This document discusses how to use competitive research to improve a pay-per-click (PPC) campaign. It recommends analyzing data on competitors and keywords through Google AdWords tools. The document also suggests searching for branded terms and competitors online to analyze their ads, landing pages, and mobile experiences. Competitive tools can also provide insights. Regularly reviewing competitors quarterly is advised to stay aware of changes.

1. Using
Compe,,ve
Research
to
Pump
Up
Your
PPC

2. Refresh
Any,me
Campaigns
can
become
stale
for
a
lot
of
reasons.

3. Start
Sleuthing
First
step?
Figure
out
how
your
account
stacks
up
in
the
compe::ve
landscape.

4. Where
to
Begin
How
can
you
figure
out
where
opportuni:es
lie
for
your
client
to
gain
ground?

5. Auc,on
Insights
–
A
Hidden
Gem
If
you’re
not
using
it
already,
you
can
find
it
under
the
Keywords
tab
>>
Details.

6. Auc,on
Insights
–
Delicious
Data!

7. What
to
do
Next
Now
that
you
have
an
idea
of
who
you’re
regularly
compe:ng
against
inside
of
AdWords,
it
is
:me
to
start
looking
outside
for
even
more
informa:on.

8. Be
a
Searcher
Perform
searches
in
the
major
engines
for:
Branded
terms
Compe:tors
Top
target
keywords

9. What
Might
You
Find?

10. Log
the
Results

11. View
Your
Copy
Against
Theirs

12. Use
a
Power
Tool

13. Power
Tools
There
are
a
ton
of
compe::ve
research
tools
out
there
–
here
are
a
few:
SpyFu
SEM
Rush
Keyword
Spy
iSpionage

14. Landing
Page
Experiences

15. Landing
Page
Experiences

16. Don’t
Forget
Mobile!
Search
on
mobile
devices
as
well
–
the
landing
pages
will
look
different
&
the
compe::on
may
also
shiT.

17. Mobile
Landing
Page
Experiences

18. Mobile
Landing
Page
Experiences

19. Consider
Running
a
Compe,tor
Campaign
in
AdWords

20. Write
New
Versions
of
All
Ads!
LiVle
changes
can
make
a
big
difference
–
by
adding
“BBB
A+
Rated”
to
one
client’s
ads
&
landing
pages,
we
increased
clicks
by
25%
and
conversions
by
15%.

21. Plan
a
Mini
Compe,,ve
Review
Quarterly
• The
landscape
can
shiT
quickly
&
drama:cally
–
know
what
is
happening!
• A
new
compe:tor
can
come
out
of
nowhere,
so
stay
alert.
• Follow
the
compe:tors
on
social
media
to
get
advanced
warning
of
new
ini:a:ves
or
big
changes.

22. Follow
Up
Ques,ons
Always
Welcomed!
Connect
with
me
on
TwiVer
@NeptuneMoon
Follow
my
blog
at
www.neptunemoon.net