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BRINGING A WHOLE MARKET VIEW PERSPECTIVE INTO YOUR SEARCH STRATEGY

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BRINGING A WHOLE MARKET VIEW PERSPECTIVE INTO YOUR SEARCH STRATEGY

Machine Learning and AI have been an integral part of search advertising, helping businesses grow. But automation has also lead to a competitive myopia leaving you unable to understand what your competition is doing. Therefore, you end up operating with competitive blindness across your whole market landscape. Adding a Whole Market View perspective into your competitive intelligence, powered by machine Learning and AI technology, will help you leverage market opportunities as they arise. Join Adthena in a 5-step journey on how AI-powered Competitive Intelligence can help you win against competition, expand in new territories and reduce your SEM costs using real-life examples.

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BRINGING A WHOLE MARKET VIEW PERSPECTIVE INTO YOUR SEARCH STRATEGY

  1. 1. Strategic Paid Search Marketing Automation Series Optimize Your Search Campaigns with Google Smart Ads, Competitor Analysis & Controlled Budget
  2. 2. Today’s Speakers Nikos Drakatos Director of Product Marketing
  3. 3. Today’s Agenda ● How AI and Machine Learning has helped shape search advertising ● Has automation lead us to a competitive myopia? ● Employing a Whole Market View perspective to your competitive strategy
  4. 4. OUR VISION “Revolutionize search marketing through unrivaled competitive clarity” 4
  5. 5. Copyright 2017 - Q4 Amazon Virtual Summit Global brands & agency partners RETAIL FINANCE GAMING AUTOMOTIVE AGENCIES TRAVEL
  6. 6. Copyright 2017 - Q4 Amazon Virtual Summit What makes us different ​Machine-learned Whole Market View AI-Driven Data Segmentation ​Built for Client Value & Outcomes Money back Guarantee World Class ​Customer Success Only Adthena offers... Award Winning Technology….
  7. 7. Copyright 2017 - Q4 Amazon Virtual Summit We’ve come a long way...
  8. 8. Copyright 2017 - Q4 Amazon Virtual Summit Benefits of automation in digital advertising ● Campaign optimization ● A/B testing ● Creative optimization ● Bid optimization ● Channel optimization ● Audience refinement
  9. 9. Copyright 2017 - Q4 Amazon Virtual Summit Visibility Myopia Responsiveness
  10. 10. POLL QUESTION What is your #1 challenge in search advertising?
  11. 11. Copyright 2017 - Q4 Amazon Virtual Summit Limitations with competitive intelligence ​ Keyword Driven ​ Directory Driven ​ Panel Driven Black Boxed Auction Insights Keyword Planner
  12. 12. Copyright 2017 - Q4 Amazon Virtual Summit Employing a Whole Market View perspective
  13. 13. Copyright 2017 - Q4 Amazon Virtual Summit 5 best practises to elevate performance in search Partner Management Strategic Planning Gap Analysis Ad Copy Analysis Brand Protection
  14. 14. PARTNER MANAGEMENT
  15. 15. Copyright 2017 - Q4 Amazon Virtual Summit How Mazda drove 31% dealer efficiency Key Results Daily monitoring of a defined set of keywords and competitor groups, helped Mazda separate its brand strategy from its dealer program, employing different strategies. Best Practices Deployed -98% Reduction in franchise bidding +31% In cost efficiency Increased conversion rates across dealer network+
  16. 16. Copyright 2017 - Q4 Amazon Virtual Summit Monitoring your partners is imperative Monitor all your partners and map their market share Define effective partner policy & identify new partner opportunities Create custom rules and alerts for active monitoring Track partner position, share and ad copy to ensure compliance Monitor Partner Click Share Track Partner Ads & PlacementCapture Partner Keywords
  17. 17. STRATEGIC PLANNING
  18. 18. Copyright 2017 - Q4 Amazon Virtual Summit Increased click share by 50% with strategic planning Key Results Leveraging competitive intelligence, Carphone Warehouse pushed relevant keywords across both text ads and Google Shopping during the iPhone XR launch. Best Practices Deployed +50% Increase in clickshare +8% Increase in CTR 53% Uplift in orders -23% Reduction of CPO
