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LIVE WEBINAR
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
@iSpionage
Sort in Excel with “CTL + F”
@iSpionage
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.
@iSpionage
Why You Should Spy on
Your Competitors’ Ads
Paid Search Ads Are VERY Competitive!
@iSpionage
SO WHAT SHOULD YOU DO?
Study the SERP Results
@iSpionage
Use Competitive Intelligence to Spy on Your Competitors’ Ad Copy
@iSpionage
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.
@iSpionage
SpyingHelps Boost
Conversions
First, Take A Hard Look In The Mirror
How Can You
Improve Your
Landing Page
Experience?
@iSpionage
START
WITH A
TOOL
@iSpionage
What Can You Learn
From Competitors’
Landing Pages ?
Use a form to capture leads on the page
Strong CTA
@iSpionage
Include Customer Testimonials
Strong CTA
@iSpionage
PERCEPTION IS KEY
FAQ’S
COMPANY
LOGOS
@iSpionage
Now Rinse & Repeat with other competitors
@iSpionage
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