October 22 2021 – Adthena have been shortlisted with their customers in four categories at the UK Search awards 2021.
The UK Search Awards reward and celebrate the very best companies and people working in PPC, SEO, and Content Marketing across a variety of business sectors, in a shifting digital landscape which inspires innovation, creativity and connectivity.
Shortlisted projects:
BEST USE OF SEARCH – RETAIL / ECOMMERCE (PPC): – Adthena & Journey Further
For many home-bound consumers, the Covid-19 pandemic was motivation to finally prioritize overdue home improvement projects. This created big opportunities (and competition) for DIY and home decor brands. This is the story of how one direct-to-consumer leader in retail home furnishings took advantage of the flourishing trend and used search intelligence to reap the rewards.
The retailer, and their agency Journey Further, knew they needed to make the most of the moment in early 2021, and stand out from the crowd. Adthena’s search intel revealed market-wide competitive benchmarks, Google Shopping rankings vs. rivals, and new terms to optimize ad copy, which together informed the retailer’s SEM strategy and delivered the following outcomes:
- +27% Impression share
- +97% Google Shopping revenue
- +14% Market Share
To compete in such a hot marketplace, Journey Further knew they needed insights others would overlook, and the Google toolset was limiting. Adthena provided an edge and delivered a market-wide look at its client’s audience, categories, and competitive landscape to surface opportunities. Journey Further applied that knowledge to the search strategy, and the results for the retailer were excellent across the board.
Read the Journey Further Case Study
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BEST USE OF SEARCH – FINANCE (PPC) – Adthena and Legal & General
Financial services group Legal & General wanted to go beyond product-level marketing and improve their overall brand position, with a goal of cracking the Top 10 in retirement.
Legal & General began with a full analysis of the current landscape, using Adthena search intelligence to benchmark market share in a number of categories. They divided up competitors into three segments: leaders, challengers, and rising stars. In the process, they discovered there was no true overall leader in retirement. There were a few companies clustered at the top, but none with a significant share of the market. The number one spot was there for the taking, and Legal & General was ready to set their sights high and climb the ladder
With a benchmark in hand, they conducted further analysis to understand their performance and unified their messaging to gain traction in areas of opportunity.
The result was +140% increase in search visits, +160% boost to search conversions, and +60% increase in category market share, putting them in the top ten for retirement and on the path to being the UK’s number one retirement brand.
Read the Legal & General case study.
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BEST USE OF DATA (PPC) – Adthena & Staysure
Staysure is the UK’s most trusted travel insurance provider, with a history of meeting complex traveller needs and an obsession with both customers and data. In 2020, the pandemic shrank Staysure’s travel insurance market by 90%, but instead of going dormant, the company stepped up by asking a key question: what do travel customers need from us now?
Adthena’s search intelligence data provided the answers and charted a course to product innovation, business survival and significant growth during an uncertain time.
Letting search be the compass
Adthena’s search data revealed to Staysure both what travellers were searching for and where the gaps in the market were. The company used those insights to launch three innovative new product offerings to meet the immediate needs of customers, keep the business afloat and gain +133% in market share.
By winning this award, Staysure’s story will demonstrate to other search marketers the power search data has to identify and create windows of opportunity even during difficult economic times. The right search data can reveal strategic possibilities, new threats, emerging trends and the best route forward in good times and bad.
Read the Staysure Case Study
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BEST SOFTWARE INNOVATION – Adthena’s Local View
Adthena is one of the most innovative companies in the search industry, delivering unique search intelligence and a powerful edge to our customers. Our new, one-of-a-kind Local View feature empowers marketers to understand and navigate their local search landscape like never before.
It started with customers
In 2019, our research revealed that advertisers need far more local intelligence to run PPC efficiently. Covid-19 accelerated this trend and caused a major shift in consumer behavior, with more people searching by location than ever before. But marketing by location requires a huge amount of consumer insight, and Google data is becoming more scarce due to privacy issues.
Enter a breakthrough: Adthena’s Local View
Adthena’s groundbreaking Local View solution uses advanced AI technology to provide the location-based analytical power marketers need to compete in the local search landscape. In any city, state, Nielsen DMA or custom region, it enables marketers to understand consumers and their search habits, the competitive landscape, and location-specific threats and opportunities.
Unrivalled in the industry, Local View has taken off since its 2020 launch, with 15 major brands (and counting) in diverse verticals monitoring 125+ locations and routinely achieving results such as +15% market share and +20% CTR.
Winning this award would showcase the power of location-based search marketing to reach consumers in a way that is both privacy-minded and highly personalized.
Find out more about Adthena’s Local View
