SlideShare a Scribd company logo
Using	
  Compe,,ve	
  Research	
  	
  
to	
  Pump	
  Up	
  Your	
  PPC	
  
Refresh	
  Any,me	
  
Campaigns	
  can	
  become	
  stale	
  	
  
for	
  a	
  lot	
  of	
  reasons.	
  
Start	
  Sleuthing	
  
First	
  step?	
  
	
  
Figure	
  out	
  how	
  your	
  
account	
  stacks	
  up	
  in	
  
the	
  compe::ve	
  
landscape.	
  
Where	
  to	
  Begin	
  
How	
  can	
  you	
  figure	
  out	
  where	
  
opportuni:es	
  lie	
  for	
  your	
  client	
  	
  
to	
  gain	
  ground?	
  
Auc,on	
  Insights	
  –	
  A	
  Hidden	
  Gem	
  
If	
  you’re	
  not	
  using	
  it	
  already,	
  you	
  can	
  	
  
find	
  it	
  under	
  the	
  Keywords	
  tab	
  >>	
  Details.	
  
Auc,on	
  Insights	
  –	
  Delicious	
  Data!	
  
What	
  to	
  do	
  Next	
  
Now	
  that	
  you	
  have	
  an	
  idea	
  of	
  who	
  you’re	
  
regularly	
  compe:ng	
  against	
  inside	
  of	
  
AdWords,	
  it	
  is	
  :me	
  to	
  start	
  looking	
  	
  
outside	
  for	
  even	
  more	
  informa:on.	
  
Be	
  a	
  Searcher	
  
Perform	
  searches	
  in	
  the	
  major	
  engines	
  for:	
  
	
  
Branded	
  terms	
  
Compe:tors	
  
Top	
  target	
  keywords	
  
What	
  Might	
  You	
  Find?	
  
Log	
  the	
  Results	
  
View	
  Your	
  Copy	
  Against	
  Theirs	
  
Use	
  a	
  Power	
  Tool	
  
Power	
  Tools	
  
There	
  are	
  a	
  ton	
  of	
  compe::ve	
  research	
  
tools	
  out	
  there	
  –	
  here	
  are	
  a	
  few:	
  
	
  
SpyFu	
  
SEM	
  Rush	
  
Keyword	
  Spy	
  
iSpionage	
  
Landing	
  Page	
  Experiences	
  
Landing	
  Page	
  Experiences	
  
Don’t	
  Forget	
  Mobile!	
  
Search	
  on	
  mobile	
  devices	
  as	
  well	
  –	
  	
  
the	
  landing	
  pages	
  will	
  look	
  different	
  	
  
&	
  the	
  compe::on	
  may	
  also	
  shiT.	
  
Mobile	
  Landing	
  Page	
  Experiences	
  
Mobile	
  Landing	
  Page	
  Experiences	
  
Consider	
  Running	
  a	
  Compe,tor	
  
Campaign	
  in	
  AdWords	
  
Write	
  New	
  Versions	
  of	
  All	
  Ads!	
  
LiVle	
  changes	
  can	
  make	
  a	
  big	
  difference	
  –	
  
by	
  adding	
  “BBB	
  A+	
  Rated”	
  to	
  one	
  client’s	
  
ads	
  &	
  landing	
  pages,	
  we	
  increased	
  clicks	
  by	
  
25%	
  and	
  conversions	
  by	
  15%.	
  
Plan	
  a	
  Mini	
  Compe,,ve	
  
Review	
  Quarterly	
  
•  The	
  landscape	
  can	
  shiT	
  quickly	
  &	
  
drama:cally	
  –	
  know	
  what	
  is	
  happening!	
  
•  A	
  new	
  compe:tor	
  can	
  come	
  out	
  of	
  
nowhere,	
  so	
  stay	
  alert.	
  
•  Follow	
  the	
  compe:tors	
  on	
  social	
  media	
  
to	
  get	
  advanced	
  warning	
  of	
  new	
  
ini:a:ves	
  or	
  big	
  changes.	
  
Follow	
  Up	
  Ques,ons	
  	
  
Always	
  Welcomed!	
  
Connect	
  with	
  me	
  on	
  TwiVer	
  @NeptuneMoon	
  
Follow	
  my	
  blog	
  at	
  www.neptunemoon.net	
  

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Using Competitive Research To Pump Up Your PPC

  • 1. Using  Compe,,ve  Research     to  Pump  Up  Your  PPC  
  • 2. Refresh  Any,me   Campaigns  can  become  stale     for  a  lot  of  reasons.  
  • 3. Start  Sleuthing   First  step?     Figure  out  how  your   account  stacks  up  in   the  compe::ve   landscape.  
  • 4. Where  to  Begin   How  can  you  figure  out  where   opportuni:es  lie  for  your  client     to  gain  ground?  
  • 5. Auc,on  Insights  –  A  Hidden  Gem   If  you’re  not  using  it  already,  you  can     find  it  under  the  Keywords  tab  >>  Details.  
  • 6. Auc,on  Insights  –  Delicious  Data!  
  • 7. What  to  do  Next   Now  that  you  have  an  idea  of  who  you’re   regularly  compe:ng  against  inside  of   AdWords,  it  is  :me  to  start  looking     outside  for  even  more  informa:on.  
  • 8. Be  a  Searcher   Perform  searches  in  the  major  engines  for:     Branded  terms   Compe:tors   Top  target  keywords  
  • 9. What  Might  You  Find?  
  • 11. View  Your  Copy  Against  Theirs  
  • 12. Use  a  Power  Tool  
  • 13. Power  Tools   There  are  a  ton  of  compe::ve  research   tools  out  there  –  here  are  a  few:     SpyFu   SEM  Rush   Keyword  Spy   iSpionage  
  • 16. Don’t  Forget  Mobile!   Search  on  mobile  devices  as  well  –     the  landing  pages  will  look  different     &  the  compe::on  may  also  shiT.  
  • 17. Mobile  Landing  Page  Experiences  
  • 18. Mobile  Landing  Page  Experiences  
  • 19. Consider  Running  a  Compe,tor   Campaign  in  AdWords  
  • 20. Write  New  Versions  of  All  Ads!   LiVle  changes  can  make  a  big  difference  –   by  adding  “BBB  A+  Rated”  to  one  client’s   ads  &  landing  pages,  we  increased  clicks  by   25%  and  conversions  by  15%.  
  • 21. Plan  a  Mini  Compe,,ve   Review  Quarterly   •  The  landscape  can  shiT  quickly  &   drama:cally  –  know  what  is  happening!   •  A  new  compe:tor  can  come  out  of   nowhere,  so  stay  alert.   •  Follow  the  compe:tors  on  social  media   to  get  advanced  warning  of  new   ini:a:ves  or  big  changes.  
  • 22. Follow  Up  Ques,ons     Always  Welcomed!   Connect  with  me  on  TwiVer  @NeptuneMoon   Follow  my  blog  at  www.neptunemoon.net