BRINGING A WHOLE MARKET VIEW PERSPECTIVE INTO YOUR SEARCH STRATEGY Machine Learning and AI have been an integral part of search advertising, helping businesses grow. But automation has also lead to a competitive myopia leaving you unable to understand what your competition is doing. Therefore, you end up operating with competitive blindness across your whole market landscape. Adding a Whole Market View perspective into your competitive intelligence, powered by machine Learning and AI technology, will help you leverage market opportunities as they arise. Join Adthena in a 5-step journey on how AI-powered Competitive Intelligence can help you win against competition, expand in new territories and reduce your SEM costs using real-life examples.

1. Strategic Paid Search Marketing
Automation Series
Optimize Your Search Campaigns with Google Smart Ads,
Competitor Analysis & Controlled Budget

2. Today’s Speakers
Nikos Drakatos
Director of Product Marketing

3. Today’s Agenda
● How AI and Machine Learning has helped shape search advertising
● Has automation lead us to a competitive myopia?
● Employing a Whole Market View perspective to your competitive
strategy

4. OUR VISION
“Revolutionize search
marketing through unrivaled
competitive clarity”
4

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Global brands & agency partners
RETAIL
FINANCE
GAMING
AUTOMOTIVE
AGENCIES
TRAVEL

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What makes us different
​Machine-learned
Whole Market
View
AI-Driven Data
Segmentation
​Built for Client
Value & Outcomes
Money back
Guarantee
World Class
​Customer Success
Only Adthena offers...
Award Winning Technology….

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We’ve come a long way...

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Benefits of automation in digital advertising
● Campaign optimization
● A/B testing
● Creative optimization
● Bid optimization
● Channel optimization
● Audience refinement

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Visibility Myopia Responsiveness

10. POLL QUESTION
What is your #1 challenge in search advertising?

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Limitations with competitive intelligence
​
Keyword Driven
​
Directory Driven
​
Panel Driven Black Boxed
Auction Insights
Keyword Planner

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Employing a Whole Market View perspective

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5 best practises to elevate performance in search
Partner
Management
Strategic
Planning
Gap
Analysis
Ad Copy
Analysis
Brand
Protection

14. PARTNER MANAGEMENT

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How Mazda drove 31% dealer efficiency
Key Results
Daily monitoring of a defined set of
keywords and competitor groups,
helped Mazda separate its brand
strategy from its dealer program,
employing different strategies.
Best Practices Deployed
-98%
Reduction in
franchise bidding
+31%
In cost
efficiency
Increased conversion rates
across dealer network+

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Monitoring your partners is imperative
Monitor all your partners and
map their market share
Define effective partner policy
& identify new partner
opportunities
Create custom rules and
alerts for active monitoring
Track partner position,
share and ad copy to ensure
compliance
Monitor Partner Click Share Track Partner Ads & PlacementCapture Partner Keywords

17. STRATEGIC PLANNING

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Increased click share by 50% with strategic planning
Key Results
Leveraging competitive intelligence,
Carphone Warehouse pushed
relevant keywords across both text
ads and Google Shopping during the
iPhone XR launch.
Best Practices Deployed
+50%
Increase in
clickshare
+8%
Increase in CTR
53%
Uplift in orders
-23%
Reduction of CPO

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Why strategic planning & CI go hand-in-hand
Map your market and gain
intelligence on key
competitors
Monitor and analyze all
competitive market movements
Track and monitor key
competitors and products daily
Track actionable insights to
improve efficiency
Map Out New Regions Expose Seasonal Trends1:1 Competitor Profiling

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Real-life example | Travel cruises
Example: Celebrity Cruises Share, Segmented by Top Routes
Top Competitor: Royalcaribbean.co.uk
Top Competitor: POCruises.com
Top Competitor: NCL.com
Top Competitor: POCruises.com
Top Competitor: POCruises.com
Top Competitor: POCruises.com
Top Competitor: IgluCruise.com
Top Competitor: POCruises.com
Top Competitor: IgluCruise.com
INSIGHTS
● Competitor by
Strongest Share
● Weakest Share on
cheaper terms
● Benchmark your
Domain progress

21. GAP ANALYSIS

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Identifying new keywords for a new market entry
Key Results
In an effort to enter the hybrid market and
understand how people research hybrid
vehicles, Volvo captured 72 new search
term opportunities that lead to user
interactions.
- 300% increase in clicks
- Boost in showroom visits
- 97% improvement in vehicle
configurations
- 50% reduction on CPA for
search ads
Best Practices Deployed

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Monitor the right metrics and competitors
Analyze competitor bidding
activity to set strategy.
Analyze search term
recommendations and rank
them by impact
Leverage granular data by
segmenting market and
campaign
Daily, Segmented, Actionable
Insights
Continuously monitor your
market share and any key
trends
Deep-Dive Into Specific
Categories
Visualize Acquisition Strategy
by Device for any Competitor
Desktop Mobile

24. AD COPY ANALYSIS

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Strategic ad copy analysis drove +32% in clicks
Key Results
To understanding the interplay between
Text and PLA ads, Jacamo were able to
direct ad spend to the areas it would have
the most impact.
+32%
increase in
banner clicks
Best Practices Deployed -7%
Decrease in
CPC prices
+21%
increase in
sales YoY

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Being competitor-aware using ad copy analysis
Analyze campaigns to
understand rival strategies
Track key competitors and
products in search
Segment copy by device,
theme, and CTA
Identify market trends and
top-performing copy
Monitor Competitor Ads Visualize Keyword FocusTrack Themes & Categories

27. BRAND PROTECTION

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Princess Cruises cut brand CPCs by 69%
Key Results
Princess Cruises deployed strict
brand protection policies by
monitoring brand terms and
identified competitor infringements
Best Practices Deployed
+69%
Reduction of
branded CPC
+62%
Increase in visits from
paid search YoY
Maximized keyword bidding
accuracy.+

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How to stay brand safe in such competitive times
Map and quantify threat
impact to prioritize your
response
Use AI-driven segments by
type of infraction
Track all competitors and
branded search terms
Monitor & Take Action on
Infringements
Time-Stamped Evidence
for Faster Resolution
Automated Brand Groups

30. BONUS STRATEGY

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Utilize CI to automate and monitor your campaigns
Using AI and machine learning technology to
automatically monitor thousands of terms and
search term groups, allows you to stay on top of
your brand and competitive market trends.

32. AUTOMATE
RESPONSIBLY
WHOLE
MARKET VIEW
EMPLOY SMART
MONITORING

33. Want to dive deeper into these
best practices? Contact
marketing@adthena.com

34. Q & A
Nikos Drakatos
Director of Product Marketing