competition analysis for ad optimization
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Lyena Solomon . @YoYoSEO . YoYoSEO.comOctober, 2012
@lyena
SERPs
Stand Out, Be Awesome
@lyena #SMX
Best practices make you average. Stand out by being creative.
Image credit: cbs.com
Dominate Query Space
@lyena #SMX
Be creative when using best practices. Relate to the searcher. Test, fail fast, improve.
Write better ads, tell a better story
Know the searcher, make them care
Test, measure, act
Analyze Your Competition
@lyena #SMX
In competitive analysis for ads, summarize features, benefits, advantages.
Who Are You?
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The secret to ad success lies in knowing the searcher and the ad’s ability to speak to what they care about.
Large Selection
Free shipping
High Quality
“Think Different”
@lyena #SMX
Make the same offer, but tell a better story. Be credible and emotional; simple and unexpected.
Selection“iPod. One thousand songs in your pocket.” - Steve Jobs, Oct. 23, 2001
Shipping“When it absolutely, positively has to be there
overnight.” - FedEx, 1970’s
Quality“A diamond is forever.” - De Beers, 1948
Be Different
@lyena #SMX
Make your offer different, cover more benefits, compel them to click on your ad.
Selection“Think small.” - Volkswagen, 1959
Shipping“You deserve a break today.” - McDonald’s, 1971
Quality“M&Ms, melts in your mouth, not in your
hands.” - Mars, 1954
Work With Feelings
@lyena #SMX
For more effective ads, focus on feelings of fear, anxiety, curiosity. Fight common enemies, encourage dreams, justify failures.
Fear and AnxietyFear and Anxiety
CuriosityCuriosity
SuspicionsSuspicions
DreamsDreams
FailuresFailures
EnemiesEnemies
Make Your Ads Stand Out
@lyena #SMX
For better CTR, make your ads stand out, be funny, unexpected, over the top.
Learning
Uniqueness
Exclusivity
Adults + Children
Unexpected
Urgency
Landing Page
@lyena #SMX
Landing page. Relevant to the search query? Communicates value clearly? Calls to action?
Relevant?
Value?
Action?
SWOT
Strength Weakness
@lyena #SMX
Perform SWOT analysis on competitors’ landing pages. Discover opportunities.
Large selection Free puzzles Frequent updates
Outdated, busy design Too many choices Unfocused
Opportunity Threat
Modern-looking page Focused on learning Unique, eclectic
High volume Low prices Customization
Ad Optimization Process
@lyena #SMX
Analyze competitors’ ads: what is the offer and benefits? Who are they targeting? What action they want a searcher to take?
Takeaways
@lyena #SMX
Learn from competition. Be different. Fail fast. Experiment, measure, succeed.
Image Credit: http://www.flickr.com/photos/sonofgroucho/1436844248/
Be original, unexpected, tell a compelling story
Offer experience, connect with emotion
Experiment, measure, act
“The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.”- Rupert Murdoch
Web Optimization AnalystYo! Yo! SEOAgency focus is Word-of-Mouth SEO,helping clients optimize their online conversation.
[email protected] . YoYoSEO.com @lyena . @YoYoSEO
Presentation on dominating the SERPs – http://yseo.us/smxppc @lyena #SMX
http://yseo.us/smxppc