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How to get a Nearly Unfair Advantage with Competitive PPC Data

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Jamie Smith, co-Founder, Engine Ready, Acting VP of iSpionage Competitive PPC Data How To Get a Nearly Unfair Advantage with Competitive Data
Jamie Smith is the co-founder of Engine Ready, and acting VP of Growth for iSpionage. Jamie has more than 15 years of Internet marketing experience. He is an author for popular blogs and frequently speaks at industry conferences around the world. Jamie has been quoted in the New York Times, Wall Street Journal and other publications as a leading technology and marketing thought leader. In 1998, Smith began his venture on the island of Martha’s Vineyard offering Internet Marketing services. Under his tenure, Engine Ready grew from a local marketing firm into a full service Agency which was sold last year. Jamie now focuses on strategic marketing software including competitive intelligence, call analytics, data visualization and reporting automation.
A few clients over 15 years that help develop these strategies
Strategies you can use today with competitive PPC data Competitors Keywords Ads Landing Pages.
Components to measure / 3 C’s Visibility Creative Continuity Conversion
Know my business, customers & how to measure strategy Visibility (Impressions) Creative, Continuity, Conversion
Know The Enemy
Where do you get this data?
Competitive Analysis Tools
WHERE DO I START?
#1 Using Keyword Research to Quickly Find Profitable Keywords 1
Keyword Research & Analysis
Start Research using Search Suggestions
Adwords Keyword Planner Tool
New Adwords Keyword Planner Tool (Est. Conv. & CPA)
Competitive Intelligence = Quicker Insights
Research Tool = Quicker Insights
Keyword Effectiveness Index (KEI) helps find Profitable Keywords Competitor using 1. How long has this keyword been used? 2. Was it used recently? 3. What is the average position?
Narrow Keyword List Using Filters
Keyword Filter
#2 Keyword Position & Bidding Strategy for Maximum Profit 2
Why do you change bids?
Adwords Bid Simulator
Click & Cost Estimate
#3 Uncover Competitor’s PPC Strategy with Domain Research 3
Find Competitor URL’s using Auction Insights
Campaign, Adgroup or KW Auction Insights
PPC Auction Insights
Spend, Keywords, Ads & LP’s
Not using BING/YAHOO
Look into competitor strategy
Reverse Engineer Keyword Groupings & Account Structure
Keyword Grouping
#4 Stand Out from the Crowd with Unique Ads, Offers & Landing Pages 4
What Ads & Offers are Being Shown?
What Ads & Offers are Being Shown?
What Ads are Working for my Competition? Ad Effectiveness Index (AEI) 1. How long has this Ad been used? 2. Was this Ad used recently? 3. What is the average position?
Competitor top Performing Ads (AEI)
Top Performing Ads, Offer & Landing Pages
#5 Guard Profitable Keywords & Gain Unfair Advantage by Monitoring Comp

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How to get a Nearly Unfair Advantage with Competitive PPC Data

