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1 Thanks for joining! Improving PPC Performance: 10 Competitive Monitoring Tips Every Search Marketer Should Know Lori Weiman May 20, We ll be starting soon! 2014 Mike Moran Group LLC

2 Your moderator for today: Mike Moran Former Engineer Distinguished A senior strategist at Author of two popular books on Internet marketing Founder Mike Moran Group LLC 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 Mike Moran Group LLC

4 Your speaker for today: Lori Weiman CEO and Co-Founder of Author Mike Moran Group LLC Mike Moran Group LLC

5 Click the orange arrow 2013 Mike Moran Group LLC Mike Moran Group LLC

6 About The Search Monitor s Mission 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 &

7 Why monitor competitors, partners, and industry leaders? 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 7

8 10 competitive monitoring tips every search marketer should know 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 8

9 Evaluate the competitiveness of your industry and where you stand TIP: Learn the competitors for your SOV Source: Fathom Digital Advertising, April Keyword set = 5 terms related to weight loss surgery 9

10 Pay attention to the ads your competitors are running the most Source: The Search Monitor. 11/28 to 12/2,

11 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 11

12 Compare your CTR performance against your industry s benchmarks TIP: It helps to compare CTR vs. CPC for various keyword sets Source: Kenshoo, 2/

13 Learn if you re spending too little, too much, or the right amount TIP: Compare yourself against relevant spending tiers Source: Kenshoo, 2/

14 Keep a close eye on how your market share changes on a weekly basis TIP: Market visibility should be one of your key metrics 14

15 Pay attention to how ads perform in different US geographies TIP: Learn which geos your competitors are targeting 15

16 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 16

17 Take advantage of Google s high-performing PLA units TIP: Confirm correct products & prices are showing 17

18 Let the technology do the work for you TIP: Save time by setting up automatic alerts for desired events 18

19 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? For agencies and consultants: 4) Prove to clients/prospects you can walk the walk 5) Help find new good-fit clients 19

20 Thanks, and Happy Monitoring! Contact me with any questions or to see a demo Lori Weiman 20

21 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 Mike Moran Group LLC Mike Moran Group LLC

22 Don t stop now! Don t forget our sponsors June 10, :00 to 11:30 ET Mike Moran Sign up now at Are You Ready for Big Data Marketing? For more information: Mike Moran Group LLC Mike Moran Group LLC

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