8 Sure-Fire Ways To Beat Out Your PPC Competitors
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Sure-Fire Ways To Beat Out Your PPC Competitors
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#thinkppcCarrie1PresentersJamie SmithVP of Growth at iSpionageCo-founder of Engine Ready Inc.@JamieSmithNow
Cassie OumedianSenior Digital Specialist at Hanapin MarketingBlogger on PPC Hero@cass_oumedian
#thinkppcCarrie Introduce myself and then Susan talks about herself2Join the conversationInclude the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppcCassie3Live Poll Question #1How long have you been in PPC?#thinkppc
Less than 1 year1-3 years3-5 years5+ years
#thinkppcCassie4Live Poll Question #2How do you manage your account(s)?#thinkppcI manage it myself.Im part of a team that manages it.I outsource my account management.Im rethinking how my account is managed.
#thinkppcJamie5Overview Target Market / Keyword & Competitive Research 3 Cs / Proven Strategy Organization SERP, Keywords, Ads & Landing Page Monitoring How to use Competitive Data to drive more profit Using Ad Scheduling to your competitive advantage Target Outrank Bid Strategies to gain market share Competitive Targeting on a budget - RLSA GMail Sponsored Ads
#thinkppcInspiration Daughter & Sun Tzu
#thinkppc15 years and $100M+ in PPC management
#thinkppcStrategy Organization (SIM) #thinkppcBenchmark against top competitors?
#thinkppc2 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
#thinkppcLive Poll Question #3What competitive intelligence data is most important to you?#thinkppc
Competitor PPC Budget or SpendKeyword dataAd creative & offersLanding page ideas & insights Other
#thinkppcCarrie reads/reports results, transition to RLSA strategy slide15#1 Using keyword research to find profitable KWs#thinkppc#1 Using keyword research to find profitable KWs
#thinkppcUsing keyword research to find profitable KWs
#thinkppcAdwords Keyword Planner NEW forecasts
#thinkppcKeyword Planner estimated conversion & CPA
#thinkppcUsing competitor research to find profitable KWs
#thinkppc Who am I up against?
#thinkppc Auction Insights = competitive intelligence
#thinkppcGain immediate insights on spend, kws, ads, ect
#thinkppcGain immediate insights on spend, kws, ads, etc
#thinkppcKeyword Effectiveness Index Keyword Effectiveness Index (KEI) helps find Profitable Keywords Based on How long has this KW been used?Was it used recently?What is the average position?#thinkppcFilter Keywords to Find Winners
#thinkppc1,065 keywords down to top 135
#thinkppc Competitor Unique vs. Overlap Keywords
#thinkppc#2 Uncover Competitors Strategy w/ URL Research
#thinkppcUncover Competitors Strategy & Opportunities
#thinkppcTakeawayUse Competitor URL Research to uncover their strategy so you know who you are up against including:
SpendKeywordsAdsLanding pagesTraffic SourcesAdwords Structure #thinkppc#3 Creative Ads, Offers & Landing PagesOnly 2-3 seconds to capture user attn.
Stand Out from the Crowd with Unique Ads, Offers & Landing Pages #thinkppcWhat Ads are being shown?
#thinkppcAd Effectiveness Index (AEI)
Ad Effectiveness Index (AEI)#thinkppcLanding Page
#thinkppcLanding Page Offer
#thinkppc#4 Competitor Alerts & Landing Page Monitor
#thinkppcEmail Alerts, New KWs, Ads & Landing Pages
#thinkppcEmail Alerts, New KWs, Ads & Landing Pages
#thinkppc#4 Competitor Alerts & SERP Monitor
#thinkppcManually vs. Tool Monitoring Monitor SERPS (what/when Google changes)Monitor competitor new ads / new kws / offersEvaluate competitor new landing pagesCatch new competitors bidding on your kws? #thinkppcReacting to google SERP changes
#thinkppcSERP Changes, ad position and display
#thinkppcLanding Page Monitor What if you could watch your competitors A/B test their landing pages and see which version, offers or images convert best?
#thinkppcLanding Page Monitoring #thinkppcLanding Page Monitor
#thinkppcCall Analytics Search on Google
#thinkppcAds & Landing Page OfferTAKEAWAY:
Only 2-3 seconds to capture user attention
Write compelling ads by studying SERPs & competitors ad copy.
Create unique landing pages to increase conversions by analyzing competitors 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
Time of DayDay of WeekGeolocation
56Ad SchedulingTime of Day, Day of Week
Maybe you notice that between 4am-2pm there is not as much traffic and the conversions are less expensive. Or maybe you go the other route where you choose to only compete during the prime-time part of the day and bailout all together the rest of the day. Implementing ad scheduling can help stretch that shoestring budget.
Two step approachAdvertise when less competition for lower CpCs lower volume. However there may be a reason competitors are not bidding during this timeOnly advertise during peak converting hours Higher CPCs possible more volume
Analyze the data from the dimension tab and find a hybrid solution that works best for your vertical. Possibly Bid only during peak times on Mondays and off hours on Fridays and Saturday.
Same process here. Run the numbers and determine which locations are most profitable for your business and focus efforts here. Pull back in less profitable locations.
- Small retailer that sells snow blowers, 58Willing to spend a little cash to beat out a pesky competitor on specific keywords?
59#6 Outrank Bid Strategies
#thinkppcCompetition: If your competitors are also using this strategy it will continue to increase bids until one hits their max bid limit. You should keep this in mind if you choose to set a max limit especially if you see that your competitor is still outranking you.Auction: This will only be used in auctions where your keywords match with a competitor not necessarily every auction where you both have ads.Ad Auction: This strategy tries as hard as it can to get you above your competitor, but the ads will still go through the ad auction so things like quality score are still going to play a role.Max Bid:The Target Outranking strategy will adjust the bids as needed to outrank ads from another domain unless you set a max bid limit (Enhanced CPC will increase up to 30% over, and -100% of your bid).Keywords: With Target Outranking Share, keyword bids impact may vary.
60Outrank Bid Strategies
The higher the Target outranking share, the more you will spend.#thinkppcCompetition: If your competitors are also using this strategy it will continue to increase bids until one hits their max bid limit. You should keep this in mind if you choose to set a max limit especially if you see that your competitor is still outranking you.Auction: This will only be used in auctions where your keywords match with a competitor not necessarily every auction where you both have ads.Ad Auction: This strategy tries as hard as it can to get you above your competitor, but the ads will still go through the ad auction so things like quality score are still going to play a role.Max Bid:The Target Outranking strategy will adjust the bids as needed to outrank ads from another domain unless you set a max bid limit (Enhanced CPC will increase up to 30% over, and -100% of your bid).Keywords: With Target Outranking Share, keyword bids impact may vary.
61Dont have stacks of cash like some of your PPC competitors??
62#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#thinkppcCassie
Now that youve done your research, you have an idea of what high volume keywords your competitors are bidding on. The problem is that they may be way more expensive than you can afford. Remarketing Lists for Search Ads (RLSA) are a great way for you to compete with the big budgeted competitors on keywords that you find valuable. RLSA allows you to show ads to users that have previously visited your site while they continue to search on the Google Search Network. Since these users have already shown interest in your site and there is a smaller audience, the price of those competitive terms becomes more tolerable to your budget
63Bonus Tip: Get an edge on PPC competitors with Gmail Sponsored Ads!
Start with researching the competitive PPC landscape. Perform a GAP or a SWOT analysis to see where your strengths and weakness are compared to your competitors in the digital space. For example, maybe you see your competitor is running a 20% off ad and you are running a 10% off ad. Finding this information manually can be tricky and time consuming but very important, especially if you are in a very competitive space or have a small budget. There are a few tools you can use to get this information