Post on 20-Aug-2015
Kenshoo: Proprietary & Confidential Information | 1
How to Turn Dynamic Inventory, Seasonality, and Promotions into an SEM Advantage
Internet Retailer Conference & ExhibitionJune 5, 2012
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AgendaIntroductions
Paid search challenges
Paid search automation
Mobile best practices
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Introductions
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Sachin Gadhvi, Director of Search & Mobile Marketing, TicketsNow: @Sachin_Gadhvi
• 12 years in Consumer Marketing• TicketsNow is a leading event ticket resale marketplace owned by Ticketmaster.• TicketsNow also manages the NFL Ticket Exchange, US Open Ticket Exchange, NHL
Ticket Exchange and Lakers Ticket Exchange• You might be surprised to know that I my 2nd daughter will be born any minute…
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Aaron Goldman, CMO, Kenshoo: @AaronGoldman
• 13 years in digital marketing• Author, Everything I Know About Marketing I Learned From Google• Kenshoo is a digital marketing software company that engineers technology
solutions for SEM and Social Media• You might be surprised to know that I’m an aspiring rapper…
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Paid search challenges
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Paid search challenges
Keeping up to date with constantly evolving search marketing landscapeCreating and optimizing complex campaigns
– Managing huge quantities of keywords ads, ad groups, web pages– Scaling campaigns that cross search engines, countries, regions, states– Managing mass amounts of campaigns across client/location/entity framework
Lack of qualified and experienced search marketing professionalsDifficulty rising above time consuming and tedious details to focus on creative campaign developmentUnderstanding and acting on dynamic consumer behaviorDetermining and executing optimal policy for bid optimization and budget managementIntegrating with enterprise systems for data collection and reportingConnecting online marketing to in-store and phone call conversions
constantly evolvingcomplex
huge quantitiesScaling
mass amounts of campaigns
experienced search marketing professionalstime consuming
dynamic consumer behaviorbid optimization
budget managementdata collection reporting
in-store and phone call conversions
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Paid search challenges
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Paid search challenges
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Never a dull moment in ticket sales
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Search volume spike for “NBA playoffs” on April 27
Never a dull moment in ticket sales
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Never a dull moment in ticket sales
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Never a dull moment in ticket sales
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Never a dull moment in ticket sales
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Paid search automation
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Automate or die
Creation
Management
Tracking
Reporting
Attribution
Bidding
CAMPAIGN
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Campaign creation
Auto Default Bids
EventID: 123EventName: WickedDate Range: 01-01-12 to 03-31-12Productions: 50Category: Theatre
Attributes
EventName + TicketsEventName + BroadwayEventName + ScheduleEventName + ShowEventName + MusicalEventName + TourEventName + At + VenueNameEventName + At + CityName
Auto Keyword Expansion
Wicked TicketsWicked The Musical On Sale!Great Seats at TicketsNow.com®.www.ticketsnow.com
Auto Campaign & Ad Group Creation
Wicked (Venues) $0.25
Wicked (CityState) $0.50
Wicked (Ticketing) $1.00
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Campaign management
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Campaign tracking
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Campaign reporting
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Campaign attribution
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3
Most advertising tracking systems report and act on only the last click prior to purchase
Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.com
Official Site of TicketsNow.com™. ® -
Official Site.
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Campaign attribution
6 0 %2 5 %1 0 %5 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.com
Official Site of TicketsNow.com™. ® -
Official Site.
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Campaign attribution
4 0 %1 0 %1 0 %4 0 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.com
Official Site of TicketsNow.com™. ® -
Official Site.
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Campaign attribution
2 5 %2 5 %2 5 %2 5 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.com
Official Site of TicketsNow.com™. ® -
Official Site.
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Campaign attribution
1 0 0 %0 %0 %0 % (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.com
Official Site of TicketsNow.com™. ® -
Official Site.
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Attribution simulation
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Bidding – keyword based, human decisioning
IF
THEN
SCHEDULE & AUTOMATE
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Bidding – keyword based, automated decisioning
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Bidding – portfolio based, automated decisioning
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Portfolio optimization results for TicketsNow
= First day of Kenshoo Portfolio Optimizer implementation (7/6/11)
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Overall results for TicketsNow
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Mobile Best Practices
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Must have mobile optimized website
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Set up separate mobile campaigns
MOBILE
PHONE
Source: 2011 Kenshoo U.S. Online Retail Holiday Shopping Report
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Track performance by device, browser, and OS
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Consider other meaningful mobile metrics
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Key takeaways
• Paid search complexity demands technology automation• Human strategy, oversight, and intervention still required• Maximize mobile opportunity through customized approach
Kenshoo: Proprietary & Confidential Information | 38
Thank you!
SGadhvi@TicketsNow.com
Aaron.Goldman@Kenshoo.com