Adthena - Changing the Game - Breakfast Briefing

1. Adthena CI Breakfast
Changing the Game
8th November 2017
@Adthena
#ChangingTheGame

2. 9:00 Welcome, Lorna
9:05 Ian O’Rourke, Adthena CEO
Adthena - Introduction
9:10 James Clark & Miguel Cedeno, Coast Digital
Building a competitive strategy with digital intelligence
9:25 Thomas Fletcher, Jet2
Case Study: Driving improvements in search
9:40 Guy Tonkin, Resolution Media
Precision Marketing in a Private World
9:55 Angelo Di Lascio, Unibet (Kindred Group)
Harnessing the Power of Search Term Opportunity with Adthena
10:10 Ashley Fletcher, Adthena
Adthena Product Update
10:25 Thank you
10:30 Networking & Close
TODAY’S AGENDA

3. 3
Donuts, Texas, Winners and a Bank

5. marketing you can measureTM
Prepared by:
Miguel Cedeño
James Clark
Senior Digital Marketing Executives
Building a
Competitive
Strategy with
Digital
Intelligence
8th November 2017
Changing The Game
Competitive Intelligence Breakfast Briefing

6. marketing you can measureTM
>Full service digital marketing agency
>User-centred approach
>Fanatical about data
About Coast Digital

7. marketing you can measureTM
“Understanding your audience's search landscape and
your competitor’s offerings can help you build a winning
digital strategy”
7

8. marketing you can measureTM
• Work with a client in the financial services
industry focus on lead generation for organic
search.
• Facing a number of issues in a niche market
with fierce competition.
• Initial tasks:
– Data review (GA, Search Console,
SERP)
– SEO audits, content optimisation,
backlink review and
generation.
8
Case Study

9. 9

10. 10

11. 11

12. 12

13. 13

14. marketing you can measureTM
• Ad Copy Analysis
14
Organic Copy
Paid Copy
• Search Terms Opportunities
Process server
1,300
Process
agent
210
VS
• Ad Copy Testing
Case Study

15. marketing you can measureTM
• Compelling case for paid search
• Identified key players in organic
(rankings) & paid strategies.
• Analysed competitors & their USPs
(ideas for copy testing)
15
Outputs

16. marketing you can measureTM
16
• Take user journeys through competitor
offerings via search, paid,
social……everywhere they had a
presence!
Analyse Competitor Offerings

17. marketing you can measureTM
• Is there anything we can learn from their
copy on priority pages?
• Any new content that we can produce?
• What are the business propositions?
17
Analyse Competitor Offerings

18. marketing you can measureTM
• What user touchpoints are being
offered?
• What is that experience like?
• Do they differ from our clients?
• What learnings can we take?
Analyse Competitor Offerings

19. marketing you can measureTM
• Where we can be competitive / angles
on messaging & USPs
• New content recommendations
• Revision of key internal process
19
Outputs

20. marketing you can measureTM
User Research
“What is the most important factor when choosing a process agent?”

21. marketing you can measureTM
• Channels to use
• Search term & content opportunities
• Messaging
• Internal Procedures
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Outputs

22. marketing you can measureTM
Dominating the Search Landscape

23. marketing you can measureTM
Continued Growth
Initial Tasks
Competitive Strategy

24. marketing you can measureTM
1. Understand your digital landscape
2. Analyse & experience your competitor’s offerings
3. Layer in user research
4. Combine learnings into a winning strategy
24

25. marketing you can measureTM
Find out more about us and our work at:
www.coastdigital.co.uk
Thank you
To discover more about Coast Digital and the services we provide,
please visit www.coastdigital.co.uk

27. Precision Marketing in a Private
World

28. People-Based Precision

34. ADTHENA
PRODUCT
UPDATE
Presented by:
Ashley Fletcher
Director of Product Marketing

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The Ultimate Search Intelligence Solution
​Machine-learned
Whole Market
View
​Data
Segmentation
​Built for Client
Value & Outcomes
Money back
Guarantee
World Class
​Customer Success
Award Winning Technology….

36. INVESTMENTS UNDER-THE-
HOOD
2017 RECAP:

37. 37
Machine Learning
driven Google
Categorization
Every search term found
mapped automatically to
Google’s 8K categories.
Benefits include:
● Sector/Industry Mapping
● Improved Relevancy
● Quickly Map Out New
Markets/Segments

38. 38
Mapping Your Organic
Whole Market View
Adthena now creates your Whole
Market View on your Organic
listings.
Benefits include:
● Aligning your Paid and
Organic efforts
● Shape your SEO Strategy

39. 39
ML driven Auto-
Segmentation
Our users can be far
more efficient with the
auto-segmentation of
search terms by:
● Brand Terms
● Brand Generics
● Generics

40. 40
New Markets
+
New Daily Data
=
Smarter Adthena
With the launch of Adthena
in the US our technology is
now mapping new regions,
continuing our unrivalled
data collection to create
Whole Market View.

41. DELIVERING
ACTIONABLE
INSIGHTS
2017 RECAP:

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Summary
Dashboard
New Landing page
upon login delivering a
7 day week-on-week
view of key metrics:
● Clicks / CTR /
Spend
● Acquire More
Customers
● Ad Summary

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Search Term
Opportunities
Deep-dive into
Opportunities created
by Adthena
● Clicks / CTR /
Spend
● Acquire More
Customers
● Ad Summary

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AdWords Value
Dashboard
Link your AdWords
account to track how
actioned insights
impact performance:
● Impressions
● Clicks, Costs
● Conversions

45. LOOKING
AHEAD

46. 23%
Increase in
PLA spend
for Q2
SEL - Jul 2017
58% of all
Retail
SERPs
indexed
feature PLA
Transparency
of SERP
Landscape
still an issue

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Google Shopping
In-depth analysis of your
competitive landscape
dedicated to PLA:
● Daily Trends
● Segment by Device
● Price Comparison
● Ad Extensions
● Top Search Terms
Google Shopping Insights

48. Competitor
Strategy
Deep-Dive
Aid Faster
Competitive
Landscape
Analysis
Enable
Agency
Partners to
Act Quicker

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Competitor
Profiling
In-depth analysis of single
Competitor in your WMV,
dive into their strategy:
● Clicks / CTR
● Acquire More
● Prospecting
Adthena Competitor Profiling

50. Bespoke
Data
Visualisation
Capabilities
Industry /
Sector
Reporting
Shape
Future
Product
Releases

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Adthena Labs
Get in-the-weeds with your
SERP landscape.
Understand impact of:
● Sitelinks / Extensions
● Ad text themes
● Category H2H
Adthena Labs
PEUGEOT.CO.UK MOBILEHyundai.co.uk MOBILE
Example 1
Example 2

52. Competition
at a Local
level
continues to
increase
Optimize
Performance
by GEO as
Standard
Shape your
Strategy into
new GEOs

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State-based GEO
Segmentation
In-depth analysis by state
across all features in Adthena
● Strategic Insights
● Actionable Insights
● UK launch early H1
Adthena Geo

54. Questions?

55. Thank you for
your interest

56. 56
Adthena Labs
PEUGEOT.CO.UK MOBILEHyundai.co.uk MOBILE