This document summarizes a webinar about using competitive intelligence to advance a PPC strategy. It discusses identifying digital competitors using Google and Bing auction insights data. Important metrics to benchmark against include impression share, average position, overlap rate, and position above rate. Both manual analysis and tools like SEMRush, SpyFu and iSpionage can be used to research competitors' keywords, ads, and landing pages. Insights from competitors can then be used to shape one's own PPC strategy, keywords, ads and landing pages. The webinar concludes with a Q&A.

1. 1
www.dublindesign.com
Advancing Your PPC Strategy
with Competitive Intelligence
HOSTED BY:

2. Presenters
• Jamie Smith
– VP of BrandVudu
– Hero Conf Austin 2018
– @JamieSmithNow
• Emma Franks
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @akaEmmaLouise

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

5. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.

6. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 3 years
B. 3-5 years
C. 5-10 years
D. 10-15 years
E. 15+

7. Live Poll Question #2
What role are you currently in?
#thinkppc
A. In House Marketing
B. Working for Agency
C. Consultant
D. Affiliate
E. Other

8. Agenda
1. How to find actionable competitor Insights
2. Important metrics to benchmark against competitors
3. Tools for competitor research versus monitoring
4. How to shape PPC strategy using competitor insights
5. Gift and questions

9. Identifying Digital
Competitors

10. Auction Insights
– Online Competitors may be different from offline
competitors
– Compare “share of voice” metrics to understand
relative success
– Most actionable if pulled by campaign group (brand vs.
non-brand, geo targets, product type, etc.)

11. Google AdWords

12. Bing Ads

13. Facebook Ads

14. Interpreting the
Auction Data

15. Understand the Metrics
“Impression share” is the
number of impressions you
received divided by the estimated
number of impressions you were
eligible to receive.
“Average position”
shows you how your
ad typically ranks
against other ads.
“Overlap rate” is how often
another advertiser’s ad
received an impression in the
same auction that your ad
also received an impression.
“Position above rate” is how often another
advertiser’s ad in the same auction shows in
a higher position than your own, when both of
your ads were shown at the same time.
“Top of page rate” is how
often your ad (or the ad of
another advertiser,
depending on which row
you're viewing) was shown
at the top of the page in
search results.
“Outranking
share” is how often
your ad ranked
higher in the auction
than another
advertiser’s ad, or if
your ad showed
when theirs did not.
Custom Metric: “Rank Above Share” = Impression Share x Position Above Rate

16. What to Look For
Correlations to changes in bidding or budgets
Correlations to new or paused campaigns
Competitors entering or dropping out of landscape
Notable shifts in competitor positions & metrics

17. Where to Look: Impression Share

18. Where to Look: Overlap + Position Above
Rate

19. Where to Look: Rank Above Share

20. Live Poll Question #3
What data is most important when you are
researching the competition?
#thinkppc
A. Competitor Spend
B. Keywords
C. Ads
D. Landing Pages
E. Other

21. Shaping Strategy
with Competitor
Insights

22. Where to Look: SERP & Landing
Pages
● What messaging is the same across top ads?
● What messaging stands out from your competitors?
● Where are you falling short or failing to differentiate?

23. Where to Look: SERP & Landing
Pages

24. Where to Look: SERP & Landing
Pages

25. Where to Look: SERP & Landing
Pages

26. Where to Look: SERP & Landing
Pages

27. Manual Analysis
vs Using Tools

28. Put yourself in the shoes of your
users

29. Benchmark Against Top Competitors

30. Live Poll Question #4
Which tool do you use for competitive
intelligence?
#thinkppc
A. SEMRush
B. The Search Monitor
C. SpyFu
D. iSpionage
E. Other

31. Competitive Intelligence Tools

32. Beyond AdWords
Auction Insights

33. 90% of Insights Come From...

34. Beyond AdWords Auction Insights: Expand
Research

35. Evaluate Competitors Entire Strategy

36. Keyword, Ad and Landing Page User Journey

37. What data is Actionable?

38. Visibility and Ad Messaging

39. Extensions & Location Settings

40. Visibility and New Ads or LP’s

41. Search Monitor Visibility
Score

42. Visibility Metrics (PPC, SEO, Shopping)

43. Research vs.
Monitoring

44. Keyword Opportunities

45. Keyword Opportunities KEI

46. Unique Keywords vs. War Zone

47. Competitor Share & Keywords Visibility

48. Ad Optimization: Special Offers & AEI

49. Competitor
Landing Pages
(UVP)

50. PPC Landing Page Gallery

51. What landing pages does competition
use?

52. Competitor A/B Test Results

53. Competitor A/B Test Results

54. Brand Keywords
and Affiliate
Monitoring

55. Affiliate Hijackers, Ad Copy &
Brand

56. Submit Violations with Proof

57. Results: Brand & Affiliate Monitoring

58. Takeaways:
● Use auction insights to identify top digital competitors
● Metrics to benchmark against competitors
● Improve ad and landing page hypothesis using tools
● Protect trademark and brand keywords to lower CPC’s

59. Live @ Hero Conference April 17

60. Thank You! Ready for your gift?

61. Offers!
A. I’d like a PPC Brand Protection Report and Competitor Audit
from BrandVudu
B. I’d like to stay up-to-date on Hanapin’s all-PPC
conference, Hero Conf.
C. I’d like both
D. No, thanks.

62. Live Q&A Time!

63. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact BrandVudu Directly: jsmith@brandvudu.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf