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Wettbewerber analysieren bei Google AdWords

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Was kopieren? Wie differenzieren? Strategien und Taktiken für eine AdWords Wettbewerberanalyse.

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Wettbewerber analysieren bei Google AdWords

  1. 1. Google AdWords und der Wettbewerb Was kopieren? Wie differenzieren? Oliver Zenglein 121WATT Night Academy - #dmemuc
  2. 2. Den Wettbewerb kennen lernen
  3. 3. Wer ist eigentlich mein Wettbewerb? • Direkte Konkurrenz (McDonalds / Burger King) Wettbewerb im engen Sinn • indirekte Konkurrenz (McDonalds / Nordsee) Wettbewerb im weiten Sinn • Wer bucht die gleichen Keywords, ist aber kein Wettbewerber? AdWords Wettbewerber 121WATT Night Academy #dmemuc
  4. 4. Qualität des Wettbewerbs? Sind meine Wettbewerber super Benchmarks? Oder eher Not gegen Elend? http://www.reddit.com/r/Unexpected/comments/36f7y7/tough_competition/ 121WATT Night Academy #dmemuc
  5. 5. Direkte Wettbewerber von 121WATT Laut eigener Aussage
  6. 6. Wettbewerber im Google Ergebnis (paid und organic) 121WATT Night Academy #dmemuc
  7. 7. Wettbewerber laut Google AdWords Auktionsdatenbericht
  8. 8. SEMrush Report „Wettbewerberpositionierung“ 121WATT Night Academy #dmemuc
  9. 9. Wettbewerberliste aus SEMrush Wettbewerber 121WATT 121WATT Night Academy #dmemuc
  10. 10. Beispiel indirekter Wettbewerber 121WATT Night Academy #dmemuc
  11. 11. Searchmetrics Report „Paid Wettbewerber“
  12. 12. 623 potenzielle Wettbewerber gefunden
  13. 13. Ranking unserer Wettbewerber allgemein Google AdWords Seminar Google Analytics Seminar embis.de Unitedads.de Aqvisit.com Socialmediaakademie.de Till.de Webfield.de Akademie-marketing.com Medienreich.de Analytics-summit.de Dda-online.de Adwords-community.de Unitedads.de Video2brain.com Fairrank.de Njoy-online-marketing.de Marketinginstitut.biz Rankingcheck.de Daniel-gremm.de Sv-institut.de Daniel-gremm.de Gfu.net Ppcmasters.de Kebel.de hutter-consult.de Eom-training.de Wildner.de Seo-profi-berlin.de 121WATT Night Academy #dmemuc
  14. 14. Wozu das alles? Actionable learnings, bitte! 121WATT Night Academy #dmemuc
  15. 15. Was kann ich vom Wettbewerb lernen? • Gebuchte Keywords • Anzeigentexte und Werbemittel • Saisonale Budgetverteilung • Landing Pages 121WATT Night Academy #dmemuc
  16. 16. Eigene gebuchte Keywords vs. Wettbewerber Keywords SEMrush 121WATT Keywords Report à 109 Keywords Searchmetrics 121WATT Keyword Report à 477 Keywords 121WATT Night Academy #dmemuc
  17. 17. Embis vs. 121WATT Wie komme ich an diese Keywords?
  18. 18. Excel Magic 101
  19. 19. Anzeigentexte und Landing Pages • Wie positionieren wir uns? • Wie positioniert sich der Wettbewerb? • Wo sollten wir uns differenzieren? • Was sollten wir testweise übernehmen? Kampagne für Kampagne einzeln analysieren: - Thematisch (OM Seminar, AdWords Seminar, ...) - Eigene Brand (121WATT) 121WATT Night Academy #dmemuc
  20. 20. Positionierung „Online Marketing Seminar“ Versprechen „Profi in 5 Tagen“ „anerkanntes“ Zertifikat Reason Why
  21. 21. Anzeigentexte analysieren SEMrush report: http://de.semrush.com/de/info/embis.de+(by+uniq_ads)?db=de
  22. 22. USP / Benefits auf der Landing Page
  23. 23. Vergleich: Eigene Landing Page
  24. 24. Potenzielle Tests für Werbemittel und Landing Pages • Kleine Gruppen / Individualität • Anerkannte Zertifizierung • Referent / Bild mehr im Vordergrund • Termine prominenter darstellen • Bilder von Seminarraum und Umgebung 121WATT Night Academy #dmemuc
  25. 25. Auf Wettbewerber bieten Google AdWords auf Suchanfragen nach Wettbewerbern schalten? 121WATT Night Academy #dmemuc
  26. 26. Wer bietet auf meine Marke? 121WATT Night Academy #dmemuc
  27. 27. Bieten Wettbeweber aufeinander?
  28. 28. Problematik beim Bieten auf Wettbewerber 121WATT Night Academy #dmemuc
  29. 29. Take-Aways • Wettbewerbsanalysen sind hilfreich bei Keywords und Kreation • Searchmetrics Essentials, ggf. SEMrush einsetzen • Keywords der Wettbewerber abgleichen • Positionierung im Zusammenhang sehen, ggf. ergänzen • Auf Wettbewerber bieten ist eher selten erfolgreich 121WATT Night Academy #dmemuc
  30. 30. Quelle: aphorismen.net 121WATT Night Academy #dmemuc Ein Schlusswort...
  31. 31. Fragen & Antworten oliver.zenglein@sem-boutique.de 121WATT Night Academy #dmemuc

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