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#thinkppc
&HOSTED BY:
Cutting-Edge Tactics To Spy On Your PPC Competition
#thinkppc
Presenters
• David Black– Customer Success Director at SEMrush
– @theguyatsemrush
• Cassie Oumedian– Senior Digital Specialist at Hanapin
Marketing.
– @cass_oumedian
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
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 most on PPC
• The Advertising and Marketing Industry spends the largest percentage of its revenue on PPC
#thinkppc
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
#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.
#thinkppc
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
AdWords Auction Insights Google Trends SEMrush
#thinkppc
Competitive Research and Analysis
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.
#thinkppc
Don’t have a budget of 5.2 Million dollars to spend on PPC like your GoDaddy.com competitor??
#thinkppc
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.
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
#thinkppc
Ad Scheduling
• Time of Day
• Day of Week
• Geo-location
#thinkppc
Ad Scheduling• Time of Day, Day of Week
#thinkppc
Ad Scheduling
• Geo-location
#thinkppc
Bid on Competitor Brand Terms
Bid on competitor terms cautiously and be sure to read up on Google’s trademark policies to make sure you are not in violation!
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.
• Competitor Name
• Competitor Product Name
• Competitor Name + Product/service you also provide
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
#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
#thinkppc
Competitor Performance
#1 Rule For Bidding on Competitor Terms….
NEVER USE DKI (Dynamic Keyword Insertion)!!
#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.
#thinkppc
Gmail Sponsored Ads Results
#thinkppc
Live Poll Question #3
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.
Where does competitor analysis fit into your Marketing plan?
#thinkppc
Programmatic Analysis Techniques
SEMrush
Our Data Collection and AnalysisAll 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
#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
#thinkppc
Got the Data – Now What?
Organic Search Marketing
Improving your visibility in natural search resultsThe 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
#thinkppc
Got the Data – Now What?
Paid Search Marketing
Minimize Risk & Maximize ROIOptimize 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!
#thinkppc
The Method: Competitor Analysis
#thinkppc
Your Competitors Keywords
%
#thinkppc
Analyze Historical Data
#thinkppc
Recognizing Patterns & Behavior
#thinkppc
Live Poll Question #4
a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)
b.) Free One Month Trial of SEMrushc.) No Thanksd.) Both
Would you like help with your PPC accounts and management? I’m interested in:
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
SEMrush Feedback: [email protected] / [email protected]