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Flash Series! Using Auction Insights for Competitive Advantage

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When it comes to competitor analysis, there is no such thing as too much information. Auction Insights in Google AdWords is a particularly useful tool and can help you not only understand who your competition is, but how you can tailor your strategy to get a more competitive advantage.

In this presentation, Jeff Allen, President of Hanapin Marketing looks at the state of the auction to help you get a better understanding on how it works so you have the upperhand when bidding. He offers key strategies on competitive intelligence and take a deep dive into bidding strategies, optimization and auction insights.

You’ll get expert-level PPC tips like:

*Discovering your true top competitors in search and comparing performance

*Understanding how the auction works for best bidding strategies

*Utilizing the tool to make smarter decisions about budgeting

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Flash Series! Using Auction Insights for Competitive Advantage

  1. 1. #thinkppc Using Auction Insights for Competitive Advantage HOSTED BY:
  2. 2. #thinkppc Your Presenter • Jeff Allen – President of Hanapin Marketing – Blogger on PPC Hero – @JeffAllenUT
  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. #thinkppc Live Poll Question #1 How do you manage your PPC account(s)? #thinkppc a) I’m part of an in-house PPC team b) I do all the marketing including PPC c) I work at an agency d) I’m a consultant
  5. 5. #thinkppc DIVIDER PAGE TITLE HERE Improve Agency Efficiency. Save Time. Amaze Your Clients.
  6. 6. #thinkppc PREPARING THE DATA
  7. 7. #thinkppc STEPS FOR PREPARING ACTIONABLE REPORTS 1. Export auction insights. 2. Export performance stats. 3. Format data. 4. Build charts.
  8. 8. #thinkppc How granular should you be?
  9. 9. #thinkppc How granular should you be? What time period should you look at?
  10. 10. #thinkppc How granular should you be? What time period should you look at? What metrics should you use?
  11. 11. #thinkppc Rank Above Share = IS * Position Above Rate
  12. 12. #thinkppc How granular should you be? What time period should you look at? What metrics should you use? Who should you compare yourself against?
  13. 13. #thinkppc EXPORT AUCTION INSIGHTS
  14. 14. #thinkppc FORMATTING AUCTION INSIGHTS
  15. 15. #thinkppc FORMATTING PERFORMANCE REPORT
  16. 16. #thinkppc DIAGNOSING THE DATA
  17. 17. #thinkppc 5 STEP DIAGNOSIS 1. Identify changes and patterns. 2. List potential causes. 3. Define the conditions needed for those causes to exist. 4. Choose the most likely cause. 5. Execute 2-3 tactics that impact that cause.
  18. 18. #thinkppc EXAMPLE 1
  19. 19. #thinkppc EXAMPLE 1 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 Impression Share Vs Search CPC CPC Impression Share
  20. 20. #thinkppc 0 0.05 0.1 0.15 0.2 0.25 0.3 Impression Share Americantraveler.com Ask Aureusmedical.com crosscountrytravcorps.com Fastaff.com Hziegler.com Indeed jobs-to-careers.com Jobsgalore.com legalnurse.com Medstaffinc.com Nursechoice.com mvip.com Travelnursesource.com EXAMPLE 1
  21. 21. #thinkppc 0 0.05 0.1 0.15 0.2 0.25 0.3 Impression Share Americantraveler.com Ask Aureusmedical.com crosscountrytravcorps.com Fastaff.com Hziegler.com Indeed jobs-to-careers.com Jobsgalore.com legalnurse.com Medstaffinc.com Nursechoice.com mvip.com Travelnursesource.com EXAMPLE 1
  22. 22. #thinkppc 0 0.05 0.1 0.15 0.2 0.25 0.3 Impression Share Americantraveler.com Ask Aureusmedical.com crosscountrytravcorps.com Fastaff.com Hziegler.com Indeed jobs-to-careers.com Jobsgalore.com legalnurse.com Medstaffinc.com Nursechoice.com mvip.com Travelnursesource.com EXAMPLE 1
  23. 23. #thinkppc $0.00 $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $160.00 $180.00 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Impression Share Vs Cost Per Lead Impression Share Cost per Lead EXAMPLE 1
  24. 24. #thinkppc EXAMPLE 2
  25. 25. #thinkppc $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% AxisTitle Impression Share and CPC Impression Share Cost Per Click EXAMPLE 2
  26. 26. #thinkppc 0% 10% 20% 30% 40% 50% 60% AxisTitle Impression Share Amazon Coastal debspecs.com designer-reading-glasses.com eyebobs.com eyebuydirect.com eyeneeds1.com glassesusa.com goggles4u icueyewear.com peeperspecs.com pronto.com readerglasses.com readingglasses.com readingglassesgalore.com speert.com target.com EXAMPLE 2
  27. 27. #thinkppc 0 0.5 1 1.5 2 2.5 3 3.5 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 AxisTitle CPC and Avg Position Cost Per Click Average Position EXAMPLE 2
  28. 28. #thinkppc 0 0.5 1 1.5 2 2.5 3 3.5 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 AxisTitle CPC and Avg Position Cost Per Click Average Position EXAMPLE 2
  29. 29. #thinkppc 0% 10% 20% 30% 40% 50% 60% AxisTitle Position Above Rate Amazon designer-reading-glasses.com eyebobs.com eyebuydirect.com eyeneeds1.com goggles4u icueyewear.com peeperspecs.com readerglasses.com readingglasses.com speert.com target.com EXAMPLE 2
  30. 30. #thinkppc Live Q&A Time!
  31. 31. #thinkppc Have more questions? Contact Us Directly • Webinar Feedback: marketing@hanapinmarketing.com ____________________________________________ Thank you for attending our webinar! #thinkppc
  • JennaMoakley

    Dec. 2, 2015

When it comes to competitor analysis, there is no such thing as too much information. Auction Insights in Google AdWords is a particularly useful tool and can help you not only understand who your competition is, but how you can tailor your strategy to get a more competitive advantage. In this presentation, Jeff Allen, President of Hanapin Marketing looks at the state of the auction to help you get a better understanding on how it works so you have the upperhand when bidding. He offers key strategies on competitive intelligence and take a deep dive into bidding strategies, optimization and auction insights. You’ll get expert-level PPC tips like: *Discovering your true top competitors in search and comparing performance *Understanding how the auction works for best bidding strategies *Utilizing the tool to make smarter decisions about budgeting

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