New Kenshoo Research: Visual Experiences Drive Holiday Season Digital Ad Growth

By Michelle Urwin

Heavy investment in mobile product ads, video and Instagram ads delivered increased engagement in both social and search advertising in Q4 2017.

San Francisco (January 17, 2018) Kenshoo (www.Kenshoo.com), a global leader in marketing technology, today released a new infographic, Kenshoo Digital Marketing – Quarterly Trends Report (Q4 2017), showing immersive, visual ad types resonated with advertisers and drove increased engagement among consumers during the fourth quarter holiday season, spurring spending growth in both social (39%) and paid search (12%) year-over-year (YoY). In social, video ad spending increased 93% YoY, accounting for 25% of total social spending; Instagram ad spending increased 183% YoY while driving almost four times as many clicks. In paid search, spending on Shopping Campaigns increased 34% YoY, driven by a 3-1 increase in mobile versus desktop; Expanded Texts Ads accounted for 80% of keyword clicks, nearly double their click share from Q4 2016.

Other key findings include:

  • Social spending increased 39% YoY and 38% quarter-over-quarter (QoQ)
  • Social impressions decreased 5% YoY but increased 20% QoQ
  • Social clicks increased 73% YoY and 39% QoQ
  • Social click-through rate (CTR) increased 85% YoY and 14% QoQ
  • Social cost-per-thousand (CPM) impressions increased 47%* YoY and 15% QoQ
  • Paid search spending increased 12% YoY and 17% QoQ
  • Paid search impressions increased 19% YoY and 26% QoQ
  • Paid search clicks increased 21% YoY and 16% QoQ
  • Paid search CTR increased 4% YoY but decreased 7% QoQ

*A structural decrease in low-cost desktop impression inventory had an outsized influence on the YoY change in CPM; with that inventory excluded, the increase would be a more modest 13%

“Ads with strong visual elements rose to the forefront this holiday season, driving extensive consumer engagement and investment from marketers,” said Chris Costello, Senior Director of Marketing Research for Kenshoo. “Combined with an emphasis on mobile delivery, these ads and tactics enabled marketers to ‘own the screen’ to effectively and efficiently reach holiday shoppers and other consumers in a meaningful way when and where they’re shopping.”

Highlighting the importance of both mobile and visual ads, smartphone advertising comprised 76% of total social ad spending and 44% of total search ad spending. Spending on Product Ads increased 100% for social and 34% for search YoY.

As for which key shopping dates were most popular this holiday season, social ad spending for e-commerce advertisers grew fastest during the “Cyber 5” (between Thanksgiving and Cyber Monday), while search ad spending rallied the week before Christmas. While Cyber Monday remained the biggest day overall for e-commerce ad spending, social peaked on Black Friday and search shopping campaigns remained level across Black Friday and Cyber Monday.

Kenshoo leads the way in digital marketing innovation, enabling success for marketers by maximizing customer lifetime value. Kenshoo delivers infinite optimization to re-engage and grow customers across the world’s leading publishers and all devices.

Visit Kenshoo.com/Digital-Marketing-Snapshot to download the new infographic: Kenshoo Digital Marketing – Quarterly Trends Report (Q4 2017).

Methodology

Search and social results are based on Kenshoo advertisers with 15 consecutive months of performance data taken from a population of over 3,000 advertiser and agency accounts across 20 vertical industries and over 60 countries, spanning Google, Bing, Baidu, Yandex, Yahoo!, Yahoo! Japan, Pinterest, Facebook, Instagram and the Facebook® Audience Network. Some outliers have been excluded. The resulting sample includes more than 500 billion impressions, 14 billion clicks and $6.5 billion (USD) in advertiser spend.

Ad spending and CPC are measured using Ex-FX or “Constant Currency” adjustments, where results are based on native currency, and only translated to common currency after aggregation.

About Kenshoo

Kenshoo is a technology company that equips marketers with self-service applications to build their brands and generate demand by executing digital advertising across the world’s leading mobile and desktop publishers. Kenshoo offers the only marketing solution that is deeply integrated across Google, Facebook, Bing, Pinterest, Snapchat, Instagram, Yahoo, Yandex, Yahoo Japan, and Baidu through each publisher’s native APIs. Kenshoo’s solutions are architected upon the principles of agile marketing which include audience targeting, optimization algorithms, automation controls, and actionable analytics to allow marketers to quickly and efficiently keep their marketing programs in-step with the ever-changing consumer journey. Kenshoo has 27 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit Kenshoo.com for more information.

