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.

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
#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. About Me
16 100

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. 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. 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. 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. Take your time, craft the message and
set realistic expectations for yourself.
YouSECTION 1:

9. What's your hypothesis?
YouSECTION 1:

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. It’s your time to shine….
YouSECTION 1:

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. 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. 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. C-SuiteSECTION 2:
Why do Benchmark Reports work so well?

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. 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. 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. STEP
1
Grasp marketplace trends to guide strategic decisions

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. STEP
2
Benchmark your share by market/region….then GROW!

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. STEP
3
Paid Search data to drive broader Digital & Business
decisions

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. STEP
4
Be alert - markets change quickly. CEO’s like Daily Insights
too

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

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. STEP
5
What message is resonating right now?

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. STEP
6
Your challenge: Revolutionize how C-Suite consumes data

31. TrendsSECTION 3: Agency Reporting
C-Suite Focus:
● Unique
COVID
Reports
● Market
movements
at a glance
● Secure
account
budgets
● Spend Efficiency
by Region

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. 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. Thank you for watching
Any further questions? Get in touch:
ashley.fletcher@adthena.com