[webinar deck] discovering hidden opportunities in paid search and display
TRANSCRIPT
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Discovering Hidden Opportunities in Paid Search and Display
@SimilarWeb@Optmyzr @SiliconVallaevs
email us at: [email protected]
Frederick Vallaeys \ CEO of Optmyzr
Ariel Rosenstein \ Senior Director of Corporate Marketing at Similar Web
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Agenda
@SimilarWeb@Optmyzr @SiliconVallaevs
Segment Competitors
Find Search Marketing Opportunities
Find Display Advertising Opportunities
Identify Competitors
Identify Your Most Important Competitors
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SimilarWeb.comFree Data for All
@SimilarWeb@Optmyzr @SiliconVallaevs
How We Do It
International Panel(The biggest panel in the world )
Crawler(2.5B page/mo)
ISP Data(Global Diversity)Direct Measurement
(Learning Set)
Engagement CategorizationTrafficRanking Technologies
✓ Data source integration✓ Big data processing
✓ Machine learning algorithms
@SimilarWeb@Optmyzr @SiliconVallaevs 6
Identify Your Competitors
Industry Level • Find leading players within a specific category based on overall traffic volume
• Find leading players within a specific category based on PPC and Display traffic volume
Website level• Take your own website and see the other sites competing for the same keywords
@SimilarWeb@Optmyzr @SiliconVallaevs 7
Traffic Leaders - September in the USA
Source: SimilarWeb > Industry Analysis > Shopping > US > Category Leaders @SimilarWeb@Optmyzr @SiliconVallaevs 8
Top 10,000 Shopping Sites USA
Source: SimilarWeb > Industry Analysis > Shopping > US > Traffic Sources @SimilarWeb@Optmyzr @SiliconVallaevs 9
Find Out Who Your successful Competitors AreTrack competitors over time
@SimilarWeb@Optmyzr @SiliconVallaevs 9
Find Out How They Are WinningWhat is the channel driving success for competitors?
Source: SimilarWeb > Website Analysis > Overview > Traffic Sources @SimilarWeb@Optmyzr @SiliconVallaevs 11
Auction InsightsIf you use AdWords, who is competing here?
Position above rate:
Understand the rate at which a
competitor's ad is shown above
your own
@SimilarWeb@Optmyzr @SiliconVallaevs 12
Change In Competitors Over Time
Is there a correlation
between my actions and my
competitors’ results?
@SimilarWeb@Optmyzr @SiliconVallaevs 13Source: Brainlabs and Search Engine Land
Who is Competing for The Same Keywords?
Source: SimilarWeb > Website Analysis >Competitors > Keyword Competitors @SimilarWeb@Optmyzr @SiliconVallaevs 14
Segment The Data
To be able to act
@SimilarWeb@Optmyzr @SiliconVallaevs 16
• You must understand the details of something you can influence
• Segment your data down to the level where you can act on it
Segment: Paid & Organic Search Traffic in the USA
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 17
Segment: Paid Search Traffic In the United States
Source: SimilarWeb > Website Analysis > Traffic Channels > Search > Paid @SimilarWeb@Optmyzr @SiliconVallaevs 18
Segment by Search Engine
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 19
Segment by Type of Search
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 20
Opportunities for Search Ads
Segment Analysis by Search Engine
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 22
Which Keywords Is Your Competitor Winning
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 23
Segment: Non Branded Keywords
Bid More Aggressively
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 24
More Ideas for Increasing Bids
Download
Filter where both have some share
Sort by lowest share for my site
Get ideas where we need to bid more
@SimilarWeb@Optmyzr @SiliconVallaevs 25
Improve Impression Share
Bid more for converting keywords
that lose impression share due to
low ad rank
Source: Optmyzr Conversion Grabber Tool 26
Boost Ad Rank with Better Quality Score
Improving QS leads to a
better ad rank without
spending more
Source: Optmyzr Quality Score Tracker @SimilarWeb@Optmyzr @SiliconVallaevs 27
Ideas For New Keywords
Download
Filter where we have no share
Find new keyword ideas
Add all relevant keywords
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 28
Group New Keywords Into Tightly Themed Ad Groups
Ad groups between 5
and 30 keywords will be
more relevant and have
better Quality Scores.
Bit.ly/kwgrouper
Source: Optmyzr Non-Converting Keywords Tool @SimilarWeb@Optmyzr @SiliconVallaevs 29
Get Long Tail Keyword Ideas
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 30
Avoid Wasted Spend On Non Converting Keywords
Try new keywords but
delete the ones that
don't convert
Source: Optmyzr Non-Converting Keywords Tool @SimilarWeb@Optmyzr @SiliconVallaevs 31
Search Ad Ideas
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 32
A/B Test All Your New Ad Ideas
Remove underperforming
ad variations and start new
tests frequently
Source: Optmyzr A/B Ad Testing Tool @SimilarWeb@Optmyzr @SiliconVallaevs 33
Win At Google Shopping
1 in 3 clicks from search for retailers comes from
a product ad
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 34
Maintain Your Shopping Campaign Ads
@SimilarWeb@Optmyzr @SiliconVallaevs 35Source: Optmyzr Shopping Ad Tools
Opportunities in Display Advertising
Segment: Traffic from Display Ads in United States
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 37
Where Are Competitors Buying Display?
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 38
What Sites Are Ads Running On
Placement Target These Sites
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 39
Prevent Wasted Spend on Display
Try new placements but set
a limit on how much they
can spend if they don’t
convert
Source: Optmyzr Display Placements Exclusion @SimilarWeb@Optmyzr @SiliconVallaevs 40
Categories to Focus OnAdidas seems to do well on display but it’s losing some of the most important categories in shopping to Nike
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 41
Analyzing the Shopping Category More DeeplyWe find websites where Nike is winning
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 42
Sort by AdSense publisher to find the ones we can easily target
Find AdSense Publishers
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 43
Find Breakout Sites to Partner WithIf they don’t have
AdSense, maybe they can be affiliates
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 44
Target by Audience AffinityWhat sites do people visit during the same session?
Let’s target those as a type of ‘remarketing’ ad
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 45
What Type Of Display Ads Do Competitors Use
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 46
Conclusion 5 steps for success with PPC and Display Advertising
1. Identify competitors
2. Segment the data
3. Analyze their strategies
4. Improve your own PPC and Display Advertising with
keywords, placements, and ads from competitors’
data
5. Continuously benchmark yourself against your
competitors and refine your approach
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For more information contact [email protected]
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