The document discusses strategies for ad agencies to utilize competitor data for cost-effective campaign development. It outlines key metrics to track, types of keywords to bid on, and the importance of understanding customer personas. Additionally, it emphasizes the need for effective targeting and ad copy to drive successful conversions.

1. HOW ADAGENCIES USE
THEIR COMPETITORS’DATA
TO DEVELOP THE PERFECT
AD CAMPAIGN WITHOUT
BREAKING THE BANK
with Paul Klebanov

2. @paulklebanov | @SEMrush
Contact
SEMrush feedback:
paul.klebanov@semrush.com
@paulklebanov

3. @paulklebanov | @SEMrush
Contact
SEMrush feedback:
paul.klebanov@semrush.com
@paulklebanov

4. @paulklebanov
Plan Your
Campaign
on Paper

5. Free Opt-in
vs.
$14 Front-End
Landing Page
@paulklebanov

6. Which will win?
@paulklebanov

7. Landing Page
Offering
a Free Gift
@paulklebanov

8. Landing Page
Offering
a Free Gift
@paulklebanov

9. @paulklebanov

10. @paulklebanov

11. @paulklebanov

12. Free Gift
vs.
$14 Offer
@paulklebanov

13. @paulklebanov

14. @paulklebanov

15. @paulklebanov

16. @paulklebanov

17. Concentrating
on the
Right Metrics
Impression
s
Clicks CTR
(click –
through
rate)
CPC
(cost
per
click)
Conv.
Rate
CPA EPC
Ad
1
100,000 1,000 1% 0.50 10% $5.00 $0.97
@paulklebanov

18. Vanity Metrics
Click Through Rate
Conversion Rate
Earning Per Click
Earnings / Clicks
@paulklebanov

19. Money Metrics
CPA (Cost Per Customer Acquisition )
Total Campaign Cost / Conversions
AOV (Average Order Value)
Sales / Orders
Earning Per Click
Earnings / Clicks
ROI
Average Earnings Per Customer
@paulklebanov

20. Macro
Conversions
Visitor Lead Sale
@paulklebanov

21. Micro Conversions
@paulklebanov
Impressions .
Clicks .
Opt-in .
Email Follow Up .
Click Email CTA .
Click Add To Cart .
Complete Order Form .
Process Payment .
Clicks
Opt-in
Email Follow Up
(Deliverability/ Open Rate)
Click Email CTA
Click Add To Cart
Complete Order Form
Process Payment
Deliver Product

22. Keeping a Clean Work Area
• Each ad group is targeting
a themed set of keywords
• Each ad group has
at least 3 rotating landing pages
• Each ad group has at least 3 ads
@paulklebanov

23. Keeping a Clean Work Area
• Keep male and female separate
• Keep mobile and desktop separate
• Keep text and image ads separate
• Keep country separate
@paulklebanov

24. Before Running your Campaign,
Determine your Targeting
Ask yourself:
What are people searching for?
• Existing topics (bodybuilding)
• New topics (branded terms)
@paulklebanov

25. Three Types of Keywords
1. Informational Keywords — Informative keywords that
are based on answers to a specific problem.
2. Transactional Keywords — Keywords that signal an intent
to purchase based on keyword or specifics of query.
For example:
Buy, Subscribe, For Sale, Brand + product name.
3. Navigational Keywords — Navigational keywords help
people find your web page and are often branded.
For example:
“SEMRush, bodybuilding.com”
@paulklebanov

26. What Keywords Should I Bid On ?
Google Keyword Planner
@paulklebanov

27. Export Google’s Keyword Ideas
Google Keyword Planner has 436 keywords:
@paulklebanov

28. #SEMrushLive
Copy Google Related Terms

29. #SEMrushLive
Copy Google Suggested Terms

30. Use SEMrush
@paulklebanov

31. Using your Topics’Keywords
@paulklebanov

32. Related Keywords
@paulklebanov

33. Export a List of your Top 20 Competitors
@paulklebanov

34. Export your Competitors’
Keyword Targets
@paulklebanov

35. Export the Publishers your
Competitors are Advertising On
@paulklebanov

36. Publishers Your Competitors are Targeting & Ad
Displayed
@paulklebanov

37. Your Competitors’Media Ads
@paulklebanov

38. Rank Your Competitors
Domain Traffic
Volume
Common Keywords Competitiveness
gnc.com 85.3k 637 10%
Vitacost.com 79.4k 998 4%
esupplements.com 1.1k 332 3%
Bodyfortress.com 1.2k 327 3%
sbmuscle.com 483 289 2%
@paulklebanov

39. YourAd Group
Keyword Specific,
Medium,
Broad
Keyword
Volume
CPC Competitive
Density
Traffic
Percentage
how long does it take
to get a six pack
specific 2400 1.54 1.00 2.79
at home ab workout medium 2900 3.34 0.79 1.25
best ab workout for
men
medium 2900 4.62 0.42 0.83
how to get abs in a
week
medium 4400 4.96 0.54 0.68
abs in 30 days specific 1000 2.02 0.30 0.23
@paulklebanov

40. Your Customer’s Persona
● Demographics
● Psychographics
● Goals & Challenges
● Environmental
● Interests
● Goals & Challenges
● Common Objections
@paulklebanov

41. Your Anti-Customer’s Persona
● Demographics
● Psychographics
● Goals & Challenges
● Environmental
● Interests
● Goals & Challenges
● Common Objections
@paulklebanov

42. Ad Copy Ideas
@paulklebanov

43. @paulklebanov

44. Landing Pages
@paulklebanov

45. Ad History
@paulklebanov

46. Making Your Ad Irresistible
End Result Customer Wants
+ Specific Period of Time
For example:
• How to get Six Pack Abs in 30 Days
using this Step-by-step workout plan.
@paulklebanov

47. Gluttony vs. Temperance
@paulklebanov

48. Elicit an Emotional Response
The Seven Deadly Sins or The Seven Heavenly Virtues
Pride Humility
Envy Kindness
Wrath Forgiveness
Gluttony Temperance
Lust Chastity
Sloth Diligence
Greed Charity
@paulklebanov

49. More information:
bit.ly/Dedly-Sins-Article
@paulklebanov

50. GET A FREE TRIAL
OF SEMRUSH TODAY!
@paulklebanov

51. GET A FREE TRIAL
OF SEMRUSH TODAY!
@paulklebanov

52. GET A FREE TRIAL
OF SEMRUSH TODAY!
@paulklebanov

53. GET A FREE TRIAL
OF SEMRUSH TODAY!
bit.ly/KLEBAWEBINAR
@paulklebanov

54. @paulklebanov