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Welcome To The Golden Age of Competitive Research

Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:

- Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
- Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
- Researching your competitors Facebook advertising efforts to keep your social game on point
- Tapping into the new Bing Competition tab

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Welcome To The Golden Age of Competitive Research

  1. 1. Welcome To The Golden Age Of Competitive Research Robert Brady | Founder
  2. 2. A Little About Me • In-house for small software company • Freelance • Agency Doing PPC since 2006 • Located in Idaho • Digital advertising only Founder of Righteous Marketing • PracticalEcommerce.com • Clix Marketing Blog • Search Engine Journal • #PPCchat Guest blogger/writing
  3. 3. Who I Am
  4. 4. What I Love
  5. 5. Golden Age
  6. 6. "At my signal, unleash hell" - Maximus
  7. 7. What You’ll Learn Today Use scripts to pull Auction Insights & process for insights Tap into the Bing Competition tab Monitor & leverage competitors’ Facebook ads Get in your competitors audiences & funnels
  8. 8. Start With The Basics ● Brainlabs Auction Insights ○ Get v3 - https://searchengineland.com/auction-insights-3-final-script-287148 ○ Follow instructions ○ See trends instead of just numbers in a spreadsheet (or in the Google Ads interface)
  9. 9. Are Competitors Paying Attention?
  10. 10. Are Competitors Paying Attention?
  11. 11. New Entrant; 1-month burst
  12. 12. Action Items ● New entrants – Here to stay? Adjust your strategy. Flash in the pan? Play the long game ● Are competitors asleep at the wheel? Take advantage ● Sudden changes with existing competitors – Analyze possible motivation/reasoning and make a decision
  13. 13. Bing Competition Tab (basically Auction Insights)
  14. 14. Bing Competition Tab
  15. 15. Segment
  16. 16. Search or Shopping Campaigns
  17. 17. Action Items ● Do competitors behave differently on Bing? Usually advertisers are much less active in Bing; easier to exploit ○ Great for competitor conquesting ● Are there new/additional competitors? ○ Small budgets – flex your muscle; once their budget is exhausted for day/month you clean up ○ Generic or arbitrage – should be able to outbid
  18. 18. Facebook Ads Snooping
  19. 19. Facebook Ads Snooping
  20. 20. Facebook Ads Snooping
  21. 21. Facebook Ads Snooping Interest = “activity such as liking pages or clicking on ads”
  22. 22. Facebook Ads Snooping https://www.facebook.com/ads/library/
  23. 23. Facebook Ads Snooping
  24. 24. Facebook Ads Snooping
  25. 25. Action Items ● Do you like their audience targets? Age, gender, geo ○ Attack! ○ Avoid (exclude) ● What do they do with creative? ○ Go with opposing colors/themes to stand out ○ You could troll them (Bud Light & Miller Lite commercials)
  26. 26. Plan of Attack ● Always use VPN with incognito mode of Chrome; set to impersonate a user in Dallas, TX ● Create new Google accounts; use age & gender as selected for personas; leave all data collection settings in default configuration ● Visit “clean” sites (dallasnews.com, wfaa.com/local, fox4news.com, msn.com) to check on what ads we’re seeing ● Check “clean” sites to see how ads change ● Check google.com/ads/preferences to see how Google is bucketing the persona
  27. 27. Plan of Attack Newsletter Ned • Male, 63 • Signed up for competitor email newsletters Remarketing Rita • Female, 62 • Visited competitor websites In-Market Ida • Female, 55 • Performed Google searches for products
  28. 28. Newsletter Ned ● Signup offers ○ Eden Brothers – 10% off first order ○ American Meadows - $5 off first order $40+ ○ Dutch Bulbs - Free shipping (on order $99+) ○ Brecks – Free shipping (on order $50+)
  29. 29. Newsletter Ned ● Unintended messages ○ Eden Brothers – We forgot about you days 3-17, blasted you for a week and then dropped you ○ American Meadows – We will never stop ○ Dutch Bulbs – Discount, discount, discount ○ Brecks – Oops, forgot about you days 5-13 ● Never saw GDN ads
  30. 30. Newsletter Ned – Google Ads Preferences
  31. 31. Newsletter Ned
  32. 32. Remarketing Rita ● Who is doing remarketing on Google? ○ Eden Brothers – Yes, showed up after 1st visit; none after that ○ Wayside Gardens – Yes, showed up after 1st visit, still seeing on day 10 ○ None – HollandBulbFarms.com, American Meadows, Brecks, High Country Gardens ● Who is doing remarketing on Bing? ○ Eden Brothers – Started seeing 6 weeks after visit ○ HollandBulbFarms – Yes, showed up after 1st visit; none after that ○ Nobody else
  33. 33. Remarketing Rita
  34. 34. In-Market Ida ● Web searches ○ “canna bulbs”, “buy Bengal tiger bulbs” ● Visited Farmer’s Almanac page about cannas ● Google Shopping searches ○ “canna bulbs”, “Bengal tiger bulbs on sale”, “pretoria canna bulbs for sale”, “red cannas”, “president canna bulbs” ○ Clicked shopping ad for President bulbs, added to cart, viewed cart, viewed checkout & abandoned
  35. 35. In-Market Ida
  36. 36. Action Items ● Competitor offers – a chance to differentiate yourself ○ Differentiate yourself; offer real value; make them channel-exclusive ● Competitor timing – be there when competitors aren’t ○ Be there when customers are & competitors aren’t ● Don’t over-rely on Google to figure things out
  37. 37. "I will win the crowd. I will give them something they've never seen before." - Maximus
  38. 38. What We Learned Use scripts to pull Auction Insights & process for insights Tap into the Bing Competition tab Monitor & leverage competitors’ Facebook ads Get in your competitors audiences & funnels
  39. 39. Thank You! robert@righteousmarketing.com @robert_brady LinkedIn.com/in/robertallenbrady
  40. 40. Questions? robert@righteousmarketing.com @robert_brady LinkedIn.com/in/robertallenbrady

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Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following: - Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior - Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you - Researching your competitors Facebook advertising efforts to keep your social game on point - Tapping into the new Bing Competition tab

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