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Advancing Your PPC Strategy with Competitive Intelligence

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In this webinar, BrandVudu’s Jamie Smith and Hanapin’s Emma Franks will show you how you can use AdWords auction insights, ad monitoring and other free tools to watch competitors and develop strategies to keep you in front of your ideal audience.

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Advancing Your PPC Strategy with Competitive Intelligence

  1. 1. 1 www.dublindesign.com Advancing Your PPC Strategy with Competitive Intelligence HOSTED BY:
  2. 2. Presenters • Jamie Smith – VP of BrandVudu – Hero Conf Austin 2018 – @JamieSmithNow • Emma Franks – Account Manager at Hanapin Marketing – PPC Hero Blogger – @akaEmmaLouise
  3. 3. – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. Who is Hanapin?
  4. 4. Our Clients
  5. 5. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  6. 6. Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 3 years B. 3-5 years C. 5-10 years D. 10-15 years E. 15+
  7. 7. Live Poll Question #2 What role are you currently in? #thinkppc A. In House Marketing B. Working for Agency C. Consultant D. Affiliate E. Other
  8. 8. Agenda 1. How to find actionable competitor Insights 2. Important metrics to benchmark against competitors 3. Tools for competitor research versus monitoring 4. How to shape PPC strategy using competitor insights 5. Gift and questions
  9. 9. Identifying Digital Competitors
  10. 10. Auction Insights – Online Competitors may be different from offline competitors – Compare “share of voice” metrics to understand relative success – Most actionable if pulled by campaign group (brand vs. non-brand, geo targets, product type, etc.)
  11. 11. Google AdWords
  12. 12. Bing Ads
  13. 13. Facebook Ads
  14. 14. Interpreting the Auction Data
  15. 15. Understand the Metrics “Impression share” is the number of impressions you received divided by the estimated number of impressions you were eligible to receive. “Average position” shows you how your ad typically ranks against other ads. “Overlap rate” is how often another advertiser’s ad received an impression in the same auction that your ad also received an impression. “Position above rate” is how often another advertiser’s ad in the same auction shows in a higher position than your own, when both of your ads were shown at the same time. “Top of page rate” is how often your ad (or the ad of another advertiser, depending on which row you're viewing) was shown at the top of the page in search results. “Outranking share” is how often your ad ranked higher in the auction than another advertiser’s ad, or if your ad showed when theirs did not. Custom Metric: “Rank Above Share” = Impression Share x Position Above Rate
  16. 16. What to Look For Correlations to changes in bidding or budgets Correlations to new or paused campaigns Competitors entering or dropping out of landscape Notable shifts in competitor positions & metrics
  17. 17. Where to Look: Impression Share
  18. 18. Where to Look: Overlap + Position Above Rate
  19. 19. Where to Look: Rank Above Share
  20. 20. Live Poll Question #3 What data is most important when you are researching the competition? #thinkppc A. Competitor Spend B. Keywords C. Ads D. Landing Pages E. Other
  21. 21. Shaping Strategy with Competitor Insights
  22. 22. Where to Look: SERP & Landing Pages ● What messaging is the same across top ads? ● What messaging stands out from your competitors? ● Where are you falling short or failing to differentiate?
  23. 23. Where to Look: SERP & Landing Pages
  24. 24. Where to Look: SERP & Landing Pages
  25. 25. Where to Look: SERP & Landing Pages
  26. 26. Where to Look: SERP & Landing Pages
  27. 27. Manual Analysis vs Using Tools
  28. 28. Put yourself in the shoes of your users
  29. 29. Benchmark Against Top Competitors
  30. 30. Live Poll Question #4 Which tool do you use for competitive intelligence? #thinkppc A. SEMRush B. The Search Monitor C. SpyFu D. iSpionage E. Other
  31. 31. Competitive Intelligence Tools
  32. 32. Beyond AdWords Auction Insights
  33. 33. 90% of Insights Come From...
  34. 34. Beyond AdWords Auction Insights: Expand Research
  35. 35. Evaluate Competitors Entire Strategy
  36. 36. Keyword, Ad and Landing Page User Journey
  37. 37. What data is Actionable?
  38. 38. Visibility and Ad Messaging
  39. 39. Extensions & Location Settings
  40. 40. Visibility and New Ads or LP’s
  41. 41. Search Monitor Visibility Score
  42. 42. Visibility Metrics (PPC, SEO, Shopping)
  43. 43. Research vs. Monitoring
  44. 44. Keyword Opportunities
  45. 45. Keyword Opportunities KEI
  46. 46. Unique Keywords vs. War Zone
  47. 47. Competitor Share & Keywords Visibility
  48. 48. Ad Optimization: Special Offers & AEI
  49. 49. Competitor Landing Pages (UVP)
  50. 50. PPC Landing Page Gallery
  51. 51. What landing pages does competition use?
  52. 52. Competitor A/B Test Results
  53. 53. Competitor A/B Test Results
  54. 54. Brand Keywords and Affiliate Monitoring
  55. 55. Affiliate Hijackers, Ad Copy & Brand
  56. 56. Submit Violations with Proof
  57. 57. Results: Brand & Affiliate Monitoring
  58. 58. Takeaways: ● Use auction insights to identify top digital competitors ● Metrics to benchmark against competitors ● Improve ad and landing page hypothesis using tools ● Protect trademark and brand keywords to lower CPC’s
  59. 59. Live @ Hero Conference April 17
  60. 60. Thank You! Ready for your gift?
  61. 61. Offers! A. I’d like a PPC Brand Protection Report and Competitor Audit from BrandVudu B. I’d like to stay up-to-date on Hanapin’s all-PPC conference, Hero Conf. C. I’d like both D. No, thanks.
  62. 62. Live Q&A Time!
  63. 63. Thank you for attending our webinar! #thinkppc Contact Hanapin Directly: marketing@hanapinmarketing.com Contact BrandVudu Directly: jsmith@brandvudu.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf