Cutting-Edge Tactics To Spy On Your PPC Competition
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Competitor research is important in the ever-changing and highly competitive world of PPC and should be a part of your process. Not only is it wise to have a strategic plan in place, but you should be aware of the various tools available to do a competitive analysis. Are you questioning who your competitors are or how good their campaigns are? Do you know the good and the bad of bidding on competitors keywords? In this webinar (originally aired on October 23rd, 2014) experts David Black, SEMrush Customer Success Director and Senior Digital Specialist from Hanapin Marketing, Cassie Oumedian, discuss leading tactics in competitor research that will give you a leg up on your competition. You’ll get expert-level PPC tips like: When and why you should do competitive research Research tools you should be using and best practices for them The pros and cons of bidding on competitor terms
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Cutting-Edge Tactics To Spy On Your PPC Competition
- 1. Spy On Your PPC Competition #thinkppc Cutting-Edge Tactics To & HOSTED BY:
- 2. #thinkppc Presenters • David Black – Customer Success Director at SEMrush – @theguyatsemrush • Cassie Oumedian – Senior Digital Specialist at Hanapin Marketing. – @cass_oumedian
- 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
- 4. Inc. 5000 Competitive Research Study • 4 out of 5 companies on the Inc 5000 list spend money on PPC advertising • The IT Services industry also spends the #thinkppc most on PPC • The Advertising and Marketing Industry spends the largest percentage of its revenue on PPC
- 5. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 6. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
- 7. Competitive Research and Analysis • Start with researching the competitive PPC landscape. • Analyze competitor’s keywords, budget, ads and trends. • Competitive research tools make this MUCH easier #thinkppc AdWords Auction Insights Google Trends SEMrush
- 8. Competitive Research and Analysis #thinkppc Once you’ve done the research, create a SWOT analysis. Understand your place in the market and create a plan of attack on how to approach competition in the PPC space.
- 9. Don’t have a budget of 5.2 Million dollars to spend on PPC like your GoDaddy.com competitor?? #thinkppc
- 10. Remarketing Lists for Search Ads Strategy Tip: Use RLSA to bid on expensive generic terms your competitors bid on that are too expensive to bid on solely on Search network. #thinkppc Have an AdWords Remarketing Tag pixel on your page? “Tirendo, a European online tire retailer, saw a 161% conversion rate increase with remarketing lists for search ads, leading to a 22% overall sales increase” - Google
- 11. #thinkppc Ad Scheduling • Time of Day • Day of Week • Geo-location
- 12. #thinkppc Ad Scheduling • Time of Day, Day of Week
- 13. #thinkppc Ad Scheduling • Geo-location
- 14. Bidding on competitor terms is generally accepted in the US and typically Google will not investigate as long as trademark terms are not used in the creative. #thinkppc Bid on Competitor Brand Terms • Competitor Name • Competitor Product Name • Competitor Name + Product/service you also provide Bid on competitor terms cautiously and be sure to read up on Google’s trademark policies to make sure you are not in violation! Don’t Use “Competitor Name” Don’t pay high prices for “Competitor Name” Use “Your Brand” for Free! www.yourbrand.com “Product/Service” - 10% off Use this coupon code & get 10% off “Product/Service” of “Your Brand” www.yourbrand.com
- 15. #thinkppc Competitor Performance Pros: • Lower volume but higher conversion rates – 11X Higher CVR • Typically lower CPA – 21% Lower CPA Cons: • CpCs more expensive – 10X higher CPCs • Low Quality Scores due to lack of keyword/ ad/ landing page relevancy
- 16. #thinkppc Competitor Performance #1 Rule For Bidding on Competitor Terms…. NEVER USE DKI (Dynamic Keyword Insertion)!!
- 17. #thinkppc Gmail Sponsored Ads • Target users in their gmail accounts by targeting specific domains… competitor domains or other competitive keywords. ** May not be available in all verticals. Check with your Google rep.
- 18. #thinkppc Gmail Sponsored Ads Results
- 19. #thinkppc Live Poll Question #3 Where does competitor analysis fit into your Marketing plan? a.) I’ve done it in the past but not right now. b.) I am actively conducting competitor analysis. c.) I haven’t yet. But, I will now! d.) No plans in the foreseeable future.
