This webinar provided strategies for beating out PPC competitors. It began with an overview of competitive research and keyword analysis techniques. It then discussed monitoring competitors' ads, landing pages, and SERP changes. Next, it covered using ad scheduling, outrank bidding, and remarketing lists to gain an advantage. Finally, it suggested trying underutilized channels like Gmail ads. The goal was to help attendees uncover competitors' strategies and identify profitable keywords and opportunities through various PPC intelligence tools and techniques.

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&HOSTED BY:
Sure-Fire Ways
To Beat Out Your PPC
Competitors8

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Presenters
• Jamie Smith
– VP of Growth at iSpionage
– Co-founder of Engine Ready Inc.
– @JamieSmithNow
• Cassie Oumedian
– Senior Digital Specialist at Hanapin
Marketing
– Blogger on PPC Hero
– @cass_oumedian

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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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.

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Overview
1. Target Market / Keyword & Competitive Research
2. 3 C’s / Proven Strategy Organization
3. SERP, Keywords, Ads & Landing Page Monitoring
4. How to use Competitive Data to drive more profit
5. Using Ad Scheduling to your competitive advantage
6. Target Outrank Bid Strategies to gain market share
7. Competitive Targeting on a budget - RLSA
8. GMail Sponsored Ads

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Inspiration Daughter & Sun Tzu

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15 years and $100M+ in PPC management

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Strategy Organization (SIM)

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Benchmark against top competitors?

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2 Metrics drive 90% of results
1) Cost per Click (CPC)
2) Conversion Rate (CR)

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Where do you get this data?

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Competitive Research Tools

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Live Poll Question #3
What competitive intelligence data is most
important to you?
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a) Competitor PPC Budget or Spend
b) Keyword data
c) Ad creative & offers
d) Landing page ideas & insights
e) Other

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#1 Using keyword research to find profitable KW’s

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#1 Using keyword research to find profitable KW’s

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Using keyword research to find profitable KW’s

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Adwords Keyword Planner NEW forecasts

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Keyword Planner estimated conversion & CPA

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Using competitor research to find profitable KW’s

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Who am I up against?

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Auction Insights = competitive intelligence

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Gain immediate insights on spend, kw’s, ads, ect

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Gain immediate insights on spend, kw’s, ads, etc

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Keyword Effectiveness Index
Keyword Effectiveness Index (KEI) helps
find Profitable Keywords Based on…
1. How long has this KW been used?
2. Was it used recently?
3. What is the average position?

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Filter Keywords to Find Winners

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1,065 keywords down to top 135

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Competitor Unique vs. Overlap Keywords

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#2 Uncover Competitors Strategy w/ URL Research

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Uncover Competitors Strategy & Opportunities

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Takeaway
Use Competitor URL Research to uncover their strategy
so you know who you are up against including:
• Spend
• Keywords
• Ads
• Landing pages
• Traffic Sources
• Adwords Structure

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#3 Creative Ads, Offers & Landing Pages
Only 2-3 seconds to capture user attn.
Stand Out from the Crowd with Unique
Ads, Offers & Landing Pages

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What Ads are being shown?

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Ad Effectiveness Index (AEI)

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Ad Effectiveness Index (AEI)

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Landing Page

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Landing Page Offer

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#4 Competitor Alerts & Landing Page Monitor

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Email Alerts, New KW’s, Ads & Landing Pages

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Email Alerts, New KW’s, Ads & Landing Pages

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#4 Competitor Alerts & SERP Monitor

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Manually vs. Tool Monitoring
1) Monitor SERPS (what/when Google changes)
2) Monitor competitor new ads / new kw’s / offers
3) Evaluate competitor new landing pages
4) Catch new competitors bidding on your kw’s?

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Reacting to google SERP changes

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SERP Changes

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SERP Changes, ad position and display

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Landing Page Monitor
What if you could watch your competitors
A/B test their landing pages and see which
version, offers or images convert best?

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Landing Page Monitoring

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Landing Page Monitor

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“Call Analytics” Search on Google

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Ads & Landing Page Offer
TAKEAWAY:
Only 2-3 seconds to capture user attention
Write compelling ads by studying SERP’s & competitor’s
ad copy.
Create unique landing pages to increase conversions by
analyzing competitor’s offers

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Operation Camouflage

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Operation Camouflage

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10 most common PPC Mistakes
www.ispionage.com/PPCHERO
…and how to fix them

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#5 Ad Scheduling

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Ad Scheduling
• Time of Day
• Day of Week
• Geolocation

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Ad Scheduling
• Time of Day, Day of Week

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Ad Scheduling
• Geolocation

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Willing to spend a little cash to beat out a
pesky competitor on specific keywords?

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#6 Outrank Bid Strategies

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Outrank Bid Strategies
The higher the Target outranking
share, the more you will spend.

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Don’t have stacks of cash like some of your
PPC competitors??

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#7 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.
Have an AdWords Remarketing Tag pixel
on your page?
“Tirendo, a European online tire retailer, saw a 161% conversion rate increase with
remarketing lists for search ads, leading to a 22% overall sales increase” - Google

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Bonus Tip: Get an edge on PPC
competitors with Gmail Sponsored Ads!

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#8 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.

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Gmail Sponsored Ads Results

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
iSpionage Feedback: joe@ispionage.com