Post on 25-May-2015
description
• Op%mize your crea%ve tes%ng process.
• Fine-‐tune your bidding strategies.
CI Reports Will Help You:
• Find new keywords and placements.
• Tailor your offer or pricing to be more compe%%ve.
• Find the right “compe%tors”
• More than just the direct compe%%on
Successful direct compe%tors who are very ac%ve in PPC.
Top companies in a similar industry or with the same business model.
Create a list that includes both:
Allowing you to:
Get a well-‐rounded mix of strategies and tac%cs.
Take successful tac%cs from other areas and apply them to your space.
1. 2.
What are prevalent themes across ad copy?
Sample Ques%ons -‐ Ads
Are they posi%oning based on USP, price or special discount?
Are they using ad extensions?
How do they posi%on their ad copy for branded searches vs. non-‐branded?
What keywords are they bidding on?
Sample Ques%ons -‐ Keywords & CPCs
Are there longer tail KWs you’re missing?
What’s their average CPC and budget?
Do they bid on their compe%tors’ keywords?
What type of content do they have on their landing pages?
Sample Ques%ons – LPs and Tests
Are any sales being offered?
How do they react to seasonal changes?
What tests have my compe%tors been running, and what can I learn from them?
Two Views to Take:
Deeper Drilled Down View
Top Level Overview 1.
2.
Top Level View:
• Easy to read and digest
• Spans larger number of compe%tors
• Provides the lay of the land
Columns = Individual Metrics
Rows = Company Names -‐ First Row = You
Tools: Searchmetrics
Spyfu
Or Good Ol’…
Compe%tors Top KWs Ad Copy Avg. CPC Daily Searches Ad Pos. Offers Landing Page Notes
PetPlan
Pet Insurance
1st Choice of Veterinarians Across the World $4.85 5.50k 1
hgp://www.gopetplan.com/?ADC=US+-‐+Pet&ADG=General&gclid=CJHKgPyescACFQQT7AodGTUAOw
homepage offers a pe%%on to sign, a space to get a plan quote, social proof and a compe%%on
Dog Insurance
1st Choice of Veterinarians Across the World $3.92 5.67 1
Animal Insurance
Life%me coverage, lifelong healthNo pet age limits or added fees. $5.20 63.3 2
Insurance for pets
Top Rated Pet Insurance. 1st Choice of Veterinarians Across the World! $4.32 13 1
Trupanion
pet insurance
Let Us Help With The Vet Bills And Protect Your Best Friend. $6.54 5.50k 5
trupanion.com free quote, dog and cat-‐specific informa%on, news
veterinary insurance
Give Your Pet The Best Medical Care Possible. Get A Quote Today $5.01 8.67 1
pet health insurance quotes
Give Your Pet The Best Medical Care Possible. Get A Quote Today $9.09 0 5
vet insurance canada
Let Us Help With The Vet Bills And Protect Your Best Friend. $7.06 1 3
Drilled Down View: Delve deeper into select compe%tors
-‐ One tab for each
Closely examine their strategy
Helps determine what tes%ng they’re doing
Columns = Individual Metrics
Rows = Top Keywords (Includes branded + non-‐branded)
Run CI Reports Frequently
Best Way to Discover Trends
• Non-‐direct compe%tors use review extensions-‐ no one in your space is using it, worth tes%ng? • Several compe%tors offer a free trial during peak months, so consider implemen%ng to stay compe%%ve.
You don’t target several keywords bid on by your compe%tors, can you expand your reach?
Compe%tors X & Y are the only ones with a strong mobile presence-‐ tailor mobile ads to beger compete with them.
Priori%ze ac%on items for tes%ng.
Tip: For ad tes%ng– try AdAlysis! hgp://adalysis.com/
Image Credit: hgp://www.yogacatz.com/
@purnavirji hgp://linkedin.com/in/purnavirji hgp://www.slideshare.net/purnavirji hgp://searchenginewatch.com/author/2499/purna-‐virji