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Kenshoo’s Campaign Mirroring Helps Bridge National-Local Search Ad Divide

It doesn’t hurt that the number of ‘near me’ search ads appears to be rising as well, says Kenshoo’s Nate Young.

Kenshoo has been successfully riding the search trends across social media and in-app ads, thanks to the continued focus of national marketers’ attempts to influence local shopping behavior.

Earlier this year, the company unveiled its Campaign Mirroring, which allows a brand to have its ads filtered through different attributes, including geography, while accounting for the nuances between desktop and mobile, national and local, says Nate Young, Kenshoo’s director of Business Development.

GeoMarketing: How does Kenshoo address the national/local marketing divide for its marketing clients?

Nate Young: There’s been a gap between corporate programs at the national level and what they’re doing at the local level. There are several factors related to that, but one of the main factors is the amount of work it takes to orchestrate between the two is great. Especially where you have an inventory-based business. The problem particularly affects the automotive category, for instance.

From our standpoint, some recent product releases are intended to help enable the ability to coordinate between those two levels. We keep in mind the varying inventory that marketers have across their many locations. So our inventory-based campaign solution allows you to take local level inventory, bring it into Kenshoo’s system. From there, we automatically deploy and optimize campaigns based on that inventory. Then, another part that ties nicely into that is we have a new solution that was released in late January which is called Campaign Mirroring.

What is Campaign Mirroring?

Imagine in the national-to-local world, you’re deploying a campaign out to your various locations. You have a master campaign that sits over Google, Yahoo, and Bing so we can automatically deploy, and manage, and optimize across all three channels from one master-set campaign. That can either be manually created or based off of an inventory feed and tailored to the specific location.

The value is that you can create the campaign one time and deploy it out to three separate engines, which all have their respective nuances.

In terms of ad copy, we take the heavy lifting out of that creation process, and align the details with different search engine parameters.

Speaking of nuances, there are subtle — and not so subtle — differences in managing search campaigns between desktop and mobile. How does Kenshoo manage that divide?

It’s definitely a different experience, especially from the user perspective. On desktop, generally, you’re going to see more ads. That is going to give a marketer more real-estate to play with in the page environment. Then, in mobile, you’re limited to one- to-two positions. They do display more but that’s typically where the large majority of clicks are focused, so we do account for the variance between where the ad is being displayed, be it desktop or mobile.

We then optimize accordingly to make sure that advertisers are in desired positions, and are visible to consumers as they search.

When it comes to the use of geo-data to help connect national and local ads, does Kenshoo’s location information largely rely on in-house data gathering or do you partner with outside analytics companies?

I would say it’s a mix of both. There are some providers that we work with that track actions that are taken online. For example, when a coupon is redeemed in-store, or when someone has visited a location after we’ve tracked an online behavior, we can partner with other companies to bring that data into Kenshoo and allow marketers to see it down to a keyword level so they can optimize for that off-line behavior.

We do something similar with call-tracking, where once someone visits a website and then makes a call, we bring that data in from call analytics providers that we’re integrated with. That said, we have our own algorithms that help relate that back to the keyword level for optimization purposes and revenue attribution purposes, or lead-attribution purposes, whatever that goal might be of the marketer.

We’ve been looking closely at “near me” searches and what Google calls “micro-moments.” How much of an impact are those searches having on marketers’ decisions? And how is location a factor in targeting micro-moments as well?

It’s definitely a hot topic and it is very relevant. From our perspective, what we’re looking to do is enable marketers with data that’s relevant, be it based on device, or the publisher that the viewer is looking at. We look closely at where purchases happen, and we’re really trying to understand the intent and context that influences those kinds of searches.

And lastly, our location-based question from a personal perspective: what’s your favorite place?

For me, it’s northern Michigan. When I’m not at work, that’s where I like to enjoy and spend my time.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.