© 2014 Mike Moran Group LLC www.biznology.com
Improving PPC Performance: 10 Competitive Monitoring Tips Every Search Marketer Should Know
Lori Weiman
May 20, 2014
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© 2013 Mike Moran Group LLC
© 2014 Mike Moran Group LLC
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@MikeMoran [email protected] 973-826-0744
© 2013 Mike Moran Group LLC
© 2014 Mike Moran Group LLC 3
Improving PPC Performance:
10 Competitive Monitoring
Tips Every Search Marketer
Should Know
Thanks to our sponsors
Lori Weiman
© 2013 Mike Moran Group LLC
© 2014 Mike Moran Group LLC
@searchmonitor [email protected] 321-206-9705
Your speaker for today: Lori Weiman
CEO and
Co-Founder of
Author at
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© 2013 Mike Moran Group LLC
© 2014 Mike Moran Group LLC
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Our technology helps PPC Marketing Teams and Agencies
• We monitor SEM (PPC & PLA ads), SEO, Shopping Engines, & Display on Mobile & Desktop
• We monitor worldwide, 9+ search engines, 150,000+ publishers, & thousands of mobile apps
• We crawl as often as hourly & provide real-time report updates
• Segmented by verticals, unlimited competitors, keywords, or can view data in raw form
• Available via web reports, excel export/plug-in, API, or FTP. Easy to schedule & email
About The Search Monitor’s Mission
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1. Get benchmarks for your industry
2. Help set-up or optimize a campaign
3. Learn what the experts are doing
4. Defend your spending decisions
Especially for Agencies & Consultants:
5. Prove to a client or prospect that you can exceed benchmarks in their industry
6. Identify companies whose performance is in need of your help
Why monitor competitors, partners, and industry leaders?
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1. Evaluate the competitiveness of your industry and where you stand
2. Pay attention to the ads your competitors are running the most
3. Learn from others’ ad copy, especially the offers they run
4. Compare your CTR performance against your industry’s benchmarks
5. Learn if you’re spending too little, too much, or the right amount
6. Keep a close eye on how your market share changes on a weekly basis
7. Pay attention to how ads perform in different US geographies
8. Don’t forget opportunities on other search engines
9. Take advantage of Google’s high-performing PLA units
10. Let the technology do the work for you
10 competitive monitoring tips every search marketer should know
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Evaluate the competitiveness of your industry and where you stand
TIP: Learn the
competitors for
your SOV
Source: Fathom Digital Advertising, April 2014. Keyword set = 5 terms related to weight loss surgery
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Pay attention to the ads your competitors are running the most
Source: The Search Monitor. 11/28 to 12/2, 2013
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Learn from others’ ad copy, especially the offers they run
TIP: Check ad
copy of industry
leaders
‘Easter gift’ keywords versus all keywords in the ‘occasions & gifts’ vertical
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Compare your CTR performance against your industry’s benchmarks
TIP: It helps to
compare CTR vs.
CPC for various
keyword sets
Source: Kenshoo, 2/2014
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Learn if you’re spending too little, too much, or the right amount
TIP: Compare yourself
against relevant
spending tiers
Source: Kenshoo, 2/2014
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Keep a close eye on how your market share changes on a weekly basis
TIP: Market visibility
should be one of
your key metrics
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Pay attention to how ads perform in different US geographies
TIP: Learn which geos
your competitors are
targeting
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Don’t forget opportunities on other search engines
Search & Contextual Networks
(Ask, AOL) & Shopping
Search & Shopping Search & Shopping
Display Networks
& In-App Mobile
TIP: See the other
major engines your
competitors are on
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Take advantage of Google’s high-performing PLA units
TIP: Confirm correct
products & prices are
showing
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Let the technology do the work for you
TIP: Save time by
setting up automatic
alerts for desired
events
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The benefits of monitoring
The competitive
data is there, ready for the
taking!
1) Leads to better planned and managed campaigns
2) ‘Should I be content or make changes?’
3) ‘Am I spending too much, too little, or enough?’
4) Prove to clients/prospects you can walk the walk
5) Help find new good-fit clients
For agencies and consultants:
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Lori Weiman
Contact me with any
questions or to see a demo
Thanks, and Happy Monitoring!
© 2013 Mike Moran Group LLC
© 2014 Mike Moran Group LLC
Need more help for your search marketing?
Develop the right business goals for your program
Learn what your customers need from search
Understand what your customers are looking for
Create content that satisfies your customers’
needs
Understand how search engines judge the quality of
your content
Implement a search marketing program to build your
bottom line
Bid on paid search keywords intelligently and
correctly to ensure the right return on investment
Improve your return on investment with proper
measures and metrics
Plan for future changes in the search engines and in
your marketing
Sell that plan within your organization
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