- 20. Programmatic Analysis Techniques #thinkppc SEMrush Our Data Collection and Analysis All these data are great but you need to know everything about your sample in order to account for variables and draw accurate conclusions. Our total keyword database = Over 100m keywords worldwide Infographic is based on the top 40m keywords in Google US Analyzing millions of SERPs everyday Analysis applied to top 20 organic/ads positions in each SERP
- 21. #thinkppc Where Do These Data Fit In? Application Who can utilize these data? (Search Engine) Marketing intelligence data has a number of different applications within and outside of the direct industry. Small Business Owners – DIY’ers SEO and PPC consultants – The one man band Digital Marketing Agencies of any size Enterprise-level in-house marketing departments Investors
- 22. #thinkppc Got the Data – Now What? Organic Search Marketing Improving your visibility in natural search results The keyword/domain connection is an excellent way to enhance your keyword research. On-site optimization: Titles, tags, URL’s, Navigation, Sitemaps, etc. “Not Provided” got ya down? SEMrush = “Provided” Content development and Semantic core improvement Proactively or reactively fight algorithmic penalties
- 23. #thinkppc Got the Data – Now What? Paid Search Marketing Minimize Risk & Maximize ROI Optimize existing search network AdWords and display network campaigns OR create beautifully crafted campaigns from the get-go. Don’t go in blind! Know which keywords drive traffic and convert Write copy that attracts for better CTR Figure out what works and (sometimes) more importantly, what doesn’t work!
- 24. The Method: Competitor Analysis #thinkppc
- 25. #thinkppc Your Competitors Keywords %
- 26. #thinkppc Analyze Historical Data
- 27. Recognizing Patterns & Behavior #thinkppc
- 28. Would you like help with your PPC accounts and management? I’m interested in: #thinkppc Live Poll Question #4 a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo) b.) Free One Month Trial of SEMrush c.) No Thanks d.) Both
- 29. #thinkppc Live Q&A Time!
- 30. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com SEMrush Feedback: mail@semrush.com / david_black@semrush.com
Hinweis der Redaktion
- Carrie
- Carrie – Introduce myself and then Susan talks about herself
- Carrie (unless Susan really wants to)
- Cassie The PPC industry is always growing, and sometimes even we’re surprised by how fast the digital advertising landscape expands and changes. We thought it would be interesting to take a look at Inc Magazine’s list of the 5000 fastest growing companies in America and see how they spend their PPC dollars. So we partnered with SEM Rush to create the infographic below, which details how these Inc 5000 companies use the fastest growing ad medium to scale up their businesses and turbocharge their results.
- Carrie does #1
- Susan does question #2
- Cassie Start with researching the competitive PPC landscape. Perform a GAP or a SWOT analysis to see where your strengths and weakness are compared to your competitors in the digital space. For example, maybe you see your competitor is running a 20% off ad and you are running a 10% off ad. Finding this information manually can be tricky and time consuming but very important, especially if you are in a very competitive space or have a small budget. There are a few tools you can use to get this information. You can use Auction Insights available in your AdWords account but only gives information for keywords showing up for and nothing for Bing. You can manually search terms but that can be super time consuming. I highly recommend using some sort of competitive research tool and lucky for you folks, David From SEMrush (which happens to be one of my favorite tools) is here today to show you more about how their tool works. Once you’ve selected your competitive research tool, start to analyze your competitors, what keywords they bid on, budget, and what ads they are running. All of this information will help you build a super savvy competitive strategy. David will cover this more later on.
- Cassie Start with researching the competitive PPC landscape. Perform a GAP or a SWOT analysis to see where your strengths and weakness are compared to your competitors in the digital space. For example, maybe you see your competitor is running a 20% off ad and you are running a 10% off ad. Finding this information manually can be tricky and time consuming but very important, especially if you are in a very competitive space or have a small budget. There are a few tools you can use to get this information. You can use Auction Insights available in your AdWords account but only gives information for keywords showing up for and nothing for Bing. You can manually search terms but that can be super time consuming. I highly recommend using some sort of competitive research tool and lucky for you folks, David From SEMrush (which happens to be one of my favorite tools) is here today to show you more about how their tool works. Once you’ve selected your competitive research tool, start to analyze your competitors, what keywords they bid on, budget, and what ads they are running. All of this information will help you build a super savvy competitive strategy. David will cover this more later on.
- Cassie Start with researching the competitive PPC landscape. Perform a GAP or a SWOT analysis to see where your strengths and weakness are compared to your competitors in the digital space. For example, maybe you see your competitor is running a 20% off ad and you are running a 10% off ad. Finding this information manually can be tricky and time consuming but very important, especially if you are in a very competitive space or have a small budget. There are a few tools you can use to get this information. You can use Auction Insights available in your AdWords account but only gives information for keywords showing up for and nothing for Bing. You can manually search terms but that can be super time consuming. I highly recommend using some sort of competitive research tool and lucky for you folks, David From SEMrush (which happens to be one of my favorite tools) is here today to show you more about how their tool works. Once you’ve selected your competitive research tool, start to analyze your competitors, what keywords they bid on, budget, and what ads they are running. All of this information will help you build a super savvy competitive strategy. David will cover this more later on.
