•  Op%mize  your  crea%ve  tes%ng  process.  

•  Fine-­‐tune  your  bidding  strategies.  

CI  Reports  Will  Help  You:  

•  Find  new  keywords  and  placements.  

•  Tailor  your  offer  or  pricing  to  be          more  compe%%ve.  

•  Find  the  right  “compe%tors”    

•  More  than  just  the  direct  compe%%on  

Successful  direct  compe%tors  who    are  very  ac%ve  in  PPC.    

Top  companies  in  a  similar  industry  or    with  the  same  business  model.  

Create  a  list  that  includes  both:  

Allowing  you  to:  

Get  a  well-­‐rounded  mix  of    strategies  and  tac%cs.  

Take  successful  tac%cs  from    other  areas  and  apply  them    to  your  space.  

1.  2.  

 

What  are  prevalent  themes  across  ad  copy?  

Sample  Ques%ons  -­‐  Ads  

Are  they  posi%oning  based  on  USP,  price    or  special  discount?  

Are  they  using  ad  extensions?  

How  do  they  posi%on  their  ad  copy  for    branded  searches  vs.  non-­‐branded?  

What  keywords  are  they  bidding  on?  

Sample  Ques%ons  -­‐  Keywords  &  CPCs  

Are  there  longer  tail  KWs  you’re  missing?  

What’s  their  average    CPC  and  budget?  

Do  they  bid  on  their    compe%tors’  keywords?  

What  type  of  content  do  they  have  on  their  landing  pages?  

Sample  Ques%ons  –  LPs  and  Tests  

Are  any  sales  being  offered?  

How  do  they  react  to  seasonal  changes?  

What  tests  have  my  compe%tors  been    running,  and  what  can  I  learn  from  them?  

Two  Views  to  Take:  

Deeper  Drilled    Down  View  

Top  Level  Overview  1.  

2.  

Top  Level  View:  

•  Easy  to  read  and  digest    

•  Spans  larger  number  of            compe%tors  

•  Provides  the  lay  of  the  land  

Columns  =  Individual  Metrics  

Rows  =  Company  Names  -­‐  First  Row  =  You  

Tools:  Searchmetrics  

Spyfu  

Or  Good  Ol’…  

Compe%tors   Top  KWs   Ad  Copy   Avg.  CPC   Daily  Searches   Ad  Pos.   Offers   Landing  Page   Notes  

PetPlan

Pet  Insurance

1st  Choice  of  Veterinarians  Across  the  World $4.85   5.50k 1

 

hgp://www.gopetplan.com/?ADC=US+-­‐+Pet&ADG=General&gclid=CJHKgPyescACFQQT7AodGTUAOw  

homepage  offers  a  pe%%on  to  sign,  a  space  to  get  a  plan  quote,  social  proof  and  a  compe%%on

Dog  Insurance

1st  Choice  of  Veterinarians  Across  the  World $3.92   5.67 1

 

Animal  Insurance

Life%me  coverage,  lifelong  healthNo  pet  age  limits  or  added  fees. $5.20   63.3 2

 

Insurance  for  pets

Top  Rated  Pet  Insurance.  1st  Choice  of  Veterinarians  Across  the  World! $4.32   13 1

 

Trupanion

pet  insurance

Let  Us  Help  With  The  Vet  Bills  And  Protect  Your  Best  Friend. $6.54   5.50k 5

 

trupanion.com   free  quote,  dog  and  cat-­‐specific  informa%on,  news

veterinary  insurance

Give  Your  Pet  The  Best  Medical  Care  Possible.  Get  A  Quote  Today $5.01   8.67 1

 

pet  health  insurance  quotes

Give  Your  Pet  The  Best  Medical  Care  Possible.  Get  A  Quote  Today $9.09   0 5

 

vet  insurance  canada

Let  Us  Help  With  The  Vet  Bills  And  Protect  Your  Best  Friend. $7.06   1 3

 

Drilled  Down  View:     Delve  deeper  into  select  compe%tors  

-­‐  One  tab  for  each  

Closely  examine  their  strategy  

Helps  determine  what    tes%ng  they’re  doing  

Columns  =  Individual  Metrics  

Rows  =  Top  Keywords  (Includes  branded  +  non-­‐branded)    

Run  CI  Reports    Frequently  

Best  Way  to    Discover  Trends  

     •  Non-­‐direct  compe%tors  use  review  extensions-­‐          no  one  in  your  space  is  using  it,  worth  tes%ng?    •  Several  compe%tors  offer  a          free  trial  during  peak  months,          so  consider  implemen%ng  to          stay  compe%%ve.    

   You  don’t  target  several  keywords    bid  on  by  your  compe%tors,  can    you  expand  your  reach?            

Compe%tors  X  &  Y  are  the  only  ones    with  a  strong  mobile  presence-­‐  tailor  mobile  ads  to  beger  compete  with  them.    

Priori%ze  ac%on  items  for  tes%ng.  

Tip:  For  ad  tes%ng–    try  AdAlysis!    hgp://adalysis.com/    

Image  Credit:  hgp://www.yogacatz.com/        

@purnavirji    hgp://linkedin.com/in/purnavirji      hgp://www.slideshare.net/purnavirji      hgp://searchenginewatch.com/author/2499/purna-­‐virji