adthena breakfast briefing: changing the game

Adthena CI Breakfast

Changing the Game8th November 2017

@Adthena#ChangingTheGame

Wifi: Huckletree GuestNo password needed

9:00 Welcome, Lorna

9:05 Ian O’Rourke, Adthena CEO

Adthena - Introduction

9:10 James Clark & Miguel Cedeno, Coast Digital

Building a competitive strategy with digital intelligence

9:25 Thomas Fletcher, Jet2

Case Study: Driving improvements in search

9:40 Guy Tonkin, Resolution Media

Precision Marketing in a Private World

9:55 Angelo Di Lascio, Unibet (Kindred Group)

Harnessing the Power of Search Term Opportunity with Adthena

10:10 Ashley Fletcher, Adthena

Adthena Product Update

10:25 Thank you

10:30 Networking & Close

TODAY’S AGENDA

3

Donuts, Texas, Winners and a Bank

marketing you can measure TM

Prepared by:

Miguel Cedeño

James Clark

Senior Digital Marketing Executives

Building a Competitive Strategy with Digital Intelligence

8th November 2017

Changing The Game

Competitive Intelligence Breakfast Briefing


>Full service digital marketing agency

>User-centred approach

>Fanatical about data

About Coast Digital


“Understanding your audience's search landscape and

your competitor’s offerings can help you build a winning

digital strategy”

7


• Work with a client in the financial services

industry focus on lead generation for organic

search.

• Facing a number of issues in a niche market

with fierce competition.

• Initial tasks:

– Data review (GA, Search Console, SERP)

– SEO audits, content optimisation,

backlink review and generation.

8

Case Study


• Ad Copy Analysis

14

Organic Copy

Paid Copy

• Search Terms Opportunities Process server1,300

Process agent210

VS

• Ad Copy Testing

Case Study


• Compelling case for paid search

• Identified key players in organic

(rankings) & paid strategies.

• Analysed competitors & their USPs (ideas

for copy testing)

15

Outputs

marketing you can measure TM 16

• Take user journeys through competitor

offerings via search, paid,

social……everywhere they had a

presence!

Analyse Competitor Offerings


• Is there anything we can learn from their

copy on priority pages?

• Any new content that we can produce?

• What are the business propositions?

17



• What user touchpoints are being offered?

• What is that experience like?

• Do they differ from our clients?

• What learnings can we take?



• Where we can be competitive / angles

on messaging & USPs

• New content recommendations

• Revision of key internal process

19

Outputs


User Research

“What is the most important factor when choosing a process agent?”


• Channels to use

• Search term & content opportunities

• Messaging

• Internal Procedures

21

Outputs


Dominating the Search Landscape


Continued Growth

Initial Tasks

Competitive Strategy


1. Understand your digital landscape

2. Analyse & experience your competitor’s offerings

3. Layer in user research

4. Combine learnings into a winning strategy

24


Find out more about us and our work at:

www.coastdigital.co.uk

Thank youTo discover more about Coast Digital and the services we provide,

please visit www.coastdigital.co.uk

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Harnessing the Power of ”Search Term

Opportunities” with AdthenaAngelo Di Lascio, Global PPC Manager

• Kindred Group – Who We Are

• Market Landscape: The UK

• PPC Challenges & Goals

• How Adthena Helped

• Results

• Wrap Up & What’s Next

46

Agenda

© Kindred Group plc 2017

47© Kindred Group plc 2017

KINDRED GROUPKINDRED IS ONE OF THE LARGEST ONLINE GAMBLING COMPANIES IN THE WORLDWITH OVER 20 MILLION REGISTERED CUSTOMERS

LICENSED OPERATOR IN

OUR BRANDS

Australia, Belgium, Denmark, Estonia,France, Germany, Gibraltar, Ireland, Italy,Malta, Romania, United Kingdom

eGR OPERATOR OF THE YEAR 2016,eGR SOCIALLY RESPONSIBLE OPERATOR OF THE YEAR 2016, eGR MARKETING CAMPAIGN OF THE YEAR 2016

2016 AWARDS

9,555streamed

events

71%of revenue

from mobile

1,219,761active customers

48,158live betting

events

16-18 Milliontransactions

everyday

Numbers for Q3 2017eGR SLOTS OPERATOR OF THE YEAR 2017

2017 AWARDS


OUR PEOPLEOVER 1400 DEDICATED EMPLOYEES WORK TO ENSURE OURCUSTOMERS GET THE BEST POSSIBLE EXPERIENCE

Australia – Sydney & DarwinBelgium – AntwerpDenmark – CopenhagenEstonia – TallinnFrance – ParisGibraltarItaly – MilanMalta – Gzira & St JuliansSweden – StockholmUnited Kingdom – London

OUR OFFICESWe Seek to

Innovate

We Buildon Trust

We Dare toChallenge

We AreIndividuals Utd

We Believe inFriendship

49

Online Gaming & Betting in the UK


Source:

http://www.gamblingcommission.gov.uk/PDF/survey-data/Gambling-participation-in-2016-behaviour-awareness-and-attitudes.pdf

Source: http://live-gamblecom.cloud.contensis.com/PDF/survey-data/Gambling-industry-statistics.pdf

