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Paid search competitive analysis

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Strategic retailers analyze more than competitors paid search keywords. Learn new ways to to drive growth through data you already have.
This presentation was originally given at SES NY.

Published in: Technology, Business
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Paid search competitive analysis

  1. 1. Paid Search Competitive AnalysisTake your competitive intelligence to the next level. New York | March 19–23
  2. 2. New York | March 19–23, 2012 | #sesnyTraditional competitive analysis is flawed. Understanding a competitor’s keyword strategy is not essential to success. What can traditional • Keyword lists competitive analysis tools • Average cost per click provide? • Average positions • Ad copy • Overall investment None of this data is essential to your success. Why? 1. Consumers respond uniquely to your brand. 2. Your business goals are different.
  3. 3. New York | March 19–23, 2012 | #sesnyYour brand is unique. So is your competitor’s. Executing the same strategy will not achieve the same results. Keyword list Consumer response Even with the same keyword lists, the consumer response to your ads, landing pages, and overall brand will be unique. How do consumers respond to the same keyword list? Click Through Total Traffic Volume Conversion Rate Rate Conversions You 100k 2% 4% 80 Competitor 100k 1.5% 10% 150 Your logo here
  4. 4. New York | March 19–23, 2012 | #sesnyYour business is unique. So is your competitor’s. Executing the same strategy will not achieve the same results. Consumer Paid search response success Even the same consumer response will not lead to success. Your business goals are unique, therefore your metrics for success are unique. What metrics determine success? Total Margin New Customers Conversions You 7% 60 150 Competitor 15% 20 150
  5. 5. New York | March 19–23, 2012 | #sesnyBe a leader, not a follower. Find out what your competitor isn’t doing, or how you can do it better. Analyze your competitor’s • Ad copy relevancy brand experience. • Landing page relevancy • Product offering • Site design • Promotions Discover new market • Search queries demand trends. • On-site search • Overall search trends • Organic queries • Product sales Your logo here
  6. 6. New York | March 19–23, 2012 | #sesnyMake your data work for you. The research tools you need are already in your hands. Analyze your competitor’s • Search engines brand experience. • Competitor’s site Discover new market • Search engine reporting demand trends. • Internal analytics: SEO, on-site search, and products • Web demand trend tools (i.e. Google Insights)
  7. 7. New York | March 19–23, 2012 | #sesnyCase study: Uncovering a million dollar query. Monitor and mine queries to stay ahead of your competitors. • Noticed queries for a new product increase dramatically in late 2010. • Verified the search trend by analyzing Google Insights data. • Suggested to the client that they start to carry the product. Your logo here
  8. 8. New York | March 19–23, 2012 | #sesnyCase study: Uncovering a million dollar query. Monitor and mine queries to stay ahead of your competitors. Competitors begin carrying and marketing the product. • Paid search sales from the new product alone contributed over $900k in the first six months. • Much later, large retailers noticed the trend and began bidding on the same keywords. Your logo here
  9. 9. New York | March 19–23, 2012 | #sesnyRemember this. 3 things to take with you. 1. Executing the same strategy will not achieve the same results. 2. Find out what your competitor isn’t doing, or how you can do it better. 3. The research tools you need are already in your hands. Your logo here

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