If you are among the 66% of PPC users unhappy with their current results, the solution for your problem is Competitive Intelligence. Tools such as SEMrush and WordStream can show you how best to use your competition's data to formulate the most effective PPC strategy for the long-term. Join us for this joint webinar "How to Beat the Odds in AdWords with Competitive Intelligence" (originally aired on Thursday, January 8th 2015) where we will expand upon the information in our companion ebook of the same name.
In this webinar, you will learn how to:
Identify your competitors and quantify their PPC investment.
Learn from their campaign successes (and failures) to minimize your own risk.
Gain a competitive edge with optimized landing pages.
Increase your Quality Score with ad copy relevance.
4. What is your PPC budget in 2015?
a. Less than $999 per month
b. $1,000 - $2,499 per month
c. $2,500 - $9,999 per month
d. $10,000 - $19,999 per month
e. $20,000+ per month
#PPCcompetition
5. How long does your average campaign run?
a. Up to one month
b. Up to three months
c. Up to six months
d. At least six months
#PPCcompetition
6. Do you manage your own PPC?
a. I direct the PPC manager
b. I am the PPC manager
c. I direct the PPC agency
d. An automated platform manages my PPC
#PPCcompetition
10. Focused Analysis - Audit Campaigns Regularly!
• Campaign Health
• Ad Group Size and Focus
• Keywords, Match-types, and Bidding
#PPCcompetition
11. Audit Competitors – Early and Often!
• SWOT Analysis
• what to avoid
• what to emulate
• GOAL: Data-based decisions
#PPCcompetition
12. Audit Competitors – Budget Allocation
• Audit your Competitors, too!
• SWOT Analysis
• what to avoid
• what to emulate
• GOAL: Data-based decisions
#PPCcompetition
13. Audit Competitors – Traffic VS Traffic Price
• Audit your Competitors, too!
• SWOT Analysis
• what to avoid
• what to emulate
• GOAL: Data-based decisions
#PPCcompetition
14. Audit Competitors – Keywords and Traffic Cost
• Keywords and Traffic Cost
Domains’ Total AdWords Keywords and Traffic Cost
#PPCcompetition
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Cars.com Edmunds.com AutoTrader.com CarGurus.com KBB.com
Keywords
Traffic Cost
15. • Traffic and Traffic Cost
Competitor Domains’ Traffic and Cost for that Traffic
#PPCcompetition
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Cars.com Edmunds.com AutoTrader.com CarGurus.com KBB.com
Traffic
Traffic Cost
Audit Competitors – Traffic and Traffic Cost
16. • Cost / Keyword and Cost / Traffic
Competitors Cost / Keyword and Cost / Unit of Traffic
#PPCcompetition
Audit Competitors – Cost per Traffic Unit
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
Cars.com Edmunds.com AutoTrader.com CarGurus.com KBB.com
Cost/Keyword
Cost/Unit of Traffic
19. How Much Time Should I Spend on PPC?
• How much time are you spending on PPC?
• How much time is ideal?
#PPCcompetition
20. How Much Time Should I Spend on PPC?
• Save Time to Go Beyond AdWords Dashboard:
• Prepare Reports
• Check competition’s budgets and efficiencies
• Total Spend
• Spend per Keywords
• Spend per Unit of Traffic
• Research new Keywords that Work!
#PPCcompetition
21. How Much Time Should I Spend on PPC?
• Can I get good results with 20 minutes per day?
#PPCcompetition
22. Spend Your Budget Wisely – Including Time!
• 20 minute PPC work week = work smart, not hard
• Know your industry and optimize for transactions
• Leverage Targeting and Auto-bidding
• Invest in a robust negative keyword list
• Chase tail (long-tail that is!)
#PPCcompetition
26. Is there a Place for Both?
• Cons of AdWords-only approach?
• Pros of an integrated approach?
• Trade-offs? Time? Return?
• How will you know when you need more network?
#PPCcompetition
29. How Do I Keep From Drowning in Data?
• Think ROIs, KPIs (CPA) VS ‘noisy’ metrics
• Automate data reports
• Leverage competitor data
Research Paid KWs that perform – for others!
