Adthena Presentation at Marin Masters London 2014 "Breaking Down Silos in Search"

1. PPC & SEO Integration
Breaking Down Silos in Search

2. We are Experts in Competitive Intelligence for Search
Shaun Russell
Product Manager
Ian O’Rourke
CEO

3. Breaking Down the Silos in Search
PPC SEO

4. Our unique view of the whole search landscape

5. But Paid and Organic Search work Together

6. PPC and SEO integration is beginning to feel a little like…

7. A Bird’s Eye View of Search
Source: Adthena

9. 1st Lesson – Marketing, Fast and Slow
100
90
80
70
60
50
40
30
20
10
0
12-Oct-14 19-Oct-14 26-Oct-14 2-Nov-14 9-Nov-14
Paid
Organic
Total
Traffic
Index
House of Fraser Fashion Retail Traffic
Source: Adthena

10. 1st Lesson – Marketing, Fast and Slow
100
90
80
70
60
50
40
30
20
10
0
12-Oct-14 19-Oct-14 26-Oct-14 2-Nov-14 9-Nov-14
Paid
Organic
Total
Traffic
Index
House of Fraser Fashion Retail Traffic
Source: Adthena

11. 1st Lesson – Marketing, Fast and Slow
100
90
80
70
60
50
40
30
20
10
0
12-Oct-14 19-Oct-14 26-Oct-14 2-Nov-14 9-Nov-14
Paid
Organic
Total
Traffic
Index
House of Fraser Fashion Retail Traffic
Source: Adthena

12. How did William Hill orchestrate such a high Share of Voice on generic keywords during the
2014 World Cup?
William Hill
Top 3 Competitors
1st Lesson – Marketing, Fast and Slow
Source: Adthena
72%
28%
World Cup Share of Voice

13. 1st Lesson – Marketing, Fast and Slow
#WorldCup
Tweet Volume
World Cup
Ad Copy Traffic
World Cup
Ad Copy Traffic
Source: Adthena
Using tailored ad copy William Hill were able to capitalize
on events that were out of the reach of SEO
Day (June 1st onwards)

14. 1st Lesson – Marketing, Fast and Slow
You can retell the twists and turns of the World Cup with the ad copy patterns of the most
reactive advertisers!
Source: Adthena
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
Traditional English
over-optimism
Inevitable
early exit
1 5 9 13 17 21 25 29 33 37 41
Day (June 1st onwards)
Generic traffic
from tailored ad
copy

15. 1st Lesson – Marketing, Fast and Slow
You can retell the twists and turns of the World Cup with the ad copy patterns of the most
reactive advertisers!
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
1 5 9 13 17 21 25 29 33 37 41
Source: Adthena
New World
Champions
Day (June 1st onwards)
Generic traffic
from tailored ad
copy

17. 2nd Lesson – The Art of Search
“If you know the enemy and know yourself,
you need not fear the result of a hundred battles.”

18. 2nd Lesson – The Art of Search
A really interesting slide
(not provided)

19. 2nd Lesson – The Art of Search
The faster you learn, the less expensive it is when you fail.
Use PPC to rapidly test keywords and copy before committing to SEO investment.
Test 1 Test 2 Test 3 Test 4 Test 5 Test 6 Test 7
Test 1 Test 2
PPC
SEO

20. 2nd Lesson – The Art of Search

21. 2nd Lesson – The Art of Search

22. 2nd Lesson – The Art of Search
“He will win who knows when to fight and when not to fight.”

23. Source: Adthena
2nd Lesson – The Art of Search

24. 2nd Lesson – The Art of Search
- High volume low intent generic
- High CPC, low margin
- Organic dominant page
Source: Adthena

25. 2nd Lesson – The Art of Search
- More specific, higher intent query
- Paid dominant page
Source: Adthena

26. 2nd Lesson – The Art of Search
- Leading fashion trend
- Highly seasonal
Source: Adthena, Google Trends

27. PPC & SEO Integration
Key Strategies
Minimise your risk with SEO
Seize opportunity with PPC
Share and leverage knowledge
between PPC and SEO teams
Build a unified keyword strategy

28. Get the slides:
adthena.com/marinmasters