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Now You See it! Visualizing your PPC Competition - SMX West 2016
- 1. #SMX #XXA @MaddieMarketer VisualizingYour PPC Competition Now You See It!
- 2. #SMX #XXA @MaddieMarketer Senior Client Manager at Point It Digital Marketing 5 Years in PPC Oversee $35M in Yearly Media Global SEM Program Lead 20 Person Team 30 Languages 60 Markets 2015 US Search Award “Young Search Professional”
- 3. #SMX #XXA @MaddieMarketer Whatabout Google removing sidebar ads???
- 4. #SMX #XXA @MaddieMarketer Doesremoving sidebar ads mean… • My CPCs will spike? • My impression share will tank? • My conversions will disappear? • Everything is horrible and my life is over???? The answer is…it’s too soon to tell. My predictions? • CPCs will see an initial spike, but impact will completely vary by vertical • Position 4 will become both more valuable & less transparent • Google will monetize that open real estate
- 5. #SMX #XXA @MaddieMarketer Okay,so what should I do right now? • Keep an eye on CPC fluctuations, especially on your top converting keywords • Evaluate impact by measuring what % of convs come from ads in Pos 4 or worse • Read predictions, analysis, and thoughts from smart industry leaders: No Right Side Ads Resource Compilation from @LukeAlley www.avalaunchmedia.com/no-right-side-ads-in-adwords-resource Most importantly…don’t panic! Give it time. Collect data, assess, andTHEN take action
- 6. #SMX #XXA @MaddieMarketer 5W’s of PPC Competitor Analysis
- 7. #SMX #XXA @MaddieMarketer ASKYOURSELF… WHO are your competitors? WHAT kind of competitors are they? WHERE are they competing with you? WHY are they competing with you? WHEN should you take action?
- 8. #SMX #XXA @MaddieMarketer WHO areyour competitors? Assumption: I know exactly who my online competitors are! Pull Auction Insights data to determine: • Who are my relevant competitors in PPC? • If domains showing ads with aren’t relative, are you bidding on the right keywords? Then, take that data & make it actionable! • No, not by starting at rows & rows of raw data in Excel… • We’ll review my favorite PPC competitor analysis tools that can help you visualize your competitor trends
- 9. #SMX #XXA @MaddieMarketer WHAT kindof competitors are they? Assumption: All my competitors are exactly the same Research domains showing with yours ads to identify • Affiliates • CSEs • OTAs Understand if you’re getting the full story • Can’t distinguish partners pointing to the same domain – it’ll all be lumped under “You” in Auction Insights • Escalate non-approved trademark users • Search Arbitragers • Resellers • “True” Competitors
- 10. #SMX #XXA @MaddieMarketer WHERE arethey competing with you? Assumption: Non-branded keywords see the most competition Label top performing keywords, including Branded! • Don’t pull out your hair trying to monitor every single keyword • Your “cash cows” are going to see the quickest impact if competitor enters and inflates CPCs to push you out Set up alerts, reports, & automated bidding rules • Set up automated Search Impression Share Reports • Use Google & Bings automated rules when competitors getting more aggressive to maintain crucial impression share • Test Google’s Portfolio Strategy:Target Page Location
- 11. #SMX #XXA @MaddieMarketer WHY arethey competing with you? Assumption: I only need to worry about my copy, not my competitor’s Review competitor ads regularly • What are your competitors offering? • Are they using clear CTAs? • In a heavily occupied vertical, how are they standing out? • I’ll share my favorite competitor ad monitoring tools in next slides Test your messaging tactics • The proof is in the pudding!Test copy to see what drives results
- 12. #SMX #XXA @MaddieMarketer WHEN shouldyou take action? Assumption: I’ll worry about my competitors later Later?You cray cray!Take action now Don’t spend every waking moment obsessing Your first priority should be driving results for your account But competitors can rock your boat, and knowing how to steer the ship is the first step in the right direction Take your ego out of it, be smart, & use the 5 W’s
- 13. #SMX #XXA @MaddieMarketer MyFavorite Tools for Visualizing PPC Competitor Data
- 14. #SMX #XXA @MaddieMarketer COMPETITORANALYSISTOOL Research US + INTL markets PLA vs. Paid Search trends Domain vs. Domain Desktop vs. Mobile ad copy 3rd Party Tools NOTE: I was not paid by any of these tools
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- 17. #SMX #XXA @MaddieMarketer COMPETITORANALYSISTOOL Google vs. Bing ad copy First & last seen dates of ads (how often competitor testing?) Ad lists with URLs (including tracking parameters) 3rd Party Tools NOTE: I was not paid by any of these tools
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- 19. #SMX #XXA @MaddieMarketer COMPETITORANALYSISTOOL Color-coded ad change grids Highlights top performing ads Venn diagrams of shared keywords (paid & organic) Segments top competitors (paid & organic) 3rd Party Tools NOTE: I was not paid by any of these tools
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- 22. #SMX #XXA @MaddieMarketer COMPETITORANALYSISTOOL AdWords Keyword Planner Review relative impression share for new keywords compared to top market leaders & similar advertisers in your keyword categories Using Keyword Planner Tool
- 23. #SMX #XXA @MaddieMarketer COMPETITORANALYSISTOOL BrainLabs Auction Insights Script (my favorite!) • Copy/paste their script into Google Sheet • Pull segmented campaign data • Pull segmented Auction Insight data • Throw both into Google Sheet • Automatically generates graphs that illustrate competitive metrics alongside your trending CPCs Using Auction Insights Data
- 24. #SMX #XXA @MaddieMarketer COMPETITORANALYSISTOOL Segmented Reporting Can segment Auction Insights data byTime and/or Device to get the fuller picture of your competitor trends Using Auction Insights Data
- 25. #SMX #XXA @MaddieMarketer Don’tlet your PPC competitors drive you crazy Reactive PPC tactics can result in A LOT of wasted time & spend Your approach should be smart & strategic BE A SMART COOKIE
- 26. #SMX #XXA @MaddieMarketer Checkout my guest blog post on Wordstream for more! www.wordstream.com/blog/w s/2016/02/18/ ppc-competitor-analysis
Editor's Notes
- #3 First off, who the hell am I? My name is Maddie Cary, I’m a Sr Client Manager at Point It Digital Marketing in Seattle. I’m the Global SEM Program Lead for Point It’s largest client, helping guide a 20 person client team who oversees 60 markets’ PPC accounts across 30 languages. I also created & run Point It’s training program. And you’ll soon quickly discover as we go through this presentation that I love – no, am OBSESSED, with Beyonce.
- #8 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #15 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #16 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #17 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #18 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #19 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #20 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #21 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #22 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #23 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #24 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.
- #25 There are so many things I could cover here, so I’m going to focus on some of the really cool bidding options that Google has built out over the last year or two – and that’s AdWords’ Flexible Bidding Strategies. These are automated, algorithmic bidding settings found in the Shared Library – and you should be testing them. There’s some things you can’t do – like the splits Beyonce is doing in HEELS HERE. But you CAN test these. Whether your goal is traffic volume, CPA, ROI, or just driving more conversions. There’s options for everyone! Kind of like how there’s at least one Beyonce song that everyone likes. Don’t even try to fight me on that, you KNOW it’s true.