#thinkppc&HOSTED BY:

How Auction Insights Can Get You Two Steps Ahead Of Your Competition

#thinkppc

Presenter• Cassie Oumedian

– Associate Director of Services, Growth at Hanapin Marketing

– Hero Conf London Speaker

– PPC Hero Blogger

– @cassie_oumedian

#thinkppc

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

#thinkppc

Agenda

When To Run An Auction Insight Analysis

Reports To Help Identify Your PPC Competitors

Decoding Auction Insight Key Metrics

Analyze Segments To Unveil Competitor Trends

Tools For Spying on Competitor Content

Strategies For Staying 2 Steps Ahead

#thinkppc

#thinkppc

When to run an Auction Insights Analysis

#thinkppc

When To Run An Auction Insights Analysis• Entering a new market• See an unexplained increase in spend or drop in Impression Share• Monitor brand performance and competition• Run every 3 to 6 months to identify competitive landscape

*AdWords New Report Editor is great for using graphs to review IS trends and anomalies.

#thinkppc

Reports To Identify Your PPC Competitors

#thinkppc

#thinkppc

AdWords – Auction Insights

*Must select either Search or Shopping when running the report

Located at Campaign, Adgroup & Keyword Level under “Details” dropdown.

Auction Insights is an AdWords FREE reporting tool that allows you to see how your ads are performing against other advertisers who compete in the same auctions.

#thinkppc

AdWords – Auction Insights

#thinkppc

AdWords – Auction InsightsAdWords Auction Insights now allows you to SEGMENT by DEVICE AND TIME.

Competitor actually has higher Mobile IS & is showing above you 55.46% of the time.

#thinkppc

Bing – Auction InsightsBing also has an Auction Insights tool!

*No segments available for Bing

#thinkppc

Decoding Auction Insight Key Metrics

#thinkppc

#thinkppc

Search Auction Insights KPI

Avg Position – Compare how your ads are ranking compared to other advertisers in the same auction.

Impression Share - Number of impressions that you have received divided by the estimated number of impressions that you were eligible to receive.

Overlap Rate - How often another participant's ad received an impression when your ad also received an impression.

Position Above Rate - How often the other participant’s ad was shown in a higher position than yours was, when both of your ads were shown at the same time.

Top of Page Rate - How often your ad was shown at the top of the page, above the unpaid search results.

Outranking Share - Number of times that your ad ranked higher than a competitors ad, plus the number of times that your ad showed when theirs did not, divided by the total number of ad auctions that you participated in.

#thinkppc

Shopping Auction Insights KPI

• Impression Share• Overlap Rate• Outranking Share Segment by Time and Device

Only available in AdWords from Oct 2014 to present.

#thinkppc

New Metric! Rank Above Share

Rank Above Share =

Impression Share * Position Above Rate.

What Does This Mean?

This shows you who are the true threats to your traffic/positioning when comparing two date ranges

Rank Above Share Created By: Jacob “Juice” Brown. The man. The myth. The Excel legend.

#thinkppc

New Metric! Rank Above Share

How it Works:In April, Competitor 1 was not competing in any auctions. In August, Competitor 1 is now receiving 10% impression share AND outranking us 97% of the time they are showing!

Multiply: 10% by 97.02% and you will see that 9.7% of the time we now have a competitor ad showing above our ad that was not above us in any auctions back in April.

Now it’s time to plan how we are going to take back that impression share!

#thinkppc

Use Segments To Unveil Competitor Trends

#thinkppc

#thinkppc

Auction Insight – By Device

Run Auction Insight Report and Segment By Device and Month/Week

As we can see here, IS has been decreasing over the last year. We are seeing a big change YoY for Mobile IS. What’s going on?

#thinkppc

Auction Insight – Mobile

Once we’ve segmented Mobile IS by Month, we can see that Competitor 1 has been steadily increasing mobile impression share over the last few months as ours has been decreasing.

#thinkppc

Campaign Performance - Mobile

We can see here that our Mobile CPCs have been steadily increasing since around the same time that Competitor 1 started gaining IS in February.

Next, run a Campaign report using the same Device and Time segments to see how the increase in competition has affected performance

#thinkppc

Auction Insight – Mobile

We can see here that Competitor 2 and Competitor 1 are the two main competitors for mobile that have high impression share and high position above rate changes since February.

Now let’s see who our Mobile competitors really are by looking at Rank Above Share from Feb 2015 compared to Aug 2015

#thinkppc

Tools For Spying on Competitor Content

#thinkppc

#thinkppc

SpyFu

#thinkppc

SpyFu

Review competitor ad budget to look for spend trends. *Spend is typically way off so just use to identify trends.

#thinkppc

SEMRush

SEMrush offers reporting in more countries including – US, UK, DE, & FR. Use to view competitor ad copy for search, PLAs, display (beta), video advertising (beta) and social (beta)

#thinkppc

iSpionage

iSpionage is great for reviewing competitor keyword coverage across Google and Bing/Yahoo to identify where they may not be as much competition.

#thinkppc

iSpionageiSpionage not only shows competitor ads but also let’s you see what landing pages competitors are using. Use this to see if competitors are doing landing page testing or get ideas for CRO testing of your own.

You can also create an alert to let you know anytime a competitor adds new keywords or new AdCopy.

#thinkppc

AdWords Preview Tool

http://www.google.com/adpreview.

While more manual, AdWords Preview tool is probably more accurate and let’s you see what ads are showing at that time without counting impressions.

#thinkppc

Strategies For Staying 2 Steps Ahead

#thinkppc

#thinkppc

Identify GAPs in PPC Strategy - SWOT

#thinkppc

Identify GAPs in PPC Strategy - SWOT

AdCopy Top Value Proposition: You have a High Quality Product and Offer Free Shipping.

#thinkppc

Gmail Sponsored Ads

Target Competitor Keywords & Domains directly in users Gmail

Use info from Competitor research to determine ad copy to entice users that are higher in the funnel. For example, if you offer Free Shipping and your competitor does not, use that messaging in the ad creative.

#thinkppc

Gmail Sponsored Ads – Set Up

Set up as a Display Campaign, Create GSP ad using AD Gallery Tool, add competitor contextual keywords and Voila! Track Gmail Saves, Forwards, Clicks to Website and Conversions.

#thinkppc

Target Outrank Bid Strategies

#thinkppc

Target Outrank Bid Strategies

The higher the Target outranking share, the more you will spend.

#thinkppc

Live Q&A Time!

#thinkppc

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Convirza Feedback: