search masterclass presentation: the art of search by adthena
TRANSCRIPT
The Art of SearchWhat we can learn from ancient Chinese strategic wisdom
@_ShaunRussell
Search expert andProduct Manager
at Adthena
@Adthena
Competitive intelligence experts, industry leading
technology
We are great at our jobs
We are okay at our jobs great
We chose the wrong search
termWe ran out of budget Our PPC & SEO teams
ignore each other
Our user experience is
poor We missed a time-sensitive opportunity
We wasted time
targeting an out-of-date
ranking signal
We let our A/B testing go stale We don’t
have a mobile
site
Case Study: ASOS search dominance
Source: Adthena
Paid Shareof Voice
Organic Share of Voice
Competitor Market Share (Retail)
Case Study: ASOS search dominance
Source: Adthena
Paid Shareof Voice
Organic Share of Voice
- High volume, low intent generic- High CPC, low margin- Organic dominant page
Share by Search Term
Case Study: ASOS search dominance
Source: Adthena
Paid Shareof Voice
- More specific, higher intent query
- Paid dominant page
Share by Search Term
Organic Share of Voice
Organic Share of Voice
Case Study: ASOS search dominance
Source: Adthena, Google Trends
Paid Shareof Voice
- Leading fashion trend- Highly seasonal
Share by Search Term
Case Study: ASOS Mobile Strategy
Source: Adthena
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
Mobile Paid Impression ShareDesktop Paid Impression Share
Case Study: ASOS Mobile Strategy
Source: Adthena
83% of ASOS top mobile ads were Mobile only… …versus an industry benchmark of just 33%
The most widely used ASOS mobile ad highlighted their mobile optimised site
Success built off the back ofwell-known brands
Remember this from earlier?
Source: Adthena, Google Trends
Paid Shareof Voice
Organic Share of Voice
- Leading fashion trend- Highly seasonal
Share by Search Term
“Market Conditions” means…
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%
10%
20%
30%
40%
50%
60%
70%
Hour of Day
Share of Voice
Source: Adthena
“Market Conditions” means…
#WorldCup Tweet Volume
World CupAd Copy Traffic
World CupAd Copy Traffic
Source: Adthena
Day (June 1st onwards)
“Market Conditions” means…
“Market Conditions” means…
Know Yourself
TheArt of SearchKnow
Your Competition
KnowMarket
Conditions