Post on 22-Nov-2014
description
• Optimize your creative testing process.
• Fine-tune your bidding strategies.
CI Reports Will Help You:
• Find new keywords and placements.
• Tailor your offer or pricing to be more competitive.
• Find the right “competitors”
• More than just the direct competition
Successful direct competitors who are very active 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 tactics.
Take successful tactics from other areas and apply them to your space.
1.
2.
What are prevalent themes across ad copy?
Sample Questions - Ads
Are they positioning based on USP, price or special discount?
Are they using ad extensions?
How do they position their ad copy for branded searches vs. non-branded?
What keywords are they bidding on?
Sample Questions - Keywords & CPCs
Are there longer tail KWs you’re missing?
What’s their average CPC and budget?
Do they bid on their competitors’ keywords?
What type of content do they have on their landing pages?
Sample Questions – LPs and Tests
Are any sales being offered?
How do they react to seasonal changes?
What tests have my competitors been running, and what can I learn from them?
Two Views to Take:
Deeper Drilled Down View
Top LevelOverview1.
2.
Top Level View:
• Easy to read and digest
• Spans larger number of competitors
• Provides the lay of the land
Columns = Individual Metrics
Rows = Company Names- First Row = You
Tools:Searchmetrics
Spyfu
Or Good Ol’…
Competitors 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
http://www.gopetplan.com/?ADC=US+-+Pet&ADG=General&gclid=CJHKgPyescACFQQT7AodGTUAOw
homepage offers a petition to sign, a space to get a plan quote, social proof and a competition
Dog Insurance
1st Choice of Veterinarians Across the World $3.92 5.67 1
Animal Insurance
Lifetime 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 information, 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 competitors- One tab for each
Closely examine their strategy
Helps determine what testing they’re doing
Columns = Individual Metrics
Rows = Top Keywords(Includes branded + non-branded)
Run CI Reports Frequently
Best Way to Discover Trends
• Non-direct competitors use review extensions- no one in your space is using it, worth testing?
• Several competitors offer a free trial during peak months, so consider implementing to stay competitive.
You don’t target several keywords bid on by your competitors, can you expand your reach?
Competitors X & Y are the only ones with a strong mobile presence- tailor mobile ads to better compete with them.
Prioritize action items for testing.
Tip: For ad testing– try AdAlysis! http://adalysis.com/
Image Credit: http://www.yogacatz.com/
@purnavirji
http://linkedin.com/in/purnavirji
http://www.slideshare.net/purnavirji
http://searchenginewatch.com/author/2499/purna-virji