competitive ppc lisa raehsler at ses sf 2011

PPC Competitive Analysis

Lisa Raehsler SEM Strategy Consultant

August 17, 2011

Agenda

 Best Practices

 Monitoring Competitive Forces

 Helpful PPC Tools

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BEST PRACTICES

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Competitive Analysis Best Practices

 Ethical, public info

 They may be wrong  Take it directionally

 Look at it in big picture

 Actionable?

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MONITORING COMPETITIVE FORCES

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Monitoring Competitive Forces

 Like any competitive monitoring only wear your PPC hat: − Company

− Strategy

− Promotions

− Clients/Customers

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Monitoring Competitive Forces   Monitor and listen for free:

–  Google Alerts

–  LinkedIn company Profile –  Twitter: employees & management

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HELPFUL PPC TOOLS

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Tools: Adwords Analyze Competition Tool   Free Tool   Compares your recent performance with that

of other AdWords advertisers.

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Tools: Adwords Analyze Competition Tool   Drill down through the subcategories   You’ll find a link “See Search Terms”

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Tools: Adwords Analyze Competition Tool   Common search terms that triggered your ads and their

impact on the account.

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Tools: Compete

  Paid Tool $199 to $499 mo

  Competitve site stats

  Search Analytics

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Tools: Compete   Search Analytics

–  Keyword/Site List

–  Search Referral Share

–  Average Time Index per keyword

–  Total Time Index per keyword

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Tools: iSpionage

  Free Tool + Paid Tool ($59 to $449)

  PPC & SEO Data Competitive

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Tools: iSpionage  PPC Data

–  Estimated PPC budgets

–  Top keywords with CPCs

–  Ad copy with destination URLs •  Can use this to make your ads standout!

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Takeaways

1.  Follow best practices and take competitive data directionally

2.  Monitor competition focusing on any PPC clues

3.  Try different tools to help give insights to missed opportunities

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Thank You!

 Contact Me: Lisa Raehsler Founder/ SEM Strategy Consultant, Big Click Co. Google Adwords Certified Partner

lisa@bigclickco.com

(612) 424-1SEM

@LisaRocksSEM

www.linkedin.com/in/lisarockssem