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6 steps to guiding UK C-Suite Strategy with Paid Search

Follow the link to watch the webinar: https://www.brighttalk.com/webcast/8551/409272

In times of constant change, understanding where and how to adjust your digital strategy can feel overwhelming. Decisions made without data could jeopardise your ROI, and your marketing tactics are being monitored closely by the C-Suite who are seeking immediate results and stability.

In this session, we're joined by Adthena's Marketing VP, Ashley Fletcher, who will walk you through how a selection of UK C-Suite members are playing out winning formulas across Retail, Energy, Education, Finance, Gaming, Telco, Technology and Healthcare. Find out how key brands are using Paid Search as the guiding light in a volatile market.

Who should listen in?

- If you’re responsible for managing digital marketing in the UK and Google Ads is part of your channel mix, this session is for you!
- Agencies who are responsible for managing Google Ads for brands.

What you’ll learn:

- How to present your strategy to C-Suite stakeholders with data
- How to get ‘out of the weeds’ of campaign metrics and deliver a clear strategic narrative
- How leading UK brands are guiding their C-Suites using Paid Search
- How verticals in the UK are adapting to change using Paid Search

Who is Adthena?

Adthena is the world’s most advanced intelligence platform for paid search advertising, using AI technology and machine learning models to give customers a clear view of the market shifts and all the moves their rivals make across the search landscape. This means they can make informed, strategic decisions and ensure success, supported by a team of world-class industry consultants.

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6 steps to guiding UK C-Suite Strategy with Paid Search

  1. 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by 6 steps to guiding UK C-Suite Strategy with Paid Search Ashley Fletcher VP Marketing Adthena Hosted by Lewis Dormer, Digital Marketing Executive at Smart Insights
  2. 2. 2 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Before we start… housekeeping • Slides will be available via Smart Insights Slideshare • Do ask questions at any point via the questions panel - Ashley will respond either at the end of the show, or via email.
  3. 3. About Me 16 100
  4. 4. Your relevant landscape on TRUSTED BY 250 GLOBAL BRANDS OVER 40 GLOBAL AGENCY PARTNERS Advanced market intelligence Unrivalled scale 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
  5. 5. UK Market: Getting Ready for the Bounceback “While the short-term outlook is extremely challenging, we share the longer-term optimism that the market will return to growth.” David Fletcher, Chief Data Officer at Wavemaker “less competition from brands who are not advertising and more consumers online presents an opportunity to gain market share growth now and be in a strong position for the upturn.” Chris Hogg Managing Director EMEA, Lotame “Agility will be crucial as businesses look to bounce back. The use of data to properly inform new strategies and business plans and to drive a host of decisions across businesses at pace will be critical, not just to short-term survival, but to long-term growth.” Sam Taverner, EVP, Merkle EMEA
  6. 6. You C-Suite Your 6 Steps 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
  7. 7. 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
  8. 8. Take your time, craft the message and set realistic expectations for yourself. YouSECTION 1:
  9. 9. What's your hypothesis? YouSECTION 1:
  10. 10. 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 on London Ads Keyword expansion - find new longtail Optimize Landing Page for new ‘Sale’ Keywords Ad Copy creation New Landing page launch YouSECTION 1:
  11. 11. It’s your time to shine…. YouSECTION 1:
  12. 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
  13. 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
  14. 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
  15. 15. C-SuiteSECTION 2: Why do Benchmark Reports work so well?
  16. 16. C-SuiteSECTION 2: Benchmarks help track progress and inspire confidence Segment: Travel Credit Card Terms Time: Past 4 Weeks Metric: Share of Clicks Proof strategy is working! New customer acquisition More opportunity ahead Source: Adthena
  17. 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
  18. 18. You SECTION 1: You’ll learn: ● Ideal Preparation ● Your Hypothesis ● Momentum C-Suite SECTION 2: You’ll learn: ● Common Requests ● Benchmarks ● Winning Plays Your 6 Steps SECTION 3: You’ll learn: ● By Industry ● Current Focus ● Pivot in Strategy
  19. 19. STEP 1 Grasp marketplace trends to guide strategic decisions
  20. 20. TrendsSECTION 3: Travel 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
  21. 21. STEP 2 Benchmark your share by market/region….then GROW!
  22. 22. 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
  23. 23. STEP 3 Paid Search data to drive broader Digital & Business decisions
  24. 24. 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
  25. 25. STEP 4 Be alert - markets change quickly. CEO’s like Daily Insights too
  26. 26. TrendsSECTION 3: eGaming C-Suite Focus: ● Sports book closed across Europe ● Immediate pivot in strategy to Slots/Casino ● Expand territories POKER CASINO
  27. 27. TrendsSECTION 3: Technology & Finance 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
  28. 28. STEP 5 What message is resonating right now?
  29. 29. TrendsSECTION 3: Ad Messaging C-Suite Focus: ● CIP Procurement Courses - messaging from over 200 ads ● Messaging at a glance, a great example of AI doing the leg- work ● Move with the times - COVID- 19 copy has come and gone in Ad Copy.
  30. 30. STEP 6 Your challenge: Revolutionize how C-Suite consumes data
  31. 31. TrendsSECTION 3: Agency Reporting C-Suite Focus: ● Unique COVID Reports ● Market movements at a glance ● Secure account budgets ● Spend Efficiency by Region
  32. 32. RECAP: 1 2 3 4 5 6 Grasp market trends to guide strategic decisions Benchmark your share by market/region….then grow Paid Search data to support other business functions Be alert - markets change quickly. CEO’s love Daily Insights What message is resonating right now? Your Challenge: Revolutionize how C-Suite consumes data
  33. 33. Your FREE Personalized Paid Search Insights across the following: adthena.com/bounceback Market Trends Ad Copy Insights Pre & Post COVID-19 Analysis Brand Protection
  34. 34. Thank you for watching Any further questions? Get in touch: ashley.fletcher@adthena.com

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