profitable tactics for crushing your competition’s campaigns

Profitable Tactics For Crushing Your Competition’s Campaigns

Presented by

WhatRunsWhere & Convert

Learn More at:

www.whatrunswhere.com Learn More at:

www.convert.com

2 Profitable Tac-cs For Crushing Your Compe--on’s Campaigns

Today’s Presenter

Max Teitelbaum COO & Co-Founder of WhatRunsWhere

Profitable Tac-cs For Crushing Your Compe--on’s Campaigns 3

What we will be discussing...

•  How to buy media effectively

•  How to pinpoint profitable traffic sources

•  Where to uncover ads that are driving conversions

•  What steps you can take to cut down on split testing,

while still optimizing

•  Where to spot other top-performing advertisers targeting

the same niche

•  How you can better convert leads once they’ve clicked

•  Where to focus your mobile advertising efforts


Profitable Tactics For Crushing Your Competition’s Campaigns

Presented by

WhatRunsWhere & Convert

First things First: Where do you buy your media?


Google Content Network?


While Google is a smart first step when buying media, there are many other ways that you can buy media


Why don’t people move beyond Google?

•  Takes too long to learn •  Too risky •  Too hard •  Too expensive


Move Beyond Google

•  Main question to ask yourself in order to tap into other networks –

“Which ad networks are best suited for driving MY campaigns and attracting MY

potential clients?”


Move Beyond Google

Daysinn.com – only uses Adwords for half of their media buying -‐also uses Rubicon Project, Conversant, Turn, & ValueClick

See what your compe--on is doing, and what ad networks they’re using….


What Traffic Sources are you placing your media buys on?


Traffic Sources

•  What are your competitor’s top traffic sources? Keep an eye on: –  How long their ads run on a traffic source –  Where they run majority of their ads –  Traffic categories they focus on (sports, games, cooking, etc.) –  Sites they’re currently testing


Traffic Sources of Classmates.com

milb.com •  High prevalence •  Long dura-on (almost 2 years)

•  stopped only in the Spring


How Do You Build Creatives & Ad Copy That Drive Conversions?


Ad Creatives

•  What will catch your target consumer’s eye? –  Bold, clear product shots –  Graphics which are relevant to your copy –  Colours associated with your brand – increases recall to your ad

later on –  Consistency with style between different ads


What’s Common in the Ad Creatives?

•  Showing delicious food, & people smiling

•  Each ad has a border – will s-ck out on the page

•  The word ‘Start’ in the Call-‐to-‐Ac-on

•  Same format for each ad – logo, copy, CTA buRon, product/person shot


Ad Copy

•  How can you use copy to make a conversion? –  Choose a message and be direct about it

•  What, specifically, are you advertising? •  Don’t cram too many messages into one ad

–  Make your CTA relevant to your message – “learn more”, “start now”, etc. •  Avoid vague, or generic CTA’s like “click here” – your user won’t know

what they’re clicking for


Ad Copy

•  Focuses: •  No fees •  Best Price •  Best Time of Your Life

•  These messages all have their own ad

•  CTA’s – learn more, book trip, etc.


How To Cut Down On Split Testing, While Still Optimizing

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A/B Testing

Optimizing a campaign is vital – we all know this. It helps improve campaign results & improve ROI. The Problem?

It can be exhausting thinking of new tests to try and frustrating when wasting too many ad dollars on testing.


A/B Tests

•  What to think about: –  What has my competitor already been testing? –  What testing seemed to work or not work? –  Cut down on your own testing by learning from theirs!

•  What to look at: –  Placement of graphics/text –  CTA –  Border –  Colors –  Phrasing


A/B Tests

What has Evernote tested? •  Wording of their message •  Wording of their CTA

What else could they test? •  Placement of product vs.

placement of copy •  Color of background/CTA buRon •  Where their logo is placed


How do you find other top-performing advertisers targeting

the same niche?


Besides your competition, it is incredibly valuable to look into what other advertisers who are

targeting the same niche are doing in their campaigns


Share of Category


Profitable Tac-cs For Crushing Your Compe--on’s Campaigns

Search by Category

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How Will You Convert After The Click?


Landing Page

•  How can I reduce confusion with my landing page? –  A landing page with the same message as its connected ad leads

to less confusion –  The less clicks a consumer does to find their desired info, the

better •  Think about making a landing page specific for each ad you have


Landing Page

•  Focus of ad matches focus of landing page •  Zappos ad shows Hunter rain boots –

connected landing page is the Hunter page on the Zappos site

•  The consumer journey is straighYorward, less clicking and confusion


Where You Should Be Focusing Your Mobile Advertising Efforts?


Mobile & In-App

•  Are your ads optimized for smaller screens? –  Can’t fit as much content as you can in desktop –  Overall style should be consistent with desktop, but made for a

mobile screen

•  Appeal to users on the go – not users sitting at a computer –  Make your message quick and straightforward

•  Do you keep page/app switching to a minimum? –  The more you make your consumer switch apps to get their

desired info, the more likely the consumer will just give up


Mobile & In-App

•  Consistent copy, straight to the point

•  Minimal pictures, more explana-ons – making good use of small screen size

•  Well branded (with orange + logo) •  Consistent with desktop ads, but

op-mized for mobile

ß Desktop ad – same “Lets Do This” message, more product info


Summary

•  So... how again can you crush your competition? –  Move BEYOND Google! –  Investigate your competitor’s traffic sources to find ones that

work for you, base decision on: duration, quantity of ads on source, category of source, and where they’re currently testing

–  Keep your copy (& creative) on brand and straightforward –  Test, Test, and Test again! –  Make your landing page specific to the ad (never land on your

homepage!) –  Optimize your mobile campaigns for the on-the-go consumer


•  Access Data from 15 different countries (Fresh data updated daily)

•  Search by advertiser, keyword, or top ads to quickly discover campaign insights

•  Track the campaigns of your competitors to stay on track •  Live dedicated support to help get you on the right track

Try for a whole week for $1

Ready to spy on your competitor’s campaigns?

Register for your Week-Long Trial of WhatRunsWhere…

1.  Head to WhatRunsWhere.com/signup 2.  Select your advertising awareness package & click the

‘Sign up Button’

Register for your Week-Long Trial of WhatRunsWhere…

3.  Enter promo code ‘convert14’ 4.  Register for your 7 day trial

Thanks from Convert & WhatRunsWhere!

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Contact us to get the intelligence you need to improve your online advertising.

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Max Teitelbaum COO & Co-‐Founder at WhatRunsWhere

[email protected]

Profitable Tac-cs For Crushing Your Compe--on’s Campaigns

profitable tactics for crushing your competition’s campaigns

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