searching beyond the engines - kenshoo local webinar
TRANSCRIPT
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
Beyond the EnginesMay 23rd, 2013
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 2| 2
Your Hosts
Jonathan RosenDirector of Product MarketingKenshoo
Steve KingDirector of Product StrategySIM Partners
Tara ThomasVice President of Client StrategySIM Partners
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 3| 3
Agenda
Market Overview
Local Directories
Mobile Local Apps
The Importance of Reviews
Kenshoo Local Overview
CityGrid + Kenshoo Local
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 4| 4
Digital Advertising Fragmentation
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 5| 5
Hyper Local @ Scale for Multi-Location Brands
Local
pages
Local traffic
Higher conver-
sion
Local copy
More real
estateMultiple domains
/ads
Geo-specific strategy
Local reporting
Multiple ads per market
Scalable and
turn-key
Maximized SERP’s for non-brand
search queries PPC (Geo-Specific
Messaging) & Multiple Organic Listings
optimized at a Location level
All Ads direct traffic to a location
specific landing page
All visits, web forms and phone calls
are tracked uniquely to the ad type and
location
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 6| 6
Search, Social, and Local Ad Spend
CMS
Social CRM
Bid Managemen
t
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 7| 7
Global Digital Ad Spend
CMS
Social CRM
Bid Managemen
t
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 8| 8
Mobile is BIG
Source: Google/Ipsos Study 2011, Google Survey – Holiday Shoppers 2012, Business Insider – The Future of Mobile; February 2012
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
E
2013
E
2014
E
2015
E
2016
E0
500
1000
1500
2000
2500
3000
Smartphones
Personal Computers
Tablets
Smartphone's Exceed Personal Computers Sales2
011
Mobile Internet to Surpass Desktop Internet2
013
Global Device Sales
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 9| 9
39.8%
24.8%
13.2%11.7%
5.4%3.1% 2.3%
38.9%
20.0%
9.3%
2.5%
20.7%
11.6%9.2%
Time spentshare
Adspendingshare
Media Time Spent vs. Ad Spend
US adults now spend more time on mobile devices each day then they
do with all print media combined, but ad spending is yet to catch up
Source: eMarketer, March 2013
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 10| 10
Local Directories
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 11| 11
Local Ecosystem
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 12| 12
Data Feed & Distribution
• Clean Data
Ensure correct information is distributed
Ensure unique location information is distributed – no duplication
• To Create
Online Citations which improve search engine performance
More listings for potential customers to find your location
12
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 13| 13
Primary Data Aggregators
Data should be sent on an ongoing basis to the primary Data Aggregators and Search Engines that directly update 300+ Search Engines,
YP Directories, Mobile Directories, Review Sites, GPS Directories and Social Sites.
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 14| 14
Mobile Local Apps
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 15| 15
App Use for Local Business Searches
Source: comScore March, 2013
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 16| 16
Data seeded by
77,800,000/131,000,000 Downloads
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 17| 17
Urbanspoon
Data seeded by
11,000,000/2,200,000 Downloads
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 18| 18
CitySearch
Data seeded byData updated by
869,000/50,600 Downloads
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 19| 19
The Importance of Reviews
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 20| 20
Reviews
• Increased reviews are correlated to higher Google+ rankings
• Reviews generate searcher trust• Searchers are savvy enough to take into account all
reviews, so the occasional negative review is not as detrimental as it once was
• Don’t fake customer reviews – the sites will figure it out and penalize you for it through de-ranking and hiding reviews
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 21| 21
Tips for Generating Reviews
• Ask satisfied customers (may seem obvious, but a lot of business owners just hope it'll happen)
• Send emails requesting reviews (links to the business page on specific review sites is helpful)
• Include links and requests for reviews on any leave behinds or takeaways (receipts, pamphlets, documentation, business cards, or it's own request form).
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 22| 22
Power Tip
• Provide bonuses/rewards to employees that were mentioned most in reviews
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 23| 23
Kenshoo Local Overview
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 24| 24
What does Kenshoo Local do?
Help agencies and media efficiently manage thousands of small businesses
Enable Rapid Onboarding
Automate Budget Management
Increase Calls and Conversions
Automate Reporting
Help brand stores with physical locations execute on their Local strategy
Drive in-store visits and phone calls
Start and stop campaigns as locations open/close
Manage store level budgets
Access local and mobile traffic
Agency
SMB
SMB
SMB
SMB
SMB
Brand
Store
Store
Store
Store
Store
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 25| 25
Kenshoo Local Has You Covered
Onboarding Ongoing Management
Global SupportReporting
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 26| 26
Campaign Templates: Never Start From Scratch
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 27| 27
Advanced Search for Custom Bid Management
Bid Policies for Auto Bid
Management
Kenshoo Bid Management: Giving You the Ultimate Flexibility and Transparency
Use provided bid policies to optimize campaigns to objectives
Define and automate best practices and custom optimizations
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 28| 28
Close the Loop with Online to Offline Integration: Phone Calls
Use phone numbers to track and optimize those keywords driving phone calls
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29
CityGrid + Kenshoo Local
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30
What is CityGrid?
The largest local search network in America, with over 140 million unique users across more than 300 partner sites
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31
Kenshoo Local + CityGrid: Drive more clicks and calls from local networks
• Advertise on more than 300 local and mobile websites and applications
• Gain access to a high quality, ready-to-buy audience
• Take advantage of lower CPCs
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32
CityGrid: Where the campaigns go
48% of these users do not have a specific business in mind when conducting a search. *
60% will end up making a purchase or reservation **
Sources: *comScore 2012, **Google 2012
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33
CityGrid Network offers tailored distributionfor 15 select business types, and many more
Retail Financial Services Home Services Hotels Automotive
Real Estate Restaurants Storage Electronics Furniture Stores
Legal Drug Store Dental Insurance Appliances
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34
Create a Local campaign for each store, using store level data
• Create local market specific campaigns
• Start and stop campaigns as locations open/close
• Manage store level budgets
• Tailor to a location’s attributes (eg. hours)
Store 179San DiegoOpens at 11
Texas Campaign NJ Campaign CA Campaign
Network
Store 1HoustonOpens at 9
BRAND
Store 76San JoseOpens at 10
Store 326NewarkOpens at 8
Store 55DallasOpens at 10
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35
Kenshoo Local + CityGrid: Interface to manage places at enterprise scale
• Upload 100’s or 1000’s of Place page campaigns, with bulk edit in Kenshoo• Create, manage, and report on CityGrid campaigns• View performance alongside Search• Create local CityGrid campaigns to drive phone calls and in-store visits
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36
Kenshoo Local + CityGrid: See all your campaigns in one place
Search campaigns appear alongside Place campaigns
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 37| 37
Kenshoo + CityGrid
Extend advertising budgets to capture Local and Mobile traffic from the CityGrid network.
Create campaigns, manage budgets and report on the performance of CityGrid campaigns alongside your Search advertising.
Upload “Place” data to Kenshoo Local to easily create CityGrid campaigns at enterprise scale.
Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information
Thank you
| 38
Thank you
| 38
Questions?