KENSHOO Search Offering Gains Traction for End To End Search Automation

I was introduced to Kenshoo earlier this year when Catalyst:SF did a small project for them, and their offering really blew me away. I say that because what you get out of search – in terms of direct sales, leads, or whatever you might be measuring – has long been a reflection of the time and sweat you put into making your Search strategy more exhaustive and deep. Not so with Kenshoo.

Kenshoo’s model was designed to automate the labor intensive aspects of search, thereby expanding the breadth and depth of your Search effort while dramatically reducing the amount of hours you and your team must spend in execution.

There will be those that disagree with my next assertion: I strongly believe that Search has evolved into a business BETTER LEFT to automated solutions, because the way to tease out all of the value is through executing highly repetitive tasks and constant testing. By automating all of those functions, you can refocus your media team on more strategic work while watching search results improve. Let’s talk about how that manifests itself in practical terms:

Advertising ALL Inventory

Kenshoo deep link crawlers and the ability to assimilate live feeds into SEM campaigns automates the advertising of complex and massive inventories. That means EVERY profitable item can be featured in your SEM plan, and spigots can be turned on and off depending upon your stocks, TPRs, or whatever other measures are relevant to your business.

Monitoring and Vigilance To Ensure Goals Are Met

Bid policies can be set to run on any level: entire portfolio, campaigns, and keyword ad groups. Marketers can set their bid policies to achieve their goals automatically – from maximum exposure to increasing ROI. Further, as competitor strategies and tactics change, your programs are automatically adjusted according to your objectives.

Long Tail Keyword Expansion

The platform automatically expands converting and clicked keywords giving marketers the ability to bulk-add keywords to relevant ad groups with minimal effort. Yep, 900,000 word programs are possible so you capture every profitable click.

Best of Breed Reporting

Kenshoo reports make it easy to analyze a program and track its performance over time. They also offer customizable views and let you export data to other reporting systems – pretty much on the terms you choose.

The solution works for both national and global advertisers – indeed it even applies lessons learned in one country to other countries automatically.

If you’re doing Search on more than a penny ante level, you really should talk to them and see their offering. It’s a very powerful toolset that reduces work as it improves results.

Thanks for reading, and don’t forget to write.