how to get a nearly unfair advantage with competitive ppc data

Jamie Smith, co-Founder, Engine Ready, Acting VP of iSpionage

Competitive PPC DataHow To Get a Nearly Unfair Advantage with Competitive Data

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Jamie Smith - iSpionage - @JamieSmithNow

Jamie Smith is the co-founder of Engine Ready, and acting VP of

Growth for iSpionage. Jamie has more than 15 years of Internet

marketing experience. He is an author for popular blogs and

frequently speaks at industry conferences around the world.

Jamie has been quoted in the New York Times, Wall Street

Journal and other publications as a leading technology and

marketing thought leader.

In 1998, Smith began his venture on the island of Martha’s

Vineyard offering Internet Marketing services. Under his tenure,

Engine Ready grew from a local marketing firm into a full service

Agency which was sold last year. Jamie now focuses on

strategic marketing software including competitive intelligence,

call analytics, data visualization and reporting automation.

@JamieSmithNow #KISSwebinar

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A few clients over 15 years that help develop these strategies

1 5 Strategies you can use today with competitive PPC data

Competitors

Keywords

Ads

Landing Pages

2 How to monetize data / market research / alerts & monitoring

3 Case study, new Adwords features + Q&A

AGENDA

Inspiration Daughter & Sun Tzu

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4 Components to measure / 3 C’s

Visibility

Creative

Continuity

Conversion

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Know my business, customers & how to measure strategy

Visibility (Impressions)

Creative (CTR, Offer)

Continuity (Bounce, CR)

Conversion (Revenue, CPA)

Know The Enemy

Where do you get this data?

Competitive Analysis Tools

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WHERE DO I START?

#1 Using Keyword Research to

Quickly Find Profitable Keywords

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Keyword Research & Analysis

Start Research using Search Suggestions

Adwords Keyword Planner Tool

Adwords Keyword Planner Tool

New Adwords Keyword Planner Tool

(Est. Conv. & CPA)

Competitive Intelligence = Quicker Insights

Research Tool = Quicker Insights

Keyword Effectiveness Index (KEI) helps

find Profitable Keywords Competitor using

1. How long has this keyword been used?

2. Was it used recently?

3. What is the average position?

Narrow Keyword List Using Filters

Keyword Filter

TAKEAWAY:

Keyword Research & Competitive Intelligence

tools shorten time to find profitable keywords

#2 Keyword Position & Bidding

Strategy for Maximum Profit

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Why do you change bids?

Adwords Bid Simulator

Click & Cost Estimate

TAKEAWAY:

Use bidding strategies that allow you to target

positions that get the highest volume of sales

for the lowest cost per acquisition

#3 Uncover Competitor’s PPC Strategy with Domain Research

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Find Competitor URL’s using Auction Insights

Campaign, Adgroup or KW Auction Insights

PPC Auction Insights

Spend, Keywords, Ads & LP’s

Not using BING/YAHOO

Look into competitor strategy

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Reverse Engineer Keyword Groupings & Account Structure

Keyword Grouping

TAKEAWAY:

Use Competitor Domain Research to uncover

their strategy so you know who you are up

against including:

• Spend

• Keywords

• Ads

• Landing pages

• Adwords structure

#4 Stand Out from the Crowd with

Unique Ads, Offers & Landing Pages

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What Ads & Offers are Being Shown?

What Ads & Offers are Being Shown?

What Ads are Working for my Competition?

Ad Effectiveness Index (AEI)

1. How long has this Ad been used?

2. Was this Ad used recently?

3. What is the average position?

Competitor top Performing Ads (AEI)

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Top Performing Ads, Offer & Landing Pages

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Top Performing Ads, Offer & Landing Pages

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Top Performing Ads, Offer & Landing Pages

TAKEAWAY:

Only 2-3 seconds to capture user attention

Write compelling ads by studying SERP’s &

competitor’s ad copy.

Create unique landing pages to increase

conversions by analyzing competitor’s offers

#5 Guard Profitable Keywords &

Gain Unfair Advantage by

Monitoring Competitor Changes

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Manually Monitoring is Time Consuming

1) Monitor SERPS

2) Monitor competitor new ads / new KW’s

3) Evaluate competitor new landing pages

4) Any new competitors?

Manual vs. Tools

1) Go back in Time to see when SERP changes

2) Alerts when new competition bidding on KW’s

3) Competitor Alerts: New Keywords, Ads & LP’s

Competitor Alerts / New Ideas / Changes

Competitor Alerts

Email Alerts: New KW’s, Ads or LP’s

Setup Daily Keyword & Competitor Monitor

Daily Competitor Monitoring (Case Study)

Keyword Monitor: Imp share & Position

Keyword Imp Share & Position

Imp Share, Position, New Ads & LP’s

Landing Page Change Monitoring

Keyword SERP Analysis

Keyword SERP Analysis

SERP Monitoring Example

Keyword Ads & SERP Monitoring

Keyword SERP Monitoring

TAKEAWAY:

Monitor SERP results as they frequently

change and can effect how your ads look.

Gain unfair advantage by using tools to

monitor competitor changes & guard profitable

keywords.

How do you win the battle?

How do you win the battle?

Operation Camouflage

1 5 Strategies for keyword research, competitor analysis & alerts

Competitors

Keywords

Ads

Landing Pages

2 Using technology to shorten time to insights

3 10 PPC Mistakes & How to fix them iSpionage.com/kissmetrics

SUMMARY & Gift “10 Common PPC Mistakes”

THANK YOU

Jamie Smith

@JamieSmithNow