Have you been wondering how to leverage your PPC industry data in the boardroom? Digital marketers often struggle to prove the value of paid search to key stakeholders. But this shouldn’t always be the case. In this presentation, Ashley Fletcher, VP of Marketing at Adthena, shares actionable tips on how to find value in SEM data and reporting, position the power of paid search, and leverage it in the boardroom. Learn how to: — Benchmark your digital marketing performance against your competitors or peers and explain key factors affecting it at the C-suite level. — Monitor your performance and threats in a category or market to ensure you maintain leader status. — Visualize how search intelligence delivers ROI, boosts brand engagement and governance, and delivers insights into competitors’ strategies so you can win. — Communicate the right messages: what language to use and how to tie it into the bigger business picture. — Leverage strategic intelligence to reduce risk and accurately forecast your business performance. — Utilize vertical market insights to turn competitive gaps and market changes into opportunities.

1. Paid Search: Driving
Strategy at the C-Suite
Ashley Fletcher
VP Marketing
#SEJWebinar
@adthena

2. About Me
#SEJWebinar
@adthena
2.4 16 100

3. Your relevant
landscape on
TRUSTEDBY 250 GLOBAL BRANDS
OVER40 GLOBAL
AGENCY PARTNERS
Advanced market
intelligence
Unrivalledscale
Observed Data
Data Segmentation
Whole Market View
AI Analysis
Refreshed daily
Automated threat &
opportunity detection
Competitor A entered the market
Competitor B left the market
Competitor A dropped by x%. React now!
Your market share dropped by x%
Driving C-Suite
Strategy
New Products & Markets
Brand Equity
Budgets & Forecasting
Agency Partnerships

4. You C-Suite Trends
SECTION 1: SECTION 2: SECTION 3:
You’ll learn:
● Common Requests
● Benchmarks
● Winning Plays
You’ll learn:
● Ideal Preparation
● Your Hypothesis
● Momentum
You’ll learn:
● By Industry
● Current Focus
● Pivot in Strategy
#SEJWebinar
@adthena

5. You C-Suite Trends
SECTION 1: SECTION 2: SECTION 3:
You’ll learn:
● Common Requests
● Benchmarks
● Winning Plays
You’ll learn:
● Ideal Preparation
● Your Hypothesis
● Momentum
You’ll learn:
● By Industry
● Current Focus
● Pivot in Strategy
#SEJWebinar
@adthena

6. Preparation takes time, craft your message,
perfect the delivery and set expectations.
YouSECTION 1:
#SEJWebinar
@adthena

7. Here it
is….the
meeting of
the week…
In reality
though the
runway is
not that
clear….
YouSECTION 1:
#SEJWebinar
@adthena

8. What's your hypothesis?
YouSECTION 1:
#SEJWebinar
@adthena

9. Copyright © Adthena 2020
Stay strategic,
be on the front foot
Benchmarking
and explaining our
performance back
to the business
Historical
conversion trend
data vs. historic
spend
Efficiencies and
waste reduction
Helping make
Brand budgets
more impactful with
Search
Drive efficiencies
in Paid & Organic
Roll out 40% saving
on Ad Copy in New
York State
Keyword
expansion - find new
longtail
Optimize Landing
Page for new ‘Sale’
Keywords
Ad Copy
creation
New Landing
page launch
YouSECTION 1:
#SEJWebinar
@adthena

10. It’s your time to shine….
YouSECTION 1:
#SEJWebinar
@adthena

11. #SEJWebinar
@adthena
Poll Question:
How often are the C-Suite reporting on Paid
Search Performance in your business?
■ Daily
■ Weekly
■ Monthly
■ Quarterly
■ Other

12. You Trends
SECTION 1: SECTION 3:
You’ll learn:
● Ideal Preparation
● Your Hypothesis
● Momentum
You’ll learn:
● By Industry
● Current Focus
● Pivot in Strategy
C-Suite
SECTION 2:
You’ll learn:
● Common Requests
● Benchmarks
● Winning Plays
#SEJWebinar
@adthena

13. C-SuiteSECTION 2:
GROW
Performance / ROAS
Which market next?
Launch a new Product
REACH
Market Share
Where to spend?
Customers by Region
Common Requests:
DEFEND
Market Trends
Customer Journey
Brand Equity
#SEJWebinar
@adthena

14. C-SuiteSECTION 2:
GROW REACH DEFEND
Google Trends
Keyword
Permutation
Generator
UberSuggest
Google Rep
answerthepublic.com
Google Reach
Planner
Auction Insights
Reactive Scripts
Google Analytics
Benchmark
#SEJWebinar
@adthena

15. C-SuiteSECTION 2:
Why do Benchmark Reports work so well?
#SEJWebinar
@adthena

16. C-SuiteSECTION 2:
Benchmarks help track progress and inspire confidence
Segment: US Travel Credit Card Terms
Time: Past 4 Weeks
Metric: Share of Clicks
Proof strategy is working!
New customer acquisition
More opportunity ahead
Source: Adthena
#SEJWebinar
@adthena

17. C-SuiteSECTION 2:
GROW
Grow wisely
Define New Categories
Product Roadmap
REACH
Benchmark position
Spend efficiency
Messaging is Key
DEFEND
Get ahead of Seasons
101% Customer Centric
Defend Brand at
all Costs
#SEJWebinar
@adthena

18. #SEJWebinar
@adthena
Poll Question:
If tomorrow had to report on a market threat
(perhaps a new competitor) to your C-Suite, what
level of confidence do you have in your data?
■ Not really
■ Low confidence
■ Moderate
■ Feel good it would help
■ Very high!

19. You
SECTION 1:
You’ll learn:
● Ideal Preparation
● Your Hypothesis
● Momentum
C-Suite
SECTION 2:
You’ll learn:
● Common Requests
● Benchmarks
● Winning Plays
Trends
SECTION 3:
You’ll learn:
● By Industry
● Current Focus
● Pivot in Strategy
#SEJWebinar
@adthena

20. TrendsSECTION 3: Travel Health Insurance
C-Suite Needs:
● CEO Monitoring
movements daily
● High Volatility in Travel
Insurance across key categories
● Pivot to New Segments
● Prepare Budgets for Bounce-
back in H2
#SEJWebinar
@adthena

21. TrendsSECTION 3: Retail - Home Appliances
C-Suite Needs:
● Be No.1 in Home Appliance
category by all Regions
● Drive efficiencies in C-Suite
Reporting across all regions
● Confidence to enter new
markets, Land & Expand
#SEJWebinar
@adthena

22. TrendsSECTION 3: Fashion Retail
C-Suite Needs:
● Support a transition away
from physical stores to digital
● Continue to push ‘Seasonal’
trends through unprecedented
times
● Double-down on Brand,
conserve Generic spend
#SEJWebinar
@adthena

23. TrendsSECTION 3: Auto Insurance
C-Suite Focus:
● ROAS by Region & Allocate
● Brand Equity by Region
● Messaging by Region
● Direct Agency Strategies
#SEJWebinar
@adthena

24. TrendsSECTION 3: Technology: Hosting
C-Suite Focus:
● Challenging market for Lead
Generation
● Top of Funnel Awareness
Strategy focus for expansion
● Observations of Key Players in
market for next steps
● Competition influx, as much as
7 new entrants
#SEJWebinar
@adthena

25. TrendsSECTION 3: eGaming
C-Suite Focus:
● Sports book
closed
across Europe
● Immediate
pivot in
strategy to
Slots/Casino
● Expand
territories
POKER
CASINO
#SEJWebinar
@adthena

26. TrendsSECTION 3: Bespoke Agency Product
C-Suite Focus:
● Unique COVID
Reports
● Market
movements
at a glance
● Secure
account
budgets
#SEJWebinar
@adthena

27. You C-Suite Trends
SECTION 1: SECTION 2: SECTION 3:
You’ll learn:
● Common Requests
● Benchmarks
● Winning Plays
You’ll learn:
● Ideal Preparation
● Your Hypothesis
● Momentum
You’ll learn:
● By Industry
● Current Focus
● Pivot in Strategy
#SEJWebinar
@adthena

28. #SEJWebinar
@adthena
Thank you for watching
ashley.fletcher@adthena.com