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How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX East 2014

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From SMX East 2014:
Learn how to create an effective competitive intelligence report for PPC in just three easy steps.

Published in: Marketing
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How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX East 2014

  1. 1. CI Reports Will Help You: • Optimize your creative testing process. • Fine-tune your bidding strategies. • Find new keywords and placements. • Tailor your offer or pricing to be more competitive.
  2. 2. • Find the right “competitors” • More than just the direct competition
  3. 3. Create a list that includes both: Successful direct competitors who are very active in PPC. Top companies in a similar industry or with the same business model.
  4. 4. Allowing you to: Get a well-rounded mix of strategies and tactics. Take successful tactics from other areas and apply them to your space. 1. 2.
  5. 5. Sample Questions - Ads What are prevalent themes across ad copy? Are they positioning based on USP, price or special discount? Are they using ad extensions? How do they position their ad copy for branded searches vs. non-branded?
  6. 6. Sample Questions - Keywords & CPCs What keywords are they bidding on? Are there longer tail KWs you’re missing? What’s their average CPC and budget? Do they bid on their competitors’ keywords?
  7. 7. Sample Questions – LPs and Tests What type of content do they have on their landing pages? Are any sales being offered? How do they react to seasonal changes? What tests have my competitors been running, and what can I learn from them?
  8. 8. Two Views to Take: Top Level Overview 1. 2. Deeper Drilled Down View
  9. 9. Top Level View: • Easy to read and digest • Spans larger number of competitors • Provides the lay of the land
  10. 10. Columns = Individual Metrics Rows = Company Names - First Row = You
  11. 11. Tools: Searchmetrics Spyfu Or Good Ol’…
  12. 12. Competitors 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 http://www.gope tplan.com/?ADC= US+- +Pet&ADG=Gener al&gclid=CJHKgPy escACFQQT7Aod GTUAOw homepage offers a petition to sign, a space to get a plan quote, social proof and a competition Dog Insurance 1st Choice of Veterinarians Across the World $3.92 5.67 1 Animal Insurance Lifetime 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 information, 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
  13. 13. Drilled Down View: Delve deeper into select competitors - One tab for each Closely examine their strategy Helps determine what testing they’re doing
  14. 14. Columns = Individual Metrics Rows = Top Keywords (Includes branded + non-branded)
  15. 15. Run CI Reports Frequently Best Way to Discover Trends
  16. 16. • Non-direct competitors use review extensions-no one in your space is using it, worth testing? • Several competitors offer a free trial during peak months, so consider implementing to stay competitive.
  17. 17. You don’t target several keywords bid on by your competitors, can you expand your reach? Competitors X & Y are the only ones with a strong mobile presence- tailor mobile ads to better compete with them.
  18. 18. Prioritize action items for testing. Tip: For ad testing– try AdAlysis! http://adalysis.com/
  19. 19. Image Credit: http://www.yogacatz.com/ @purnavirji http://linkedin.com/in/purnavirji http://www.slideshare.net/purnavirji http://searchenginewatch.com/author/24 99/purna-virji

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