Aaron Goldman's deck from his session, Search and Social: Birds of a feather or different flock?, from the June 14 SIM Partners SIMposium event. These days, both search ads and social ads can be bought through a real-time CPC auction. So the tools and best practices for managing paid search and paid social should be the same, right? No! Well, sorta. Kinda. Sometimes. Maybe. In this session, Aaron looked at how paid search and paid social are similar and how they're different and explored strategies for how to best leverage these channels independently and holistically.

1. Search and Social
Birds of a Feather or Different Flock?
Aaron Goldman, CMO, Kenshoo
1

2. Agenda

3. Search + Social = 60% of Online Ad Spend
August 2011 “US Interactive Marketing Forecast, 2011 To 2016”
3

4. Social Ad Spend Growth Outpacing Search

5. Birds of a Feather
5

6. Paid + Organic

7. Paid + Organic

8. PPC Auction

9. PPC Auction

10. Precise Audience Segmentation

11. Precise Audience Segmentation

12. Highly Customized Creative Messaging

13. Highly Customized Creative Messaging

14. Continuous Optimization

15. Continuous Optimization

16. Birds of a Feather
1. PPC Auction
2. Precise Audience Segmentation
3. Highly Customized Creative Messaging
4. Continuous Optimization
16

17. Different Flock
17

18. Consumer Mindset
vs.

19. Consumer Mindset
Click Rate Distribution Between Paid Social and Search Campaigns
# of Campaigns
Social
Search
CTR

20. Time Spent

21. Time Spent

22. Ad Targeting

23. Ad Targeting

24. Ranking Criteria
High Correlation Between CTR and CPC for Retail Advertiser
CTR %
CPC %

25. Ranking Criteria
Source: SitePosition

26. Conversions

27. Conversions

28. Conversions

29. Metrics
Revenue ROI
Clicks
Purchases
Cost
Downloads
CPL
Conv Rate
CPM
CPC
CPA CTR
Impressions
Revenue/Click Leads

30. 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

31. Different Flock
1. Consumer Mindset
2. Time Spent
3. Ad Targeting
4. Ranking Criteria
5. Conversions
6. Metrics
31

32. Best Practices
32

33. The Marketing Funnel
Awareness
Consideration
Intent
Purchase

34. The Marketing Hourglass
Awareness
Consideration
Intent
Purchase
Customer
Repeat
Loyal
Advocate

35. Holistic Strategy
35

36. 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

37. Intelligent Campaign Automation
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

38. Intelligent Campaign Automation
Social Ads Segment Ad FB Specific Premium Ads
Manager Templates Permutations Algorithms Tracking
Custom Path to
Targeting Multi- Conversion Support &
Scheduled
Options Edit, Copy & Reporting Training
Actions
Paste

39. 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

40. Multi-Channel Attribution
Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site
Concert Tickets TicketsNow.com TicketsNow.com
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Official Site.
Ad 1 Keyword 1 Keyword 2 Keyword 3
5% 10% 25% 60%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)

41. Multi-Channel Attribution
Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site
Concert Tickets TicketsNow.com TicketsNow.com
Get your tickets now! TicketsNow.com
Buy Madonna tickets Get your tickets now Official Site of
TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® -
Now Available!
Official Site.
Ad 1 Keyword 1 Keyword 2 Keyword 3
40% 10% 10% 40%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)

42. Multi-Channel Attribution
Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site
Concert Tickets TicketsNow.com TicketsNow.com
Get your tickets now! TicketsNow.com
Buy Madonna tickets Get your tickets now Official Site of
TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® -
Now Available!
Official Site.
Ad 1 Keyword 1 Keyword 2 Keyword 3
25% 25% 25% 25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)

43. Multi-Channel Attribution
Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site
Concert Tickets TicketsNow.com TicketsNow.com
Get your tickets now! TicketsNow.com
Buy Madonna tickets Get your tickets now Official Site of
TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® -
Now Available!
Official Site.
Ad 1 Keyword 1 Keyword 2 Keyword 3
0% 0% 0% 1 0 0 % (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)

44. 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: Proprietary & Confidential Information | 44

45. 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: Proprietary & Confidential Information | 45

46. 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: Proprietary & Confidential Information | 46

47. 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: Proprietary & Confidential Information | 47

48. 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: Proprietary & Confidential Information | 48

49. 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: Proprietary & Confidential Information | 49

50. Attribution Simulation

51. 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
Kenshoo: Proprietary & Confidential Information | 51

52. Thank You!
Aaron.Goldman@Kenshoo.com
52