© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Empowering Marketers with Technology to

Build Brands & Generate

Demand on Facebook

David Gilbert Head of Social, EMEA

2© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Modern Boardroom Challenges

Multi-billion dollar global organisationsComplex marketing programmesCompeting against same for growth and profitNeed tech for visibility, efficiency, and volumeBoardroom understands thisPressure is on the CMO to deliver

The 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

5© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Source: Google Analytics, Q4 2012

Social is not always the last interaction prior to purchase

Think about Audiences, not channels

7© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Multi-touch attribution

Source: Kenshoo retail client, June 2013

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Search & Social = 32% of time spent online

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Search & Social = more than half of digital ad spend

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Facebook advertising improves Search performance

Source: Kenshoo, November 2013

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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?

13© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Kenshoo: Delivering Scale in Digital Marketing

Note: Data based on annualized numbers, Dec 2013

$100 million budget

Every week, Kenshoo spends

1 billion clicksEvery month, Kenshoo delivers

1 trillion ads

Every year, Kenshoo serves

32,000 adsEvery second, Kenshoo serves

22,000 clicksEvery minute, Kenshoo delivers

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Increase scale and efficiency

Demographics DeviceAd CopyImage

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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: 5Budget £1,000

Portfolio #1

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Discover new audiences and opportunities

Age: 25 – 45Gender: Male, Female

Interests: FashionReach: 1M

HairstylesReach: 500KRelevancy: 4

JewelleryReach: 300KRelevancy: 9

John LewisReach: 200KRelevancy: 7

Grey Goose VodkaReach: 100KRelevancy: 8

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Leverage insights and assets from other Channels

Facebook Ads

FBX Ads

Search Text Ad

PLA Ad

Inventory Feed XML

Web Visit

Automate & Optimize

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Innovation drives success

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1. Reach your highest potential prospects… in real-time:

Search-triggered Facebook Exchange (FBX)

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2. Replicate your strongest Search success on Facebook:

Demand-Driven Campaigns™

Google PLAs often perform well for eCommerce advertisers…

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Case Study: Alex & Ani:

Top Performing Products

2. Replicate your strongest Search success on Facebook:

Demand-Driven Campaigns™

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3. Target your off-Facebook audiences on Facebook:

Intent-Driven Audiences™

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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

25© 2014 Kenshoo, Inc. Confidential and Proprietary Information

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?

26© 2014 Kenshoo, Inc. Confidential and Proprietary Information

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

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?

Evaluating potential technology partners

27© 2014 Kenshoo, Inc. Confidential and Proprietary Information

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

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?

Evaluating potential technology partners

28© 2014 Kenshoo, Inc. Confidential and Proprietary Information

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

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?

Evaluating potential technology partners

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Summary

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• 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