The Death of Trial & Error


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Presented by Sean Malseed at SMX London at Chelsea Football Club, London, UK.

Use tools and competitive analysis to eliminate trial and error from your PPC campaign strategies.

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The Death of Trial & Error

  1. 1. Sean Malseed Strategic Development
  2. 2. @seanmalseed @smx Introduction • Why is SEMrush qualified to talk about eliminating trial and error? • Simple: it's the basis of the software we make. • We track 95 million keywords and 40+ million domains, and use mathematical models to find incredibly detailed information on domains and companies in general. • This gives us a very unique insight into exactly this topic. We know what companies spend and where, which of their products are profitable, what ads they buy on Adwords, Adsense, and much more. Introduction
  3. 3. @seanmalseed @smx Stop, look, listen and think
  4. 4. @seanmalseed @smx Jumping in
  5. 5. @seanmalseed @smx Trial Error
  6. 6. @seanmalseed @smx So, where do we start?  Start by thinking differently. We need to figure out a real approach.
  7. 7. @seanmalseed @smx Confidence is the feeling you haveConfidence is the feeling you have before you fully understand the situationbefore you fully understand the situation
  8. 8. @seanmalseed @smx Do reconnaissance 1.Identify your real competitors 2.Check what they are doing before you build your list 3.Avoid their mistakes, find holes in their advertising, build from their successes
  9. 9. @seanmalseed @smx Identify the competition Great tools to do this:  Your brain. You or your client is in the industry you're marketing to.  – great metrics on websites that share common factors and common visitors, ranked by Similarity Score.  Competitive analysis tools – KeywordSpy, WordTracker, SEMrush, SpyFu, etc.
  10. 10. @seanmalseed @smx Identify the competition Grouped by similarity score
  11. 11. @seanmalseed @smx Identify the competition Ranked by number of shared visitors
  12. 12. @seanmalseed @smx Identify the REAL competition Transactional vs. Informational Competitors  Organic is tough – a blog about skateboarding does not compete with a website selling skateboards.  Transactional keyword – looking to buy something. “pro skateboards”  Informational keyword – looking to learn about something. “pro skateboarders”
  13. 13. @seanmalseed @smx You don't compete with “competes” with everybody.
  14. 14. @seanmalseed @smx Identify the landscape Now that you know who to look at, you need to know what to look at. We'll identify the PPC landscape, and see how we will fit in effectively. There's a few simple things you can do.
  15. 15. @seanmalseed @smx Pro Tip #1 If several competitors bid on a keyword, and you don't – you're missing something. If a keyword seems really good to you, but none of your competitors bid on it... there's a reason.
  16. 16. @seanmalseed @smx Building a keyword list Start from a proven foundation
  17. 17. @seanmalseed @smx Combining competitors' experience These three sites have 520 paid keywords in common.
  18. 18. @seanmalseed @smx Scooters are lame
  19. 19. @seanmalseed @smx Cut out irrelevant information 233 shared AND relevant paid keywords.
  20. 20. @seanmalseed @smx Pro Tip #2 If a competitor bids on a keyword each month, it converts. They did the trial and error. You just look for their successes.
  21. 21. @seanmalseed @smx Expanding the list Take the top terms from the previous step, and toss it into Google Trends, limited to Product Search.
  22. 22. @seanmalseed @smx Expanding the list
  23. 23. @seanmalseed @smx Pro Tip #3 Exact match matters! Do all of your research with exact match keywords. Singular and plural keywords should be treated as separate keywords.
  24. 24. @seanmalseed @smx Why exact match? In this presentation, I've focused on PPC. For example, we find that “buy pro skateboards” converts more than “buy a pro skateboard” If it looks like plural converts way more than non plural, make sure you're bidding on plural.
  25. 25. @seanmalseed @smx Why exact match? Because Google Keyword Tool is a salesman.
  26. 26. @seanmalseed @smx Why exact match? Setting Google Keyword Tool for Exact match is simple.
  27. 27. @seanmalseed @smx Why exact match? You need to accurately compare keywords against each other, without overlapping volume. How to compare apples to oranges? Use exact match... they share broad match volume.
  28. 28. @seanmalseed @smx
  29. 29. @seanmalseed @smx
  30. 30. @seanmalseed @smx
  31. 31. @seanmalseed @smx Check everything in GKT
  32. 32. @seanmalseed @smx Recap – the Idea Know your competitors Steal your competitors' experience Use tools to build smart keyword lists Transactional vs. Informational keywords
  33. 33. @seanmalseed @smx Recap – the Idea Always use [Exact] match. Whatever you're planning, someone has done something comparable. Don't always trust Google. Remember, they want you to bid on as many keywords as possible.
  34. 34. @seanmalseed @smx Recap – The Tools Use your competitors' experience! Here are the tools I covered: – Find out who your real transactional competitors are by shared visitors. – Find out what PPC keywords are successful for your competitors, and use them. – Quickly get combinations of keywords, great for localizing.
  35. 35. @seanmalseed @smx Recap – The Tools Use your competitors' experience! Here are the tools I covered: – Find purely transactional keyword using Amazon, eBay and Google Product Search suggestions. – Find out what PPC keywords are successful for your competitors, and use them. Google Keyword Tool – Of course, check everything in GKT! Don't trust any one third-party tool 100%
  36. 36. Thank you! Sean Malseed @semrush @seanmalseed Free month of Agency level service: