How to get a Nearly Unfair Advantage with Competitive PPC Data
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Transcript of How to get a Nearly Unfair Advantage with Competitive PPC Data
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Jamie Smith, co-Founder, Engine Ready, Acting VP of iSpionage
Competitive PPC DataHow To Get a Nearly Unfair Advantage with Competitive Data
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@ThueLMadsen #KISSwebinar
Join the conversation on Twitter
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Jamie Smith - iSpionage - @JamieSmithNow
Jamie Smith is the co-founder of Engine Ready, and acting VP of
Growth for iSpionage. Jamie has more than 15 years of Internet
marketing experience. He is an author for popular blogs and
frequently speaks at industry conferences around the world.
Jamie has been quoted in the New York Times, Wall Street
Journal and other publications as a leading technology and
marketing thought leader.
In 1998, Smith began his venture on the island of Martha’s
Vineyard offering Internet Marketing services. Under his tenure,
Engine Ready grew from a local marketing firm into a full service
Agency which was sold last year. Jamie now focuses on
strategic marketing software including competitive intelligence,
call analytics, data visualization and reporting automation.
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@JamieSmithNow #KISSwebinar
Join the conversation on Twitter
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A few clients over 15 years that help develop these strategies
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1 5 Strategies you can use today with competitive PPC data
Competitors
Keywords
Ads
Landing Pages
2 How to monetize data / market research / alerts & monitoring
3 Case study, new Adwords features + Q&A
AGENDA
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Inspiration Daughter & Sun Tzu
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4 Components to measure / 3 C’s
Visibility
Creative
Continuity
Conversion
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Know my business, customers & how to measure strategy
Visibility (Impressions)
Creative (CTR, Offer)
Continuity (Bounce, CR)
Conversion (Revenue, CPA)
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Know The Enemy
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Where do you get this data?
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Competitive Analysis Tools
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WHERE DO I START?
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#1 Using Keyword Research to
Quickly Find Profitable Keywords
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Keyword Research & Analysis
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Start Research using Search Suggestions
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Adwords Keyword Planner Tool
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Adwords Keyword Planner Tool
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New Adwords Keyword Planner Tool
(Est. Conv. & CPA)
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Competitive Intelligence = Quicker Insights
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Research Tool = Quicker Insights
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Keyword Effectiveness Index (KEI) helps
find Profitable Keywords Competitor using
1. How long has this keyword been used?
2. Was it used recently?
3. What is the average position?
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Narrow Keyword List Using Filters
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Keyword Filter
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TAKEAWAY:
Keyword Research & Competitive Intelligence
tools shorten time to find profitable keywords
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#2 Keyword Position & Bidding
Strategy for Maximum Profit
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Why do you change bids?
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Adwords Bid Simulator
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Click & Cost Estimate
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TAKEAWAY:
Use bidding strategies that allow you to target
positions that get the highest volume of sales
for the lowest cost per acquisition
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#3 Uncover Competitor’s PPC Strategy with Domain Research
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Find Competitor URL’s using Auction Insights
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Campaign, Adgroup or KW Auction Insights
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PPC Auction Insights
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Spend, Keywords, Ads & LP’s
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Not using BING/YAHOO
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Look into competitor strategy
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Reverse Engineer Keyword Groupings & Account Structure
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Keyword Grouping
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TAKEAWAY:
Use Competitor Domain Research to uncover
their strategy so you know who you are up
against including:
• Spend
• Keywords
• Ads
• Landing pages
• Adwords structure
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#4 Stand Out from the Crowd with
Unique Ads, Offers & Landing Pages
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What Ads & Offers are Being Shown?
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What Ads & Offers are Being Shown?
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What Ads are Working for my Competition?
Ad Effectiveness Index (AEI)
1. How long has this Ad been used?
2. Was this Ad used recently?
3. What is the average position?
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Competitor top Performing Ads (AEI)
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Top Performing Ads, Offer & Landing Pages
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Top Performing Ads, Offer & Landing Pages
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Top Performing Ads, Offer & Landing Pages
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TAKEAWAY:
Only 2-3 seconds to capture user attention
Write compelling ads by studying SERP’s &
competitor’s ad copy.
Create unique landing pages to increase
conversions by analyzing competitor’s offers
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#5 Guard Profitable Keywords &
Gain Unfair Advantage by
Monitoring Competitor Changes
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Manually Monitoring is Time Consuming
1) Monitor SERPS
2) Monitor competitor new ads / new KW’s
3) Evaluate competitor new landing pages
4) Any new competitors?
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Manual vs. Tools
1) Go back in Time to see when SERP changes
2) Alerts when new competition bidding on KW’s
3) Competitor Alerts: New Keywords, Ads & LP’s
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Competitor Alerts / New Ideas / Changes
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Competitor Alerts
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Email Alerts: New KW’s, Ads or LP’s
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Setup Daily Keyword & Competitor Monitor
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Daily Competitor Monitoring (Case Study)
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Keyword Monitor: Imp share & Position
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Keyword Imp Share & Position
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Imp Share, Position, New Ads & LP’s
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Landing Page Change Monitoring
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Keyword SERP Analysis
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Keyword SERP Analysis
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SERP Monitoring Example
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Keyword Ads & SERP Monitoring
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Keyword SERP Monitoring
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TAKEAWAY:
Monitor SERP results as they frequently
change and can effect how your ads look.
Gain unfair advantage by using tools to
monitor competitor changes & guard profitable
keywords.
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How do you win the battle?
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How do you win the battle?
Operation Camouflage
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1 5 Strategies for keyword research, competitor analysis & alerts
Competitors
Keywords
Ads
Landing Pages
2 Using technology to shorten time to insights
3 10 PPC Mistakes & How to fix them iSpionage.com/kissmetrics
SUMMARY & Gift “10 Common PPC Mistakes”
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THANK YOU
Jamie Smith
@JamieSmithNow