Facebook® is a registered trademark of Facebook, Inc.

Kenshoo brand and product names are trademarks of Kenshoo Ltd. Other company and brand names may be trademarks of their respective owners.

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Effective Spend and Bellacor Scale Pinterest Shopping Campaigns

By Sandi Main

Effective Spend is a digital advertising agency that runs campaigns for its many SMB clients. A number of their clients were excited about the opportunity to reach consumers earlier in their shopping journey when they are most open to new brands and products. But, they needed help scaling their Pinterest Shopping Campaigns to hit target goals.

Learn how Effective Spend used Kenshoo to scale Bellacor’s Pinterest Shopping Campaigns and increase clicks, engagement, repins, revenue, and ROAS.

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Vodafone Australia Improves Search Performance with an Innovative Audience Strategy

By Michelle Urwin

In response to the increasing market pressures, Vodafone looked to revitalise its existing and new customer offerings with a brand new plan framework and turned to MEC and Kenshoo for support.

Find out more in this case study.

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Kenshoo E-Commerce Now Offering Transitional Services!

By Keri Miriello

Introducing global transitional services for Kenshoo E-Commerce! Now you can access dedicated, in-house e-commerce and product experts, combined with leading technology to drive the sales results you need.

Download the Kenshoo E-Commerce transitional services overview to learn more!

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Comment créer une stratégie cross-canal performante ?

By Michelle Urwin

Aujourd’hui plus d’un quart des budgets marketing sont alloués au digital. Malgré cela, l’élaboration d’une stratégie digitale reste un important challenge pour de nombreux marketeurs. Comment s’assurer que la synergie entre les canaux fonctionnent de manière optimale ? Comment peut-on mesurer le poids de chaque canal dans le tunnel de conversion ? Quels sont les indicateurs de performance les plus importants ? Comment peut-on s’appuyer sur des innovations technologiques pour rendre nos stratégies plus performantes?

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WEBINAR: Rethinking Performance Marketing for 2018

By Michelle Urwin

Performance Marketing is no longer about targeting customers with mass marketing or crude pay-per-click models. It’s about having the right conversations, with the right people in the moments that matter – and then being able to scale the approach.

In this webinar (originally broadcast in December 2017) we consider four areas where we believe performance marketers need to think revolutionary rather than evolutionary in order to achieve engagement at scale: – Rethinking Channels – Rethinking Ad Creative – Rethinking Technology – Rethinking Success

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Audience Targeting: An Interview with Bing’s Christi Olson

By Sandi Main

At Kenshoo, we value our partnerships with some of the largest global publishers. Together, we develop tools and features that will have the greatest impact on our clients’ growth, and we work collaboratively with our partners to deliver capabilities to help our customers manage their campaigns at scale.

We recently had the opportunity to talk to Christi Olson, Head of Evangelism for Bing. She has extensive experience in both organic and paid search and works with businesses to help them optimize their websites and understand the dynamics of their search campaigns.

We wanted to get her thoughts on the trends she sees in the marketplace and her ideas on how marketers can leverage those trends to execute effective campaigns that reach the right audience.

Kenshoo: What are some of the general marketing trends that you see happening in the marketplace these days?

Christi: Overall, consumers are expecting experiences to be personalized, and this is a trend we are seeing across all media, including paid search, display, and social media. The challenge for marketers is to learn what to do and how to create and integrate those experiences across the channels.

The other trend is that consumers are accessing search everywhere they go and they are engaging with search in a whole new way. Obviously mobile continues to be important, but there is a big increase in the use of digital assistants. We are seeing more consumers connecting through the digital assistant devices and they are very inquisitive about what they are asking and how they are asking it.

Kenshoo: How can marketers leverage those trends and apply their learnings more effectively to reach the right audience in their campaigns?

Christi: Marketers need to think about how to create those personalized experiences and pay attention to the information they are receiving from customers across all of the media channels. A good example is search. For years it was ingrained in us to think about the keyword, but now it is more about the person behind the keyword. It’s a transition from focusing on the keyword to focusing on reaching a specific type of customer and connecting with them no matter where they are or what device they are using.

