Spike Your Conversion Rates Using Competitor Data
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In this live webinar, Jamie Smith from BrandVudu and Michael Knight from Hanapin will show you what to do with lead gen vs. ecommerce accounts using competitor data, and how to spike your conversion rates higher than you ever knew possible. Learn how to take action and improve results with AdWords auction insight data versus using 3rd part competitor monitoring tools.
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Spike Your Conversion Rates Using Competitor Data
- 1. #thinkppc & Spike Your Conversion Rates Using Competitor Data HOSTED BY:
- 2. Presenters • Jamie Smith – VP of BrandVudu – @JamieSmithNow • Michael Knight – Senior Account Manager at Hanapin Marketing – PPC Hero Blogger – @MichaelAKnight
- 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. Our Clients
- 5. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
- 6. Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 7. Live Poll Question #2 Are you doing eCommerce marketing or lead generation? #thinkppc A. eCommerce B. Lead Generation C. Both
- 9. Agenda 9 • Competitor Insights Role in CRO • Auction Insights vs. 3rd Party Tools • Brand Protection on PPC Keywords • How to Spy on Competitor A/B Tests • Secret Strategy & Gift
- 11. Experience? $56M managed, 7.2B Imp & 30M clicks
- 12. Formula For Results 12 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Lots of mistakes over the years
- 13. Formula For Results 13 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Metrics to Optimize and benchmark against competitors Visibility Creative Continuity Conversion Leads, Sales and Post-sale repeat, loyalty Unique ads? Benefit? Matching the users’ intent? Am I visible for keywords used by my customer? Display? Keyword > Ad > Landing Page – User Exp.
- 14. OnlineOffline Customer Buying Journey Has Different Messaging MashMetrics.com
- 15. Formula For Results 15 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// User Journey- What is the Competition Saying
- 16. Competitor
- 17. Formula For Results 17 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Humans are complex, search differently, use multiple devices?
- 21. Formula For Results 21 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// PPC Best for Landing Page Testing and CRO http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
- 22. Formula For Results 22 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// CRO: Traffic Source? CTA, Headline, Image, Social Proof…
- 23. #thinkppc Use Data to Make Hypothesis before Competitor Analysis
- 24. Formula For Results 24 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// What is my impression share? CTR? CR? Engagement? Visibility Creative Continuity Conversion
- 25. Google Analytics
- 26. Formula For Results 26 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Which Channels, Campaigns, Keywords, Ads, LP’s need CRO
- 27. Attribution model comparison First click shows 150% more conversions for PPC
- 28. Formula For Results 28 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Competitor Analysis (Ecom), Price, %, ship, product details
- 30. Formula For Results 30 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Competitor Analysis (Leads) = Offer / Value, CTA, social proof
- 32. Live Poll Question #3 What 3rd party competitor data tools are you currently using? A. SpyFu B. SEMRush C. iSpionage D. TheSearchMonitor E. SimilarWeb F. AdGooroo G. Other
- 36. Auction insights help you analyze competitive URLs and how they show on the page in comparison to your ads. •Two main columns to analyze for competition is overlap rate and outranking share. These two columns help you narrow in on main domains that searches see more often and higher on the page than you.
- 37. Formula For Results 37 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// AdWords Auction Insights: Search vs Shopping
- 38. Formula For Results 38 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// AdWords Auction Insights: Search vs Shopping
- 39. Formula For Results 39 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Analyze Competitors Using 3rd Party Spying Tools
- 40. Formula For Results 40 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Analyze Competitors Using 3rd Party Spying Tools
- 41. Formula For Results 41 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// What is Actionable Using 3rd Party Spying Tools
- 42. Formula For Results 42 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// What is Actionable Using 3rd Party Spying Tools
- 43. Formula For Results 43 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Top Conversion Funnels: KW, Ad, Landing Page
- 44. Formula For Results 44 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Use different tools to find opportunities and threats
- 46. Formula For Results 46 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Compare Countries for Opportunities or Threats
- 47. Formula For Results 47 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 4 Metrics to Optimize Today Visibility Creative Continuity Conversion
- 48. PPC & SEO SERP Monitoring
- 50. Visibility Metrics (PPC, SEO, PLA)
- 52. 3rd Party Visibility Metrics
- 53. Increase Reach: Responsive Ads GOOGLE SAYS… Your ads might not always include all your text and images. Some cropping or shortening may occur. Previews shown here are examples and don't include all possible formats
- 58. Formula For Results 58 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Conversion Rate Optimization using Ad Monitoring Tools
- 59. Formula For Results 59 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Conversion Rate Optimization using Ad Monitoring Tools
- 60. Formula For Results 60 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Analyze all variations and competitor KW conversion funnel
- 61. Formula For Results 61 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Are they landing page testing? Get ideas & hypothesis
- 62. Formula For Results 62 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Landing Page Testing on Timeline
- 63. Formula For Results 63 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Compare to see what was tested (Use internally)
- 64. Formula For Results 64 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Alerts: New keywords, Ads or Landing Page
- 65. Live Poll Question #4 Do you have trademark, brand protection or afffilate compliance issues? #thinkppc A. Trademark & Brand Protection B. Affiliate Compliance C. Both D. None
- 66. Brand Protection & ROI
- 67. Competitor & Affiliate Abuse
- 69. URL Highjackers
- 70. URL Highjackers
- 71. URL Hijackers
- 72. Formula For Results 72 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// How does my competition compare on mobile? Visibility Creative Continuity Conversion
- 73. Formula For Results 73 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// How does my competition compare on mobile? #ConvCon
- 74. Formula For Results 74 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Different ads or landing pages on mobile? #ConvCon
- 75. Competitor Mobile Landing Pages
- 76. Formula For Results 76 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// How do you win the battle?
- 78. Formula For Results 78 ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Version 1: Geo Target Competitors Office
- 81. Takeaways 81 • Every Insight becomes possible hypothesis you can test • Spy on Competitor Test to Make Smarter Hypothesis • Use Ad Monitoring to Protect Brand • Attribution Measurement Important For Accurate Tracking Go to work!
- 82. Offers! A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) B. Competitor & Brand Violation Audit C. No Thanks!
- 83. Live Q&A Time!
- 84. #thinkppc Thank you for attending our webinar! #thinkppc Contact Us Directly: marketing@hanapinmarketing.com Contact BrandVudu Directly: jsmith@brandvudu.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf