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MEET YOUR PRESENTERS
Alasdair Johnstone
Customer Success Team
Rebeka Alvarez-Heck
Customer Success Team
MEET YOUR PRESENTERS
Alasdair Johnstone
Customer Success Team
Rebeka Alvarez-Heck
Customer Success Team
PROFILE: REBEKA
PROFILE: REBEKA
PROFILE: ALASDAIR
PROFILE: ALASDAIR
Background Check
WHAT IS A CAMPAIGN?
WHAT IS A CAMPAIGN?
oA set of ad groups & keywordsoEach with their own budget, theme, and targeting
WHAT IS A COMPETITOR CAMPAIGN?
oMarketo & Hatchbuck are showing ads above Hubspot’s organic listing
oA campaign in which the targeted keywords are your direct competitor’s brand name
WHAT IS A BRANDED CAMPAIGN?
oA PPC campaign in which the keywords targeted are that of your name
oWe show an ad anytime our brand name is searched
COPS AND ROBBERS
Competitor Campaigns
Branded Campaigns
GOOD COP BAD COP
Do I Need To Do This?
3 Reasons to Try a Competitor Campaign
1. YOU LACK BRAND AWARENESS
1. YOU LACK BRAND AWARENESS
●Reach your target market
●Make it count!
2. YOU ALREADY HAVE COMPETITORS
2. YOU ALREADY HAVE COMPETITORS
●Users shop around! ●It’s a dog eat dog world!
Minewhat.com
3. YOU WANT CHEAPER QUALIFIED TRAFFIC!
3. YOU WANT CHEAPER QUALIFIED TRAFFIC!
●These clicks are cheap
●These clicks are qualified
●That’s it
Conversions
AND THEY WORK! TRUE CRIME
WHICH AD DID REBEKA CLICK ON?
How Many WordStream Clients Have Tried A Competitor Campaign?
16%
Structure Patrol: Tips For A Great Campaign
STRUCTURE PATROL: CAMPAIGNS
Budget Location Time
oCertain settings are campaign-only
STRUCTURE PATROL: CAMPAIGNS
oCertain settings are campaign-only
oYour competitor data is separate
GOOD COP
oSpeak with competitors & share the impressions
CAMPAIGNS: GOOD COP
CAMPAIGNS: GOOD COP
Your ads
Your competitor’s ads
CAMPAIGNS: GOOD COP
Gerrymandering in North Carolina, 2012
BAD COP
CAMPAIGNS: BAD COP
oThere’s a time a place
o Raise bids at competitive times
oSteal the fruit of their labor
CAMPAIGNS: BAD COP
oChoose your battles
oRaise bids where you have an advantage
oExclude certain locations
AND THEY WORK! TRUE CRIME
CANARY IN THE COAL MINE
oMiners used Canaries as an alarm for gas leaks
oCanary stops singing = Get out of the mine
oWe can use Average Position as an alarm for competitors
STRUCTURE PATROL: AD GROUPS
oSeparate your ad groups by competitor
STRUCTURE PATROL: AD GROUPS
oSeparate your ad groups by competitor for better ad copy
STRUCTURE PATROL: KEYWORDS
oCompany nameBlue Apron
oProduct namesBlue Apron Food Box Delivery
Blue Apron Subscription
oLong-tail keywordsBlue Apron Organic Food
Blue Apron Gluten Free
STRUCTURE PATROL: NEGATIVE KEYWORDS
oCommit!
oAdd negatives for your competitor names to every other campaign
STRUCTURE PATROL: NEGATIVE KEYWORDS
oUse the QueryStream
oWatch out for unexpected queries
oBlock them with negatives
GOOD COP
oDon’t nab their existing customers: use negatives
KEYWORDS: GOOD COP
oHigh CTR & Conversion Rates
“log in” “support”
“phone number” “.com”
BAD COP
oTarget those higher in the search funnel
“Reviews” “Vs”
“Alternatives” “Cheaper”
KEYWORDS: BAD COP
●Target unhappy customers
“Complaints” “Problems”
“Fix” “Cancel”
oBe Yourself! Literally.
oThis is an Elevator Pitch
oBe Yourself! Literally.
STRUCTURE PATROL: ADS
STRUCTURE PATROL: ADS
oUse extensions to take
oScope out the competition
AD PREVIEW AND DIAGNOSIS
GOOD COP
ADS: GOOD COP
oHighlight your own strengths
oCarve out a niche
STRUCTURE PATROL: ADS
BAD COP
oTake a jab at the competition
ADS: BAD COP
●Call them out in your display URL
●Steal Learn from the competition
▪Alasdair’s client and the FUZZ
TRUE CRIME: DON’T GET CAUGHT
oGive your elevator pitch fast
STRUCTURE PATROL: LANDING PAGES
oRemember your ad text
STRUCTURE PATROL: LANDING PAGES
oInclude pricing on the page
STRUCTURE PATROL: LANDING PAGES
REVIEW: COMPETITOR CAMPAIGNS
o Structure!
o Don’t forget negative keywords
o Tailor your ad text
o Think about your landing pages
BONUS: BRANDED CAMPAIGNS
BONUS: BRANDED CAMPAIGNS
oAbove organic results
oAbove ads
oAbove news articles
BONUS: BRANDED CAMPAIGNS
BONUS: BRANDED CAMPAIGNS
BONUS: BRANDED CAMPAIGNS
DON’T FORGET THE CANARY!
●Use Average Position as an alarm for competitors
BONUS: BRANDED CAMPAIGNS
INVESTIGATION TAKEAWAYS
INVESTIGATION TAKEAWAYS
1
INVESTIGATION TAKEAWAYS
oSeparate your campaigns!
INVESTIGATION TAKEAWAYS
2
INVESTIGATION TAKEAWAYS
oKeep all the settings in mind!
INVESTIGATION TAKEAWAYS
3
INVESTIGATION TAKEAWAYS
oThink about the user!
SPECIAL OFFER: WOULD YOU LIKE TO CONNECT WITH A MEMBER OF THE WORDSTREAM TEAM?
o Yes, I’d like to connect with a Certified AdWords Consultant.
o No thanks, I don’t need any insight into my AdWords Account.