There is a lot to learn if you pay attention to the data. With the abundance of artificial intelligence, it is imperative that marketers learn what to do with all the data in real time and create and deliver ads that are relevant to their audiences. Delivering content with context is the name of the game these days. You want the ability to have the context of the location from which the search is being conducted, what type of device is being used, what is the nature of the search and how the search is being conducted. When you have all of this information, you have the opportunity to deliver ads that are hyper-local and hyper-personalized.

Kenshoo: There is so much data to manage these days, how can marketers gather and utilize the data effectively to make sure they are reaching the right audience and delivering the personalization that consumers expect?

Christi: Data is the foundation of what we do in marketing. Gathering, analyzing and using all the layers of data will help marketers be more effective. But, it’s more than just the type of data you gather—it’s also how you connect all of it together.

The data you collect can help you figure out who you need to target and provide some characteristics for that audience. However, in order to do so effectively, companies will need to have a role in the organization that is responsible for data strategy. This includes gathering the data and making sure that all the different data sources are connected, and working with business intelligence and analytic teams to build intelligent machine learning models to utilize the data and get to real-time insights. That connection is going to be the way marketers can build usable profiles for their different audiences.

Kenshoo: If you had a wish list of data marketers need to gather, what would that list look like?

Christi: As a marketer, you want to have access to device usage, location data, profiles from your CRM system, and information on past purchases. When you have those core data sets, you have the ability to classify and categorize individuals and formulate audience segments so you can determine the type of content to deliver and get to the level of personalization that consumers expect.

Kenshoo: In today’s world, it is tough to nail down the customer journey. It is no longer a straight path, and the journey is unique and personal to each consumer. How can a marketer better understand how to deliver content with context and get the right information to the right person?

Christi: It used to be so easy! Do you remember when the customer journey was a straight path? Now the customer journey is more like a spider web, it’s different based on the audience you want to reach, where they are in the purchasing cycle, and how to reach the customers across all of their devices.

It is imperative for marketers to know where their customers are and what they are searching for. What makes that difficult is that the journey is different for each person – people enter and exit the journey at various stages and on different devices.

It is the marketer’s responsibility to understand that behavior and deliver the right content based on where they are in the purchasing cycle. It is also important to understand that not every click will result in a purchase. Some clicks increase awareness, some are for gathering research, and others are meant to drive the consumer to the purchase phase.

Understanding your audience’s behavior and the steps they are taking in the journey is important. If you can deliver relevant content to a specific audience, that is a powerful place to be in marketing.

Kenshoo: What is your #1 tip for a marketer on audience targeting?

Christi: In September, I pulled together an Audience Development Remarketing Checklist and the top thing on that list is that every single campaign should be a remarketing/retargeting campaign. We have the ability to gather information that will provide us with insight about a person, their goals, and their intent. A marketer’s job is to determine how to deliver the right message to a specific audience. So my tip is:

  • Gather all the data & information to help you reach an audience at certain stages of the customer decision journey
  • Customize the creative and the messaging of your ad campaigns
  • Deliver what they expect to see

We would like to thank Christi for her time and sharing her valuable insights about audience targeting!

At Kenshoo we know that you need to create custom audiences that speak to your exact business needs. Audience targeting allows you to reach the people most likely to convert with the right message at the right time. With so many audiences across so many different campaigns and ad sets, it’s critical that marketers have a simple way to manage these assignments at scale.

With Kenshoo, you can have a unified approach to how you manage your audiences and have the ability to:

  • Assign and exclude audiences based on your goals
  • Gather actionable insights about your audiences performance
  • Manage your bids across your audience segments
  • Constantly monitor, analyze, and adjust your audiences

Kenshoo offers audience support that enables marketers to reach new users and re-engage existing users at scale. Our technology allows you to automatically optimize, bid more aggressively to reach high-converting customers, and quickly boost performance at scale.

To learn more about audience targeting with Kenshoo, download our Audiences Playbook for more tips & information on how to reach people based on their specific interests.

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Performics@Starcom Elevates their CPG Client’s Amazon Marketing with Kenshoo E-Commerce

By Keri Miriello

Performics@Starcom’s CPG client has a growing e-commerce program featuring a myriad of products across multiple brands on Amazon. While advertising, they found it difficult to quickly alter bids at scale, understand product performance at a detailed level, and accurately pace their budget toward multiple goals.

