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