Successfully reported this slideshow.
Your SlideShare is downloading. ×

Using Competitive Research To Pump Up Your PPC

More Related Content

Related Books

Free with a 30 day trial from Scribd

See all

Using Competitive Research To Pump Up Your PPC

  1. 1. Using  Compe,,ve  Research     to  Pump  Up  Your  PPC  
  2. 2. Refresh  Any,me   Campaigns  can  become  stale     for  a  lot  of  reasons.  
  3. 3. Start  Sleuthing   First  step?     Figure  out  how  your   account  stacks  up  in   the  compe::ve   landscape.  
  4. 4. Where  to  Begin   How  can  you  figure  out  where   opportuni:es  lie  for  your  client     to  gain  ground?  
  5. 5. Auc,on  Insights  –  A  Hidden  Gem   If  you’re  not  using  it  already,  you  can     find  it  under  the  Keywords  tab  >>  Details.  
  6. 6. Auc,on  Insights  –  Delicious  Data!  
  7. 7. What  to  do  Next   Now  that  you  have  an  idea  of  who  you’re   regularly  compe:ng  against  inside  of   AdWords,  it  is  :me  to  start  looking     outside  for  even  more  informa:on.  
  8. 8. Be  a  Searcher   Perform  searches  in  the  major  engines  for:     Branded  terms   Compe:tors   Top  target  keywords  
  9. 9. What  Might  You  Find?  
  10. 10. Log  the  Results  
  11. 11. View  Your  Copy  Against  Theirs  
  12. 12. Use  a  Power  Tool  
  13. 13. Power  Tools   There  are  a  ton  of  compe::ve  research   tools  out  there  –  here  are  a  few:     SpyFu   SEM  Rush   Keyword  Spy   iSpionage  
  14. 14. Landing  Page  Experiences  
  15. 15. Landing  Page  Experiences  
  16. 16. Don’t  Forget  Mobile!   Search  on  mobile  devices  as  well  –     the  landing  pages  will  look  different     &  the  compe::on  may  also  shiT.  
  17. 17. Mobile  Landing  Page  Experiences  
  18. 18. Mobile  Landing  Page  Experiences  
  19. 19. Consider  Running  a  Compe,tor   Campaign  in  AdWords  
  20. 20. Write  New  Versions  of  All  Ads!   LiVle  changes  can  make  a  big  difference  –   by  adding  “BBB  A+  Rated”  to  one  client’s   ads  &  landing  pages,  we  increased  clicks  by   25%  and  conversions  by  15%.  
  21. 21. Plan  a  Mini  Compe,,ve   Review  Quarterly   •  The  landscape  can  shiT  quickly  &   drama:cally  –  know  what  is  happening!   •  A  new  compe:tor  can  come  out  of   nowhere,  so  stay  alert.   •  Follow  the  compe:tors  on  social  media   to  get  advanced  warning  of  new   ini:a:ves  or  big  changes.  
  22. 22. Follow  Up  Ques,ons     Always  Welcomed!   Connect  with  me  on  TwiVer  @NeptuneMoon   Follow  my  blog  at