Download this case study to learn how Performics@Starcom leveraged Kenshoo’s brand new E-Commerce offering to gain key product insights and sophisticated optimization tools to manage and scale their Amazon product campaigns with truly outstanding results.

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The King of Audience Targeting

By Sandi Main

Content has reigned as king for many years now, and marketers have been creating more and more content to try to capture the attention of consumers.

But content alone is no longer enough.

Enter the new sovereign: Relevancy. While Content remains a part of the royal family, Relevancy has taken over the crown. Under this new reign, you have the opportunity to take the great content you create and reach the RIGHT people, at the RIGHT time with the RIGHT message.

To do this, you must show ads to people who are interested in your offer and ready to take action. You need to identify the best message to use on the ideal channel for your audience—all at the perfect moment—to capture the attention of the consumers you want to engage. This requires that you have a good understanding of your audience, how to reach them, and where they are on the path to purchase.

So, what can you do to be the king of your own audience targeting campaigns and deliver relevant messages to your current and potential customers?

Be personal

Personalization is no longer a nicety, it is a necessity. Consumers are inundated with digital advertising, marketing, and re-marketing. As a result, they are tuning out the messages that are written for the masses. By delivering a personally orchestrated customer experience across all channels, your messages will stand out. You can do this by devising a comprehensive strategy where you gather data from a variety of sources, including your customer databases, past purchase behavior, personas, or lookalikes along with information on where consumers are shopping.

Utilize and prioritize search marketing

Search marketing is one of the most tried and true forms of digital marketing because it gives marketers valuable insight into consumers’ intent, allowing for the creation of more effective ads. Search will continue to be an important way for marketers to reach customers based on geography, demographics, browsing and previous shopping behavior. And, by using enhanced search targeting efforts like remarketing, in-market and similar audiences, you have a greater chance of achieving success with your audience targeting.

Understand your customer’s purchase behavior

The more you understand where the customer is in their life cycle, the more you can personalize. Every action a customer takes influences their user profile, so the more information you gather about them, the clearer the picture becomes about who they are, what they do, where they search, and what they buy. This often starts with their behavior around the web pages and content they view. In fact, pages and content viewed was the leading criteria used by US marketers for personalizing experiences followed by location, onsite behavior, demographics, device types and buying and shopping patterns.

Kenshoo can help make you the king—or queen—of your own audience targeting campaigns

We have the tools and features to help you reign supreme by managing audiences at scale, identifying the best performing audiences and constantly monitoring and changing bids related to your specific audiences. With the Kenshoo platform, you can implement an audience strategy across publishers, campaigns, and ad groups and monitor the impact and performance of campaigns based on insights gathered from the data received.

To learn more about audience targeting, download our Audiences Playbook for more tips & information on how to reach people based on their specific interests.

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5 Audience Targeting Tips to Live By

By Sandi Main

So many things to think about when your goal is to reach the RIGHT people, at the RIGHT time with the RIGHT message!

Just the thought of everything you have to do to “check all the boxes” can be daunting. But it doesn’t have to be difficult to gather the data, understand what it means, apply the learnings to messages across campaigns, and then monitor and track the performance.

At Kenshoo, we’re here to make it easy and effortless for marketers to manage their audience strategies by making the management of audiences scalable and actionable. With our platform, you can get the sweet satisfaction of a completed to-do list in no time by:

  • Spending less time manually assigning audiences to their various campaigns
  • Easily analyzing and taking action
  • Adopting and using bid modifiers to automatically optimize and drive performance

Here are five tips to help you work smarter instead of harder:

1. TIP: Know who your potential customer is and what they look like

Gather all sorts of data including demographic, location, income, behaviors, and purchasing patterns. The more layers of data you gather, the more specific you can get in developing your message.

2. TIP: Use your data to find new customers

Get a good understanding of who your audiences are and then find look-alikes so you can expand to new audiences.

3. TIP: Use CRM data to target searchers who are already customers

Loyalty is priceless and so is the value of this data. It tells you a lot about your current customers. Remember, your regulars are your rock, so use this information wisely!

4. TIP: Utilize paid search targeting that extends beyond the keyword

Combine search with targeting based on past shopping or buying behavior, audience matching tactics, and demographics.

5. TIP: Utilize search targeting to retarget customers on other platforms

Convert that sale by delivering your message to potential customers on social platforms such as Facebook or Instagram.

At Kenshoo, we support marketers’ need to reach new users and re-engage existing users at scale. Our technology allows you to automatically optimize, bid more aggressively to reach high-converting customers, and quickly boost performance at scale.

To learn more about audience targeting, download our Audiences Playbook for more tips & information on how to reach people based on their specific interests.

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Is Cyber Monday Over Yet?

By Chris Costello

This year’s holiday season kicked off with one burning question for marketers: Can I put turkey gravy on anything if I put my mind to it?

Okay, two questions: Is Cyber Monday still the “biggest online shopping day of the year?”

If we’re honest, marketers may not have been asking that question, either. But maybe they should.

Cyber Monday has a dubious origin story to begin with. Online spend and purchases on the Monday after Thanksgiving were bigger than that for Black Friday, which was the biggest shopping day of the year. So it was assumed that Cyber Monday must be the biggest online shopping day of the year.

Except the initial analysis didn’t think to include any other days between that opening weekend and the holiday itself. Other research showed that every Monday between Thanksgiving and Christmas is the biggest day for online shopping of that week, and the second and third Mondays after Thanksgiving were actually bigger than the first.

Still, the idea of Cyber Monday stuck, and over the years, it’s become a self-fulfilling prophecy. Marketers spend on advertising, media talks it up, and consumers consume the deals that are focused on that day.

The reason Cyber Monday–even the notion of multiple Cyber Mondays–was a thing in the first place was because in the dark ages of the mid-2000s, broadband Internet was still much more common in workplaces than at home, and mobile data plans were hardly a blip on the radar. The phenomenon was mostly a function of a better shopping experience on a desktop, on a high-speed network that wasn’t available elsewhere.

Now, of course, all of that has changed. Mobile shopping is becoming the rule rather than the exception, and home broadband penetration is ubiquitous in many households. So, has that pulled the center of gravity away from Cyber Monday as a big shopping day?

The answer is definitely yes. In fact, according to analysis of Kenshoo clients in the retail and e-commerce industry, both social ad spending and search shopping campaign spending was higher on Black Friday than on Cyber Monday, although keyword search ad spending was still bigger on Cyber Monday, to the point where Monday still won the overall crown across both search and social channels.

When we compare this to the last two years, we see the share of spend during the “Cyber Five” stretch between Thanksgiving and Cyber Monday clearly shifting.

You may notice that we’re talking about global data. In fact, advertisers outside of the US and Canada, particularly Latin America, are a key driver of this shift towards Black Friday, which is becoming a more global phenomenon, and away from Cyber Monday, which is largely a US creation.

If we consider only advertisers who spent in the holidays both last year and this year, we see that Thanksgiving showed the highest spending growth for Social ads, while Black Friday grew at the fastest rate for Search. Overall, this yielded a 17% increase in search spending for the five-day period compared to last year, and a 84% increase in social ad spending.

While a 17% increase for search is more robust than the overall search growth that Kenshoo has tracked this year and is nothing to sneeze at, the 84% jump in social spending warrants further investigation.

Last year was the first year where Facebook’s Dynamic Ads for Products really made an impact on social ad campaigns, and this year, we would expect those advertisers who found success with this ad type to invest more this year, and also for more advertisers to jump on board.

In fact, spending on Dynamic Ads for Products increased by over 300% compared to last year on a same-advertiser basis, and made up 38% of social e-commerce ad spending during the week of Thanksgiving this year, compared to 26% last year.

The first five days of the season are, obviously, just the beginning of the 2017 holiday story. Check back with Kenshoo throughout December and January for more marketing tips and insights!

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Implementing Creative Excellence: An Interview with Google’s Andy Miller

By Sandi Main

Search marketing has become very sophisticated and consumers expect fast access to ads that match what they are looking for. Today, most searchers find what they are looking for in 2.8 seconds(1) so marketers need to improve their ads and their process of creating ads to meet consumer expectations and achieve business objectives.

At Kenshoo we work closely with a variety of partners who have great insight and perspective on the best practices in the industry. We recently had the opportunity to interview an expert at Google, Andy Miller, Head of Global Advanced Performance Advertising Solutions at Google. He works with advertisers and agencies to help them understand how to leverage Google’s advanced features to improve advertising ROI. We wanted to get his thoughts on the importance of creating great search ads to deliver the most relevant ad to a searcher and achieve marketing success.

