In this presentation, Hanapin’s Jacob Fairclough and SEMrush’s Paul Klebanov will direct you through the process of analyzing your own account, comparing it to your competition, and taking the steps to put your brand above the rest.

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&HOSTED BY:
6 Steps To An Advanced
Competitive Analysis for
Digital Marketers
&

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Presenters
• Paul Klebanov
– Marketing Educator at SEMrush
– Speaker at SEMrush
– @paulklebanov
• Jacob Fairclough
– Senior Account Analyst at Hanapin
Marketing
– PPC Hero Blogger
– @realsecretjake

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Join the conversation
Include the hashtag
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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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Creating Your Market Map
“If you want to convert
someone, go to where
they are, introduce yourself,
take them by the hand
and guide them to where
you want them to go.”
- Saint Thomas Aquinas

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1.Determine your targeting
Ask yourself:
What are people searching for?
• Existing topics (bodybuilding)
• New topics (branded terms)

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• Informational Keywords
– Informative keywords that are based
on answers to a specific problem.
• Transactional Keywords
– Keywords that signal an intent to purchase
based on keyword or specificity of query.
For example: Buy, Subscribe, For Sale,
Brand + product name.
1.Three Types of Keywords

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1.Three Types of Keyword
• Navigational Keywords
– Navigational keywords help people
find your web page and are often branded
• Example:
“SEMRush, bodybuilding.com”

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1. What Keywords Should I Bid On ?
Google Keyword Planner

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1.Export Google’s Keyword Ideas
Google Keyword Planner has 436 keywords:

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1.Copy Google Related Terms

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1.Copy Google’s Suggested Terms

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1.Use SEMrush
With SEMrush

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1.By Keyword
Using Your Topics’ Keyword

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1.By Keyword
Related Keywords

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1.Creating a List of Competitors
Export a List of Your Top 20 Competitors

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1.Exporting Their Keyword Targets

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Publishers Your Competitors are Advertising On
1.Export Publishers

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1.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%

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1.Your Ad Group
Design your Ad Groups for Informational & Transactional Terms
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

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2. Finding Your Performance Data
Auction Insights (AdWords) and Share of Voice (Bing)
show how your campaigns stack up against competitors.
These are based off of the current performance
of your accounts and campaigns.

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2. Finding Your Performance Data
You can also add impression
share metrics to your standard
interface and reports.
Use this to:
● Quickly compare
two periods for
performance differences.
● Build lost impression
share models.
● Keep an eye on lost
impression share due to
budget and rank.

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2. Campaign, Ad Group or Keyword
You can also add impression share metrics
to your standard interface and reports.

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2. Using Campaign Data Example
Campaign and ad group data competitive data can be used to estimate
expansion results and performance based on budget allocation.
Blog Post - How to Get More Out of Excel Solver

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2. Auction Insights Breakdown

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2. Using New Metrics
The base metrics are helpful but you can combine them
for even more insights.
Blog Post -
Find Your True Competition
with Rank Above Share

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2. Potential Issues with Your Data
Due to sampling, search volume and time, you won’t get perfect
auction insight data. You’ll often have inconsistent data for campaigns
capped by budget or rank.
If this is the case, your best bet is to turn to a third party
such as SEMrush to get a view of the landscape.

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3.Choosing the Right Data Segments
Auction Insights reports can skew your view
if you aren’t careful.
Make smart segments by:
● Product line
● Branded and non-branded
● Campaign intent
● Campaign type
● Being aware of seasonality

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4. Further Analysis
The data itself is helpful but not actionable.
You also need to account for other factors
such as time and device.

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4. Dealing with Devices
You monitor your
device performance —
why ignore a competitor’s?
Device performance can clue you in
on who to watch for each device.
Are competitors the same or do you
see variation between devices?

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4. Dealing with Devices Cont.

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4. Dealing with Time
Don’t settle for aggregates over time.
Segmenting by time can help explain
when a competitor is pushing or pulling.
This allows you to find new opportunities
or spot your own weaknesses.
Common views include:
● Week
● Month
● Quarter

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4. Dealing with Time

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4. Dealing with Time

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5. Success Leaves Clues
Your Customer’s Persona
● Demographics
● Psychographics
● Goals & Challenges
● Environmental
● Interests
● Goals & Challenges
● Common Objections

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5. Success Leaves Clues
Your Anti-Customer's Persona
● Demographics
● Psychographics
● Goals & Challenges
● Environmental
● Interests
● Goals & Challenges
● Common Objections

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5. Your Competitors Media Ads

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5. Success Leaves Clues
Publishers Your Competitors are Targeting & Ads Displayed

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5. Success Leaves Clues
Publishers Your Competitors are Targeting & Ads Displayed

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5. Ad Copy Ideas

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5. Export Ad Copy Ideas

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5. Landing Pages

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5. Ad History

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6. Making Your Ad Irresistible
End Result Customer Wants + Specific Period of Time
Example:
How to get Six Pack Abs in 30 Days
using this step-by-step workout plan.

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6. 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

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6. Gluttony vs Temperance

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6. More Information
http://bit.ly/Deadly-Sins-Webinar
bit.ly/Deadly-Sins-Webinar

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Offers!
A. Get a 14 day free trial to SEMrush
(expires Oct. 26)
B. Get an account analysis
by the experts at Hanapin
(For accounts spending 15k+/month)
C. Both
D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
SEMrush Feedback: paul.klebanov@semrush.com

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