SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX East 2014
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Transcript of How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX East 2014
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• 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.
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• Find the right “competitors”
• More than just the direct competition
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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:
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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.
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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?
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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?
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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?
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Two Views to Take:
Deeper Drilled Down View
Top LevelOverview1.
2.
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Top Level View:
• Easy to read and digest
• Spans larger number of competitors
• Provides the lay of the land
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Columns = Individual Metrics
Rows = Company Names- First Row = You
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Tools:Searchmetrics
Spyfu
Or Good Ol’…
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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
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Drilled Down View:
Delve deeper into select competitors- One tab for each
Closely examine their strategy
Helps determine what testing they’re doing
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Columns = Individual Metrics
Rows = Top Keywords(Includes branded + non-branded)
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Run CI Reports Frequently
Best Way to Discover Trends
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• 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.
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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.
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Prioritize action items for testing.
Tip: For ad testing– try AdAlysis! http://adalysis.com/
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Image Credit: http://www.yogacatz.com/
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