Competition Analysis For Ad Optimization
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Transcript of Competition Analysis For Ad Optimization
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Lyena Solomon . @YoYoSEO . YoYoSEO.comOctober, 2012
@lyena
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SERPs
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Stand Out, Be Awesome
@lyena #SMX
Best practices make you average. Stand out by being creative.
Image credit: cbs.com
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Dominate Query Space
@lyena #SMX
Be creative when using best practices. Relate to the searcher. Test, fail fast, improve.
Write better ads, tell a better story
Know the searcher, make them care
Test, measure, act
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Analyze Your Competition
@lyena #SMX
In competitive analysis for ads, summarize features, benefits, advantages.
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Who Are You?
@lyena #SMX
The secret to ad success lies in knowing the searcher and the ad’s ability to speak to what they care about.
Large Selection
Free shipping
High Quality
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“Think Different”
@lyena #SMX
Make the same offer, but tell a better story. Be credible and emotional; simple and unexpected.
Selection“iPod. One thousand songs in your pocket.” - Steve Jobs, Oct. 23, 2001
Shipping“When it absolutely, positively has to be there
overnight.” - FedEx, 1970’s
Quality“A diamond is forever.” - De Beers, 1948
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Be Different
@lyena #SMX
Make your offer different, cover more benefits, compel them to click on your ad.
Selection“Think small.” - Volkswagen, 1959
Shipping“You deserve a break today.” - McDonald’s, 1971
Quality“M&Ms, melts in your mouth, not in your
hands.” - Mars, 1954
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Work With Feelings
@lyena #SMX
For more effective ads, focus on feelings of fear, anxiety, curiosity. Fight common enemies, encourage dreams, justify failures.
Fear and AnxietyFear and Anxiety
CuriosityCuriosity
SuspicionsSuspicions
DreamsDreams
FailuresFailures
EnemiesEnemies
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Make Your Ads Stand Out
@lyena #SMX
For better CTR, make your ads stand out, be funny, unexpected, over the top.
Learning
Uniqueness
Exclusivity
Adults + Children
Unexpected
Urgency
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Landing Page
@lyena #SMX
Landing page. Relevant to the search query? Communicates value clearly? Calls to action?
Relevant?
Value?
Action?
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SWOT
Strength Weakness
@lyena #SMX
Perform SWOT analysis on competitors’ landing pages. Discover opportunities.
Large selection Free puzzles Frequent updates
Outdated, busy design Too many choices Unfocused
Opportunity Threat
Modern-looking page Focused on learning Unique, eclectic
High volume Low prices Customization
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Ad Optimization Process
@lyena #SMX
Analyze competitors’ ads: what is the offer and benefits? Who are they targeting? What action they want a searcher to take?
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Takeaways
@lyena #SMX
Learn from competition. Be different. Fail fast. Experiment, measure, succeed.
Image Credit: http://www.flickr.com/photos/sonofgroucho/1436844248/
Be original, unexpected, tell a compelling story
Offer experience, connect with emotion
Experiment, measure, act
“The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.”- Rupert Murdoch
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Web Optimization AnalystYo! Yo! SEOAgency focus is Word-of-Mouth SEO,helping clients optimize their online conversation.
[email protected] . YoYoSEO.com @lyena . @YoYoSEO
Presentation on dominating the SERPs – http://yseo.us/smxppc @lyena #SMX
http://yseo.us/smxppc