Stepping back to the basics of search marketing to set the stage, why is the quality of your ad important?


Andy: The AdWords auction is based on what is most relevant to our users. Ads offer the answer to what users are searching for. Each search on Google is unique when you consider that searcher’s context. We consider query, location, time and other factors to identify the most relevant message for each searcher and their context. Showing the right message to the right customer at the right moment is the whole point of a great ad.

How would you define “Creative Excellence”?


Andy: Creative Excellence is delivering great ads that match what someone is searching for. On a practical level, there is an optimization approach that drives improved performance for search campaigns and is made up of three components:

  1. More ads per ad group (at least 3)
  2. Optimized ad rotation
  3. At least 3 extensions per ad group

Advertisers with excellence in all three components may see a boost in their volume of clicks, impressions and conversions!

You mentioned that creative excellence includes 3 components. Why do those all work so well together? And when they are executed, how does that impact ad quality and ad rank?


Andy: A relevant message answers a searcher’s needs. Since all searches have some unique qualities, different messages will be relevant to different people. That’s why giving more options to the AdWords system is such a good thing.

If you only add more ads and don’t set your ad rotation to optimize, our system will simply rotate ads based on which ad’s turn it is to show. Poor performing ads will enter as many auctions as the best performing ads, which is a bad idea for a lot of reasons. This may cause your campaign to miss clicks and conversions.

Extensions make your ads more engaging and complement your ad copy message. Adding at least three extensions is how you can make sure you’re showcasing what makes your business unique and providing extra information to searchers. We have a set of extensions that are relevant to most businesses (Sitelinks, Callouts & Structured Snippets) as well as a handful that will be relevant for different use cases. For instance, if you have physical stores and the query is related to location, location extensions will help your performance. AdWords automatically selects the best combination of extensions for each auction, so there’s no downside to implementing everything that makes sense for you.

All of these components are assembled at the time of each auction to create a compelling ad unit with the most competitive Ad Rank possible.

As the customer journey changes, marketers are trying to keep up with the trend toward personalization and understand how to deliver relevant information and ads to customers based on where they are in the journey. What are some key actions that a marketer should take to make sure that they deliver a compelling message in the right moment? What are some tips to make sure they can do that effectively?


Andy: In AdWords, advertisers can use a few different products to make their ads more personalized. My top three are ad customizers, dynamic keyword insertion and Dynamic Search Ads. Each of these products adds another degree of relevancy to each creative but does not replace the importance of having different messages in your ad copy. Remember, whatever you do to customize your ads, it should always be in combination with optimized ad rotation. For more insights into how to deliver a compelling message to your users at the right moment, I recommend taking a look at our guide for how to Create Effective Text Ads.

Creative Excellence in Kenshoo


Kenshoo provides an easy user interface with bulk management across campaigns to help marketers achieve Creative Excellence in their search ads. Our capabilities allow you to implement your creative strategy to quickly boost performance at scale.

To learn more about how Kenshoo can help you get the most out of your ad campaigns, contact your Customer Success Manager or Request a Demo for more information.

(1) Source: http://www.internetlivestats.com/google-search-statistics/

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Mid-Season E-Commerce Tips to Maximise Your Holiday Performance

By Irina Bukatik

With the Holiday season upon us, many of our retail clients are ramping up spend on e-commerce channels to take advantage of the expected record breaking holiday season. Consumer spending over the Black Friday weekend is expected to increase by 47% from the same period in 2016 according to a recent survey by RetailMeNot and is also forecast to be the biggest mobile shopping day ever in US history according to a new report by AppAnnie.

It’s no surprise that Amazon is also set to break new boundaries, with Suntrust forecasting that almost half of online sales during the holiday season will go through Amazon.com.

Although many brands are well into executing their holiday season advertising campaigns, we wanted to share some mid-season insights, learned from leading brands and agencies taking advantage of Kenshoo’s first to market Amazon Ads API.

Listen to your Product Data
Focus on your product level data. Don’t assume what the best products (ASINs) are, use the product insights and see it in the data. Consider giving more products the opportunity to drive sales. Give all your ASINs a chance to help understand which are and aren’t suited to AMS promotion.

