So how do you do this? SEMRush’s Paul Klebanov and Hanapin’s Rachael Law will show you how to use competitor insights to reverse engineer your market and potentially lower your CPCs while remaining competitive.

1. #thinkppc
&
How to Outpace Your
PPC Rivals with
Competitor Insights
HOSTED BY:

2. Presenters
• Paul Klebanov
– Marketing Educator and Speaker at SEMrush
– @paulklebanov
• Rachael Law
– Senior Account Analyst at Hanapin Marketing
– PPC Hero Blogger
– @Law_Rachael

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 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

7. I always like to start
with a quote...

8. “If you want to convert someone, go to where they are,
introduce yourself, take them by the hand and guide
them to where you want them to go.”
-Saint Thomas Aquinas

9. Lead pipeline
Attract Traffic
Capture
Prospects
Convert Leads
Nurture Prospects Close & Delivery Enjoyment
Advocacy / Referral Marketing

10. Use your competitors insights
Design your campaigns and deliver
the right message to the right person and at the right time
Increase Ad rank and lower your CPC costs
1
2

11. #thinkppc
Spy on your competitor’s
keywords and create your ad
groups

12. Using your competitor's organic positions:
1

13. Using your competitor's domain
1
2

14. Using your topic’s keyword
1

15. #thinkppc
Spy on your competitor’s
ad placements on
GDN
(Google Display Network)

16. Using your competitor's domain
1

17. bit.ly/WSJ-Make-Time

18. #thinkppc
Design your ad groups using
your competitors data

19. #thinkppc
and map them to the buyer's
journey...

20. Awareness
Consideration
Inquiry | Purchase
Possibility
Potential
Proof
Separation
Special
Skepticism

21. Awareness
Keyword
Volume
CPC
Competitive
Density
(0-1)
Traffic
Percentage
what is PPC 2400 9.34 1.00 2.79
Consideration
Keyword
Volume
CPC
Keyword
Difficulty
(1-100)
Traffic
Percentage
PPC Case studies 1500 6.34 0.79 1.25
Inquiry
Keyword
Volume
CPC
Keyword
Difficulty
(1-100)
Traffic
Percentage
Cost to hire ppc agency 700 2.34 0.30 1.00

22. Keyword Magic Tool
1

23. Keeping a clean work area
1 campaign per service line or category
Each ad group is targeting a stage of the buyer’s journey
Each ad group has at least 3 rotating landing pages
Each ad group has at least 3 ads
1
2
3
4

24. How to structure your message
Exposition
Raw Text

25. How to structure your message
Tell a story
Setting
Character
Conflict
Resolution

26. The way I think
about it...

27. Lock and Key

28. #thinkppc
Auction Insights

29. How To
Create a filter to view campaigns that have Auction Insights Data Available

30. How To
Select the appropriate campaigns

31. How To

32. How To

33. How To - Excel

34. How To - Excel
Conditional Formatting

35. How To - Excel
Look for any
significant changes
over time

36. How To - Excel
How do your Avg. CPCs correspond to
changes in Impression Share over
time?

37. Overlap Rate
How often do you & your competitors show at the same time?
Competitors with a high overlap rate will be your main competition

38. Position Above Rate
How often does your
competitor show above
you in the SERP?
Overlapping
competitors
Carbon38
outranks
fabletics

39. #thinkppc
Ad Rank

40. Overview
Ad Rank is determined by:
● Bid amount
● Quality Score
● Expected impact of extensions and other ad formats

41. Bid
Auction insights along
with quality score
factors can be a great
way to determine where
you should increase bids

42. Bid
Auction insights along
with quality score
factors can be a great
way to determine where
you should increase bids
Good quality score,
average/above average
factors

43. Bid
Auction insights along
with quality score
factors can be a great
way to determine where
you should increase bids
Good quality score,
average/above average
factors
But we’re losing IS due to
rank!

44. A quick note on avg. position...
Not always the best metric to
determine bid adjustments on!

45. Quality Score
Made up of three factors:
● Expected CTR
● Ad Relevance
● Landing Page Experience

46. Extensions & Ad Formats
Which ad are you most likely to click on?

47. Extensions & Ad Formats
Which ad are you most likely to click on?

48. Extensions & Ad Formats
Which ad are you most likely to click on?

49. Extensions & Ad Formats
Which ad are you most likely to click on?

50. Extensions & Ad Formats
Which ad are you most likely to click on?

51. #thinkppc
Quality Score Factors

52. Expected CTR

53. Expected CTR
Ad extensions affect your
Ad Rank, but are not
taken into consideration
for Quality Score

54. Ad Relevance
Make sure your ads are relevant to your keywords!!
A “below average” ad relevancy score can be due to:
● Your ad group being too broad
● Your ad or keyword is not specific enough

55. Landing Page Experience
Think About The User Experience:
Query > Keyword > Ad > Landing Page

56. #thinkppc
Application

57. Pulling Quality Score Factors

58. Quality Score Factors

59. Historical Quality Score

60. Historical Quality Score

61. Improving QS Factors
Look at what these guys are doing!

62. Improving QS Factors
Look them up on SEMRush
Review their ad copy
Make your ad stand out!!

63. Auction Insights + SEMrush
1 2

64. Looking at competitive density
1

65. Potential issues
1. Auction insights only shows you what you are
competing against
2. Budget limitation restricts your data

66. Auction Insights + SEMrush
1 2

67. Auction Insights + SEMrush
1
2

68. Offers!
A. I’d like a 14-day free trial of SEMrush
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!

69. Live Q&A Time!

70. #thinkppc
Thank you for attending our webinar! #thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact SEMRush Directly: paul.klebanov@semrush.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf