be an evil genius: how to create an effective ppc competitive intelligence report

Download Be An Evil Genius: How To Create An Effective PPC Competitive Intelligence Report

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From the SMX East 2014 Conference in New York City, NY. SESSION: Competitive Research For SEM. PRESENTATION: Be An Evil Genius: How To Create An Effective PPC Competitive Intelligence Report - Given by Purna Virji, @PurnaVirji, Director of Communications - Pet Plan Insurance. #SMX #13B

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  • 1. CIReportsWillHelpYou:Op%mizeyourcrea%vetes%ngprocess.Fine-tuneyourbiddingstrategies.Findnewkeywordsandplacements.Tailoryourofferorpricingtobemorecompe%%ve.

2. Findtherightcompe%torsMorethanjustthedirectcompe%%on 3. Createalistthatincludesboth:Successfuldirectcompe%torswhoareveryac%veinPPC.Topcompaniesinasimilarindustryorwiththesamebusinessmodel. 4. Allowingyouto:Getawell-roundedmixofstrategiesandtac%cs.Takesuccessfultac%csfromotherareasandapplythemtoyourspace.1.2. 5. SampleQues%ons-AdsWhatareprevalentthemesacrossadcopy?Aretheyposi%oningbasedonUSP,priceorspecialdiscount?Aretheyusingadextensions?Howdotheyposi%ontheiradcopyforbrandedsearchesvs.non-branded? 6. SampleQues%ons-Keywords&CPCsWhatkeywordsaretheybiddingon?AretherelongertailKWsyouremissing?WhatstheiraverageCPCandbudget?Dotheybidontheircompe%torskeywords? 7. SampleQues%onsLPsandTestsWhattypeofcontentdotheyhaveontheirlandingpages?Areanysalesbeingoffered?Howdotheyreacttoseasonalchanges?Whattestshavemycompe%torsbeenrunning,andwhatcanIlearnfromthem? 8. TwoViewstoTake:TopLevelOverviewDeeperDrilledDownView1.2. 9. TopLevelView:EasytoreadanddigestSpanslargernumberofcompe%torsProvidesthelayoftheland 10. Columns=IndividualMetricsRows=CompanyNames-FirstRow=You 11. Tools:SearchmetricsSpyfuOrGoodOl 12. Compe%torsTopKWsAdCopyAvg.CPCDailySearchesAdPos.OffersLandingPageNotesPetPlanPetInsurance1stChoiceofVeterinariansAcrosstheWorld $4.855 .50k 1hgp://www.gopetplan.com/?ADC=US+-+Pet&ADG=General&gclid=CJHKgPyescACFQQT7AodGTUAOwhomepageoffersape%%ontosign,aspacetogetaplanquote,socialproofandacompe%%onDogInsurance1stChoiceofVeterinariansAcrosstheWorld $3.925.67 1AnimalInsuranceLife%mecoverage,lifelonghealthNopetagelimitsoraddedfees. $5.2063.3 2InsuranceforpetsTopRatedPetInsurance.1stChoiceofVeterinariansAcrosstheWorld! $4.3213 1TrupanionpetinsuranceLetUsHelpWithTheVetBillsAndProtectYourBestFriend. $6.545 .50k 5trupanion.comfreequote,dogandcat-specificinforma%on,newsveterinaryinsuranceGiveYourPetTheBestMedicalCarePossible.GetAQuoteToday $5.018.67 1pethealthinsurancequotesGiveYourPetTheBestMedicalCarePossible.GetAQuoteToday $9.090 5vetinsurancecanadaLetUsHelpWithTheVetBillsAndProtectYourBestFriend. $7.061 3 13. DrilledDownView:Delvedeeperintoselectcompe%tors-OnetabforeachCloselyexaminetheirstrategyHelpsdeterminewhattes%ngtheyredoing 14. Columns=IndividualMetricsRows=TopKeywords(Includesbranded+non-branded) 15. RunCIReportsFrequentlyBestWaytoDiscoverTrends 16. Non-directcompe%torsusereviewextensions-nooneinyourspaceisusingit,worthtes%ng?Severalcompe%torsofferafreetrialduringpeakmonths,soconsiderimplemen%ngtostaycompe%%ve. 17. Youdonttargetseveralkeywordsbidonbyyourcompe%tors,canyouexpandyourreach?Compe%torsX&Yaretheonlyoneswithastrongmobilepresence-tailormobileadstobegercompetewiththem. 18. Priori%zeac%onitemsfortes%ng.Tip:Foradtes%ngtryAdAlysis!hgp://adalysis.com/ 19. ImageCredit:hgp://www.yogacatz.com/@purnavirjihgp://linkedin.com/in/purnavirjihgp://www.slideshare.net/purnavirjihgp://searchenginewatch.com/author/2499/purna-virji

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