Competition Analysis For Ad Optimization

Lyena Solomon . @YoYoSEO . YoYoSEO.comOctober, 2012

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SERPs

Stand Out, Be Awesome

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Best practices make you average. Stand out by being creative.

Image credit: cbs.com

Dominate Query Space

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Be creative when using best practices. Relate to the searcher. Test, fail fast, improve.

Write better ads, tell a better story

Know the searcher, make them care

Test, measure, act

Analyze Your Competition

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In competitive analysis for ads, summarize features, benefits, advantages.

Who Are You?

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The secret to ad success lies in knowing the searcher and the ad’s ability to speak to what they care about.

Large Selection

Free shipping

High Quality

“Think Different”

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Make the same offer, but tell a better story. Be credible and emotional; simple and unexpected.

Selection“iPod. One thousand songs in your pocket.” - Steve Jobs, Oct. 23, 2001

Shipping“When it absolutely, positively has to be there

overnight.” - FedEx, 1970’s

Quality“A diamond is forever.” - De Beers, 1948

Be Different

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Make your offer different, cover more benefits, compel them to click on your ad.

Selection“Think small.” - Volkswagen, 1959

Shipping“You deserve a break today.” - McDonald’s, 1971

Quality“M&Ms, melts in your mouth, not in your

hands.” - Mars, 1954

Work With Feelings

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For more effective ads, focus on feelings of fear, anxiety, curiosity. Fight common enemies, encourage dreams, justify failures.

Fear and AnxietyFear and Anxiety

CuriosityCuriosity

SuspicionsSuspicions

DreamsDreams

FailuresFailures

EnemiesEnemies

Make Your Ads Stand Out

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For better CTR, make your ads stand out, be funny, unexpected, over the top.

Learning

Uniqueness

Exclusivity

Adults + Children

Unexpected

Urgency

Landing Page

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Landing page. Relevant to the search query? Communicates value clearly? Calls to action?

Relevant?

Value?

Action?

SWOT

Strength Weakness

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Perform SWOT analysis on competitors’ landing pages. Discover opportunities.

Large selection Free puzzles Frequent updates

Outdated, busy design Too many choices Unfocused

Opportunity Threat

Modern-looking page Focused on learning Unique, eclectic

High volume Low prices Customization

Ad Optimization Process

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Analyze competitors’ ads: what is the offer and benefits? Who are they targeting? What action they want a searcher to take?

Takeaways

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Learn from competition. Be different. Fail fast. Experiment, measure, succeed.

Image Credit: http://www.flickr.com/photos/sonofgroucho/1436844248/

Be original, unexpected, tell a compelling story

Offer experience, connect with emotion

Experiment, measure, act

“The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.”- Rupert Murdoch

Web Optimization AnalystYo! Yo! SEOAgency focus is Word-of-Mouth SEO,helping clients optimize their online conversation.

lyena@yoyoseo.com . YoYoSEO.com @lyena . @YoYoSEO

Presentation on dominating the SERPs – http://yseo.us/smxppc @lyena #SMX

http://yseo.us/smxppc