Empower every marketer with technology to build brands and generate demand on Facebook - DDM Alliance Summit

© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Empowering Marketers with Technology to

Build Brands & Generate Demand

on FacebookDavid Gilbert

Head of Social, EMEA

2© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Modern Boardroom Challenges

Multi-billion dollar global organisations

Complex marketing programmes

Competing against same for growth and profit

Need tech for visibility, efficiency, and volume

Boardroom understands this

Pressure is on the CMO to deliverThe Marketer’s Dilemma

Facebook helps you discover what matters to you

Source: Nielsen UK April 2013

And people are deeply engaged

50%of 18-24 year olds say it’s the first thing they access in the morning, and the last thing they access at night


Source: Google Analytics, Q4 2012

Social is not always the last interaction prior to purchase

Think about Audiences, not channels


Multi-touch attribution

Source: Kenshoo retail client, June 2013


Search & Social = 32% of time spent online


Search & Social = more than half of digital ad spend


Facebook advertising improves Search performance

Source: Kenshoo, November 2013


Know your customer: the importance of Signals

Harness data signals to inform and optimize each other

• Search queries

• Brand term traffic

• Mobile search data

• SEM ad copy

• Search metrics/KPIs

• Social Targeting Criteria

• Likes & interests

• Social activity

• Social Insights

• Testing audience response

SocialSearch

How can technology deliver success on Facebook?


Kenshoo: Delivering Scale in Digital Marketing

Note: Data based on annualized numbers, Dec 2013

$100 million budget

Every week, Kenshoo spends

1 billion clicks

Every month, Kenshoo delivers

1 trillion ads

Every year, Kenshoo serves

32,000 ads

Every second, Kenshoo serves

22,000 clicks

Every minute, Kenshoo delivers


Increase scale and efficiency

Demographics DeviceAd CopyImage


Spend money where it will have the most impact

Campaigns 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


Discover new audiences and opportunities

Age: 25 – 45

Gender: Male, Female

Interests: Fashion

Reach: 1M

HairstylesReach: 500K

Relevancy: 4

JewelleryReach: 300K

Relevancy: 9

John LewisReach: 200K

Relevancy: 7

Grey Goose VodkaReach: 100K

Relevancy: 8


Leverage insights and assets from other Channels

Facebook Ads

FBX Ads

Search Text Ad

PLA Ad

Inventory Feed

XML

Web Visit

Automate & Optimize


Innovation drives success


1. Reach your highest potential prospects… in real-time: Search-triggered Facebook Exchange (FBX)


2. Replicate your strongest Search success on Facebook:Demand-Driven Campaigns™

Google PLAs often perform well for eCommerce advertisers…


Case Study: Alex & Ani:

Top Performing Products

2. Replicate your strongest Search success on Facebook:Demand-Driven Campaigns™


3. Target your off-Facebook audiences on Facebook:Intent-Driven Audiences™


1st Party Intent Data Dynamic Custom Audiences Halo Effect

19%

ROI

22%

CONVERSIONS

Search

54%

ROI

49%

CPC

Social

[search query]

3. Target your off-Facebook audiences on Facebook:Intent-Driven Audiences™

Questions to ask potential tech partners


Evaluating potential technology partners

www.kenshoo.com/social-ad-platform-guide/

Workflow UI

• Is it easy to use and customisable?• Does the platform help identify mistakes such

as accuracy issues?• Is it better than the native ad platform?• Does it have a really great ‘Help’ section?• Will it save time?



Reporting & Analytics

• Does the reporting suite have all the basics?• How deep (and wide) is the analytics offering?• How does the platform handle Big Data? • Can it adapt to your needs? (Custom Metrics)• Does it enable forecasting and predicting

modelling?




Optimisation

• How long has the core optimisation technology been live and in market?

• Does the optimisation methodology make sense?

• What kind of inputs does the optimisation technology use to make decisions?

• Does the optimisation go beyond bids?




Advanced Functionality

• Do you need a global platform? • How well does the platform integrate and

activate other channels?• What does the product roadmap look like?• How much does it cost, versus the value it

will deliver to your business?• What is the onboarding process?• What ongoing support is offered?



Summary


• Facebook fuels the entire purchase funnel

• Technology enables successful Facebook advertising at scale

• It’s all about Audiences and Signals

• Cross-channel coordination is a driver of additional success

• A long list of PMDs are waiting to help you today!

• Do your homework, then pick the best partner for your business

Summary