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Now You See It! Visualizing Your PPC Competition By Maddie Cary


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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Competitive Research For SEM. PRESENTATION: Now You See It! Visualizing Your PPC Competition - Given by Maddie Cary, @MaddieMarketer - Point IT, Senior Client Manager. #SMX #32B

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Now You See It! Visualizing Your PPC Competition By Maddie Cary

  1. 1. #SMX #32B @MaddieMarketer Visualizing Your PPC Competition Now You See It!
  2. 2. #SMX #32B @MaddieMarketer §  Senior  Client  Manager  at  Point  It  Digital  Marketing     §  5  Years  in  PPC     §  Oversee  $35M  in  Yearly  Media     §  Global  SEM  Program  Lead   §  20  Person  Team   §  30  Languages   §  60  Markets     §  2015  US  Search  Award  “Young  Search  Professional”  
  3. 3. #SMX #32B @MaddieMarketer 5 W’s of PPC Competitor Analysis
  4. 4. #SMX #32B @MaddieMarketer ASK YOURSELF… WHO   are  your   competitors?   WHAT   kind  of   competitors     are  they?     WHERE   are  they   competing     with  you?     WHY   are  they   competing     with  you?     WHEN   should  you     take  action?  
  5. 5. #SMX #32B @MaddieMarketer WHO   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?   •  If  domains  showing  ads  with  aren’t  relative,  are  you     bidding  on  the  right  keywords?   Then,  take  that  data  &  make  it  actionable!   •  No,  not  by  starting  at  rows  &  rows  of  raw  data  in  Excel…   •  We’ll  review  my  favorite  PPC  competitor  analysis  tools  that     can  help  you  visualize  your  competitor  trends  
  6. 6. #SMX #32B @MaddieMarketer WHAT   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   •  Can’t  distinguish  partners  pointing  to  the  same  domain  –     it’ll  all  be  lumped  under  “You”  in  Auction  Insights   •  Escalate  non-­‐approved  trademark  users     •  Search  Arbitragers   •  Resellers   •  “True”  Competitors    
  7. 7. #SMX #32B @MaddieMarketer WHERE   are  they   competing     with  you?     Assumption:   Non-­‐branded  keywords  see  the  most  competition     Label  top  performing  keywords,  including  Branded!   •  Don’t  pull  out  your  hair  trying  to  monitor  every  single  keyword   •  Your  “cash  cows”  are  going  to  see  the  quickest  impact  if     competitor  enters  and  inflates  CPCs  to  push  you  out     Set  up  alerts,  reports,  &  automated  bidding  rules   •  Set  up  automated  Search  Impression  Share  Reports   •  Use  Google  &  Bings  automated  rules  when  competitors  getting   more  aggressive  to  maintain  crucial  impression  share   •  Test  Google’s  Portfolio  Strategy:  Target  Page  Location  
  8. 8. #SMX #32B @MaddieMarketer WHY   are  they   competing     with  you?     Assumption:   I  only  need  to  worry  about  my  copy,  not  my  competitor’s       Review  competitor  ads  regularly   •  What  are  your  competitors  offering?   •  Are  they  using  clear  CTAs?   •  In  a  heavily  occupied  vertical,  how  are  they  standing  out?   •  I’ll  share  my  favorite  competitor  ad  monitoring  tools  in  next  slides     Test  your  messaging  tactics   •  The  proof  is  in  the  pudding!  Test  copy  to  see  what  drives  results    
  9. 9. #SMX #32B @MaddieMarketer WHEN   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   §  Your  first  priority  should  be  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,  be  smart,    &  use  the  5  W’s      
  10. 10. #SMX #32B @MaddieMarketer My Favorite Tools for Visualizing PPC Competitor Data
  11. 11. #SMX #32B @MaddieMarketer COMPETITOR  ANALYSIS  TOOL     §  Research  US  +  INTL  markets   §  PLA  vs.  Paid  Search  trends   §  Domain  vs.  Domain     §  Desktop  vs.  Mobile  ad  copy       3rd Party Tools NOTE:  I  was  not  paid  by    any  of  these  tools  
  12. 12. #SMX #32B @MaddieMarketer
  13. 13. #SMX #32B @MaddieMarketer
  14. 14. #SMX #32B @MaddieMarketer COMPETITOR  ANALYSIS  TOOL     §  Google  vs.  Bing  ad  copy   §  First  &  last  seen  dates  of  ads   (how  often  competitor  testing?)   §  Ad  lists  with  URLs     (including  tracking  parameters)       3rd Party Tools NOTE:  I  was  not  paid  by    any  of  these  tools  
  15. 15. #SMX #32B @MaddieMarketer
  16. 16. #SMX #32B @MaddieMarketer COMPETITOR  ANALYSIS  TOOL     §  Color-­‐coded  ad  change  grids   §  Highlights  top  performing  ads   §  Venn  diagrams  of  shared   keywords  (paid  &  organic)   §  Segments  top  competitors     (paid  &  organic)       3rd Party Tools NOTE:  I  was  not  paid  by    any  of  these  tools  
  17. 17. #SMX #32B @MaddieMarketer
  18. 18. #SMX #32B @MaddieMarketer
  19. 19. #SMX #32B @MaddieMarketer COMPETITOR  ANALYSIS  TOOL      AdWords  Keyword  Planner   Review  relative  impression  share   for  new  keywords  compared  to     top  market  leaders  &    similar  advertisers  in  your     keyword  categories         Using Keyword Planner Tool
  20. 20. #SMX #32B @MaddieMarketer COMPETITOR  ANALYSIS  TOOL        BrainLabs  Auction  Insights   Script  (my  favorite!)   •  Copy/paste  their  script  into  Google  Sheet   •  Pull  segmented  campaign  data   •  Pull  segmented  Auction  Insight  data   •  Throw  both  into  Google  Sheet   •  Automatically  generates  graphs  that   illustrate  competitive  metrics  alongside   your  trending  CPCs       Using Auction Insights Data
  21. 21. #SMX #32B @MaddieMarketer COMPETITOR  ANALYSIS  TOOL        Segmented  Reporting   Can  segment  Auction  Insights  data   by  Time  and/or  Device  to  get  the   fuller  picture  of  your  competitor   trends       Using Auction Insights Data
  22. 22. #SMX #32B @MaddieMarketer Don’t  let  your  PPC  competitors   drive  you  crazy     Reactive  PPC  tactics  can  result  in   A  LOT  of  wasted  time  &  spend     Your  approach  should  be     smart  &  strategic   BE  A  SMART  COOKIE  
  23. 23. #SMX #32B @MaddieMarketer Check out my blog post on these PPC Competitor Analysis Tools! ppc-competitor-analysis
  24. 24. #SMX #32B @MaddieMarketer SEE YOU AT THE NEXT #SMX! THANK YOU!