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Cutting-Edge Tactics To Spy On Your Competition

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Competitor research is important in the ever-changing and highly competitive world of PPC and should be a part of your process. Not only is it wise to have a strategic plan in place, but you should be aware of the various tools available to do a competitive analysis. Are you questioning who your competitors are or how good their campaigns are? Do you know the good and the bad of bidding on competitors keywords?

In the webinar recording, experts from SEMrush and Hanapin Marketing discuss leading tactics in competitor research that will give you a leg up on your competition.

You’ll get expert-level PPC tips like:

*When and why you should do competitive research
*Research tools you should be using and best practices for them
*The pros and cons of bidding on competitor terms

Published in: Marketing
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Cutting-Edge Tactics To Spy On Your Competition

  1. 1. Spy On Your PPC Competition #thinkppc Cutting-Edge Tactics To & HOSTED BY:
  2. 2. #thinkppc Presenters • David Black – Customer Success Director at SEMrush – @theguyatsemrush • Cassie Oumedian – Senior Digital Specialist at Hanapin Marketing. – @cass_oumedian
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  4. 4. Inc. 5000 Competitive Research Study • 4 out of 5 companies on the Inc 5000 list spend money on PPC advertising • The IT Services industry also spends the #thinkppc most on PPC • The Advertising and Marketing Industry spends the largest percentage of its revenue on PPC
  5. 5. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  6. 6. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
  7. 7. Competitor Research and Analysis • Start with researching the competitive PPC landscape. • Analyze competitor’s keywords, budget, ads and trends. • Competitive research tools make this MUCH easier #thinkppc  AdWords Auction Insights  Google Trends  SEMrush
  8. 8. Competitive Research and Analysis #thinkppc Create a SWOT analysis. Understand your place in the market and create a plan of attack on how to approach competition in the PPC space.
  9. 9. Don’t have a budget of 5.2 Million dollars to spend on PPC like your GoDaddy.com competitor?? #thinkppc
  10. 10. Remarketing Lists for Search Ads Strategy Tip: Use RLSA to bid on expensive generic terms your competitors bid on that are too expensive to bid on solely on Search network. #thinkppc Have an AdWords Remarketing Tag pixel on your page?
  11. 11. #thinkppc Ad Scheduling • Time of Day • Day of Week • Geo-location
  12. 12. #thinkppc Ad Scheduling • Time of Day, Day of Week
  13. 13. #thinkppc Ad Scheduling • Geo-location
  14. 14. Bidding on competitor terms is generally accepted in the US and typically Google will not investigate as long as trademark terms are not used in the creative. #thinkppc Bid on Competitor Brand Terms • Competitor Name • Competitor Domain • Competitor Product Name • Competitor Product SKU numbers • Competitor Name + Product/service you also provide Bid on competitor terms cautiously and be sure to read up on Google’s trademark policies to make sure you are not in violation!
  15. 15. Competitor Bidding Pros & Cons #thinkppc Pros: • Lower volume but higher conversion rates – 11X Higher CVR • Lower CPAs (21% Lower CPA in the campaign above) • Usually higher CTRs Cons: • CpCs more expensive – 10X higher CPCs • Low Quality Scores due to lack of keyword/ ad/ landing page relevancy • Competitors cold start bidding on your brand terms increasing CpCs
  16. 16. #thinkppc Competitor Performance #1 Rule For Bidding on Competitor Terms…. NEVER USE DKI (Dynamic Keyword Insertion)!!
  17. 17. #thinkppc Gmail Sponsored Ads • Target users in their gmail accounts by targeting specific domains… competitor domains or other competitive keywords. ** May not be available in all verticals. Check with your Google rep.
  18. 18. #thinkppc Gmail Sponsored Ads Results
  19. 19. #thinkppc Live Poll Question #3 Where does competitor analysis fit into your Marketing plan? a.) I’ve done it in the past but not right now. b.) I am actively conducting competitor analysis. c.) I haven’t yet. But, I will now! d.) No plans in the foreseeable future.
  20. 20. Programmatic Analysis Techniques #thinkppc SEMrush Our Data Collection and Analysis All these data are great but you need to know everything about your sample in order to account for variables and draw accurate conclusions. Our total keyword database = Over 100m keywords worldwide Infographic is based on the top 40m keywords in Google US Analyzing millions of SERPs everyday Analysis applied to top 20 organic/ads positions in each SERP
  21. 21. #thinkppc Where Do These Data Fit In? Application Who can utilize these data? (Search Engine) Marketing intelligence data has a number of different applications within and outside of the direct industry. Small Business Owners – DIY’ers SEO and PPC consultants – The one man band Digital Marketing Agencies of any size Enterprise-level in-house marketing departments Investors
  22. 22. #thinkppc Got the Data – Now What? Organic Search Marketing Improving your visibility in natural search results The keyword/domain connection is an excellent way to enhance your keyword research. On-site optimization: Titles, tags, URL’s, Navigation, Sitemaps, etc. “Not Provided” got ya down? SEMrush = “Provided”  Content development and Semantic core improvement Proactively or reactively fight algorithmic penalties
  23. 23. #thinkppc Got the Data – Now What? Paid Search Marketing Minimize Risk & Maximize ROI Optimize existing search network AdWords and display network campaigns OR create beautifully crafted campaigns from the get-go. Don’t go in blind! Know which keywords drive traffic and convert Write copy that attracts for better CTR Figure out what works and (sometimes) more importantly, what doesn’t work!
  24. 24. The Method: Competitor Analysis #thinkppc
  25. 25. #thinkppc Your Competitors Keywords %
  26. 26. #thinkppc Analyze Historical Data
  27. 27. Recognizing Patterns & Behavior #thinkppc
  28. 28. Would you like help with your PPC accounts and management? I’m interested in: #thinkppc Live Poll Question #4 a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo) b.) Free One Month Trial of SEMrush c.) No Thanks d.) Both
  29. 29. #thinkppc Live Q&A Time!
  30. 30. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com SEMrush Feedback: mail@semrush.com / david_black@semrush.com

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