We are having a fabulous time at of Biddable World 2014 in London. We hope you enjoyed Shaun’s presentation as much as we did. If you are keen to find out more please feel free to come around at our stand for a chat. Tom, Alex and Sam are happy to show you how you can discover your whole Biddable World and acquire new customers with Competitive Intelligence for Search.

1. Understanding Your Biddable World
How to acquire new customers with Competitive Intelligence for Search
+ Bonus Insights into Auto and Retail Search
Strategies

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. Your Biddable World is round, too

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

8. “We’ve had a great month”

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

10. 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%

11. Strong performance is often due to
external factors

12. 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

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

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

17. Key Strategy #1:
Extensive Ad Copy Testing

18. 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!

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

20. Strategy #2:
Plan your campaigns ahead

21. #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

22. Strategy #3:
React to twists and turns

23. 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

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!
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

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!
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

26. 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

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

28. 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

29. 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

30. Biddable World Bonus Material
1. Curry ‘Cash for Goals” World Cup 2014 Campaign
1. Manufacturer and Dealer Search Coordination

31. Curry’s ‘Cash for Goals’ World Cup 2014
Campaign

32. Benchmark Total Search Performance
Top 5 Electronic Retailers Total Search Share of Voice for ‘LCD’
TVs
• Spot the SEO + PPC
search strategies and
trends that emerge from
the market.
• Currys’ (36%) dominate
the search landscape
for LCD TVs for the last
30 days ending 21st
May 2014.
• The uplifting effect from
the ‘Cash for Goals’
campaign can clearly
be seen (launched 1st
May 2014).
31 09/09/2014
Currys’
launches multi-channel
‘Cash
for Goals’
Campaign
Currys’ begins testing new adcopy for ‘Cash for Goals’ PPC
campaign (1st-6th May) , after identifying best performing ads
they then increase the spend accordingly

33. Paid Search Share of Voice for ‘LCD’ TVs
• Currys’ Paid SOV +28%
as Goals for Cash
campaign gathers pace
• John Lewis -40% as a
result of the Currys
campaign.
• Use Adthena’s daily
search data to identify
competitors paid and
organic search strategies
over time.
32 09/09/2014

34. Competitor Ad Copy
Currys leverages emotion of World Cup 2014
• Currys emphasising ‘Free Delivery or
Reserve to Click’ in their top ads.
• However they are currently not using
their 3rd delivery option in their top ads:
‘free next day delivery’ for TVs.
• Use Daily Adcopy reports to inform and
monitor, at scale, competitor’s offers,
sales tactics and themes used.
33 09/09/2014

35. Manufacturer and Dealer Search Coordination

36. Keyword Coverage across Volvo Brand Terms
All Advertisers - PPC & SEO
210
232
229
264
248
313
301
284
273
298
319
357
350
412
397
383
376
396
422
492
volvocars.com
taggarts.co.uk
lookers.co.uk
Motorparks.co.uk
snowsgroup.co.uk
autotrader.co.uk
ebay.co.uk
vcars.co.uk
motors.co.uk
johnsonscars.co.uk
sturgessgroup.co.uk
exchangeandmart.co…
volvocarslondon.co.uk
Gumtree.com
CarShop.co.uk
clelandscardealers.c…
RiversideDirect.co.uk
driving.co.uk
helstongarages.co.uk
cheapmotors.co.uk
The only dealership in the
top 20 is Volvo Cars
London.

38. Keyword Coverage across Volkswagen Brand Terms
All Advertisers - PPC & SEO
7
19
25
33
30
43
42
39
54
50
73
72
68
67
66
66
64
69
75
80
autotrader.co.uk
ebay.co.uk
vcars.co.uk
volkswagen.co.uk
motors.co.uk
Marshallweb.co.uk
Gumtree.com
CarShop.co.uk
Sytner.co.uk
driving.co.uk
cheapmotors.co.uk
helstongarages.co.uk
jardinemotors.co.uk
carcraft.co.uk
motorpoint.co.uk
autosite.com
trusteddealers.co.uk
carbuyer.co.uk
lookers.co.uk
cardeck.co.uk

40. Keyword Coverage across Mazda Brand Terms
All Advertisers - PPC & SEO
18
16
15
18
21
28
27
27
32
30
34
37
37
37
40
47
47
45
43
46
Motorparks.co.uk
autotrader.co.uk
LindsayMazda.co.uk
mazda.co.uk
ebay.co.uk
motors.co.uk
exchangeandmart.co.uk
Gumtree.com
driving.co.uk
johnsonscars.co.uk
CarShop.co.uk
askaprice.com
carcraft.co.uk
autosite.com
uk-car-discount.co.uk
cheapmotors.co.uk
motorpoint.co.uk
CoventryMazda.co.uk
carsite.co.uk
nortonwaymazda.co.uk

42. Want to Discover YOUR whole
Biddable World?
Request your free personal Demo today!
adthena.com/biddableworld