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Be An Evil Genius: How To Create An Effective PPC Competitive Intelligence Report

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From the SMX East 2014 Conference in New York City, NY. SESSION: Competitive Research For SEM. PRESENTATION: Be An Evil Genius: How To Create An Effective PPC Competitive Intelligence Report - Given by Purna Virji, @PurnaVirji, Director of Communications - Pet Plan Insurance. #SMX #13B

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Be An Evil Genius: How To Create An Effective PPC Competitive Intelligence Report

  1. 1. CI Reports Will Help You: • Op%mize your crea%ve tes%ng process. • Fine-­‐tune your bidding strategies. • Find new keywords and placements. • Tailor your offer or pricing to be more compe%%ve.
  2. 2. • Find the right “compe%tors” • More than just the direct compe%%on
  3. 3. Create a list that includes both: Successful direct compe%tors who are very ac%ve in PPC. Top companies in a similar industry or with the same business model.
  4. 4. Allowing you to: Get a well-­‐rounded mix of strategies and tac%cs. Take successful tac%cs from other areas and apply them to your space. 1. 2.
  5. 5. Sample Ques%ons -­‐ Ads What are prevalent themes across ad copy? Are they posi%oning based on USP, price or special discount? Are they using ad extensions? How do they posi%on their ad copy for branded searches vs. non-­‐branded?
  6. 6. Sample Ques%ons -­‐ Keywords & CPCs What keywords are they bidding on? Are there longer tail KWs you’re missing? What’s their average CPC and budget? Do they bid on their compe%tors’ keywords?
  7. 7. Sample Ques%ons – LPs and Tests What type of content do they have on their landing pages? Are any sales being offered? How do they react to seasonal changes? What tests have my compe%tors been running, and what can I learn from them?
  8. 8. Two Views to Take: Top Level Overview Deeper Drilled Down View 1. 2.
  9. 9. Top Level View: • Easy to read and digest • Spans larger number of compe%tors • Provides the lay of the land
  10. 10. Columns = Individual Metrics Rows = Company Names -­‐ First Row = You
  11. 11. Tools: Searchmetrics Spyfu Or Good Ol’…
  12. 12. Compe%tors 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 hgp:// www.gopetplan.c om/?ADC=US+-­‐ +Pet&ADG=Gener al&gclid=CJHKgPy escACFQQT7Aod GTUAOw homepage offers a pe%%on to sign, a space to get a plan quote, social proof and a compe%%on Dog Insurance 1st Choice of Veterinarians Across the World $3.92 5.67 1 Animal Insurance Life%me 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 informa%on, 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
  13. 13. Drilled Down View: Delve deeper into select compe%tors -­‐ One tab for each Closely examine their strategy Helps determine what tes%ng they’re doing
  14. 14. Columns = Individual Metrics Rows = Top Keywords (Includes branded + non-­‐branded)
  15. 15. Run CI Reports Frequently Best Way to Discover Trends
  16. 16. • Non-­‐direct compe%tors use review extensions-­‐ no one in your space is using it, worth tes%ng? • Several compe%tors offer a free trial during peak months, so consider implemen%ng to stay compe%%ve.
  17. 17. You don’t target several keywords bid on by your compe%tors, can you expand your reach? Compe%tors X & Y are the only ones with a strong mobile presence-­‐ tailor mobile ads to beger compete with them.
  18. 18. Priori%ze ac%on items for tes%ng. Tip: For ad tes%ng– try AdAlysis! hgp://adalysis.com/
  19. 19. Image Credit: hgp://www.yogacatz.com/ @purnavirji hgp://linkedin.com/in/purnavirji hgp://www.slideshare.net/purnavirji hgp://searchenginewatch.com/author/ 2499/purna-­‐virji

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