Paid Search And Paid Social: Birds Of A Feather Or Different Flock?

PAID SEARCH AND PAID SOCIAL:
BIRDS OF A FEATHER OR
DIFFERENT FLOCK?

Chief Marketing Officer, Kenshoo
Aaron Goldman
Aaron Goldman is Chief Marketing Officer at
Kenshoo, a digital marketing software
company that engineers global technology
solutions for search marketing, social media
and online advertising. Kenshoo powers 7 of
the world’s top 10 retailers, 9 of the 10
largest ad agency networks, and 23 of the
Fortune 50 companies.

Goldman is a digital marketing veteran with
more than 10 years of industry experience
and the author of Everything I Know about
Marketing I Learned from Google (McGraw-
Hill 2010).

Search + Social = 60% of Online Ad Spend

August 2011 “US Interactive Marketing Forecast, 2011 To 2016”

Social Ad Spend Growth Outpacing Search

Highly Customized Creative Messaging

Birds of a Feather

1. PPC Auction
2. Precise Audience Segmentation
3. Highly Customized Creative Messaging
4. Continuous Optimization

Consumer Mindset

Click Rate Distribution Between Paid Social and Search Campaigns
# of Campaigns

Social

Search

CTR

Ranking Criteria

High Correlation Between CTR and CPC for Retail Advertiser

CTR %

CPC %

Ranking Criteria

Source: SitePosition

Metrics

Revenue ROI
Clicks
Purchases
Cost
Downloads
CPL
Conv Rate
CPM

CPC
CPA CTR
Impressions

Revenue/Click Leads

Metrics

Revenue ROI Uniques
Clicks Follows
Purchases
Social Impressions
Churn Cost
Video Views CPF
Downloads
Connections
CPL Likes
Conv Rate
Tweets CPM Mentions
Shares
AOV
Retweets
CPC Fans
CPA Share of Voice CTR
Impressions
Social Reach
RSVPs
Engagements Reach
Revenue/Click Leads

Different Flock

1. Consumer Mindset
2. Time Spent
3. Ad Targeting
4. Ranking Criteria
5. Conversions
6. Metrics

The Marketing Funnel

Awareness

Consideration

Intent

Purchase

The Marketing Hourglass
Awareness

Consideration

Intent

Purchase

Customer

Repeat

Loyal

Advocate

Intelligent Campaign Automation

Advanced Keyword Bid Custom Bid
Search Keyword Tool Dimensions Optimization Algorithms

Reporting Path to Multi Channel 3rd Party Support &
Dashboard Conversion Attribution Integrations Training


Budget
Cross-Profile Campaign Hyper-Local Management & Call
Advanced Search Templates Geo Targeting Reallocation Extensions

Google
Objectives Call Conversion Flexible Places/Locations SMB/Reseller
Management Optimization Reporting Integration Support


Social Ads Segment Ad FB Specific Premium Ads
Manager Templates Permutations Algorithms Tracking

Custom Path to
Targeting Multi-Edit, Conversion Support &
Scheduled
Options Copy & Paste Reporting Training
Actions

Multi-Channel Attribution

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Ad 1 Keyword 1 Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the
last click prior to purchase


Now Available!
Official Site.


5% 10% 25% 60%

Attribution Models
Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)


Now Available!
Official Site.


40% 10% 10% 40%

Attribution Models
Linear Ratio

U Shaped

Distribute Evenly



Now Available!
Official Site.


25% 25% 25% 25%

Attribution Models
Linear Ratio

U Shaped

Distribute Evenly



Now Available!
Official Site.


0% 0% 0% 1 0 0 % (Last Click)

Attribution Models
Linear Ratio

U Shaped

Distribute Evenly


Last Click Attribution Undervalues
Facebook Performance
Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution

First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch

• First Only

• Prefer First

• Distribute Evenly

• U-Shaped

• Prefer Last

• Last Touch

20% 40% 60% 80% 100%

Kenshoo Case Study – Search & Social
• Top 100 Internet Retailer running direct response
search and social campaigns, both with positive ROI
• 20% of all conversion paths showed ad clicks from
more than one channel (search and social)
• Over 1/3 had brand queries in the path to conversion
• Consumers discover brand on FB and then search for it by name

Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths

QUESTIONS
aaron.goldman@kenshoo.com

Paid Search And Paid Social: Birds Of A Feather Or Different Flock?

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Paid Search And Paid Social: Birds Of A Feather Or Different Flock?