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#thinkppc&HOSTED BY:
6 Steps To An Advanced
Competitive Analysis for Digital Marketers
&
#thinkppc
Presenters
• Paul Klebanov– Marketing Educator at SEMrush
– Speaker at SEMrush
– @paulklebanov
• Jacob Fairclough– Senior Account Analyst at Hanapin Marketing– PPC Hero Blogger
– @realsecretjake
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Join the conversation
Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Creating Your Market Map
“If you want to convert someone, go to where they are, introduce yourself, take them by the hand and guide them to where you want them to go.”
- Saint Thomas Aquinas
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1.Determine your targeting
Ask yourself:
What are people searching for?
• Existing topics (bodybuilding)• New topics (branded terms)
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• Informational Keywords– Informative keywords that are based
on answers to a specific problem.
• Transactional Keywords– Keywords that signal an intent to purchase
based on keyword or specificity of query. For example: Buy, Subscribe, For Sale, Brand + product name.
1.Three Types of Keywords
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1.Three Types of Keyword
• Navigational Keywords
– Navigational keywords help people find your web page and are often branded
• Example: “SEMRush, bodybuilding.com”
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1. What Keywords Should I Bid On ?
Google Keyword Planner
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1.Export Google’s Keyword Ideas
Google Keyword Planner has 436 keywords:
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1.Copy Google Related Terms
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1.Copy Google’s Suggested Terms
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1.Use SEMrush
With SEMrush
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1.By Keyword
Using Your Topics’ Keyword
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1.By Keyword
Related Keywords
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1.Creating a List of Competitors
Export a List of Your Top 20 Competitors
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1.Exporting Their Keyword Targets
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Publishers Your Competitors are Advertising On
1.Export Publishers
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1.Rank Your Competitors
Domain Traffic Volume
Common Keywords Competitiveness
gnc.com 85.3k 637 10%
Vitacost.com 79.4k 998 4%
esupplements.com 1.1k 332 3%
Bodyfortress.com 1.2k 327 3%
sbmuscle.com 483 289 2%
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1.Your Ad GroupDesign your Ad Groups for Informational & Transactional Terms
Keyword Specific, Medium,
Broad
Keyword Volume
CPC Competitive Density
Traffic Percentage
how long does it take to get a six pack
specific 2400 1.54 1.00 2.79
at home ab workout medium 2900 3.34 0.79 1.25
best ab workout for men
medium 2900 4.62 0.42 0.83
how to get abs in a week
medium 4400 4.96 0.54 0.68
abs in 30 days specific 1000 2.02 0.30 0.23
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2. Finding Your Performance Data
Auction Insights (AdWords) and Share of Voice (Bing) show how your campaigns stack up against competitors.
These are based off of the current performance of your accounts and campaigns.
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2. Finding Your Performance Data
You can also add impression share metrics to your standard interface and reports.
Use this to:
● Quickly compare two periods for performance differences.
● Build lost impression share models.
● Keep an eye on lost impression share due to budget and rank.
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2. Campaign, Ad Group or Keyword
You can also add impression share metrics to your standard interface and reports.
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2. Using Campaign Data Example
Campaign and ad group data competitive data can be used to estimate expansion results and performance based on budget allocation.
Blog Post - How to Get More Out of Excel Solver
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2. Auction Insights Breakdown
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2. Using New Metrics
The base metrics are helpful but you can combine them for even more insights.
Blog Post - Find Your True Competition with Rank Above Share
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2. Potential Issues with Your Data
Due to sampling, search volume and time, you won’t get perfect auction insight data. You’ll often have inconsistent data for campaigns capped by budget or rank.
If this is the case, your best bet is to turn to a third party such as SEMrush to get a view of the landscape.
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3.Choosing the Right Data Segments
Auction Insights reports can skew your view if you aren’t careful.
Make smart segments by:
● Product line● Branded and non-branded● Campaign intent● Campaign type● Being aware of seasonality
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4. Further Analysis
The data itself is helpful but not actionable. You also need to account for other factors such as time and device.
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4. Dealing with Devices
You monitor your device performance — why ignore a competitor’s?
Device performance can clue you in on who to watch for each device.
Are competitors the same or do you see variation between devices?
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4. Dealing with Devices Cont.
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4. Dealing with Time
Don’t settle for aggregates over time.
Segmenting by time can help explain when a competitor is pushing or pulling. This allows you to find new opportunities or spot your own weaknesses.
Common views include:● Week● Month● Quarter
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4. Dealing with Time
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4. Dealing with Time
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5. Success Leaves Clues
Your Customer’s Persona
● Demographics● Psychographics● Goals & Challenges ● Environmental● Interests● Goals & Challenges● Common Objections
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5. Success Leaves Clues
Your Anti-Customer's Persona
● Demographics● Psychographics● Goals & Challenges ● Environmental● Interests● Goals & Challenges● Common Objections
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5. Your Competitors Media Ads
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5. Success Leaves CluesPublishers Your Competitors are Targeting & Ads Displayed
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5. Success Leaves CluesPublishers Your Competitors are Targeting & Ads Displayed
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5. Ad Copy Ideas
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5. Export Ad Copy Ideas
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5. Landing Pages
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5. Ad History
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6. Making Your Ad Irresistible
End Result Customer Wants + Specific Period of Time
Example:
How to get Six Pack Abs in 30 Days using this step-by-step workout plan.
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6. Elicit an Emotional Response
The Seven Deadly Sins Or The Seven Heavenly Virtues
Pride Humility
Envy Kindness
Wrath Forgiveness
Gluttony Temperance
Lust Chastity
Sloth Diligence
Greed Charity
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6. Gluttony vs Temperance
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6. More Information
http://bit.ly/Deadly-Sins-Webinar
bit.ly/Deadly-Sins-Webinar
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Offers!
A. Get a 14 day free trial to SEMrush (expires Oct. 26)
B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
C. BothD. No Thanks!
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
SEMrush Feedback: [email protected]
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Other Webinars and Content
• Blog Post: How To Get More Out of Excel Solver
• Webinar: Cutting Edge Tactics To Spy On Your PPC Competition
• Webinar: 11 Excel Tricks To Save Your PPC Life