actions scheduled to manage bids and budgets at the ad set level Consolidated measurement to improve reporting Kenshoo personas to target and identify top-converting audiences Lion and Lion is now looking to utilize KPO across all FWD Facebook campaigns. They also utilized custom audiences, automated actions, weekly fusion reports for FWD, http://kenshoo.com/wp-content/uploads/2016/10/FWD-Case-study-2_en-us.pdf
- Summary: Hotel Urbano is one of Brazil's fastest growing startups and their Facebook page is one of the most popular tourism pages in the world, with 12 million fans, and is the 4th most popular page in Brazil. As part of its growth strategy, Hotel Urbano began to increase its mobile app investments, hoping to expand its customer base. They utilized KPO to automatically update bids and budgets to exceed their app install goals, and saw an overall 77% increase in installs with 37% lower cost per install. http://kenshoo.com/wp-content/uploads/2016/04/Social-Case-Study_Hotel-Urbano.pdf