using competitive research to pump up your ppc by julie friedman bacchini

Using Compe,,ve Research to Pump Up Your PPC

Refresh Any,me

Campaigns can become stale for a lot of reasons.

Start Sleuthing

First step?

Figure out how your account stacks up in the compe::ve

landscape.

Where to Begin

How can you figure out where opportuni:es lie for your client

to gain ground?

Auc,on Insights – A Hidden Gem

If you’re not using it already, you can find it under the Keywords tab >> Details.

Auc,on Insights – Delicious Data!

What to do Next

Now that you have an idea of who you’re regularly compe:ng against inside of AdWords, it is :me to start looking outside for even more informa:on.

Be a Searcher

Perform searches in the major engines for:

Branded terms Compe:tors

Top target keywords

What Might You Find?

Log the Results

View Your Copy Against Theirs

Use a Power Tool

Power Tools

There are a ton of compe::ve research tools out there – here are a few:

SpyFu

SEM Rush Keyword Spy iSpionage

Landing Page Experiences

Don’t Forget Mobile!

Search on mobile devices as well – the landing pages will look different & the compe::on may also shiT.

Mobile Landing Page Experiences

Consider Running a Compe,tor Campaign in AdWords

Write New Versions of All Ads!

LiVle changes can make a big difference – by adding “BBB A+ Rated” to one client’s ads & landing pages, we increased clicks by

25% and conversions by 15%.

Plan a Mini Compe,,ve Review Quarterly

•  The landscape can shiT quickly & drama:cally – know what is happening!

•  A new compe:tor can come out of nowhere, so stay alert.

•  Follow the compe:tors on social media to get advanced warning of new ini:a:ves or big changes.

Follow Up Ques,ons Always Welcomed!

Connect with me on TwiVer @NeptuneMoon Follow my blog at www.neptunemoon.net

using competitive research to pump up your ppc by julie friedman bacchini

Marketing