- Cassie Now that you’ve done your research, you have an idea of what high volume keywords your competitors are bidding on. The problem is that they may be way more expensive than you can afford. Remarketing Lists for Search Ads (RLSA) are a great way for you to compete with the big budgeted competitors on keywords that you find valuable. RLSA allows you to show ads to users that have previously visited your site while they continue to search on the Google Search Network. Since these users have already shown interest in your site and there is a smaller audience, the price of those competitive terms becomes more tolerable to your budget
- Cassie Let’s say you don’t have enough cookied users on your search remarketing list yet to use RLSA. The next best option for competing on these competitive terms is using ad scheduling. Take one of the competitive terms, go to your dimensions tab and analyze performance by hour of the day and day of the week. This analysis will give you a better idea of when it makes most sense for you to attempt to compete on these terms.
- Cassie Maybe you notice that between 4am-2pm there is not as much traffic and the conversions are less expensive. Or maybe you go the other route where you choose to only compete during the prime-time part of the day and bailout all together the rest of the day. Implementing ad scheduling can help stretch that shoestring budget.
- Cassie
- Cassie Bidding on your big budgeted competitor terms can be a great way to piggyback off their brand terms. Typically these campaigns convert well because the user has done their research and ready to purchase. However, there are some downfalls to bidding on competitor terms. These campaigns typically have lower quality scores because they aren’t as relevant to your landing page. In addition, if you start bidding on a competitor’s brand terms, they could start bidding on yours, which could start to increase your average CPCs on your own brand terms. Also, be very, very careful of DKI ads! Google will allow you to bid on competitor terms but you may not use another brand name in your ad copy. If you are using DKI ads, you could show competitor brand terms in your ad copy, which could potentially lead to a legal action. Moral of the story is to bid on competitor brand terms with caution and do not use DKI ads! Again, none of this constitutes legal advice, you’re on your own with what you do. If you do decide to pursue this approach, then if a competitor complains about a particular keyword or set of keywords you are advertising against, the best policy, in my opinion, would probably be to simply stop using those keywords immediately. If a competitor is bidding on your terms, why not at least complain, even if you’re on unclear legal grounds?
- Cassie Let’s say you don’t have enough cookied users on your search remarketing list yet to use RLSA. The next best option for competing on these competitive terms is using ad scheduling. Take one of the competitive terms, go to your dimensions tab and analyze performance by hour of the day and day of the week. This analysis will give you a better idea of when it makes most sense for you to attempt to compete on these terms. Maybe you notice that between 4am-2pm there is not as much traffic and the conversions are less expensive. Or maybe you go the other route where you choose to only compete during the prime-time part of the day and bailout all together the rest of the day. Implementing ad scheduling can help stretch that shoestring budget.
- Cassie Let’s say you don’t have enough cookied users on your search remarketing list yet to use RLSA. The next best option for competing on these competitive terms is using ad scheduling. Take one of the competitive terms, go to your dimensions tab and analyze performance by hour of the day and day of the week. This analysis will give you a better idea of when it makes most sense for you to attempt to compete on these terms. Maybe you notice that between 4am-2pm there is not as much traffic and the conversions are less expensive. Or maybe you go the other route where you choose to only compete during the prime-time part of the day and bailout all together the rest of the day. Implementing ad scheduling can help stretch that shoestring budget.
- Cassie Gmail Sponsored Ads are another Google product that can be used in competitive strategies by bidding on specific competitor terms. This strategy will allow your Gmail Sponsored Ads to show up in user email whenever someone mentions a competitor. Unlike Display AdSense text ads that take the user directly to a landing page, all Gmail Sponsored ads, including those in the Promotions tab, open a screen like the one below. Gmail Sponsored Promotions ads are priced on a cost-per-click basis. Advertisers are only charged the first time an ad is clicked and aren’t charged for actions taken from the promotional message. The program has been running in limited beta for some time now; interested advertisers can contact their Google reps to request inclusion. Targeted sponsored ads displayed inside of your gmail emails. These are enhanced a bit and accent the current Google Display ads. End users have the ability to save or forward the ad. They can also dismiss the ad which will prevent the ad displaying in their email again.
- Cassie There are two parts to a Gmail Ad. 1) The teaser, which you see in the sidebar/promotions inbox. 2) The “email”, which you see when you first click on the teaser. Clicking beyond that email sends you to your designated landing page. These ads typically don’t see a lot of volume but tend to convert really well when set up correctly
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