Why search is becoming a single entity once again - Puneet Vaghela, Head of Paid Search and Daniel Kelly, Head of SEO, PHD Adthena Update: Brand Protection - Tim Bouhour, Head of Product, Adthena Get off my brand - Henrik Zahl Andersen, Digital Marketing Specialist, Nordic Choice Hotels

1. Search Marketing Breakfast
Get Off My Brand
11th July 2018
@Adthena
Wifi: Huckletree
Psw: staycurious16

2. 9:00 Welcome
9:05 Why search is becoming a single entity once again
Puneet Vaghela, Head of Paid Search, PHD
Daniel Kelly, Head of SEO, PHD
9:20 Adthena Update: Brand Protection
Tim Bouhour, Head of Product, Adthena
9:35 Get off my brand
Henrik Zahl Andersen, Digital Marketing Specialist, Nordic Choice Hotels
9:50 Networking & Close
TODAY’S AGENDA

3. COMING SOON...
GET OFF MY
BRAND!
REPORT
● Brand Protection Benchmarks
● Success Stories
● Competitive Intelligence
adthena.com/getoffmybrand

4. LATEST ADTHENA REPORTS
adthena.com/insights

5. Brand Search and how to
make it work for you
11th
July 2018

6. AGENDA
Why is brand search difficult to control on PPC?
Competition
Mobile Search
Analysis
SEO for brands is not as straightforward as it seems
Competition
Implementation challenges
Mobile Search
How can you use PPC and SEO together to improve your brand performance?
Real-Time Performance Data
Shared learnings
Cohesive Bidding – Understanding the value of both channels

7. Why is brand
search difficult to
control in PPC?
7

8. Brand Search is like your home advantage
*Source – skysports.com

9. Competitors are trying to dislodge your advantage
*Source – https://help.smarkets.com

10. Brands are always looking for ways to gain more traffic

11. On mobile, protection becomes even more important

12. Mobile gets hit harder than other devices
*Source –Word Stream

13. Analysing the value of brand search used to be easier…

14. Analysing the value of brand search is now difficult

15. That’s why you need a consistent solution
*Source –mathsisfun.com

16. SEO for brands is not
as straightforward as
it seems
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17. It is easy to think organic brand visibility is locked up

18. Easy to learn, difficult to master

19. Pages that are too similar can lead to organic results
competing with each other

20. Being reactive in SEO is not always easy

21. Brand presence on organic for mobile is also
important

22. So how can we
maximise performance
together?
22

23. Cross Channel Insights

24. Real-Time meta performance

25. Driving SEM Efficiencies Through
Cross-Bidding
Cross bidding relates to using SEO
keyword ranking data to define the
bidding exposure of PPC keywords on
Google and Bing
The general theory is that if your brand
is ranked highly for SEO, you will
require a lower PPC presence as
organic results will be able to pick up
the traffic – This obviously comes with
a few caveats
Cross bidding can allow us to reduce
our spend in areas of PPC that can be
re-invested into other areas to find
incremental gains from both a traffic
and sales perspective

26. All of this is why we should treat SEM as one entity

27. Thank You
For more information, please contact:
Puneet Vaghela – Head of Paid Search, PHD UK
Puneet.Vaghela@phdmedia.com
Daniel Kelly – Head of SEO, PHD UK
Daniel.Kelly@phdmedia.com
27

29. Adthena Update:
Brand Protection
11th July 2018

30. Brand Protection Solution
- Brand Bidding Dashboard
- Trademark Infringement and Auto-takedown
- Configurable Alerts and Reports

31. Q3 Roadmap
Brand Bidding Dashboard
Problem: I’m blind to competitor activity on my brand
terms which makes it very hard for me to protect my
brand and manage my brand terms across geographies,
devices, and categories.
Enhancement: A new brand bidding dashboard
shows you which competitors are bidding on your
brand, when, and how to help you optimize your
brand bidding strategy.
Launch date Q3
Brand Protection

32. Q3 Roadmap
Trademark Infringements with
Auto-takedown
Problem: I don’t have a good way to systematically catch
and take down competitors, affiliates, and resellers
infringing on my trademarks. These breaches have a
negative impact on my CPCs, ROAS, and conversion rates.
Enhancement: Deeper visibility into trademark
infringements and their impact along with a
streamlined workflow to take down infringing ads
and ensure they stay down once removed.
Launch date Q3
Brand Protection

33. Q3 Roadmap
Configurable Alerts and Reports
Problem: I need to feel confident that my brand is fully
protected without investing daily time monitoring it. I
should be alerted automatically when a breach takes place
so I can take action immediately.
Enhancement: An automated brand protection
alerting and reporting system which you can
configure to your needs.
Launch date Q3
Brand Protection

34. Brand Protection Committee
JOIN ADTHENA’S BRAND
PROTECTION COMMITTEE
FOR REGULAR UPDATES…
Find out more:
adthena.com/getoffmybrand
tim.bouhour@adthena.com
Launch date Q3
Brand Protection

37. Nordic Choice Hotels

40. Online Sales

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44. Adthena

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49. Thank You!
Enjoy the Croissants
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