  1. 1. Jamie Smith, co-Founder, Engine Ready, Acting VP of iSpionage Competitive PPC Data How To Get a Nearly Unfair Advantage with Competitive Data
  2. 2. @ThueLMadsen #KISSwebinar Join the conversation on Twitter
  3. 3. Jamie Smith - iSpionage - @JamieSmithNow Jamie Smith is the co-founder of Engine Ready, and acting VP of Growth for iSpionage. Jamie has more than 15 years of Internet marketing experience. He is an author for popular blogs and frequently speaks at industry conferences around the world. Jamie has been quoted in the New York Times, Wall Street Journal and other publications as a leading technology and marketing thought leader. In 1998, Smith began his venture on the island of Martha’s Vineyard offering Internet Marketing services. Under his tenure, Engine Ready grew from a local marketing firm into a full service Agency which was sold last year. Jamie now focuses on strategic marketing software including competitive intelligence, call analytics, data visualization and reporting automation.
  4. 4. @JamieSmithNow #KISSwebinar Join the conversation on Twitter
  5. 5. 1 2 A few clients over 15 years that help develop these strategies
  6. 6. 1 5 Strategies you can use today with competitive PPC data Competitors Keywords Ads Landing Pages 2 How to monetize data / market research / alerts & monitoring 3 Case study, new Adwords features + Q&A AGENDA
  7. 7. Inspiration Daughter & Sun Tzu
  8. 8. 1 2 3 4 Components to measure / 3 C’s Visibility Creative Continuity Conversion
  9. 9. 1 2 3 Know my business, customers & how to measure strategy Visibility (Impressions) Creative (CTR, Offer) Continuity (Bounce, CR) Conversion (Revenue, CPA)
  10. 10. Know The Enemy
  11. 11. Where do you get this data?
  12. 12. Competitive Analysis Tools
  13. 13. 1 2 3 WHERE DO I START?
  14. 14. #1 Using Keyword Research to Quickly Find Profitable Keywords 1
  15. 15. Keyword Research & Analysis
  16. 16. Start Research using Search Suggestions
  17. 17. Adwords Keyword Planner Tool
  18. 18. Adwords Keyword Planner Tool
  19. 19. New Adwords Keyword Planner Tool (Est. Conv. & CPA)
  20. 20. Competitive Intelligence = Quicker Insights
  21. 21. Research Tool = Quicker Insights
  22. 22. Keyword Effectiveness Index (KEI) helps find Profitable Keywords Competitor using 1. How long has this keyword been used? 2. Was it used recently? 3. What is the average position?
  23. 23. Narrow Keyword List Using Filters
  24. 24. Keyword Filter
  25. 25. TAKEAWAY: Keyword Research & Competitive Intelligence tools shorten time to find profitable keywords
  26. 26. #2 Keyword Position & Bidding Strategy for Maximum Profit 2
  27. 27. Why do you change bids?
  28. 28. Adwords Bid Simulator
  29. 29. Click & Cost Estimate
  30. 30. TAKEAWAY: Use bidding strategies that allow you to target positions that get the highest volume of sales for the lowest cost per acquisition
  31. 31. #3 Uncover Competitor’s PPC Strategy with Domain Research 3
  32. 32. Find Competitor URL’s using Auction Insights
  33. 33. Campaign, Adgroup or KW Auction Insights
  34. 34. PPC Auction Insights
  35. 35. Spend, Keywords, Ads & LP’s
  36. 36. Not using BING/YAHOO
  37. 37. Look into competitor strategy
  38. 38. 1 2 3 Reverse Engineer Keyword Groupings & Account Structure
  39. 39. Keyword Grouping
  40. 40. TAKEAWAY: Use Competitor Domain Research to uncover their strategy so you know who you are up against including: • Spend • Keywords • Ads • Landing pages • Adwords structure
  41. 41. #4 Stand Out from the Crowd with Unique Ads, Offers & Landing Pages 4
  42. 42. What Ads & Offers are Being Shown?
  43. 43. What Ads & Offers are Being Shown?
  44. 44. What Ads are Working for my Competition? Ad Effectiveness Index (AEI) 1. How long has this Ad been used? 2. Was this Ad used recently? 3. What is the average position?
  45. 45. Competitor top Performing Ads (AEI)
  46. 46. 1 2 3 Top Performing Ads, Offer & Landing Pages
  47. 47. 1 2 3 Top Performing Ads, Offer & Landing Pages
  48. 48. 1 2 3 Top Performing Ads, Offer & Landing Pages
  49. 49. TAKEAWAY: Only 2-3 seconds to capture user attention Write compelling ads by studying SERP’s & competitor’s ad copy. Create unique landing pages to increase conversions by analyzing competitor’s offers
  50. 50. #5 Guard Profitable Keywords & Gain Unfair Advantage by Monitoring Competitor Changes 5
  51. 51. Manually Monitoring is Time Consuming 1) Monitor SERPS 2) Monitor competitor new ads / new KW’s 3) Evaluate competitor new landing pages 4) Any new competitors?
  52. 52. Manual vs. Tools 1) Go back in Time to see when SERP changes 2) Alerts when new competition bidding on KW’s 3) Competitor Alerts: New Keywords, Ads & LP’s
  53. 53. Competitor Alerts / New Ideas / Changes
  54. 54. Competitor Alerts
  55. 55. Email Alerts: New KW’s, Ads or LP’s
  56. 56. Setup Daily Keyword & Competitor Monitor
  57. 57. Daily Competitor Monitoring (Case Study)
  58. 58. Keyword Monitor: Imp share & Position
  59. 59. Keyword Imp Share & Position
  60. 60. Imp Share, Position, New Ads & LP’s
  61. 61. Landing Page Change Monitoring
  62. 62. Keyword SERP Analysis
  63. 63. Keyword SERP Analysis
  64. 64. SERP Monitoring Example
  65. 65. Keyword Ads & SERP Monitoring
  66. 66. Keyword SERP Monitoring
  67. 67. TAKEAWAY: Monitor SERP results as they frequently change and can effect how your ads look. Gain unfair advantage by using tools to monitor competitor changes & guard profitable keywords.
  68. 68. How do you win the battle?
  69. 69. How do you win the battle? Operation Camouflage
  70. 70. 1 5 Strategies for keyword research, competitor analysis & alerts Competitors Keywords Ads Landing Pages 2 Using technology to shorten time to insights 3 10 PPC Mistakes & How to fix them iSpionage.com/kissmetrics SUMMARY & Gift “10 Common PPC Mistakes”
  71. 71. THANK YOU Jamie Smith @JamieSmithNow

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