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Mastering the Art of Competitive Intelligence for Paid Search

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Page 1: Mastering the Art of Competitive Intelligence for Paid Search

LIVE WEBINAR

Page 2: Mastering the Art of Competitive Intelligence for Paid Search

Today’s Speakers

Page 3: Mastering the Art of Competitive Intelligence for Paid Search

Launch Poll

Page 4: Mastering the Art of Competitive Intelligence for Paid Search

Today We’re

Talking About

Competitive

Intelligence

Page 5: Mastering the Art of Competitive Intelligence for Paid Search

How to Use Competitive Intelligence to Find

Profitable Keywords Faster

Page 6: Mastering the Art of Competitive Intelligence for Paid Search

What if you could find a shortcut?

@iSpionage

Page 7: Mastering the Art of Competitive Intelligence for Paid Search

Introducing Competitive Keyword Research

@iSpionage

Page 8: Mastering the Art of Competitive Intelligence for Paid Search

Sort in Excel with “CTL + F”

@iSpionage

Page 9: Mastering the Art of Competitive Intelligence for Paid Search

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

Page 10: Mastering the Art of Competitive Intelligence for Paid Search

Why You Should Spy on

Your Competitors’ Ads

Page 11: Mastering the Art of Competitive Intelligence for Paid Search

Paid Search Ads Are VERY Competitive!

@iSpionage

Page 12: Mastering the Art of Competitive Intelligence for Paid Search

SO WHAT SHOULD YOU DO?

Page 13: Mastering the Art of Competitive Intelligence for Paid Search

Study the SERP Results

@iSpionage

Page 14: Mastering the Art of Competitive Intelligence for Paid Search

Use Competitive Intelligence to Spy on Your Competitors’ Ad Copy

@iSpionage

Page 15: Mastering the Art of Competitive Intelligence for Paid Search

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

Page 16: Mastering the Art of Competitive Intelligence for Paid Search

SpyingHelps Boost

Conversions

Page 17: Mastering the Art of Competitive Intelligence for Paid Search

First, Take A Hard Look In The Mirror

Page 18: Mastering the Art of Competitive Intelligence for Paid Search

How Can You

Improve Your

Landing Page

Experience?

@iSpionage

Page 19: Mastering the Art of Competitive Intelligence for Paid Search

START

WITH A

TOOL

@iSpionage

Page 20: Mastering the Art of Competitive Intelligence for Paid Search

What Can You Learn

From Competitors’

Landing Pages ?

Page 21: Mastering the Art of Competitive Intelligence for Paid Search

Use a form to capture leads on the page

Strong CTA

@iSpionage

Page 22: Mastering the Art of Competitive Intelligence for Paid Search

Include Customer Testimonials

Strong CTA

@iSpionage

Page 23: Mastering the Art of Competitive Intelligence for Paid Search

PERCEPTION IS KEY

FAQ’S

COMPANY

LOGOS

@iSpionage

Page 24: Mastering the Art of Competitive Intelligence for Paid Search

Now Rinse & Repeat with other competitors

@iSpionage

Page 25: Mastering the Art of Competitive Intelligence for Paid Search

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

Page 26: Mastering the Art of Competitive Intelligence for Paid Search

Now over to Miss

Cleo for Her

Competitive

Visions

Page 27: Mastering the Art of Competitive Intelligence for Paid Search

It’s a Dog-Eat-

Dog World Out

There

Page 28: Mastering the Art of Competitive Intelligence for Paid Search

@TheRealMissCleo

Page 29: Mastering the Art of Competitive Intelligence for Paid Search

PPC Tip 1: Review The Auction Insights Report

See who is bidding on your keywords!

@TheRealMissCleo

Page 30: Mastering the Art of Competitive Intelligence for Paid Search

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?

Page 31: Mastering the Art of Competitive Intelligence for Paid Search

Target Using Smart Copy!

Page 32: Mastering the Art of Competitive Intelligence for Paid Search

Send Them To a Comparison Landing Page!

Page 33: Mastering the Art of Competitive Intelligence for Paid Search

PPC Tip 2: Use The Google Keyword Planner

@TheRealMissCleo

Page 34: Mastering the Art of Competitive Intelligence for Paid Search

What About Other

Google Ad

Placements?

Page 35: Mastering the Art of Competitive Intelligence for Paid Search

YouTube is everything…

Page 36: Mastering the Art of Competitive Intelligence for Paid Search

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

Page 37: Mastering the Art of Competitive Intelligence for Paid Search

Don’t let them forget you!

Target the competition directly

Tell me Miss Cleo, what do I DO!?

Page 38: Mastering the Art of Competitive Intelligence for Paid Search

Where do I start?

@TheRealMissCleo

Page 39: Mastering the Art of Competitive Intelligence for Paid Search

@TheRealMissCleo

Page 40: Mastering the Art of Competitive Intelligence for Paid Search

@TheRealMissCleo

Where Could My Ads Be Placed?

Page 41: Mastering the Art of Competitive Intelligence for Paid Search

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

Page 42: Mastering the Art of Competitive Intelligence for Paid Search

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

Page 43: Mastering the Art of Competitive Intelligence for Paid Search

Bonus: This can apply for YouTube Shopping too!

Page 44: Mastering the Art of Competitive Intelligence for Paid Search

Gmail is your friend too!

@TheRealMissCleo

Page 45: Mastering the Art of Competitive Intelligence for Paid Search

Email is the #1 Marketing Channel Used by Business

@TheRealMissCleo

Page 46: Mastering the Art of Competitive Intelligence for Paid Search

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

Page 47: Mastering the Art of Competitive Intelligence for Paid Search

But even goodemail campaigns have an opening rate of 20%

Email Marketing Campaigns?

Well, Duh

That’s Why I already run

email campaigns

@TheRealMissCleo

Page 48: Mastering the Art of Competitive Intelligence for Paid Search

Even More Disappointing…

CLICK THROUGH RATES ARE EVEN

LOWER!

WITH AN AVERAGE OF 5%

@TheRealMissCleo

Page 49: Mastering the Art of Competitive Intelligence for Paid Search

On 80% of Unopened Email &

95% Lost LeadsOn 80% of Unopened Email &

95% Lost Leads@TheRealMissCleo

Page 50: Mastering the Art of Competitive Intelligence for Paid Search

→CPC’s are cheap

→Impressions are high

→Top on the inbox

Gmail is your friend

Page 51: Mastering the Art of Competitive Intelligence for Paid Search

How do you use this for your competitors?

Bid On Their

URL & Brand

Name!

Page 52: Mastering the Art of Competitive Intelligence for Paid Search

How do I do it?

@TheRealMissCleo

Page 53: Mastering the Art of Competitive Intelligence for Paid Search
Page 54: Mastering the Art of Competitive Intelligence for Paid Search

Gmail Ads will bring you to the top!

Click Through Rate! With Low CPC’s

@TheRealMissCleo

Page 55: Mastering the Art of Competitive Intelligence for Paid Search

Make Yourself Stick Out

Page 56: Mastering the Art of Competitive Intelligence for Paid Search

Make yourself stick out

Inboxes can get flushed out quickly

Target people who are already familiar with the competition!

Remember that 95%

@TheRealMissCleo

Page 57: Mastering the Art of Competitive Intelligence for Paid Search

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

Page 58: Mastering the Art of Competitive Intelligence for Paid Search

Turn Up the Ad Game

Page 59: Mastering the Art of Competitive Intelligence for Paid Search

Launch Poll

Page 60: Mastering the Art of Competitive Intelligence for Paid Search
Page 61: Mastering the Art of Competitive Intelligence for Paid Search

Questions?

@TheRealMissCleo

@iSpionage