PPC Competitive Analysis
An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer and customers to seek. In this session, we take a close look at what tricks you can use with search engines to analyze your competitors' game and also what free and premium tools are available to deep dive into their strategy. Join us for a candid discussion as panelists reveal their secrets for monitoring competitive forces and threats while sharing tips that can be successfully applied to any business intelligence effort. After attending this session, you'll have the skills to easily discover what keywords your competitor is targeting, how much your competitor is spending on ads, and be able to identify opportunities your competitor is missing.
4. Competitive Analysis Best Practices
Ethical, public info
They may be wrong
Take it directionally
Look at it in big
picture
Actionable?
@LisaRocksSEM
6. Monitoring Competitive Forces
Like any competitive monitoring
only wear your PPC hat:
− Company
− Strategy
− Promotions
− Clients/Customers
@LisaRocksSEM
7. Monitoring Competitive Forces
Monitor and listen for free:
– Google Alerts
– LinkedIn company Profile
– Twitter: employees & management
@LisaRocksSEM
9. Tools: Adwords Analyze Competition Tool
Free Tool
Compares your recent performance with that
of other AdWords advertisers.
@LisaRocksSEM
10. Tools: Adwords Analyze Competition Tool
Drill down through the subcategories
You’ll find a link “See Search Terms”
@LisaRocksSEM
11. Tools: Adwords Analyze Competition Tool
Common search terms that triggered your ads and their
impact on the account.
@LisaRocksSEM
12. Tools: Compete
Paid Tool
$199 to
$499 mo
Competitve
site stats
Search
Analytics
@LisaRocksSEM
13. Tools: Compete
Search Analytics
– Keyword/Site List
– Search Referral Share
– Average Time Index per keyword
– Total Time Index per keyword
@LisaRocksSEM
14. Tools: iSpionage
Free Tool +
Paid Tool
($59 to
$449)
PPC & SEO
Data
Competitive
@LisaRocksSEM
15. Tools: iSpionage
PPC Data
– Estimated PPC budgets
– Top keywords with CPCs
– Ad copy with destination URLs
• Can use this to make your ads standout!
@LisaRocksSEM
16. Takeaways
1. Follow best practices and take
competitive data directionally
2. Monitor competition focusing on
any PPC clues
3. Try different tools to help give
insights to missed opportunities
@LisaRocksSEM
17. Thank You!
Contact Me:
Lisa Raehsler
Founder/ SEM Strategy Consultant, Big Click Co.
Google Adwords Certified Partner
lisa@bigclickco.com
(612) 424-1SEM
@LisaRocksSEM
www.linkedin.com/in/lisarockssem