Save time, effort, money. Emulate winners; shun losers
• Triple Witching
▲ Ads Traffic rising
▲ Ads Keywords rising
▼ while Ads Traffic Price falls
• Cost / Keyword instead of number of Keywords
• Cost / Traffic Unit (CPC) instead of bid rates
#PPCcompetition
30. • Ad A
• 2,423 Impressions
• 453 clicks (1.4% CTR)
• Average Position: 2.8
• Ad B
• 36,223 Impressions
• 760 clicks (2.1% CTR)
• Average Position: 3.0
Pick the Winner
#PPCcompetition
31. •
• SEMrush new PLA Tool with rapid updates on popular items prices,
images, appearance in SERPs.
Metrics That Move You – Google Shopping
#PPCcompetition
32. Metrics That Move You
• Google Trends
• The case of the disappearing skirt
• The case of the changing lexicon
• Extensions give you more real estate and more user
interaction data
#PPCcompetition
33. Turning Data into Action Items
• Focus on transactional users VS aspirational users
Go beyond “money words” to detect transactional intent with “buy”
words. (See the Ebook for a list!)
• ID winners; steal KWs; steal Ads text; counter offers; price check
• High impressions + low CTR = Negative Keywords are needed!
• CPA tinkering based on event and device trends
#PPCcompetition
37. Strong Landing Pages…
Deliver on the ad’s promise.
Adding keywords from the PPC campaign led to 144% increase in
conversions for a marketing solutions company.
Are conversion focused – across all devices!
Mobile optimized landing pages led to 153% increase in
conversions for Deluxe.
Aren’t one size fits all.
Companies with 40+ landing pages get 12X more leads than
those with 5 or less.
#PPCcompetition
40. Keep Learning!
(It’s free!)
EBook: How to Beat the Odds in AdWords with Competitive Intelligence
Article: The Great Debate: Google AdWords vs. Bing Ads
Infographic: Google AdWords Vs Yahoo Bing Network
Infographic: 18 Mind-Blowing Landing Page Stats
Worksheet: The 20- Minute PPC Work Week Checklist
AdWords Performance Grader
AdWords Landing Page Grader
#PPCcompetition
41. Special Offers
I would like…
A. FREE 1-on-1 AdWords & Landing Page Audit
B. WordStream Advisor: 20 Minute Work Week Demo
C. SEMrush FREE Trial 30-Day Guru: http://bit.ly/Free30SEMrush
D. I don’t need any help with my PPC
#PPCcompetition
20 minute PPC work week is the result of working smart, not hard
Know your industry and optimize for transactional users instead of high volume
Leverage Targeting and Auto-bidding
Invest in building out a robust negative keyword list, and don’t be afraid to chase tail (long-tail that is!)
Without Bing, you’re missing 15-30% of the market
AdWords = more Impressions; higher CTR
YBN = lower CPCs; lower CPMs; less competition for Ad Position
On average, Yahoo! Bing Network’s cost per click is 50-70% less than Google AdWords and the impressions vary in cost from 76-90% less.
36% less competition on Yahoo! Bing than on Google AdWords.
Bing has less historical data because of smaller sample size.
AdWords delivered significantly higher impressions – especially in the Shopping & Classified retail category, where it displayed 1.6 times as many first SERP ad impressions as YBN (an incremental 7.3 ad million impressions) during the quarter.
Increasingly, E-com ad budgets are dedicated to PLAs - Walmart >70%; Rakuten (formerly Buy.com) >90%
Frequently, higher CTR, Conversion Rates & Revenue per Transaction result
Are you paying for transactional users or aspirational users?
How are you ensuring the best possible conversion?Know how to interpret search intent in the phrasing of searches. Go beyond “money words” to detect transactional intent with “buy” words. (See the Whitepaper for a list!)
ID winners; steal KWs; steal Ads text; counter offers; price check
High impressions + low CTR = Negative Keywords are needed!See what’s driving the highest volumes of Paid Traffic to your site. Block out the nonsense
CPA tinkering based on event and device trends