using competitive research to pump up your ppc by julie friedman bacchini
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Breathing New Life Into A Tired Paid Search Campaign. PRESENTATION: Using Competitive Research to Pump Up Your PPC - Given by Julie Friedman Bacchini, @NeptuneMoon, President - Neptune Moon. #SMX #21BTRANSCRIPT
![Page 1: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/1.jpg)
Using Compe,,ve Research to Pump Up Your PPC
![Page 2: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/2.jpg)
Refresh Any,me
Campaigns can become stale for a lot of reasons.
![Page 3: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/3.jpg)
Start Sleuthing
First step?
Figure out how your account stacks up in the compe::ve
landscape.
![Page 4: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/4.jpg)
Where to Begin
How can you figure out where opportuni:es lie for your client
to gain ground?
![Page 5: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/5.jpg)
Auc,on Insights – A Hidden Gem
If you’re not using it already, you can find it under the Keywords tab >> Details.
![Page 6: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/6.jpg)
Auc,on Insights – Delicious Data!
![Page 7: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/7.jpg)
What to do Next
Now that you have an idea of who you’re regularly compe:ng against inside of AdWords, it is :me to start looking outside for even more informa:on.
![Page 8: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/8.jpg)
Be a Searcher
Perform searches in the major engines for:
Branded terms Compe:tors
Top target keywords
![Page 9: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/9.jpg)
What Might You Find?
![Page 10: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/10.jpg)
Log the Results
![Page 11: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/11.jpg)
View Your Copy Against Theirs
![Page 12: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/12.jpg)
Use a Power Tool
![Page 13: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/13.jpg)
Power Tools
There are a ton of compe::ve research tools out there – here are a few:
SpyFu
SEM Rush Keyword Spy iSpionage
![Page 14: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/14.jpg)
Landing Page Experiences
![Page 15: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/15.jpg)
Landing Page Experiences
![Page 16: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/16.jpg)
Don’t Forget Mobile!
Search on mobile devices as well – the landing pages will look different & the compe::on may also shiT.
![Page 17: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/17.jpg)
Mobile Landing Page Experiences
![Page 18: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/18.jpg)
Mobile Landing Page Experiences
![Page 19: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/19.jpg)
Consider Running a Compe,tor Campaign in AdWords
![Page 20: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/20.jpg)
Write New Versions of All Ads!
LiVle changes can make a big difference – by adding “BBB A+ Rated” to one client’s ads & landing pages, we increased clicks by
25% and conversions by 15%.
![Page 21: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/21.jpg)
Plan a Mini Compe,,ve Review Quarterly
• The landscape can shiT quickly & drama:cally – know what is happening!
• A new compe:tor can come out of nowhere, so stay alert.
• Follow the compe:tors on social media to get advanced warning of new ini:a:ves or big changes.
![Page 22: Using Competitive Research to Pump Up Your PPC By Julie Friedman Bacchini](https://reader033.vdocuments.mx/reader033/viewer/2022051313/5480b2cf5806b5d8108b45ab/html5/thumbnails/22.jpg)
Follow Up Ques,ons Always Welcomed!
Connect with me on TwiVer @NeptuneMoon Follow my blog at www.neptunemoon.net