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.
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an out-of-date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. 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
12. Case Study: ASOS search dominance
Source: Adthena
Paid Share
of Voice
Organic Share of Voice
Competitor Market Share (Retail)
13. 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
14. 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
15. 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
16.
17. 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
18. 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
19.
20. 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