Pubcon Austin - AdWords Competitive Analysis
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Susan Wenograd discusses how to use competitive intelligence insights to drive paid search strategy. Competitive intelligence can provide valuable information about changing competitors, bids, ads, products and search trends. Insights include average position vs competitors, overlap and outranking rates, and top of page rates. Exporting data to Excel allows for pivoting to analyze mobile performance, seasonal trends, day of week patterns, and year-over-year changes. Quarterly competitive checks of ads, spend, keywords and mobile trends help strategize. Pulling competitor keywords and ads also provides opportunities to find gaps.
Pubcon Austin - AdWords Competitive Analysis
- 1. Competitive Intel: Using Insights To Drive Strategy Susan Wenograd Partner & SEM – Five Mill Susan.Wenograd@fivemill.com
- 2. Who Am I? #pubcon @SusanEDub • Partner at Five Mill. Made up of paid search pros with avg. of 10 years experience. • Specialize in medium-to-large scale paid search accounts. • Live in Virginia with my husband and this cutie.
- 3. Competitive Intel Value #pubcon @SusanEDub • Things change: new competitors, new bids, new ad copy, new products, new searchers…you get the idea. • Down with being complacent! • Seasonal trends. • Mobile trends. • 30,000 foot view.
- 4. Please! #pubcon @SusanEDub • Don’t do it obsessively! • Launching new accounts • Launching new campaign themes • Monitoring patterns quarterly-ish
- 5. Where Are Auction Insights? #pubcon @SusanEDub
- 6. What Does It Show Me? #pubcon @SusanEDub • Your average position vs. competition • Overlap rate: How often you show and their ad shows • Position above rate: How often competitor’s ad is shown higher than yours when you both appear • Top of page rate: How often you show above the organic results • Outranking share: How often your ad ranked higher OR showed when a competitor’s ad didn’t.
- 7. What It Looks Like #pubcon @SusanEDub Competitor Competitor Competitor Competitor Competitor Competitor Sometimes these will surprise you
- 8. But That’s Only Part of the Story #pubcon @SusanEDub Richness lies in understanding your performance on Mobile, and performance at different times of year.
- 9. Mobile Can Look Different #pubcon @SusanEDub
- 10. Get Out of the Interface & Into Excel #pubcon @SusanEDub Export & Pivot! Domain Q1 2016 Q2 2016 Competitor 1 5.7 5.6 Competitor 2 5.1 5.0 Competitor 3 4.5 4.7 Competitor 4 4.7 4.7 Competitor 5 4.7 3.7 Competitor 6 4.0 3.6 Competitor 8 3.3 2.9 Competitor 9 3.1 2.8 Competitor 10 3.9 2.8 Competitor 11 2.2 2.3 You 2.2 2.1 Check out who’s on the move. Make a note & then check in SEMRush.
- 11. Get Out of the Interface & Into Excel #pubcon @SusanEDub Export & Pivot! Day of the Week capella.edu You Sunday 12.1% 21.6% Monday 12.4% 21.0% Tuesday 13.4% 21.8% Wednesday 11.7% 20.1% Thursday 11.8% 19.3% Friday 12.1% 21.0% Saturday 11.1% 21.6%
- 12. Check for Account Growth #pubcon @SusanEDub
- 13. Check for Increased Budgets #pubcon @SusanEDub Export this competitor’s keywords, and de-duplicate against your own to find untapped keyword opportunities.
- 14. Find Seasonal Wins & Weaknesses #pubcon @SusanEDub
- 15. Find Seasonal Wins & Weaknesses #pubcon @SusanEDub
- 16. Note YoY Trends #pubcon @SusanEDub These can be helpful in planning your projections!
- 17. …But Know If There’s a Reason #pubcon @SusanEDub Month Sum of Revenue/Cost 1/1/2015 1.37 2/1/2015 0.96 3/1/2015 1.88 4/1/2015 2.26 5/1/2015 1.91 6/1/2015 2.34 7/1/2015 1.77 8/1/2015 2.11 9/1/2015 2.14 10/1/2015 2.77 11/1/2015 2.45 12/1/2015 2.00 1/1/2016 3.16 2/1/2016 2.53 3/1/2016 5.18 4/1/2016 4.73
- 18. Competitive Ad Copy #pubcon @SusanEDub • Competitor ad copy and history • Note sales cycles • Note free offers – 50% off? Free trials?
- 19. Doing Shopping? Great. #pubcon @SusanEDub
- 20. Doing Shopping? Great. #pubcon @SusanEDub
- 21. Doing Shopping? Great. #pubcon @SusanEDub
- 22. Doing Shopping? Great. #pubcon @SusanEDub Check out strategy over time to help you gauge if competitor is shifting towards becoming Shopping-heavier.
- 23. Quarterly Checks #pubcon @SusanEDub Competitive ad copy Spend trends – are competitors growing and spending more? Keyword volume trends Mobile trends – yours and theirs! Seasonal performance for peak times
- 24. Strategic Checks #pubcon @SusanEDub Pull competitor keywords. Merge into an Excel sheet with your terms and de-duplicate to find keyword opportunities. Check imagery and product descriptions on Shopping Pull ad copy for year & look for sales cycles
- 25. Thanks For Coming! Susan Wenograd Partner & SEM – Five Mill Susan.Wenograd@fivemill.com