how to turn dynamic inventory into an sem advantage: ticketsnow and kenshoo irce june 2012

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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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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Never a dull moment in ticket sales

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Search volume spike for “NBA playoffs” on April 27


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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.

http://www.google.com/aclk?sa=l&ai=CfYId2oC2T9jDN8W4gwe1lrWfA-6blKoBkPqAhR2GhYoRCAAQASgDULvpwfYHYMmG_4fwo-wSoAH45tb-A8gBAaoEGU_QYzNwIX25P1DmTijnbeO58mkFSuo0wKC6BRMIzZGvvaiKsAIVhyzgCh0tNcWsygUA&ei=2oC2T828NYfZgAet6pTmCg&sig=AOD64_2Uo_Q6pJeUep7Yg3m8wbWMPVt9Eg&sqi=2&ved=0CAgQ0Qw&adurl=http://124.xg4ken.com/media/redir.php?prof=38&camp=1045&affcode=cr100810&cid=7697831816%7C209156%7Ctickets%20now&mType=p&networkType=search&GCID=1045&keyword=tickets%20now&url%5B%5D=http://www.ticketsnow.com/&rct=j&q=tickets+now

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6 0 %2 5 %1 0 %5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1





Keyword 2 Keyword 3Ad 1




Official Site.


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4 0 %1 0 %1 0 %4 0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1









Official Site.


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2 5 %2 5 %2 5 %2 5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1









Official Site.


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1 0 0 %0 %0 %0 % (Last Click)

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1









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!

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[email protected]

how to turn dynamic inventory into an sem advantage: ticketsnow and kenshoo irce june 2012

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