Harvest the Right Keywords
Using Amazon’s Automated Campaigns, brands can see what searches and keywords delivered the most clicks, awareness and sales; and this intel can then be used to optimize future campaigns. These insights can also reveal negative keywords, to help drive the right traffic to products.

It’s also useful to utilize the different keyword match types, and create campaigns with different match types to further harvest the most relevant keywords. Broad terms will give brands maximum traffic exposure, and it’s good to see which terms are also driving sales. Phrase and exact keywords will prompt ads to a more specific and targeted audience, often resulting in higher conversion rates but smaller overall volume. Use a combination to find the right keywords portfolio.

Use keywords from your paid search activity on other publishers to harness additional terms and kick start new campaigns.

Bid Strategically and Aggressively
With demand increasing, so will the competitiveness of the auctions. Enable bid+ on your manual campaigns to help increase your chances of winning that top-of-search placement.

Think about increasing the bids now – Black Friday is only a week away! Activity is rapidly increasing now – as we speak! Start now to capture those shoppers who are browsing, shopping and looking for the best gifts for their friends and family.

Continually Adjust your Budget
It’s a best practice to round out your results and recommendations, paying attention to and continually adjusting your budget. In 2016, the number of clicks increased to 75% and ad attributed sales up shot up to 125% from Q3 to Q4 according to Amazon Marketing Services. Brands should expect growth in demand, and make sure the budget reflects it. To ensure campaigns can keep running, check on spend at least once a day during this busy holiday season as some campaigns will inevitably run “hotter” than others. Intra-day is preferable as some campaigns run out of budget mid-day, resulting in missing out on shoppers who search later in the day. Consider updating the caps with additional budget or reallocating funds from other campaigns.

Ensure Accuracy of your Product Pages
With the holiday season more traffic and more interest is expected, driving more views to your product detail pages. Make sure those are accurate, detailed, and provide consumers all the information they are looking for. As consumer behavior shifts and they are looking for more help in a hurry, accurate product details page can make the conversion happen.

It’s not too late to get the most out of your holiday shopping campaigns. Leading brands and agencies are taking full advantage of the new Kenshoo support for e-commerce channels as part of their overall digital strategy.

“Kenshoo has been a reliable partner in tackling problems that require flexibility and customization based on our clients’ business needs. With Kenshoo’s view into search, social, and now e-commerce with Amazon, we can manage across key biddable channels in one platform, making it far easier to understand how they can work together and contribute to the bottom line.”
– Jason Hartley, SVP, National Head of Search and Paid Social, 360i

To learn more about Kenshoo E-Commerce visit our product page or contact us directly.

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Netshoes Responds More Quickly to Business Changes with Kenshoo’s Real-time Optimization

By Sandi Main

Netshoes, the leading sports and lifestyle online retailer in Latin America and one of the largest online retailers in the region, is in a dynamic business. This dynamic nature complicated their ability to drive the most revenue out of their search program. Inventory changes, price changes throughout the day, and special discounts applied randomly all required manual intervention to respond to those changes multiple times a day, taking valuable time and resources.

Download this case study to learn how Kenshoo’s Portfolio Optimizer (KPO) and Real-time Optimization enabled Netshoes to respond more quickly to changes in their business to increase revenue and return on investment.

The post Netshoes Responds More Quickly to Business Changes with Kenshoo’s Real-time Optimization appeared first on Kenshoo.

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WEBINAR: Search, Social and Now E-Commerce? Why Amazon Should Be Part of Your Advertising Strategy

By Michelle Urwin

In a recent survey by Kenshoo, it found that 56% of consumers go to Amazon first when shopping and 72 percent of shoppers use Amazon to find products.

As an advertiser, if you aren’t considering e-commerce as a channel you could be missing a huge opportunity. But what is the opportunity for brands? How is it impacting consumer behaviour and preferences? How does it fit within your strategy for Search and Social advertising? And where is it all heading?

Learn more about the value of this new channel through the eyes of the world’s leading brands. Get a unique view into how Amazon is making this happen and find out more about Kenshoo’s role in taking this opportunity to a whole new level.

The post WEBINAR: Search, Social and Now E-Commerce? Why Amazon Should Be Part of Your Advertising Strategy appeared first on Kenshoo.

Read more here:: Kenshoo Blog