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Competitive PPC Intel by Maddie Cary - PubCon Vegas 2016


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If you didn’t know it already, search engine SERPs are competitive! Especially when Google reduces real estate by removing sidebar ads...

Rivalry can be healthy, spark innovation, and even push the underdog to accomplish things they would have never imagined. But for some advertisers, PPC competition can be incredibly difficult to manage, whether it comes in a constant stream, or shows up out of the blue.

So it begs the question: Do you know who your PPC competitors are?

Do you hesitate when asked that question? Never fear! In this session, we’ll review the 5 “W’s” (Who, What, Where, Why, & When) every paid search marketer can use to analyze and understand their competitive landscape.

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Competitive PPC Intel by Maddie Cary - PubCon Vegas 2016

  1. 1. #pubcon COMPETITIVECOMPETITIVE PPCPPC INTELINTEL @MaddieMarketer || @point_it || #pubcon
  2. 2. #pubcon  Director of Paid Search at Point It Digital Marketing  Oversee $35M+ in Yearly Media  Global SEM Program Lead  20 Person Team  30 Languages  60 Markets  2015 US Search Award winner “Young Search Professional” @MaddieMarketer || @point_it || #pubcon Maddie!
  3. 3. #pubcon @MaddieMarketer || @point_it || #pubcon AuctionAuction MetricsMetrics
  4. 4. #pubcon AUCTION METRICS @MaddieMarketer || @point_it || #pubcon Impression Share How often received an impression in the auctions eligible for Overlap Rate How often a competitor received an impression when you did Position Above Rate How often a competitor was shown above you Top of Page Rate How often a competitor was shown at the top of page Outranking Share How often you outranked a competitor
  5. 5. #pubcon @MaddieMarketer || @point_it || #pubcon 5 W’s5 W’s ofof CompetitiveCompetitive PPC IntelPPC Intel
  6. 6. #pubcon ASK YOURSELF… WHOWHO are your competitors? WHATWHAT kind of competitors are they? WHEREWHERE are they competing with you? WHYWHY are they competing with you? WHENWHEN should you take action? @MaddieMarketer || @point_it || #pubcon
  7. 7. #pubcon WHOWHO are your competitors? ASSUMPTION: I know exactly who my online competitors are Pull Auction Insights data to determine: Who are my relevant competitors in PPC? Do the domains you’re showing with seem irrelevant? Maybe you aren’t bidding on the right keywords then… Then, take that data & make it actionable! No, not by starting at rows & rows of raw data in Excel @MaddieMarketer || @point_it || #pubcon
  8. 8. #pubcon WHATWHAT kind of competitors are they? ASSUMPTION: All my competitors are exactly the same Research domains showing with yours ads to identify Affiliates CSEs OTAs Understand if you’re getting the full story Do different internal groups point to the same domain? Escalate non-approved trademark users  Search Arbitragers  Resellers  “True” Competitors @MaddieMarketer || @point_it || #pubcon
  9. 9. #pubcon WHEREWHERE are they competing with you? ASSUMPTION: Non-branded keywords see the most competition Label top performing keywords, including Branded! Don’t pull your hair out monitoring every single keyword Focus on your “cash cows” Set up alerts, reports, & automated bidding rules Set up automated Search Impression Share Reports Use Google & Bings automated rules Test Google’s Portfolio Bid Strategy: Target Page Location @MaddieMarketer || @point_it || #pubcon
  10. 10. #pubcon WHYWHY are they competing with you? ASSUMPTION: I should only worry about my ad copy Review competitor ads regularly What are you competitors’ messaging strategies? What are their CTAs? Are you competitive with them on price, offering, perceived quality? Have they launched Google Expanded Text Ads (ETAs?) Test your messaging tactics Test copy to see what ACTUALLY drives results @MaddieMarketer || @point_it || #pubcon
  11. 11. #pubcon WHENWHEN should you take action? ASSUMPTION: I’ll worry about my competitors later Later? You cray cray! Take action now Don’t spend every waking moment obsessing Priority #1 = driving results for your account But competitors can rock your boat, and knowing how to steer the ship is the first step in the right direction Take your ego out of it. Use the 5 W’s @MaddieMarketer || @point_it || #pubcon
  12. 12. #pubcon @MaddieMarketer || @point_it || #pubcon 33rdrd PartyParty CompetitiveCompetitive ToolsTools
  13. 13. #pubcon Research US + INTL markets PLA vs. Paid Search trends Domain vs. Domain Desktop vs. Mobile ad copy Great for SEO, too! 3rd Party Tools @MaddieMarketer || @point_it || #pubcon NOTE: I was not paid by any of these tools
  14. 14. #pubcon Google vs. Bing ad copy First & last seen dates of ads Ad URLs with tracking params 3rd Party Tools @MaddieMarketer || @point_it || #pubcon NOTE: I was not paid by any of these tools
  15. 15. #pubcon Color-coded ad change grids Highlighted top performing ads Keyword Venn diagrams Segments top competitors (paid & organic) 3rd Party Tools @MaddieMarketer || @point_it || #pubcon NOTE: I was not paid by any of these tools
  16. 16. #pubcon @MaddieMarketer || @point_it || #pubcon Using YourUsing Your OwnOwn DataData
  17. 17. #pubcon AdWords Keyword Planner Review relative impression share for new keywords compared to top market leaders & similar advertisers in your keyword categories Keyword Planner Tool @MaddieMarketer || @point_it || #pubcon
  18. 18. #pubcon BrainLabs Auction Insights Script (my favorite!) Copy/paste script into Google Sheet Pull segmented data  Campaign raw data  Auction insights Automatically generates graphs that illustrate competitive metric trends alongside your trending CPCs Auction Insights Data @MaddieMarketer || @point_it || #pubcon
  19. 19. #pubcon @MaddieMarketer || @point_it || #pubcon BIG TAKEAWAYSBIG TAKEAWAYS •Create a competitive analysis calendar (monthly, quarterly) •Closely monitor your keyword “cash cows” •Check SERP to identify competitors’ ad copy strategy •Leverage 3rd party tools to get glimpse into keyword overlap •Use your own data – Google & Bing Auction Insights! •Make smart bidding decisions, not (costly) territorial ones
  20. 20. #pubcon @MaddieMarketer || @point_it || #pubcon THANK YOU!THANK YOU! Twitter: @MaddieMarketer@MaddieMarketer Wordstream guest blog post: Maddie!