Your Biddable World is round!

1. Understanding Your Biddable World
How to acquire new customers with Competitive Intelligence for Search

2. Who is this extraordinarily tall man?
We like to tweet:
@Adthena
@_ShaunRussell
This is me
I’m here with

3. How well do you know your Biddable
World?
• 27% of Digital Marketers don’t monitor their competitors at all
• 65% don’t use any competitor monitoring technology
• Those in search that do, invariably monitor a static list of their
own keywords
Source: Adthena Bright Talk Webinar, 17th July

4. The World Is Flat

5. The World Is Round

6. The World Is Round

7. Your Biddable World is round, too

8. See your Biddable World from above
Flat World:
just O2’s keywords
Round World:
O2’s relevant keywords
= 21% SOV = 9% SOV

9. “We’ve had a great month”

10. “We’ve had a great month”
Share of
Voice
%
25-Apr 02-May 09-May 16-
May 23-May
45%
30%
15%
0%

11. But their Biddable World is round too!
Share of
Voice
%
C1
C2
C3
C4
25-Apr 02-May 09-May 16-
May 23-May
45%
30%
15%
0%

12. Strong performance is often due to
external factors

13. Forecasting the future
By understanding the true causes behind your performance, it is much
easier to forecast ahead and prepare properly.
Share of
Voice
%
C1
C2
30%
20%
10%
0%
25-Apr 02-May 09-May 16-
May 23-May

14. Be a Biddable Hero…
...it’s all about understanding your market as a whole!

17. Who really won the World Cup?
William Hill dominated traffic share on relevant World Cup keywords
72%
13%
8%
7%
Source: Adthena (UK SOV – World Cup 2014)

18. Key Strategy #1:
Extensive Ad Copy Testing

19. Extensive Ad Copy Testing in action
335 unique World Cup ads, 17 different countries tested
Bet on Belgium v USA
www.williamhill.com/WC-Liveodds
16/5 on USA to Win!
Bet On The World Cup Now.
4/1 - Messi Score Anytime
www.williamhill.com/WC20
Argentina World Cup Match Special.
Was 8/11 Now 4/1 For New Customers!

20. Compared to a close competitor…
113 unique World Cup ads, 4 different countries tested
They never
mentioned
Brazil!

21. Strategy #2:
Plan your campaigns ahead

22. #WorldCup Hype vs. World Cup Traffic
William Hill targeted World Cup build-up, group stage excitement and the
dramatic climax of the final rounds. Meanwhile, competitors were more
erratic in their strategy
#WorldCup
Tweet Volume
Day (June 1st onwards)
World Cup
Campaign Clicks
World Cup
Campaign Clicks

23. Strategy #3:
React to twists and turns

24. Traffic tells its own story
You can retell the twists and turns of the World Cup with the ad copy
patterns of the most proactive advertisers!
Traditional English
over-optimism
Inevitable early exit
Day (June 1st onwards)
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
1 5 9 13 17 21 25 29 33 37 41
William
Hill
Clicks

25. Traffic tells its own story
You can retell the twists and turns of the World Cup with the ad copy
patterns of the most proactive advertisers!
Shock defeat
for Spain at
the 1st hurdle
Day (June 1st onwards)
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
1 5 9 13 17 21 25 29 33 37 41
William
Hill
Clicks

26. Traffic tells its own story
You can retell the twists and turns of the World Cup with the ad copy
patterns of the most proactive advertisers!
New World
Champions
Day (June 1st onwards)
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
1 5 9 13 17 21 25 29 33 37 41
William
Hill
Clicks

27. World Cup Winning Adverts
The top traffic adverts tended to target specific outcomes and quote the
latest tournament odds
4/1 Germany to Lift Cup
www.williamhill.com/GER4
Germany v Argentina Special Offer.
Was 13/10 Now 4/1 - New Customers!
Bet On Brazil v Germany
www.ladbrokes.com/Brazil-v-Germany
Can Brazil Make It w/o Neymar?
Get Your £100 Bet @ Ladbrokes

28. But there is more than one way to win!
50%
25%
0%
Impression
Share
%
vs.

30. 2nd Lesson – The Art of Search
“If you know the enemy and know yourself,
you need not fear the result of a hundred battles.”

31. 2nd Lesson – The Art of Search
A really interesting slide
(not provided)

32. 2nd Lesson – The Art of Search
The faster you learn, the less expensive it is when you fail.
Use PPC to rapidly test keywords and copy before committing to SEO investment.
Test 1 Test 2 Test 3 Test 4 Test 5 Test 6 Test 7
Test 1 Test 2
PPC
SEO

33. 2nd Lesson – The Art of Search

34. 2nd Lesson – The Art of Search

35. 2nd Lesson – The Art of Search
“He will win who knows when to fight and when not to fight.”

36. Source: Adthena
2nd Lesson – The Art of Search

37. 2nd Lesson – The Art of Search
- High volume low intent generic
- High CPC, low margin
- Organic dominant page
Source: Adthena

38. 2nd Lesson – The Art of Search
- More specific, higher intent query
- Paid dominant page
Source: Adthena

39. 2nd Lesson – The Art of Search
- Leading fashion trend
- Highly seasonal
Source: Adthena, Google Trends

40. Only by observing your competitors can
you:
Properly judge your own performance
Understand the true causes behind
your performance
Make strategic decisions based on
their experiences as well as your own

41. How can I discover my whole Biddable World?
Trusted source for insights about
your competitors
Discover your whole Biddable
World today!
Visit us online
adthena.com/biddableworld