High CPC

50

Online Gaming & Betting in the UK - PPC Challenges


Remarketing not

allowed on

Google

Difficult to identify

players’ value

immediatelySource: http://www.wordstream.com/blog/ws/2017/06/28/most-expensive-keywords-uk-edition

51

Online Gaming & Betting in the UK - PPC Goals


Significantly increase

new players’ value

Sustain overall growth by

expanding Generics


number of new players

year-on-year

Maintain CPA level

52

What We Needed to Do


Monitor Competitors’ activity, beyond auction

insights report

Keyword Expansion

Decrease CPA for

new depositing

players

Optimize towards Average

Revenue Per User (ARPU)

Increase the synergies with other channels and

teams, such as SEO and Affiliates, to increase

efficiency cross-channel

53

How Adthena Helped – Search Term Opportunities


See Potential Keywords that are:

- Not in Adwords;

- Top search terms competitors

are bidding on

- Top organic terms our

competitors are bidding on and

we are not

54

How Adthena Helped – Search Term Opportunities


• Investigate which competitors are after

those keywords;

• Compare their strategies on Desktop and

Mobile

• See their ads for those specific keywords

55

How Adthena Helped – Results (1)


105 New Sportsbook Keywords 25 New Casino Keywords

7% lower CPA (NDP) vs Sportsbook

account average

4% lower CPA (NDP) vs Casino

account average

Sportsbook Casino

56

How Adthena Helped – Results (2)


113% higher ARPU 30 days vs

Sportsbook account average


Casino account average


Sportsbook account average


Casino account average

Sportsbook Casino

57

Wrap Up



new players’ value

Sustain overall growth by

expanding Generics


number of new players

year-on-year

Maintain CPA level

58

What’s Next


Keep Monitoring Search Term Opportunities

Expand other markets’ accounts

Trademark infringement monitoring

Monitor Affiliates bidding on our brand terms

Increase synergies with SEO

Follow market trends closely

Thank You


ADTHENAPRODUCT

UPDATE

Presented by:Ashley Fletcher

Director of Product Marketing

63

The Ultimate Search Intelligence Solution

Machine-learned Whole Market

View

Data Segmentation

Built for Client Value & Outcomes

Money backGuarantee

World ClassCustomer Success

Award Winning Technology….

INVESTMENTS UNDER-THE-HOOD

2017 RECAP:

65

Machine Learning driven GoogleCategorizationEvery search term found mapped automatically to Google’s 8K categories.

Benefits include:

● Sector/Industry Mapping● Improved Relevancy● Quickly Map Out New

Markets/Segments

66

Mapping Your Organic Whole Market ViewAdthena now creates your Whole Market View on your Organic listings.

Benefits include:

● Aligning your Paid and Organic efforts

● Shape your SEO Strategy

67

ML driven Auto-SegmentationOur users can be far more efficient with the auto-segmentation of search terms by:

● Brand Terms● Brand Generics● Generics

68

New Markets + New Daily Data = Smarter Adthena

With the launch of Adthena in the US our technology is now mapping new regions, continuing our unrivalled data collection to create Whole Market View.

DELIVERINGACTIONABLE

INSIGHTS

2017 RECAP:

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SummaryDashboardNew Landing page upon login delivering a 7 day week-on-week view of key metrics:

● Clicks / CTR / Spend

● Acquire More Customers

● Ad Summary

71

Search TermOpportunitiesDeep-dive into Opportunities created by Adthena

● Clicks / CTR / Spend

● Acquire More Customers

● Ad Summary

72

AdWords ValueDashboardLink your AdWords account to track how actioned insights impact performance:

● Impressions● Clicks, Costs● Conversions

LOOKINGAHEAD

23% Increase in PLA spend

for Q2SEL - Jul 2017

58% of all Retail

SERPs indexed

feature PLA

Transparency of SERP

Landscape still an issue

75

Google ShoppingIn-depth analysis of your competitive landscape dedicated to PLA:

● Daily Trends● Segment by Device● Price Comparison● Ad Extensions● Top Search Terms

Google Shopping Insights

CompetitorStrategy

Deep-Dive

Aid Faster Competitive Landscape

Analysis

Enable Agency

Partners to Act Quicker

77

Competitor ProfilingIn-depth analysis of singleCompetitor in your WMV, dive into their strategy:

● Clicks / CTR● Acquire More ● Prospecting

Adthena Competitor Profiling

Bespoke Data

Visualisation Capabilities

Industry / Sector

Reporting

ShapeFuture

ProductReleases

79

Adthena LabsGet in-the-weeds with your SERP landscape. Understand impact of:

● Sitelinks / Extensions● Ad text themes● Category H2H

Adthena Labs

PEUGEOT.CO.UK MOBILEHyundai.co.uk MOBILE

Example 1

Example 2

Competition at a Local

level continues to

increase

Optimize Performance by GEO as Standard

Shape your Strategy into

new GEOs

81

State-based GEOSegmentationIn-depth analysis by stateacross all features in Adthena

● Strategic Insights● Actionable Insights● UK launch early H1

Adthena Geo

2-5% of UK Digital spend

dedicated to this channel

50% Start product

search on Amazon US

Performance Channel, with

LowerCPCs -

Competition

83

Amazon Shopping AdsAdthena brings our Unrivaled Competitive Clarity to this channel:

● Whole Market View● Click/Impression Share● By Device

Amazon Shopping Ads

Questions?

Thank you for your interest