2016 Discovering Hidden Opportunities in Paid Search and Display PPT Presentation- SlideShare

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Discovering Hidden Opportunities in Paid Search and Display

@SimilarWeb@Optmyzr @SiliconVallaevs

Frederick Vallaeys \ CEO of Optmyzr

Ariel Rosenstein \ Senior Director of Corporate Marketing at Similar Web

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Agenda

@SimilarWeb@Optmyzr @SiliconVallaevs

Segment CompetitorsFind Search Marketing OpportunitiesFind Display Advertising Opportunities

Identify Competitors

Identify Your Most Important Competitors

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SimilarWeb.comFree Data for All

@SimilarWeb@Optmyzr @SiliconVallaevs

How We Do It

International

Panel(The biggest panel in the

world )

Crawler(2.5B page/mo)

ISP Data(Global Diversity)

Direct Measurement

(Learning Set)

Engagement

CategorizationTrafficRankin

gTechnologi

es

✓ Data source integration✓ Big data processing

✓ Machine learning algorithms

@SimilarWeb@Optmyzr @SiliconVallaevs 6

Identify Your CompetitorsIndustry Level • Find leading players within a specific category based on overall traffic volume • Find leading players within a specific category based on PPC and Display traffic

volume

Website level• Take your own website and see the other sites competing for the same keywords

@SimilarWeb@Optmyzr @SiliconVallaevs 7

Traffic Leaders - September in the USA

Source: SimilarWeb > Industry Analysis > Shopping > US > Category Leaders @SimilarWeb@Optmyzr @SiliconVallaevs 8

Top 10,000 Shopping Sites USA

Source: SimilarWeb > Industry Analysis > Shopping > US > Traffic Sources @SimilarWeb@Optmyzr @SiliconVallaevs 9

Find Out Who Your successful Competitors AreTrack competitors over time

@SimilarWeb@Optmyzr @SiliconVallaevs 9

Find Out How They Are WinningWhat is the channel driving success for competitors?

Source: SimilarWeb > Website Analysis > Overview > Traffic Sources @SimilarWeb@Optmyzr @SiliconVallaevs 11

Auction InsightsIf you use AdWords, who is competing here?

Position above rate:Understand the rate at which a competitor's ad is shown above your own

@SimilarWeb@Optmyzr @SiliconVallaevs 12

Change In Competitors Over TimeIs there a correlation between my actions and my competitors’ results?

@SimilarWeb@Optmyzr @SiliconVallaevs 13Source: Brainlabs and Search Engine Land

Who is Competing for The Same Keywords?

Source: SimilarWeb > Website Analysis >Competitors > Keyword Competitors @SimilarWeb@Optmyzr @SiliconVallaevs 14

Segment The Data

To be able to act

@SimilarWeb@Optmyzr @SiliconVallaevs 16

• You must understand the details of something you can influence• Segment your data down to the level where you can act on it

Segment: Paid & Organic Search Traffic in the USA

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 17

Segment: Paid Search Traffic In the United States

Source: SimilarWeb > Website Analysis > Traffic Channels > Search > Paid @SimilarWeb@Optmyzr @SiliconVallaevs 18

Segment by Search Engine

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 19

Segment by Type of Search

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 20

Opportunities for Search Ads

Segment Analysis by Search Engine

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 22

Which Keywords Is Your Competitor Winning

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 23

Segment: Non Branded Keywords

Bid More Aggressively

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 24

More Ideas for Increasing BidsDownload

Filter where both have some share

Sort by lowest share for my site

Get ideas where we need to bid more

@SimilarWeb@Optmyzr @SiliconVallaevs 25

Improve Impression ShareBid more for converting keywords that lose impression share due to low ad rank

Source: Optmyzr Conversion Grabber Tool 26

Boost Ad Rank with Better Quality ScoreImproving QS leads to a better ad rank without spending more

Source: Optmyzr Quality Score Tracker @SimilarWeb@Optmyzr @SiliconVallaevs 27

Ideas For New KeywordsDownload

Filter where we have no share

Find new keyword ideas

Add all relevant keywords

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 28

Group New Keywords Into Tightly Themed Ad GroupsAd groups between 5 and 30 keywords will be more relevant and have better Quality Scores.

Bit.ly/kwgrouper

Source: Optmyzr Non-Converting Keywords Tool @SimilarWeb@Optmyzr @SiliconVallaevs 29

Get Long Tail Keyword Ideas

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 30

Avoid Wasted Spend On Non Converting Keywords

Try new keywords but delete the ones that don't convert

Source: Optmyzr Non-Converting Keywords Tool @SimilarWeb@Optmyzr @SiliconVallaevs 31

Search Ad Ideas

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 32

A/B Test All Your New Ad Ideas

Remove underperforming ad variations and start new tests frequently

Source: Optmyzr A/B Ad Testing Tool @SimilarWeb@Optmyzr @SiliconVallaevs 33

Win At Google Shopping

1 in 3 clicks from search for retailers comes from

a product ad

Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 34

Maintain Your Shopping Campaign Ads

@SimilarWeb@Optmyzr @SiliconVallaevs 35Source: Optmyzr Shopping Ad Tools

Opportunities in Display Advertising

Segment: Traffic from Display Ads in United States

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 37

Where Are Competitors Buying Display?

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 38

What Sites Are Ads Running On

Placement Target These Sites

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 39

Prevent Wasted Spend on DisplayTry new placements but set a limit on how much they can spend if they don’t convert

Source: Optmyzr Display Placements Exclusion @SimilarWeb@Optmyzr @SiliconVallaevs 40

Categories to Focus OnAdidas seems to do well on display but it’s losing some of the most important categories in shopping to Nike

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 41

Analyzing the Shopping Category More DeeplyWe find websites where Nike is winning

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 42

Sort by AdSense publisher to find the ones we can easily target

Find AdSense Publishers

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 43

Find Breakout Sites to Partner WithIf they don’t have AdSense, maybe

they can be affiliates

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 44

Target by Audience AffinityWhat sites do people visit during the same session? Let’s target those as a type of ‘remarketing’ ad

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 45

What Type Of Display Ads Do Competitors Use

Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 46

Conclusion 5 steps for success with PPC and Display Advertising

1. Identify competitors 2.Segment the data3.Analyze their strategies 4. Improve your own PPC and Display Advertising

with keywords, placements, and ads from competitors’ data

5.Continuously benchmark yourself against your competitors and refine your approach

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Looking for more paid search and display opportunities.Try SimilarWeb.