competitive ppc intel by maddie cary - pubcon vegas 2016
TRANSCRIPT
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COMPETITIVE COMPETITIVE PPC PPC
INTELINTEL
@MaddieMarketer || @point_it || #pubcon
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Director of Paid Search at Point It Digital Marketing
Oversee $35M+ in Yearly Media
Global SEM Program Lead 20 Person Team 30 Languages 60 Markets
2015 US Search Award winner“Young Search Professional”
@MaddieMarketer || @point_it || #pubcon
Maddie!
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@MaddieMarketer || @point_it || #pubcon
AuctionAuctionMetricsMetrics
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AUCTION METRICS @MaddieMarketer || @point_it || #pubcon
Impression ShareHow often received an impression in the auctions eligible for Overlap RateHow often a competitor received an impression when you did
Position Above RateHow often a competitor was shown above you
Top of Page RateHow often a competitor was shown at the top of page
Outranking ShareHow often you outranked a competitor
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@MaddieMarketer || @point_it || #pubcon
5 W’s 5 W’s ofof
Competitive Competitive PPC IntelPPC Intel
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ASK YOURSELF…
WHOWHO
are your
competitors?
WHATWHAT
kind of competitors
are they?
WHEREWHERE
are they competing with you?
WHYWHY
are they competing with you?
WHENWHEN
should you take action?
@MaddieMarketer || @point_it || #pubcon
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WHOWHO
are your competitors?
ASSUMPTION:I know exactly who my online competitors are
Pull Auction Insights data to determine:Who are my relevant competitors in PPC?Do the domains you’re showing with seem irrelevant? Maybe you aren’t bidding on the right keywords then…
Then, take that data & make it actionable!No, not by starting at rows & rows of raw data in Excel
@MaddieMarketer || @point_it || #pubcon
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WHATWHAT
kind of competitors
are they?
ASSUMPTION:All my competitors are exactly the same
Research domains showing with yours ads to identifyAffiliatesCSEsOTAs
Understand if you’re getting the full storyDo different internal groups point to the same domain?Escalate non-approved trademark users
Search Arbitragers Resellers “True” Competitors
@MaddieMarketer || @point_it || #pubcon
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WHEREWHERE
are they competing with you?
ASSUMPTION:Non-branded keywords see the most competition
Label top performing keywords, including Branded!Don’t pull your hair out monitoring every single keywordFocus on your “cash cows”
Set up alerts, reports, & automated bidding rulesSet up automated Search Impression Share ReportsUse Google & Bings automated rulesTest Google’s Portfolio Bid Strategy: Target Page Location
@MaddieMarketer || @point_it || #pubcon
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WHYWHY
are they competing with you?
ASSUMPTION:I should only worry about my ad copy
Review competitor ads regularlyWhat are you competitors’ messaging strategies?What are their CTAs?Are you competitive with them on price, offering, perceived quality?Have they launched Google Expanded Text Ads (ETAs?)
Test your messaging tacticsTest copy to see what ACTUALLY drives results
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WHENWHEN
should you take action?
ASSUMPTION:I’ll worry about my competitors later
Later? You cray cray! Take action nowDon’t spend every waking moment obsessingPriority #1 = driving results for your account
But competitors can rock your boat, and knowing how to steer the ship is the first step in the right direction
Take your ego out of it. Use the 5 W’s
@MaddieMarketer || @point_it || #pubcon
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@MaddieMarketer || @point_it || #pubcon
33rdrd Party PartyCompetitive Competitive
ToolsTools
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Research US + INTL markets
PLA vs. Paid Search trends
Domain vs. Domain
Desktop vs. Mobile ad copy
Great for SEO, too!
3rd Party Tools @MaddieMarketer || @point_it || #pubconNOTE: I was not paid by any of these tools
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Google vs. Bing ad copy
First & last seen dates of ads
Ad URLs with tracking params
3rd Party Tools @MaddieMarketer || @point_it || #pubconNOTE: I was not paid by any of these tools
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Color-coded ad change grids
Highlighted top performing adsKeyword Venn diagrams
Segments top competitors (paid & organic)
3rd Party Tools @MaddieMarketer || @point_it || #pubconNOTE: I was not paid by any of these tools
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@MaddieMarketer || @point_it || #pubcon
Using YourUsing YourOwn Own DataData
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AdWords Keyword PlannerReview relative impression share for new keywords compared to
top market leaders & similar advertisers in your
keyword categories
Keyword Planner Tool@MaddieMarketer || @point_it || #pubcon
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BrainLabs Auction Insights Script (my favorite!)
Copy/paste script into Google SheetPull segmented data
Campaign raw data Auction insights
Automatically generates graphs that illustrate competitive metric trends alongside your trending CPCs
Auction Insights Data@MaddieMarketer || @point_it || #pubcon
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@MaddieMarketer || @point_it || #pubcon
BIG TAKEAWAYSBIG TAKEAWAYS•Create a competitive analysis calendar (monthly, quarterly)
•Closely monitor your keyword “cash cows”
•Check SERP to identify competitors’ ad copy strategy
•Leverage 3rd party tools to get glimpse into keyword overlap
•Use your own data – Google & Bing Auction Insights!
•Make smart bidding decisions, not (costly) territorial ones
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@MaddieMarketer || @point_it || #pubcon
THANK YOU!THANK YOU!
Twitter:
@MaddieMarketer@MaddieMarketer
Wordstream guest blog post:
bit.ly/ppc-competitor-analysisbit.ly/ppc-competitor-analysisMaddie!