Kenshoo Does It Again With Their PLA Guide

Feb. 11

Do you Kenshoo? Kenshoo is an amazing digital marketing platform for the true digital marketing professional. You may recall, just a few weeks ago, I blogged about Kenshoo’s new eBook, Facebook Advertising Boosts Paid Search Performance. I truly enjoyed reading that study, and highly recommend it to any digital marketer considering budget allocation decisions by channel. Well, Kenshoo has done it again! Today, I’m absolutely thrilled to share Kenshoo’s latest free guide: The Kenshoo Guide to Google Product Listing Ads.

As the title suggests, this guide is all about Product Listing Ads, also known as PLA Ads. It’s a free 17-page guide, packed full of actionable tips. Many years back, at the beginning of my digital marketing career, I was in the Product Shopping space and had great exposure to PLAs, feeds, and shopping comparison sites/ads. However, for most of my career, I have been in the Financial Services vertical. Those of us in Finance don’t spend quite as much focus on PLAs (we have our own Finance-specific ad extensions and advertising vehicles). This particular fact piqued my interest incredibly in Kenshoo’s new guide…

I’m a huge proponent of leveraging technologies from Product in Finance and vice versa. You can learn so much by investigating verticals other than your own, and leveraging ideas across categories. I picked up some solid tips and advice.

In Kenshoo’s guide, you’ll learn all about PLAs, Google Merchant Center, data feeds, product targets, important rules, and so much more. My absolute favorite parts of Kenshoo’s guide are the 8 best practices and common PLA mistakes. These sections truly provide some golden nuggets of info.

Kenshoo is one of the best digital marketing platforms around. They originally got started in the Product vertical so they know this stuff incredibly well. I highly suggest downloading Kenshoo’s free guide today to perfect your Product Listing Ad skills. Even if you aren’t in the Product category (like me), you will learn form this guide. As digital marketers, it’s all about generating new ideas. The best ideas often come from applying insights from one category to another, challenging the status quo. Elevate your PLA skills today!

Kenshoo PLA Guide

Image of Kenshoo PLA Guide © Kenshoo

Does Facebook Advertising Assist PPC?

Jan. 27

Do you advertise on Facebook? How about PPC (Google AdWords and Bing Ads)? If you’re a digital marketing professional, the answer is most likely a huge “Yes!” Both channels (Facebook/social) and also PPC are great on their own. However, have you ever wondered, does my Facebook advertising impact and assist my paid search? Many of us believe so, but have never performed a formal study to prove the correlation.

Thanks to Kenshoo, the leader in Bid Management Software and Social Advertising Platforms according to Forrester, I’m thrilled to share some answers. Kenshoo recently published a free whitepaper that proves a correlation between Facebook and PPC: Facebook Advertising Boosts Paid Search Performance.

I’m a huge fan of Kenshoo; They are all about tracking, analytics, technology, and innovation. Long story short, they are perhaps the best company to do this type of study. They have deep roots in this type of analysis, and that’s something I respect incredibly about Kenshoo.

Some high level findings (download the free whitepaper to learn more about the particular experiment, and how it was conducted):

  • +30% ROAS (Return on Ad Spend)
  • +24% AOV (Average Order Value)
  • +7% CTR (Click Through Rate)
  • -4.5% CPA (Cost Per Acquisition)

Figuring out budgets and media allocation for 2014? Make sure to set aside some extra funds for Facebook advertising (knowing the positive impact it has on core PPC), and don’t forget to reserve funds for amazing technologies such as Kenshoo!

Facebook Advertising Boosts Paid Search Performance

Image in this post © Kenshoo

Kenshoo Social: Facebook Performance Skyrockets

Aug. 29

Long time search engine marketing professionals have a huge amount of respect for Kenshoo, one of the most amazing digital marketing platforms in existence. Kenshoo Search is in an elite category of platforms and consistently impresses me (and all other digital marketing professionals). In addition to Kenshoo Search, Kenshoo also offers an amazing social platform, aptly named Kenshoo Social. If you’re a digital marketing professional that runs campaigns on Facebook and other social networks, you absolutely must audition Kenshoo Social. Kenshoo Social is not just for social media professionals, it’s for performance-driven digital marketers running huge campaigns on social networks.