  19. 19. Copyright 2017 - Q4 Amazon Virtual Summit Why strategic planning & CI go hand-in-hand Map your market and gain intelligence on key competitors Monitor and analyze all competitive market movements Track and monitor key competitors and products daily Track actionable insights to improve efficiency Map Out New Regions Expose Seasonal Trends1:1 Competitor Profiling
  20. 20. Copyright 2017 - Q4 Amazon Virtual Summit Real-life example | Travel cruises Example: Celebrity Cruises Share, Segmented by Top Routes Top Competitor: Royalcaribbean.co.uk Top Competitor: POCruises.com Top Competitor: NCL.com Top Competitor: POCruises.com Top Competitor: POCruises.com Top Competitor: POCruises.com Top Competitor: IgluCruise.com Top Competitor: POCruises.com Top Competitor: IgluCruise.com INSIGHTS ● Competitor by Strongest Share ● Weakest Share on cheaper terms ● Benchmark your Domain progress
  21. 21. GAP ANALYSIS
  22. 22. Copyright 2017 - Q4 Amazon Virtual Summit Identifying new keywords for a new market entry Key Results In an effort to enter the hybrid market and understand how people research hybrid vehicles, Volvo captured 72 new search term opportunities that lead to user interactions. - 300% increase in clicks - Boost in showroom visits - 97% improvement in vehicle configurations - 50% reduction on CPA for search ads Best Practices Deployed
  23. 23. Copyright 2017 - Q4 Amazon Virtual Summit Monitor the right metrics and competitors Analyze competitor bidding activity to set strategy. Analyze search term recommendations and rank them by impact Leverage granular data by segmenting market and campaign Daily, Segmented, Actionable Insights Continuously monitor your market share and any key trends Deep-Dive Into Specific Categories Visualize Acquisition Strategy by Device for any Competitor Desktop Mobile
  24. 24. AD COPY ANALYSIS
  25. 25. Copyright 2017 - Q4 Amazon Virtual Summit Strategic ad copy analysis drove +32% in clicks Key Results To understanding the interplay between Text and PLA ads, Jacamo were able to direct ad spend to the areas it would have the most impact. +32% increase in banner clicks Best Practices Deployed -7% Decrease in CPC prices +21% increase in sales YoY
  26. 26. Copyright 2017 - Q4 Amazon Virtual Summit Being competitor-aware using ad copy analysis Analyze campaigns to understand rival strategies Track key competitors and products in search Segment copy by device, theme, and CTA Identify market trends and top-performing copy Monitor Competitor Ads Visualize Keyword FocusTrack Themes & Categories
  27. 27. BRAND PROTECTION
  28. 28. Copyright 2017 - Q4 Amazon Virtual Summit Princess Cruises cut brand CPCs by 69% Key Results Princess Cruises deployed strict brand protection policies by monitoring brand terms and identified competitor infringements Best Practices Deployed +69% Reduction of branded CPC +62% Increase in visits from paid search YoY Maximized keyword bidding accuracy.+
  29. 29. Copyright 2017 - Q4 Amazon Virtual Summit How to stay brand safe in such competitive times Map and quantify threat impact to prioritize your response Use AI-driven segments by type of infraction Track all competitors and branded search terms Monitor & Take Action on Infringements Time-Stamped Evidence for Faster Resolution Automated Brand Groups
  30. 30. BONUS STRATEGY
  31. 31. Copyright 2017 - Q4 Amazon Virtual Summit Utilize CI to automate and monitor your campaigns Using AI and machine learning technology to automatically monitor thousands of terms and search term groups, allows you to stay on top of your brand and competitive market trends.
  32. 32. AUTOMATE RESPONSIBLY WHOLE MARKET VIEW EMPLOY SMART MONITORING
  33. 33. Want to dive deeper into these best practices? Contact marketing@adthena.com
  34. 34. Q & A Nikos Drakatos Director of Product Marketing

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