New desktop application helps global retailer gain unprecedented search engine management efficiencies

New desktop application helps global retailer gain unprecedented search engine management efficiencies

Tesco, the UK’s largest retailer, has gained significant workflow efficiencies using a search engine marketing (SEM) campaign management platform.

Specifically, it has achieved a time savings of 40% using Kenshoo Editor, a tool designed to simplify some of the most labour-intensive aspects of SEM management, from digital marketing software firm Kenshoo.

“We chose Kenshoo to power our SEM because of its proven track record for delivering sales revenue through advanced automation and intelligent algorithms,” said Tom Daniell, head of online marketing at Tesco. “We’re counting on Kenshoo to continue delivering new solutions like the Kenshoo Editor to keep us ahead of the curve.”

Tesco’s digital marketing strategy encompasses a wide range of retail promotions and e-commerce initiatives.

Automating key marketing functionality

Using Kenshoo’s flexible dimensions feature, Tesco associates SEM elements such as ad groups, keywords, and copy with specific brands or products to more quickly measure performance and identify areas of opportunity. Through Kenshoo RealTime Campaigns, Tesco can synchronise SEM campaigns with actual inventory availability and dynamic merchandising, making ad placements more relevant and effective.

The Kenshoo Editor has also helped Tesco create new campaigns and optimise multiple channels more quickly. The Kenshoo Editor simplifies the implementation of bulk changes across large, complex accounts using drag-and-drop and copy-paste functionality.

“The Kenshoo Editor has made a big impact for our SEM teams, saving us an enormous amount of time, especially with bulk editing and copying elements,” said Paul Wilkins, marketing manager at Tesco. “The hours we save each day using Kenshoo Editor translate to more time spent on developing strategy and planning new tests.”