#thinkppc

&HOSTED BY:

Sure-Fire Ways

To Beat Out Your PPC

Competitors8

#thinkppc

Presenters

• Jamie Smith

– VP of Growth at iSpionage

– Co-founder of Engine Ready Inc.

– @JamieSmithNow

• Cassie Oumedian

– Senior Digital Specialist at Hanapin Marketing

– Blogger on PPC Hero

– @cass_oumedian

#thinkppc

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

#thinkppc

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

#thinkppc

Live Poll Question #2

How do you manage your account(s)?

#thinkppc

a) I manage it myself.

b) I’m part of a team that manages it.

c) I outsource my account management.

d) I’m rethinking how my account is managed.

#thinkppc

Overview

1. Target Market / Keyword & Competitive Research

2. 3 C’s / Proven Strategy Organization

3. SERP, Keywords, Ads & Landing Page Monitoring

4. How to use Competitive Data to drive more profit

5. Using Ad Scheduling to your competitive advantage

6. Target Outrank Bid Strategies to gain market share

7. Competitive Targeting on a budget - RLSA

8. GMail Sponsored Ads

#thinkppc

#thinkppc

Inspiration Daughter & Sun Tzu

#thinkppc

15 years and $100M+ in PPC management

#thinkppc

Strategy Organization (SIM)

#thinkppc

Benchmark against top competitors?

#thinkppc

2 Metrics drive 90% of results

1) Cost per Click (CPC)

2) Conversion Rate (CR)

#thinkppc

Where do you get this data?

#thinkppc

Competitive Research Tools

#thinkppc

Live Poll Question #3

What competitive intelligence data is most important to you?

#thinkppc

a) Competitor PPC Budget or Spend

b) Keyword data

c) Ad creative & offers

d) Landing page ideas & insights

e) Other

#thinkppc

#1 Using keyword research to find profitable KW’s

#thinkppc

#1 Using keyword research to find profitable KW’s

#thinkppc

Using keyword research to find profitable KW’s

#thinkppc

Adwords Keyword Planner NEW forecasts

#thinkppc

Keyword Planner estimated conversion & CPA

#thinkppc

Using competitor research to find profitable KW’s

#thinkppc

Who am I up against?

#thinkppc

Auction Insights = competitive intelligence

#thinkppc

Gain immediate insights on spend, kw’s, ads, ect

#thinkppc

Gain immediate insights on spend, kw’s, ads, etc

#thinkppc

Keyword Effectiveness Index

Keyword Effectiveness Index (KEI) helps

find Profitable Keywords Based on…

1. How long has this KW been used?

2. Was it used recently?

3. What is the average position?

#thinkppc

Filter Keywords to Find Winners

#thinkppc

1,065 keywords down to top 135

#thinkppc

Competitor Unique vs. Overlap Keywords

#thinkppc

#2 Uncover Competitors Strategy w/ URL Research

#thinkppc

Uncover Competitors Strategy & Opportunities

#thinkppc

Takeaway

Use Competitor URL Research to uncover their strategy

so you know who you are up against including:

• Spend

• Keywords

• Ads

• Landing pages

• Traffic Sources

• Adwords Structure

#thinkppc

#3 Creative Ads, Offers & Landing Pages

Only 2-3 seconds to capture user attn.

Stand Out from the Crowd with Unique

Ads, Offers & Landing Pages

#thinkppc

What Ads are being shown?

#thinkppc

Ad Effectiveness Index (AEI)

#thinkppc

Ad Effectiveness Index (AEI)

#thinkppc

Landing Page

#thinkppc

Landing Page Offer

#thinkppc

#4 Competitor Alerts & Landing Page Monitor

#thinkppc

Email Alerts, New KW’s, Ads & Landing Pages

#thinkppc

Email Alerts, New KW’s, Ads & Landing Pages

#thinkppc

#4 Competitor Alerts & SERP Monitor

#thinkppc

Manually vs. Tool Monitoring

1) Monitor SERPS (what/when Google changes)

2) Monitor competitor new ads / new kw’s / offers

3) Evaluate competitor new landing pages

4) Catch new competitors bidding on your kw’s?

#thinkppc

Reacting to google SERP changes

#thinkppc

SERP Changes

#thinkppc

SERP Changes, ad position and display

#thinkppc

Landing Page Monitor

What if you could watch your competitors

A/B test their landing pages and see which

version, offers or images convert best?

#thinkppc

Landing Page Monitoring

#thinkppc

Landing Page Monitor

#thinkppc

“Call Analytics” Search on Google

#thinkppc

Ads & Landing Page Offer

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

#thinkppc

Operation Camouflage

#thinkppc

Operation Camouflage

#thinkppc

10 most common PPC Mistakes

www.ispionage.com/PPCHERO

…and how to fix them

#thinkppc

#5 Ad Scheduling

#thinkppc

Ad Scheduling

• Time of Day

• Day of Week

• Geolocation

#thinkppc

Ad Scheduling

• Time of Day, Day of Week

#thinkppc

Ad Scheduling

• Geolocation

#thinkppc

Willing to spend a little cash to beat out a

pesky competitor on specific keywords?

#thinkppc

#6 Outrank Bid Strategies

#thinkppc

Outrank Bid Strategies

The higher the Target outranking

share, the more you will spend.

#thinkppc

Don’t have stacks of cash like some of your

PPC competitors??

#thinkppc

#7 Remarketing Lists for Search Ads

Strategy Tip: Use RLSA to

bid on expensive generic

terms your competitors bid

on that are too expensive

to bid on solely on Search

network.

Have an AdWords Remarketing Tag pixel

on your page?

“Tirendo, a European online tire retailer, saw a 161% conversion rate increase with

remarketing lists for search ads, leading to a 22% overall sales increase” - Google

#thinkppc

Bonus Tip: Get an edge on PPC

competitors with Gmail Sponsored Ads!

#thinkppc

#8 Gmail Sponsored Ads

• Target users in their gmail accounts by targeting specific

domains… competitor domains or other competitive keywords.

** May not be available in all verticals. Check with your Google rep.

#thinkppc

Gmail Sponsored Ads Results

#thinkppc

Live Q&A Time!

#thinkppc

Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

iSpionage Feedback: joe@ispionage.com