This document discusses how to discover hidden opportunities in paid search and display advertising. It recommends identifying competitors and segmenting data to analyze competitors' strategies. It provides examples of segmenting search traffic and display advertising traffic by source. The document suggests ways to find new keyword and placement opportunities, improve ad rank and quality score, and test new ad variations. The overall message is that analyzing competitors' paid search and display strategies can help improve one's own paid advertising efforts.

1. 1
Discovering Hidden Opportunities in
Paid Search and Display
@SimilarWeb@Optmyzr @SiliconVallaevs

2. Frederick Vallaeys CEO of Optmyzr
Ariel Rosenstein Senior Director of
Corporate Marketing at Similar Web
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3. 3
Agenda
@SimilarWeb@Optmyzr @SiliconVallaevs
Segment Competitors
Find Search Marketing Opportunities
Find Display Advertising Opportunities
Identify Competitors

4. Identify Your Most Important Competitors

5. 5
SimilarWeb.com
Free Data for All
@SimilarWeb@Optmyzr @SiliconVallaevs

6. How We Do It
International Panel
(The biggest panel in the world )
Crawler
(2.5B page/mo)
ISP Data
(Global Diversity)Direct Measurement
(Learning Set)
Engagement CategorizationTrafficRanking Technologies
✓ Data source integration
✓ Big data processing
✓ Machine learning algorithms
@SimilarWeb@Optmyzr @SiliconVallaevs 6

7. Identify Your Competitors
Industry Level
• Find leading players within a specific category based on overall traffic volume
• Find leading players within a specific category based on PPC and Display traffic volume
Website level
• Take your own website and see the other sites competing for the same keywords
@SimilarWeb@Optmyzr @SiliconVallaevs 7

8. Traffic Leaders - September in the USA
Source: SimilarWeb > Industry Analysis > Shopping > US > Category Leaders @SimilarWeb@Optmyzr @SiliconVallaevs 8

9. Top 10,000 Shopping Sites USA
Source: SimilarWeb > Industry Analysis > Shopping > US > Traffic Sources @SimilarWeb@Optmyzr @SiliconVallaevs 9

10. Find Out Who Your successful Competitors Are
Track competitors over time
@SimilarWeb@Optmyzr @SiliconVallaevs 9

11. Find Out How They Are Winning
What is the channel driving success for competitors?
Source: SimilarWeb > Website Analysis > Overview > Traffic Sources @SimilarWeb@Optmyzr @SiliconVallaevs 11

12. Auction Insights
If you use AdWords, who is competing here?
Position above rate:
Understand the rate at which a
competitor's ad is shown above
your own
@SimilarWeb@Optmyzr @SiliconVallaevs 12

13. Change In Competitors Over Time
Is there a correlation
between my actions and my
competitors’ results?
@SimilarWeb@Optmyzr @SiliconVallaevs 13
Source: Brainlabs and Search Engine Land

14. Who is Competing for The Same Keywords?
Source: SimilarWeb > Website Analysis >Competitors > Keyword Competitors @SimilarWeb@Optmyzr @SiliconVallaevs 14

15. Segment The Data

16. To be able to act
@SimilarWeb@Optmyzr @SiliconVallaevs 16
• You must understand the details of something you can influence
• Segment your data down to the level where you can act on it

17. Segment: Paid & Organic Search Traffic in the USA
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 17

18. Segment: Paid Search Traffic In the United States
Source: SimilarWeb > Website Analysis > Traffic Channels > Search > Paid @SimilarWeb@Optmyzr @SiliconVallaevs 18

19. Segment by Search Engine
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 19

20. Segment by Type of Search
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 20

21. Opportunities for Search Ads

22. Segment Analysis by Search Engine
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 22

23. Which Keywords Is Your Competitor Winning
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 23

24. Segment: Non Branded Keywords
Bid More
Aggressively
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 24

25. More Ideas for Increasing Bids
Download
Filter where both have some share
Sort by lowest share for my site
Get ideas where we need to bid more
@SimilarWeb@Optmyzr @SiliconVallaevs 25

26. Improve Impression Share
Bid more for converting keywords that lose
impression share due to low ad rank
Source: Optmyzr Conversion Grabber Tool 26

27. Boost Ad Rank with Better Quality Score
Improving QS leads to a better
ad rank without spending more
Source: Optmyzr Quality Score Tracker @SimilarWeb@Optmyzr @SiliconVallaevs 27

28. Ideas For New Keywords
Download
Filter where we have no share
Find new keyword ideas
Add all relevant
keywords
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 28

29. Group New Keywords Into Tightly Themed Ad Groups
Ad groups between 5 and 30
keywords will be more relevant
and have better Quality
Scores.
Bit.ly/kwgrouper
Source: Optmyzr Non-Converting Keywords Tool @SimilarWeb@Optmyzr @SiliconVallaevs 29

30. Get Long Tail Keyword Ideas
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 30

31. Avoid Wasted Spend On Non Converting Keywords
Try new keywords but delete
the ones that don't convert
Source: Optmyzr Non-Converting Keywords Tool @SimilarWeb@Optmyzr @SiliconVallaevs 31

32. Search Ad Ideas
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 32

33. A/B Test All Your New Ad Ideas
Remove underperforming ad
variations and start new tests
frequently
Source: Optmyzr A/B Ad Testing Tool @SimilarWeb@Optmyzr @SiliconVallaevs 33

34. Win At Google Shopping
1 in 3 clicks from search for
retailers comes from
a product ad
Source: SimilarWeb > Website Analysis > Traffic Channels > Search @SimilarWeb@Optmyzr @SiliconVallaevs 34

35. Maintain Your Shopping Campaign Ads
@SimilarWeb@Optmyzr @SiliconVallaevs 35Source: Optmyzr Shopping Ad Tools

36. Opportunities in Display Advertising

37. Segment: Traffic from Display Ads in United States
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 37

38. Where Are Competitors Buying Display?
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 38

39. What Sites Are Ads Running On
Placement Target
These Sites
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 39

40. Prevent Wasted Spend on Display
Try new placements but set a limit
on how much they can spend if they
don’t convert
Source: Optmyzr Display Placements Exclusion @SimilarWeb@Optmyzr @SiliconVallaevs 40

41. Categories to Focus On
Adidas seems to do well on display but it’s losing some of the most important categories in
shopping to Nike
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 41

42. Analyzing the Shopping Category More Deeply
We find websites where Nike is winning
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 42

43. Sort by AdSense publisher to find the ones we can easily target
Find AdSense Publishers
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 43

44. Find Breakout Sites to Partner With
If they don’t have
AdSense, maybe they
can be affiliates
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 44

45. Target by Audience Affinity
What sites do people visit during the same session?
Let’s target those as a type of ‘remarketing’ ad
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 45

46. What Type Of Display Ads Do Competitors Use
Source: SimilarWeb > Website Analysis > Traffic Channels > Display Advertising @SimilarWeb@Optmyzr @SiliconVallaevs 46

47. Conclusion
5 steps for success with PPC and Display Advertising
1. Identify competitors
2. Segment the data
3. Analyze their strategies
4. Improve your own PPC and Display Advertising with keywords,
placements, and ads from competitors’ data
5. Continuously benchmark yourself against your competitors and refine
your approach
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48. 48
Looking for more paid search and
display opportunities.Try SimilarWeb.