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Adthena art of search deck 1

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The Art of Search

Applying the lessons of ancient Chinese wisdom to modern search, we’ll show how Sun Tzu’s classic ‘The Art of War’ sheds light on Search Marketing strategy in 2015.

Published in: Marketing
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Adthena art of search deck 1

  1. 1. The Art of Search What we can learn from ancient Chinese strategic wisdom
  2. 2. A Brief History of Search @_ShaunRusse ll 1998 2015 @Adthena
  3. 3. We are great at our jobs
  4. 4. We are okay at our jobs great We chose the wrong search term We ran out of budget Our PPC & SEO teams ignore each other Our user experience is poor We missed a time-sensitive opportunity We wasted time targeting an out-of-date ranking signal We let our A/B testing go stale We don’t have a mobile site
  5. 5. A Brief History of SearchThe Art of Search 500 BC 20151 AD How can we use ancient strategic wisdom to become better search marketers? @_ShaunRusse ll 1998 2015 @Adthena
  6. 6. Source: Adthena Organic Search is Proactive
  7. 7. #WorldCup Tweet Volume World Cup Ad Copy Traffic World Cup Ad Copy Traffic Source: Adthena Day (June 1st onwards) Paid Search is Reactive
  8. 8. 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 1 5 9 13 17 21 25 29 33 37 41 Traditional English over-optimism Inevitable early exit Day (June 1st onwards) Generic traffic from tailored ad copy Paid Search is Reactive Source: Adthena
  9. 9. Case Study: ASOS search dominance Source: Adthena Paid Share of Voice Organic Share of Voice Competitor Market Share (Retail)
  10. 10. Case Study: ASOS search dominance Source: Adthena Paid Share of Voice Organic Share of Voice - High volume, low intent generic - High CPC, low margin - Organic dominant page Share by Search Term
  11. 11. Case Study: ASOS search dominance Source: Adthena Paid Share of Voice Organic Share of Voice - More specific, higher intent query - Paid dominant page Share by Search Term
  12. 12. Case Study: ASOS search dominance Source: Adthena, Google Trends Paid Share of Voice Organic Share of Voice - Leading fashion trend - Highly seasonal Share by Search Term
  13. 13. Case Study: ASOS Mobile Strategy Source: Adthena 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% Mobile Paid Impression Share Desktop Paid Impression Share
  14. 14. Case Study: ASOS Mobile Strategy Source: Adthena 83% of their top mobile ads are Mobile only Ads highlight their mobile optimised site Success built off the back of well-known brands
  15. 15. Remember this from earlier? Source: Adthena, Google Trends Paid Share of Voice Organic Share of Voice - Leading fashion trend - Highly seasonal Share by Search Term
  16. 16. “Market Conditions” means…
  17. 17. “Market Conditions” means… 0% 10% 20% 30% 40% 50% 60% 70% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hour of Day Share of Voice Source: Adthena
  18. 18. “Market Conditions” means…
  19. 19. Know Yourself Master The Art of SearchKnow Your Competition Know Market Conditions
  20. 20. Come talk to us Get the slides: Adthena.com/BrightonSEO Find us on Twitter: @Adthena

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