Adthena: River Island’s Secret to Search Engine WinsTotal search ad spending is expected to grow to $70.66 billion by 2020, and here's how some retailers stand out in "universe of search."

[Collection]Black Friday and Cyber Monday means potential customers are essentially one search query away from keeping your brand at the center of their hearts and the top of their shopping carts. Undoubtedly, the competition for paid search visibility is fierce, often with competitor brands striving for a standout in this “universe of search” compiling thousands of terms. There is no end-all key for winning search, but instead, brands and retailers must focus on “winning the little battlegrounds,” said Ashley Fletcher, vice president of marketing at Adthena, a competitive search intelligence technology. Recently recognized in Seattle’s Search Engine Land Awards, Adthena analyzes more than 40 million ads across the U.S. and U.K. from 260,000-plus advertisers within Google Shopping Insights. Their roster includes clients such as River Island, Target and Burberry. With total search ad spending expected to reach $70.66 billion in 2020, up from $33.09 billion in 2016, according to eMarketer’s September 2018 report titled Net U.S. Search Ad Revenues — retailers are increasingly seeking data-driven search strategies to stand out from the pack. During holiday peaks, the payoff for beating competitors with targeted search is notable, an example being River Island who received a “220 percent increase in shoppers” and “82 percent sales increase

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