Today, I wanted to share a new infographic from Kenshoo Social. In their Facebook Ad Trends Infographic, Kenshoo Social shows just how quickly Facebook is improving from a direct-response standpoint. Comparing Q2, 2013 vs. Q1, 2013, it’s absolutely staggering how quickly Facebook is improving on metrics such as CTR, CPC, clicks, conversions, and revenue. I highly recommend checking out this infographic as a way to benchmark your own direct response campaigns on Facebook. Are you experiencing rapid improvement in your performance? Many advertisers are. As a side takeaway: Always keep testing! Something that may have not worked for you just a few quarters ago could now be one of your best channels.

In addition to overall Facebook trends improving at rapid pace, Kenshoo Social also finds that Real Time Dynamic FBX Creative Outperforms Static Creative. This makes perfect sense – get as granular and targeted as possible. Your prospective customers will appreciate the customized experience and respond to your FBX ads. One thing is for sure: If you’re a big advertiser on Facebook, make sure to reach out to Kenshoo Social to see how their platform can help your program scale.

Kenshoo Social: Click Image to See Full Infographic

Kenshoo Social Infographic

Image in this post © Kenshoo Social

Kenshoo Search Trends: Insightful Whitepaper

Jun. 03

I’m a huge fan of Kenshoo Digital Marketing Technology. Kenshoo provides one of the most amazing search marketing platforms in existence. Approximately three billion dollars of annual digital marketing spend is managed via Kenshoo, and they were named the leader in bid management buy Forrester.

Today, I am thrilled to share Kenshoo’s new Global Search Advertising Trends whitepaper. It’s free and a true must-read. I’m a real fan of Kenshoo whitepapers and have covered several here on PPC Ian. One of my other favorites is the Kenshoo SmartPath whitepaper, all about Kenshoo attribution modeling (truly advanced stuff).

So what’s Kenshoo’s latest whitepaper all about? Global Trends aggregates billions of dollars worth of data and illustrates really interesting trends in the digital marketing landscape. We’re talking about trends in budget/spend, CPCs, clicks, click-through-rates, impressions, and more. We’re talking about trends across region – US, UK, and EU. We’re talking about device-specific trends.

I personally rely on such whitepapers and trends to understand the bigger picture. I found the insights Kenshoo shares about spend/budget to be particularly insightful. Thanks, Kenshoo, for another awesome whitepaper! I recommend downloading this free whitepaper and leveraging the insights at your company.

Kenshoo Global Search Advertising Trends

Image in this post © Kenshoo

Kenshoo SmartPath Attribution Whitepaper

Apr. 05

Hey everyone! It’s been a while since I’ve posted here on PPC Ian. The last several weeks have been incredibly busy (in a good way). I’m now back into the swing of things and wanted my first new post to highlight a truly remarkable whitepaper: The Conversion Attribution Revolution by Kenshoo. If you are a serious online marketer, you absolutely must stop everything and read this whitepaper right now, or at least sometime this weekend/early next week. It’s 18 pages of pure education on the topic of conversion attribution. Most importantly, it will change the way you look at conversion attribution and unlock opportunity for you and your company.

Conversion attribution is a hot topic in our industry and a very important lever. At the end of the day, accurate data drives great results. Accurate data powers everything we do! At its core, Kenshoo’s whitepaper introduces their SmartPath technology, a machine learning algorithm that dynamically applies appropriate conversion credit to media sources in the conversion funnel. No longer do you have to apply the same conversion attribution model across the board. SmartPath takes things to a whole new level and dynamically applies appropriate credit based on the particular customer flow in question. Kenshoo rounds up their whitepaper with two practical case studies (complete with real numbers) that drive home the power of SmartPath.

I’m not going to do this whitepaper justice by writing too much more here, so I urge you to head on over to Kenshoo and download the whitepaper for free. Also, I recommend contacting Kenshoo to see how they can help your company. Kenshoo has been a true leader in conversion attribution for years and I’m incredibly impressed with their latest invention, SmartPath.

Kenshoo SmartPath Whitepaper

Images in this post © Kenshoo