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Using 
Compe,,ve 
Research 
to 
Pump 
Up 
Your 
PPC
Refresh 
Any,me 
Campaigns 
can 
become 
stale 
for 
a 
lot 
of 
reasons.
Start 
Sleuthing 
First 
step? 
Figure 
out 
how 
your 
account 
stacks 
up 
in 
the 
compe::ve 
landscape.
Where 
to 
Begin 
How 
can 
you 
figure 
out 
where 
opportuni:es 
lie 
for 
your 
client 
to 
gain 
ground?
Auc,on 
Insights 
– 
A 
Hidden 
Gem 
If 
you’re 
not 
using 
it 
already, 
you 
can 
find 
it 
under 
the 
Keywords 
tab 
...
Auc,on 
Insights 
– 
Delicious 
Data!
What 
to 
do 
Next 
Now 
that 
you 
have 
an 
idea 
of 
who 
you’re 
regularly 
compe:ng 
against 
inside 
of 
AdWords, 
i...
Be 
a 
Searcher 
Perform 
searches 
in 
the 
major 
engines 
for: 
Branded 
terms 
Compe:tors 
Top 
target 
keywords
What 
Might 
You 
Find?
Log 
the 
Results
View 
Your 
Copy 
Against 
Theirs
Use 
a 
Power 
Tool
Power 
Tools 
There 
are 
a 
ton 
of 
compe::ve 
research 
tools 
out 
there 
– 
here 
are 
a 
few: 
SpyFu 
SEM 
Rush 
Key...
Landing 
Page 
Experiences
Landing 
Page 
Experiences
Don’t 
Forget 
Mobile! 
Search 
on 
mobile 
devices 
as 
well 
– 
the 
landing 
pages 
will 
look 
different 
& 
the 
comp...
Mobile 
Landing 
Page 
Experiences
Mobile 
Landing 
Page 
Experiences
Consider 
Running 
a 
Compe,tor 
Campaign 
in 
AdWords
Write 
New 
Versions 
of 
All 
Ads! 
LiVle 
changes 
can 
make 
a 
big 
difference 
– 
by 
adding 
“BBB 
A+ 
Rated” 
to 
o...
Plan 
a 
Mini 
Compe,,ve 
Review 
Quarterly 
• The 
landscape 
can 
shiT 
quickly 
& 
drama:cally 
– 
know 
what 
is 
happ...
Follow 
Up 
Ques,ons 
Always 
Welcomed! 
Connect 
with 
me 
on 
TwiVer 
@NeptuneMoon 
Follow 
my 
blog 
at 
www.neptunemoo...
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Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini

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From the SMX East 2014 Conference in New York City, NY. SESSION: Breathing New Life Into A Tired Paid Search Campaign. PRESENTATION: Using Competitive Research to Pump Up Your PPC - Given by Julie Friedman Bacchini, @NeptuneMoon, President - Neptune Moon. #SMX #21B

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Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini

  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 www.neptunemoon.net

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