A Guide to Do PPC Competitor Analysis
By performing a PPC competitor analysis, you can get an idea of how your PPC competitors are performing. An amazing advertising account and a landing page in combination with your PPC advertising efforts can take you a long way. By looking into what your competitors are doing, you can get new ideas to optimize your PPC account and grow your PPC profits. Also, when you see an unexpected drop in your performance and can’t figure out the cause, you need to understand that it may not have to do anything with your PPC management. It may be because your competitors have changed something on their side, which is doing very well for them. Hence, leverage the services of white label PPC to stay up-to-date with your PPC competitor’s advertising activity to be able to identify and act on any fluctuations in performance.
How To Identify Your PPC Competitors?
Before you jump into monitoring and analyzing your PPC competitors, it’s important that you know who your main competitors are, as your PPC ads are competing against these businesses. Most often, business owners take into consideration their offline competitors or would have in mind competitors whose success strategy they would want to imitate. However, these are necessarily not your main PPC competitors. Here are a few things you need to keep in mind while identifying your competitors.
- Your PPC competitors will target the same kinds of keywords as you, contrary to your main offline competitor who don’t do any PPC advertising.
- Find your main PPC competitors by searching for some of your main keywords and see which competitors pop up.
- You can also perform Google ads competitor analysis by using the auction insights report. For the Auction Insights report, on the left-hand menu, click on “Campaign” and then on “Auction Insights”. In this way, you can get to know which competitors are bidding on your keywords.
Once you’ve identified your main PPC competitors, you can kick-start your PPC competitor analysis.
Identify Landing Page USP’s
Get in touch with a PPC competitor research to identify the main USP that your competitors are using as well as their secondary USPs to get an idea on what USP your competitor thinks works the best with their customers. With this information:
- Start thinking if you want to try copying their USP or come up with something that is better than their USP.
- Think about what else you can offer your client, instead of only focusing to be the cheapest on the market, when you can’t or shouldn’t be competing on price,
- Look at the different ways that offers are being used.
- Check for USPs that your competitors are not using. It may be because these USPs don’t perform well or they haven’t thought of those USPs or can’t offer them.
Implement Landing Page Features
Use Google ads competitor analysis to identify some of landing page tools that your PPC competitors are using to increase their conversion rate. Here are a few of the common landing page features:
- Pop Ups
- Call back request
- Downloads requiring email address
- Choice of imagery
- Video in landing page
- Social media icons
- Trust signals
- Accreditations and certificates
Landing Page Content
An informative and active landing page is important to improve your conversion rates. See what type of messaging your competitors are using to get ideas and also be able to script your content to show you are better than your competitors.
- Look through your competitor’s FAQ section as they would have done the research and identified the common questions customers ask.
- By looking at the objections that your competitors are responding to on their page, you can get to know what barriers your competitors have.
- Check out how your competitor explains their products, the benefits, and features and how their content is laid out.
Maintain a responsive landing page with the help of a PPC competitor research
Improve Your Site Page speed
Speed up your page’s loading time for a lower bounce rate by comparing how fast your competitor’s site loads against your own site. If it is a lot faster than your site, then you should be able to take learning points from your competitor’s site to improve your site speed.
Strategize Your Price Decisions
Get to know where you stand on price compared to your competitors.
- If your competitor is a lot more expensive than you, focus on communicating what extra the customer will get from you that they won’t get from your competitor.
- Consider removing the price from the landing page to convert more people by explaining why they are more expensive over the phone after the customer has enquired.
- On the other hand, if you’re less expensive when compared to your competitors, then publish this on your main landing page and advertisement copy.
- If you’re a lot cheaper than your competitors, you could consider testing by increasing your prices. You might see a slight reduction in conversion rates, but your overall revenue will improve.
Contact white label PPC to help you keep track of your competitor’s prices.