Mastering the Art of Competitive Intelligence for Paid Search

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Today’s Speakers

Launch Poll

Today We’re

Talking About

Competitive

Intelligence

How to Use Competitive Intelligence to Find

Profitable Keywords Faster

What if you could find a shortcut?

@iSpionage

Introducing Competitive Keyword Research

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Sort in Excel with “CTL + F”

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Competitive Keyword Research Helps You To…

1.Find profitable keywords faster by revealing

your competitors’ most effective terms.

2.Save time by providing the ultimate keyword

research shortcut, i.e. the terms that are

already working for your AdWords competitors.

3.Learn from advertisers with $1,000,000+

AdWords budgets.

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Why You Should Spy on

Your Competitors’ Ads

Paid Search Ads Are VERY Competitive!

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SO WHAT SHOULD YOU DO?

Study the SERP Results

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Use Competitive Intelligence to Spy on Your Competitors’ Ad Copy

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You Need to Spy on Competitors’ Ads Because…

1.Paid search is highly, highly competitive.

2.You lower your CPC by boosting your CTR, and

to boost CTR, your ads need to stand out.

3.Boosting CTR results in a higher ROI and lower

CPA.

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SpyingHelps Boost

Conversions

First, Take A Hard Look In The Mirror

How Can You

Improve Your

Landing Page

Experience?

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START

WITH A

TOOL

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What Can You Learn

From Competitors’

Landing Pages ?

Use a form to capture leads on the page

Strong CTA

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Include Customer Testimonials

Strong CTA

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PERCEPTION IS KEY

FAQ’S

COMPANY

LOGOS

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Now Rinse & Repeat with other competitors

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Spy on Your Competitors’ Landing Pages To…

1.Learn how they convert their traffic.

2.Improve your conversion strategy.

3.Get copy ideas.

4.Learn from advertisers spending beaucoup

dollars on AdWords and landing page

optimization.

@iSpionage

Now over to Miss

Cleo for Her

Competitive

Visions

It’s a Dog-Eat-

Dog World Out

There

@TheRealMissCleo

PPC Tip 1: Review The Auction Insights Report

See who is bidding on your keywords!

@TheRealMissCleo

Bid on competitive terms

Create smart ad copy

Take them to a comparison landing page!

Now You Know Who’s Bidding On Your Terms

@TheRealMissCleo

What You Gunna

Do About It?

Target Using Smart Copy!

Send Them To a Comparison Landing Page!

PPC Tip 2: Use The Google Keyword Planner

@TheRealMissCleo

What About Other

Google Ad

Placements?

YouTube is everything…

Be Top of Mind

What I

WantYour

Brand

YouTube overall, and even YouTube on

mobile alone, reaches more 18-49 year-

olds than any cable network in the U.S!

YouTube processes more than 3 Billion

searches a month!

@TheRealMissCleo

Don’t let them forget you!

Target the competition directly

Tell me Miss Cleo, what do I DO!?

Where do I start?

@TheRealMissCleo

@TheRealMissCleo

@TheRealMissCleo

Where Could My Ads Be Placed?

In-Stream is great

In-Stream Ads show up before a video that you’re watching

• Get at least 5 seconds of branding FREE!

• But still get high engagement from Customer Match

@TheRealMissCleo

In-Display ads show in the search results and suggestion column

• It can be hard to get traffic with low volume ☹

• Try breaking them into separate campaigns

In-Display is a bit tricky

@TheRealMissCleo

Bonus: This can apply for YouTube Shopping too!

Gmail is your friend too!

@TheRealMissCleo

Email is the #1 Marketing Channel Used by Business

@TheRealMissCleo

In 2015, the number of emails sent and received per day total

over 205 billion.*source the Radicati Group Inc.

And yeah it’s growing too!

That’s HUGE!

@TheRealMissCleo

But even goodemail campaigns have an opening rate of 20%

Email Marketing Campaigns?

Well, Duh

That’s Why I already run

email campaigns

@TheRealMissCleo

Even More Disappointing…

CLICK THROUGH RATES ARE EVEN

LOWER!

WITH AN AVERAGE OF 5%

@TheRealMissCleo

On 80% of Unopened Email &

95% Lost LeadsOn 80% of Unopened Email &

95% Lost Leads@TheRealMissCleo

→CPC’s are cheap

→Impressions are high

→Top on the inbox

Gmail is your friend

How do you use this for your competitors?

Bid On Their

URL & Brand

Name!

How do I do it?

@TheRealMissCleo

Gmail Ads will bring you to the top!

Click Through Rate! With Low CPC’s

@TheRealMissCleo

Make Yourself Stick Out

Make yourself stick out

Inboxes can get flushed out quickly

Target people who are already familiar with the competition!

Remember that 95%

@TheRealMissCleo

Top of the Inbox

Ha! They thought I had someone to go to Valentines day dinner with!

Proud of myself for not falling victim to the sales!

I really do love shoes tho…

I think they are profiling me…

Only one email opened

@TheRealMissCleo

Turn Up the Ad Game

Launch Poll

Questions?

@TheRealMissCleo

@iSpionage