Company also offers unique solutions for local search and managing cross-channel campaigns, says Kenshoo’s Aaron Goldman
Editor’s Note: From time to time, we run stories by members of the Yahoo!-Bing Preferred Partner Program that offer expert advice and insights into SEM technology and improving the advertiser experience. Now we’d like to give you a closer look atthe four partners themselves, which include Kenshoo. Here’s Aaron Goldman, Chief Marketing Officer at Kenshoo, who talks about local SEM, dynamically attributing conversions, and helping clients do more with less.
Yahoo! Ad Blog: What do you consider to be the biggest opportunity for search marketers in the next year or two?
Aaron Goldman: Local search, but the challenge for search marketers is doing local SEM at scale. With monthly budgets sometimes in the $100 range, every hour spent managing campaigns eats away at profit margins. Another challenge is going beyond search to manage local listings across other Web properties, such as Internet yellow pages or vertical applications like Urbanspoon. Leveraging solutions like Kenshoo Local can help search marketers manage SEM and local listings side-by-side and optimize time and budgets accordingly.
YAB: What does Kenshoo offer that sets you apart from the competition?
AG: I’d say there are three main things:
- Adaptive technology that wraps itself around each client’s unique business environment.
- Proven algorithms with full transparency and control. Our proprietary algos are constantly recalibrating to optimally invest budgets. For every $1 spent through Kenshoo, we deliver $8 ROI.
- Significant scale with the ability to manage 100+ million keywords in a single program. We also have the only enterprise-strength local platform with thousands of small businesses in a single account.
YAB: What are the biggest concerns you’re hearing from clients, and how are you addressing them?
AG: Our clients are always asking for ways to do more with less. Make more money in less time. Manage more placements in fewer hours. And as the marketplace gets more complex, it gets hard to do it all and still get home at a reasonable hour. The Kenshoo Editor helps clients hit their goals and get out of the office. It’s the only cross-channel desktop editor on the market and lets marketers make bulk changes across accounts and search engines in a copy-and-paste offline environment. They can create new campaigns across search engines in less than 5 minutes; update bulk creatives across campaigns in less than 10 minutes; and completely restructure campaigns in less than 15 minutes.
YAB: Which new trends or technologies do you think are especially exciting and can bring new benefits to your clients?
AG: Dynamic attribution. Gone are the days of giving all the credit to last click, or any click, for that matter. With consumers moving fluidly between channels and devices, its imperative to use attribution models that reflect the nuances of each path to conversion. And, more importantly, marketers need to be able to quickly act on attribution insights and reallocate their budgets to what’s really working.
Kenshoo SmartPath is the first form of dynamic attribution that combines machine-learning and algorithmic decision to drive optimized digital media bidding. It assigns a unique value to each interaction within paid, earned, and owned media that leads to a conversion, and automatically adjusts bids to reflect the true value of each placement.
YAB: Can you describe what your products offer users in one word?
AG: Infinite optimization. Sorry, that’s two words.