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The Best Tools to Analyze Your Brand’s Competition

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The best way to stay ahead of your competitors is to explore what their doing and see if it is applicable to your marketing plan. In this session, Hanapin’s Sr. Account Analyst, Rachael Law, and Sr. Project Manager, Lauren Rosner, discuss the best tools to conduct a comprehensive competitor analysis, as well as help you process and utilize the information found.

Publicado en: Marketing
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The Best Tools to Analyze Your Brand’s Competition

  1. 1. The Best Tools to Analyze Your Brand’s Competition Rachael Law | Hanapin Marketing Lauren Rosner | Hanapin Marketing
  2. 2. THREE TRUTHS OF PPC: 1. PPC IS TRACKABLE & MEASURABLE 2. PPC WORKS IN TANDEM WITH ALL CHANNELS 3. YOU CAN CONTROL IT* *EXCEPT WHEN YOU CAN’T
  3. 3. Questions you may have: ❏ Who are my competitors? ❏ What are they bidding on? ❏ What do their ads look like? ❏ Can we increase my market share? ❏ What can we test based on what we know? ❏ How do we increase my brand awareness?
  4. 4. The lay of the PPC Land Business Strategy ● Unique Selling Proposition ● Pricing ● Service / Product Offerings PPC Strategy ● Platforms ● Targeting Spend Allocation ● Budgets ● Bids Ad Copy & Messaging ● Ad formats and extensions ● Messaging / Call to Action
  5. 5. Agenda Building a Competitive Strategy04 Working with Google Ads Data03 Third Party Tools02 Competing in PPC01
  6. 6. Competing in PPC Rachael Law | Hanapin Marketing Lauren Rosner | Hanapin Marketing
  7. 7. Types of Competitors Do you know who your competitors are for each category? Your PPC strategy and messaging may be different for different types of competitors. Indirect Businesses that provide a product in a different category, but are in the same industry and market Ex: Restaurants & Cafes Direct Businesses that provide the same product or service Ex: reebok vs. nike athletic wear Substitute A business that provides a service that is a replacement for yours Ex: staples vs. paperclips Potential / Future Businesses have that potential to increase their market share
  8. 8. Third Party Tools Rachael Law | Hanapin Marketing Lauren Rosner | Hanapin Marketing
  9. 9. iSpionage ● Free options ● Monthly Stats ● SEO and PPC ● Side by Side Landing Page Views ● Limited data without paid account ● Spend numbers aren’t very accurate (to confirm, put in your own site and see how far off it is)
  10. 10. iSpionage
  11. 11. iSpionage
  12. 12. iSpionage
  13. 13. SEMRush ● Free-ish tool options ● Social Media Tracking ● Multinational and Multilingual environments ● Side-by-Side domain comparisons ● Good stuff is behind paywall ● Amount of insight can be overwhelming if you don’t know what you are looking for
  14. 14. SEMRush
  15. 15. AdEspresso ● See social ads by ○ Theme ○ Category ○ Type ● Free tool ● Great articles
  16. 16. Working with Google Ads Data Rachael Law | Hanapin Marketing Lauren Rosner | Hanapin Marketing
  17. 17. New Impression Share Metrics Impression Share Search impr. Share Search top IS Search abs. Top IS Lost IS due to Budget Search lost IS (budget) Search lost top IS (budget) Search lost abs. Top IS (budget) Lost IS due to Rank Search lost IS (rank) Search lost top IS (rank) Search lost abs. Top IS (rank) Impressions Impr. (Abs. Top) % Impr. (Top) %
  18. 18. New Impression Share Metrics Impr. (Abs. Top) %03 Search absolute top impression rate is the percent of your impressions that are shown as the very first ad above the organic search results. Absolute Top Impression Share02 "Search absolute top impression share" is the percentage of your Search ad impressions that are shown in the most prominent Search position. Top Impression Share01 Search top impression share (IS) is the impressions you've received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location.
  19. 19. New Impression Share Metrics Impr. (Abs. Top) %03 Percent of impressions shown in position 1 Absolute Top Impression Share02 Impression share in position 1 Top Impression Share01 Impression share above the organic results
  20. 20. Example SERP Top Impressions Absolute Top
  21. 21. Pull Auction Insights by Campaign With Google Data Studio
  22. 22. Data Studio Data → Google Sheets
  23. 23. Ad Preview Tool
  24. 24. Finding Takeaways & Action Items Changes in Impression Share Changes in CTR or CVR Changes in CPCs Monitor Auction Insights
  25. 25. Always Go Back To Your Strategies Business Strategy ● Unique Selling Proposition ● Pricing ● Service / Product Offerings PPC Strategy ● Platforms ● Targeting Spend Allocation ● Budgets ● Bids Ad Copy & Messaging ● Ad formats and extensions ● Messaging / Call to Action
  26. 26. Building a Competitive Strategy Rachael Law | Hanapin Marketing Lauren Rosner | Hanapin Marketing
  27. 27. 90 day plan Month 3 Learn & Adjust Beyond Keep an eye on competitors every 6-12 months Month 1 Gather data Month 2 Test
  28. 28. Go down rabbit holes Don’t Instead ➔ Be specific in your goals for competitive research ➔ Play the ball, not the opponent Throw money at the problem Don’t Chase big fish Don’t Instead ➔ Use Ad Scheduling ➔ Focus on your user experience Instead ➔ Know your audience ➔ Maximize your differences
  29. 29. Action Plan ● iSpionage, AdEspresso, SEMRush ● Competitive analysis through GoogleAds ● Ad Preview Tools ● Bid Analysis ● Quality Score Analysis ● Test new ad copy ● Test new keywords ● Test new landing pages ● Test bid strategies ● Focus on YOUR Strategy ● Pivot strategy in times of increased competition ● Keep a pulse

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