This event took place on April 18 2018 Search marketing experts reveal practical and tactical approaches to improving PPC campaign performance. This event will get you thinking outside of the box and give you the actionable insights you need to improve your ROI from search. If you want to win it is crucial that you stay one step ahead of your competition. Hear the latest cutting edge marketing techniques from top search professionals, and get a sneak peek of the latest AI-driven keyword categorization tech from Adthena. Agenda - Don't F**k Up Your Paid Search, Daniel Wilkinson, Jellyfish - Behavioral Microeconomics and PPC Ad Copy, Clark Boyd, ClickZ - What's New In Search Intelligence? Ashley Fletcher, VP of Marketing, Adthena

1. Adthena CI Breakfast
Winning With Style
18th April 2018
@Adthena
#WinningWithStyle
Wifi: Huckletree Guest
No password needed

2. 9:00 Welcome
9:05 Introduction from the CEO
Ian O’Rourke, CEO, Adthena
9:10 Don’t F**k Up Your Paid Search
Daniel Wilkinson, Global Head of Paid Media, Jellyfish
9:25 Behavioural Microeconomics and PPC Ad Copy
Clark Boyd, Industry Analyst, ClickZ
9:40 What’s new in Search Intelligence?
Ashley Fletcher, VP of Marketing, Adthena
10.00 Networking (and a nice giveaway!) & Close
TODAY’S AGENDA

3. 3

4. Adthena Certified

6. Don’t F**K Up Your Paid Search
© Jellyfish 2016
April 2018

7. WHAT’S THE WORST THAT COULD HAPPEN?

8. 8
There’s a Lot of Opportunity For Problems
250,000 thousand keywords +
100,000 adcopies +
50,000 negatives +
200 different campaign settings +
landing pages +
humans +
Automation of human error =
Fuck Ups

9. What’s the Worst that Could Happen?
9
Ad copy
misspellings/grammar/message/sitelinks

10. What’s the Worst that Could Happen?
10
Ad copy misspellings/grammar/message/sitelinks
Go dark
Bad payment details
Wrong activity gets paused
Incorrect Negative keywords
Brand or vanity keywords not showing 100% I.S.
Running old ads – expired offer ads
Showing wrong phone numbers
Sending traffic to broken/dead/error landing pages
Priority Campaign budget caps
Showing on irrelevant RSTs
High spend, high CPA
Large drop in conversions/clicks/impressions for
Missing or incorrect conversion pixels

11. 11
Go dark
Bad payment details
Wrong activity gets paused
Incorrect Negative
keywords
Brand or vanity keywords
not showing 100% I.S.
Impressions
Sending traffic to
broken/dead/error landing
pages
Running old ads – expired
offer ads
Showing wrong phone
numbers
Large drop in conversions
Missing or incorrect
conversion pixels
Conversions
Ad copy
misspellings/grammar/mes
sage/sitelinks
Call From Angry CEO
Correlation to Performance Metrics

12. 12
Most of the Paid Search Ad-tech allows
for rules and alerting to be set up across
your accounts.
Create a standard set of rules.
Use Technology to Spot the Problems

13. 13
Figure out what your worst thing is
Create a DFU list
Correlate your DFU to performance metrics
Use technology to scan all your activity
Summary

14. Jellyfish UK
Jellyfish
Floor 22, The Shard,
32 London Bridge Street,
London, SE1 9SG
Thank You
© Jellyfish 2016

16. Behavioral Microeconomics
& PPC Ad Copy
Clark Boyd, Research Director

17. 17
Behavioral microeconomics
Humans make 95% of their decisions using mental shortcuts or rules of thumb.

18. 18
Behavioral Microeconomics

19. 19
Behavioral Microeconomics

20. 20

21. 21

22. 22
1. Incentives

23. 23
What incentives are

24. 24
How to use incentives in PPC ad copy

25. 25
How to use incentives in PPC ad copy

26. 26
2. Herding

27. 27

28. 28
How to use herding in PPC ad copy

29. 29
3. Availability

30. “”
“”
30
The availability bias is related to psychological phenomena known as
primacy and recency. These concepts state that we tend to recall the
information we heard first and last, but rarely the information in
between.

31. 31
How to use availability bias in PPC ad copy

32. 32
Summary & takeaways

33. 33

34. 34
User
experience
results
Using behavioral microeconomics to create a competitive advantage
Some questions to ask:
• What are the pain points we can resolve for consumers?
• How can we make the journey as seamless as possible?
• Which biases are at play within our category space? Can we use heuristics to
nudge customers in our direction?
• How can I work with other departments to understand the emotional
connection our brand makes with customers?

35. @ClarkBoyd
clarkboyd15@gmail.com

36. 36
User
experience
results
Resources
• Behavioral Microeconomics for Business, Peter Burow
• Thinking, Fast and Slow, Daniel Kahneman
• Nudge, Richard Thaler
• Misbehaving, Richard Thaler
• The Chimp Paradox, Steve Peters
• https://en.wikipedia.org/wiki/List_of_cognitive_biases

38. ADTHENA
UPDATE
Presented by:
Ashley Fletcher
VP Marketing

39. 1. FEATURE RELEASES
2. POPULAR INSIGHTS
3. SUCCESS STORIES
Agenda

40. Key ingredients for building the data infrastructure of a Croissant
Milk
Sugar
Flour
Butter

41. Let’s make a minor
addition to those
ingredients...

42. Key ingredients to Evolving the Croissant
Milk
Sugar
Flour
Butter
Chocolate

43. One more change.
A whole new market…..

44. Key ingredients for an Expanding Hybrid Market
Milk
Sugar
Flour
Butter
Chocolate
Custard

45. Competition for croissants
is diverse and complex.
Building your competitive
strategy around the right
data is key...

46. Adthena Solutions Marketecture
AI DATA
CATEGORIZATION
for ACTIONABLE
INSIGHTS
UNRIVALED, PATENTED
MACHINE LEARNED DATA
COLLECTION PROCESS
Aligned to
Success Plan
WHOLE MARKET VIEW
State Market View
Your Customer Success Services
Your Vertical: Travel
SEARCH TERM
CATEGORIZATION
COMPETITOR
CATEGORIZATION
Flights Destinations Holiday
Bespoke
Groups
Market
Leaders
Closest
Competitors
Bespoke
Groups
Partner
Management
Strategic
Benchmarking
Gap
Analysis
Ad Copy
Analysis
Brand
Protection

47. Partner
Management
Strategic
Benchmarking
Gap
Analysis
Ad Copy
Analysis
Brand
Protection
Delivers effective
management of partner
networks across
affiliates, resellers,
dealerships, agencies
and franchises.
Segmented across all
Verticals/Sectors with
AI Categorization.
Understand your
Competition activity to a
new granular level.
Quickly discover insights,
aligned to your most
relevant competition.
Underpinned by our
patented approach to
data collection.
Observed data analysis
of key drivers from Ad
Copy across your
competitive landscape,
segmented by device,
geo and ad type.
Stop soaring CPAs
and competitive
leakage by protecting
your brand 24/7 with
Adthena, and maximise
ROAS.
Adthena Solutions Summary

48. ​Machine-learned
Whole Market
View
​AI
Categorization
​Built for Client
Value & Outcomes
Money back
Guarantee
World Class
​Customer Success
Only Adthena offers...
Award Winning Technology….
What Makes Us Different

49. FEATURE
RELEASES
1Section

50. Feature Release: AI Categorization
Faster Segmentation Auto Brand + Generic Split Deep Learned Categories
mapped to 1,500+ Taxonomy

51. Feature Release: Competitor Dashboard
Faster 1:1 Competitor Profiling
7 Day View on key metrics such as
● Share:
○ Impressions
○ Clicks
○ Spend
● Top Categories
● Head to Head Coverage
● Ad Messaging
● Top Performing Keywords
Access via ‘Competitor’ Section of App

52. Feature Release: Enhanced PLA Data
Split share by Ad Type/Device
Segment PLA:
● Bespoke Categories
● Split by share of:
○ Clicks
○ Spend
● Filter by Deep Learned
Groups
Access via ‘Market’ Section of App

53. Feature Release: State Market View
Your entire WMV by State
The next level of detail:
● Summary Dashboard
● Market
● Competitors
● Search Terms
● Adverts
● Reports & Filters
● Infringements
Access via ‘Account Level’ of App

54. POPULAR
INSIGHTS
2Section

55. Insights Example 1: Car Insurance, core generics
The
Challenge:
Understanding
variance in price
used in ad copy
over time by
competitor.
Insight: When, Where and What Competitors Advertise on Price
Action: Seasonal Planning + Faster Copy Changes

56. Insights Example 2: Retail Category Deep-Dive
The
Challenge:
Understanding
share of clicks
for ‘Swimwear’
by device by Ad
Type.
PLATEXT
DESKTOPMOBILE
Action: Granular benchmarking, to drive Category ownership
Different
Competitors by
Device, by Ad
Type

57. Insights Example 3: Automotive - Toyota Mapping
The
Challenge:
By advertiser
understanding
where their
estimated %
Clicks and
Spend by
category.
Category
Desktop Mobile
% Clicks % Spend % Clicks % Spend
Automatic 0.77% 0.67% 0.82% 0.61%
Coupe/Sports/Convertible 0.28% 0.35% 0.30% 0.39%
Crossover 0.10% 0.18% 0.08% 0.18%
Diesel 0.10% 0.08% 0.11% 0.08%
Estate 0.30% 0.33% 0.24% 0.27%
Family 0.17% 0.33% 0.17% 0.36%
Hatchback 0.05% 0.10% 0.04% 0.10%
Hybrid 1.02% 1.37% 0.86% 1.51%
MPV 0.98% 0.98% 1.06% 0.99%
Online 0.14% 0.33% 0.12% 0.37%
Small 1.31% 1.83% 1.11% 1.54%
SUV 1.41% 1.99% 1.25% 1.92%

58. Insights Example 4: Mapping your Paid Search Activity
The
Challenge:
Building an
accurate view of
which markets /
verticals your
paid ads are
reaching.
Australia’s largest
Bank leading
“Clothing”
category?
Action: Greater clarity around Test Campaigns / Market Reach

59. Insights Example 5: Digging into the weeds for WalMart
The
Challenge:
Best Buy losing
ground to
WalMart on
Google Shopping
Ads Mobile
Action: 200% growth in clickshare Dec 27 through Jan 9
Reason:
Aggressive bidding
on Nintendo Switch
& Low Price Point

60. SUCCESS
STORIES
3Section

61. Success Stories: Maintaining Leader Status for Auto Trader
"Adthena is invaluable to our planning and strategy. We monitor
the overall market and the trends by vertical, giving us the data
we need to make informed decisions."
Chris Wojciechowicz Head of Delivery and Optimization, Auto Trader
1stMaintain
Leader Status
● Leading position in
share of clicks

62. Success Stories: Acquiring New Customers for UniBet
7%Reduction in
CPA
(Sportsbook)
4%Reduction in
CPA
(Casino)
"The competitive intelligence we get from Adthena is invaluable,
enabling us to identify gaps in the market and focus our search
advertising on winning new business."
Angelo Di Lascio Global PPC Manager, Kindred Group

63. Success Stories: Increased Search Revenues for HSBC
43%Increase in
Search
Revenues
"Crucial insight into the search landscape and discovering new
opportunities. With Adthena, the learning is continuous and we
keep on advancing our strategy based on the insight it brings."
Henri Denavacelle, HSBC, Head of Digital Channel Strategy UK
● Positive ROI
In 2 months

64. LATEST ADTHENA REPORTS

65. Thank You!
Enjoy the Croissants
Want to discuss your Competition?
Meet the team now and get your
Free Magic 8Ball!

66. Thank you for
your interest