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.
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
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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
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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
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13. Change In Competitors Over Time
Is there a correlation
between my actions and my
competitors’ results?
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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
16. To be able to act
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• 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
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
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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
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
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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