EP226 - Competition - How to Analyze It & Thrive in PPC

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Hello, and welcome to this
week's episode of the PPC chat

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Roundup in today's episode.
We have Julie and taken us on

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another great topic.
This week.

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We are going to be talking about
competition how to analyze it

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and thrive in PPC.
Now of course, I do have to

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reference PPC live, UK it's of
words.

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So I'm going to start very early
right off the bat about how we

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not too long ago, especially
when I did my first talk and

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ippc live UK and I'm not going
to do another one for a while

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but we talked About the new
roles of a paid site manager,

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and right now more than ever, we
need to keep on top of

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competition, knowing exactly who
are competitors are and doing

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competition, analysis, and
audience research and knowing

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the Crossovers of our audiences
and other people, that might not

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even my something they were
mine.

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I even think of as a
competitors.

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So like you know watching TV
media, taking in media.

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Now, YouTube is a competitor of
Netflix which is competitor.

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Of, you know, terrestrial TV.
You don't have really thought

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about that ages ago but it's the
lot of that crossover has

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started happening as the
industry continues to mature.

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So we'll talk about how to
manage that, how to notify, how

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to do the research in terms of
who our competitors are and how

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to thrive in the middle of high
competition.

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All right, let's go.
Hello and a warm, welcome to

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this episode of the PPC chat
round up a podcast.

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Way, I round up the Twitter
discussion that happens on

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Tuesdays at 5 p.m.
GMT.

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I'm your host to a new and I'm
recording from my studio, huh?

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Correction not from my studio in
London UK this week, to this

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week, we have another, you know,
recording out of home.

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It's instant Albans this time at
my brother's place but yeah I'll

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be back in London UK next week.
It's just an hour out.

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So yeah when I'm here to not
quite That I traveled far.

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But yeah, I use this platform to
share, not just expert but also

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my ideas and considered best
practices about paid media and

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the direction the digital
industry is going in.

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So if you want to keep up to
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the industry, and get the latest
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chat on the score, Round Up to

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get quotes and Snippets from
previous episodes.

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So yeah, we have Judy take notes
on another, you know, paid

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search primed topic talking
about competition.

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In the previous chapter, we
talked about how cpc's are

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rising, meaning more
competition, more competitors

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get into ended into the space
especially since covid times.

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We really ramped up digital
activity things.

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That can happen online online
shopping, you know, online

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access to services, like online
call centers, loads of things

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are online.
So loads of more paid search

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advertising, can be done to
direct people to online websites

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and online products, and online
services, and especially with q

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for being one of the most
competitive times, especially

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for retail companies with things
like off the top of my head

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Halloween.
Also, Black Friday, Christmas

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The big one loads of shopping
time.

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So yeah, knowing how to
recognize your competition and

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knowing how to win against them
is really important before we

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get into the questions.
As usual, Julie goes, this chat

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is intended for PPC,
Professionals of all levels.

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If you have something you want
to share, please do we are a

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friendly and supportive
Community, please don't be

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afraid to participate, lurkers
and listeners of the podcast

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are, of course, always welcome
to.

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So, yeah, let's get started.
Straight into the questions.

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Think they're about five
questions this time.

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So get ready for five questions
to go through.

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She starts off with is Anna and
allies in the competitive

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landscape.
Something you do for your

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clients or brand if.
So, how often do you do and

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Analysis and yeah, loads of
people interested in that

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question.
Rash goes, if you're not keeping

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an eye on New or Old
competitors, you will lose share

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of voice and market share.
So we are monitoring competitors

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closely to understand what they
are doing.

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Or are you Or you can let P, Max
adjust that and is response to

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that.
Pmax only works for e-comm and

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with a big budget.
Yeah, most of the things that

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Google produces only works for
the big-budget Luna response.

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Yes.
Yes.

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Almost always in the research
phase as a precursor to strategy

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or campaign setup.
We use Google's auction insights

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as well as third-party tools,
like semrush for competitive

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analysis.
And is goes competitive.

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Analysis is something I like to
use on the outside on the

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outside.
Set to get the strategy in place

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when campaigns are running.
We sometimes see unexplainable

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external effects which will
trigger new competitive deep

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dimes deep Dives but we don't do
them.

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Systematically Diana.
Alina responds.

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Yes, we analyze the competitive
landscape on a regular basis.

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Online advertising Academy goes,
yes, this should be done

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regularly, usually monthly
sometimes quarterly depending on

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size of account.
Steve Gibson goes.

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Yes, I don't have a lot of Find
turnover.

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So I don't do them often.
I don't know.

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I wouldn't say well, you said
you don't do, it doesn't do them

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often, it doesn't see, he didn't
say, he doesn't do them at all,

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but I want, I'd love to
understand what not often is

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because even having the same
clients knowing new clients in

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the space knowing new people and
new things that could be pushing

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up.
Your cpc's is important to keep

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an eye on Julie.
Vitals will also respond saying.

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Yes, all the time, I'm lucky to
work with clients who do a lot

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of of this themselves as well.
Julie respond saying,

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competitive analysis is
absolutely something I do both

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at the start of working with a
new client and on a quarterly

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basis basis as things can change
quickly and I want to know

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before the client brings it up.
Absolutely.

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We have Robert Brady responding
saying that yes it's a quarterly

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or biannually kind of thing
unless performance goes wacky

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and we can't explain it by what
we've done in the account

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itself.
We also then have Lawrence Chase

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responding saying yes Standing,
your Market is very important as

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well as shifts in the market.
I feel like in well manager.

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Managed accounts.
This is a big task task at first

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then becomes something you
monitor going forward.

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Watching for new players and
shifts Dugout Thomas response

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and competitive analysis is an
ongoing process.

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You do it in the initial
discussions, you do it.

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When starting a campaign you do
it.

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When performance changes without
other reason, John Kagan.

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Hey John Keegan joining on time.
This Time.

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Thank you, John.
I'm going.

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Yes, we do.
Unless there is a specific

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request.
We do a high-level analysis

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monthly and a granular one.
Quarterly, we don't have Julie

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taken us on to question 2.
Going.

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Are there any tools you like to
use when performing competitive

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analysis for PPC?
Yeah, even much more answers to

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this.
Get ready to take down, Twitter

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handles.
Especially I'll try to make sure

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I'm clear what Twitter handle?
I'm giving Greg starts us off

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saying.
Sizes auction insights

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visualizer.
So there's opt M YZ R.

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So that's optimizes auction
inside visualizer and yeah,

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there's a link to that, which
I'll also add to the show notes

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Gregor's.
I'd also mention Google's, add

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transparency, Google's, add
transparency, to see the ad copy

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and creative they're running.
Oh interesting.

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They have that.
I need to keep track of that as

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well.
Another link.

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I will.
She'll do Oh that has now taken

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me to just Google search and I'm
not sure.

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That a thing I'll test that
later and as goes, yeah, I have

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always been a big fan of semrush
so sem Ru sh for competitive

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analysis, just a quick view and
you can see what's up both on

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organic and paid.
My favorite tool for the bigger

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Trends is Google Trends.
So yeah, just Google Google

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Trends and you get that one.
That one's easy, Julie, advice

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and respond saying semrush is a
good tool but I really sucks for

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regional many of my Finds
actually can't show up in its

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data because it's a country
because it's Countrywide.

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That makes it seriously
ineffective for Quebec or any

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region specific program.
Ah, yeah, and I'm just goes,

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yeah.
You always need the volume and

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the, I'd even even them, the
paid version out, think someone

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should be able to get the data
for some Regional stuff.

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That is interesting, Steve
Gibson goes, spyfu initially,

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so, SP y Fu, but after that,
doing actual searches In our

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keywords is in my opinion more
informative Russian response

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saying General Google search
spyfu semrush and search of

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volume reports in the ad
platform and yeah in response to

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Steve Gibson about spyfu Robert
Brady goes, do you use VPN to

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stimulate the location or are
you using the ad preview tool?

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And we've got Julie going.
I use I searched from so that's

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I searched from.com literally
just go to out another link.

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I will.
I will Give you and that means

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you can actually indicate the
country language device.

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And if you, if you do the
search, I'll show you what the

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searches will look like for that
areas.

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That's very interesting.
I wonder whether how deep dive,

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you can go into it.
It says country language.

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I don't think we have like
cities or states or anything

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like that but that sounds like a
very good tool anyway.

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We have online advertising
account to be going spyfu.

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Semrush are great for
competitive analysis or simply

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Doing Google searches.
If you don't have the budget, we

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also then have you met Geo.
Imagine you responding saying,

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motor.com is quite an
interesting tool to spy on

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competitor display creative.
Interesting, moat.com so Mo

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att.com.
And so next, we go to Sophie.

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Logan's answer to question 1 2,
dot dot survey, she goes.

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Yes, and for our SAS clients,
it's something I touch on every

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month that industry.
So damn competitive.

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Oh yeah, working for SAS
company.

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Myself.
I know how competitive

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competitive we are Alex, Nicole
response saying, I do them.

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If I'm looking for areas of
opportunity or need some help

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strategizing, I try not to put
too much weight in it though

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because I don't want to just
copy what someone else is doing

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also.
Just because someone else is

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doing it doesn't mean it's
working.

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Sean any response saying yes, we
don't have a set Cadence but

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usually, at the very least, are
looking at auction inside.

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It changes and cpc's impression
share on the regular.

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Then go more in-depth as needed.
And we will have Ashton clock as

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well.
Come with a later.

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Answer to question one, Ashton
he goes, yes, we check on

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auction in sites throughout the
month.

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We also do more in-depth,
analysis with formal

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deliverables, but only every 6
to 12 months roughly.

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I'd love to do it more
frequently though.

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As of now they just tend to be
in response to a rising CPC or

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other Trend.
Yeah, that's how I do it for.

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A lot of Brands when I was at
agency side.

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Julie their response to question
two saying, I'm a bit.

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I'm a big fan of doing actual
searches to see what searches

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are likely seeing auction in
size for Google ads, library for

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Facebook tools like semrush and
spyfu can also fill in gaps

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Fraser Andrews goes.
This is so bad of me, but I

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always tend to neglect.
Actually searching says the

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Google ads manager because it's
built into me to tell clients to

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not search for their own ads.
Julie goes out.

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I want to have a clear picture
of what a Searcher is likely to

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see, so I can see how I add
stack up against other choices

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on the screen, I think.
Yeah if you do Incognito Fraser

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that's why I feel you need to be
telling your clients.

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If they do Incognito such that I
believe does not in effect

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Impressions or maybe it does
affect impressions in just

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doesn't show it as an own
Impressions.

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00:12:22,700 --> 00:12:25,400
Uh, that's a confusing one,
whether to do a search for

228
00:12:25,400 --> 00:12:27,700
yourself or not either side of
that one.

229
00:12:28,000 --> 00:12:29,600
I think I'd like to do a poll on
that.

230
00:12:30,200 --> 00:12:33,700
If a competitor analysis, is it
wise to do searches?

231
00:12:34,000 --> 00:12:36,600
I love discussions, actually,
then goes.

232
00:12:36,600 --> 00:12:37,900
Yeah, the phrase it goes.
Yeah.

233
00:12:37,900 --> 00:12:40,100
Well first, the first day is
makes complete sense stealing

234
00:12:40,100 --> 00:12:43,500
this for next time in terms of
having a clear picture of what a

235
00:12:43,500 --> 00:12:46,800
Searcher is likely to see.
So I can see how our ads stack

236
00:12:46,800 --> 00:12:48,700
up against other choices on the
screen.

237
00:12:48,900 --> 00:12:51,900
Julie then continue saying, if
you think of it as putting

238
00:12:51,900 --> 00:12:55,800
yourself in the searches shoes
and presented that way, it can

239
00:12:55,800 --> 00:12:58,600
be very powerful.
Phrase it goes, love it.

240
00:12:58,600 --> 00:13:01,500
I love it, too.
I'm Fraser than answers question

241
00:13:01,500 --> 00:13:05,500
to Saints by food is always my
favorite Julie advice goes most

242
00:13:05,500 --> 00:13:08,600
auction insights and the fact
Facebook ads Library, plus all

243
00:13:08,600 --> 00:13:12,500
the broadcast tools, we have
access to online advertising.

244
00:13:12,500 --> 00:13:16,400
Academy goes by front, semrush
and Shameless plug from Julie,

245
00:13:16,400 --> 00:13:19,800
saying we have links on PPC,
Chad where you can sign up for

246
00:13:19,800 --> 00:13:23,000
tools and a lot of the tools
I've been mentioned already and

247
00:13:23,000 --> 00:13:26,900
support PPC chat at the same
time, so that's official PPC,

248
00:13:26,900 --> 00:13:29,800
chat at.com forward slash
support people.

249
00:13:29,900 --> 00:13:33,000
See, chat.
So support, hyphen support,

250
00:13:33,500 --> 00:13:36,800
support, hyphen PPC, hyphen
chat.

251
00:13:37,100 --> 00:13:40,500
Yeah, go no official, PPC, chat.
And you will see that.

252
00:13:40,500 --> 00:13:44,600
It's one of the main links on
the navigation bar, right at the

253
00:13:44,608 --> 00:13:48,000
top of official, PPC chat, so
just check that out.

254
00:13:48,000 --> 00:13:51,300
If my rambling good girl, you a
bit confused like the response

255
00:13:51,300 --> 00:13:53,800
to question one saying, yes,
absolutely mandatory.

256
00:13:53,800 --> 00:13:55,800
I tried to get the list of
competitors.

257
00:13:56,100 --> 00:13:59,000
As the first thing, while
onboarding new clients on a

258
00:13:59,000 --> 00:14:01,700
frequent basis.
In the PC platform dashboard.

259
00:14:01,800 --> 00:14:04,900
I keep looking at search
impression share to get the idea

260
00:14:04,900 --> 00:14:07,900
of how competitors are
performing Alex.

261
00:14:07,900 --> 00:14:11,300
Nicole respond saying, I mostly
use semrush for my competitive

262
00:14:11,500 --> 00:14:14,600
analysis and Diana Elena
responds.

263
00:14:14,600 --> 00:14:18,200
Most likely Google searches, I
think I've said that Judy to

264
00:14:18,200 --> 00:14:20,700
goes gives another answer to
question 2 saying another old

265
00:14:20,700 --> 00:14:24,500
school method I love is to sign
up for competitor emails, and

266
00:14:24,500 --> 00:14:28,000
set up some kind of alert on
their Brand Products, Etc, can

267
00:14:28,000 --> 00:14:32,200
be Google alerts, or in other
Programs to keep track of spikes

268
00:14:32,400 --> 00:14:36,000
in interest or chatter about
competitors, or even like, yeah,

269
00:14:36,000 --> 00:14:39,300
when they start announcing
things, you know, make sure you

270
00:14:39,300 --> 00:14:43,900
don't use your email address
that, that is clear that you are

271
00:14:44,000 --> 00:14:46,400
your competitor, maybe use a
personal email address, but I

272
00:14:46,400 --> 00:14:49,500
think they'll be good for Brands
to do Julie, then the response

273
00:14:49,500 --> 00:14:52,500
and you can set up a Gmail email
for this purpose for, you're not

274
00:14:52,500 --> 00:14:55,900
using your PPC email exactly.
Learn skills.

275
00:14:55,900 --> 00:14:58,800
I do this a lot.
So yeah, start signing up for a

276
00:14:58,800 --> 00:15:01,500
competitor email.
Alerts saying I do this a lot.

277
00:15:01,500 --> 00:15:03,700
I have an email.
I used that is literally just

278
00:15:03,700 --> 00:15:05,900
for competitions email
campaigns.

279
00:15:05,900 --> 00:15:10,100
This is low-key huge team that
sounds like an oxymoron.

280
00:15:10,100 --> 00:15:12,700
Loki, huge.
I think that's just massively

281
00:15:12,700 --> 00:15:14,500
huge.
So if you're looking go seen,

282
00:15:14,500 --> 00:15:17,700
how some of our competitors
handling, their leads has been

283
00:15:17,700 --> 00:15:20,100
so insightful, for our clients,
Julie.

284
00:15:20,100 --> 00:15:23,800
Advise, Google alerts on
competitors is gold.

285
00:15:24,000 --> 00:15:27,500
Gordon Campbell goes years ago.
Samurais had an amazing tool for

286
00:15:27,500 --> 00:15:32,200
this but they discounted it.
It even, you could basically

287
00:15:32,200 --> 00:15:35,600
type in any business name and it
will spit out all the email

288
00:15:35,600 --> 00:15:39,800
sends big email sense, yikes.
Yeah, that doesn't sound like a

289
00:15:39,800 --> 00:15:43,400
thing that I might in that broke
a lot of GDP are rules which is

290
00:15:43,400 --> 00:15:47,700
probably why they discontinued
it, learns Chase response.

291
00:15:47,700 --> 00:15:51,400
Each platform has a way to see
other advertiser's creative.

292
00:15:51,400 --> 00:15:54,400
I usually use those to see what
they are doing auction.

293
00:15:54,400 --> 00:15:58,000
Insights is helpful spyfu has
been helpful with accounts.

294
00:15:58,000 --> 00:16:02,100
Optimizer does have a An option
inside visualizer which PPC,

295
00:16:02,100 --> 00:16:05,600
Greg just linked.
Also, we hadn't have John cake

296
00:16:05,600 --> 00:16:08,900
and responding to question 2
saying we try and use auction

297
00:16:08,900 --> 00:16:11,900
insights the most, but we
supplement it with a mix of

298
00:16:11,900 --> 00:16:16,900
spyfu semrush and similar web
and that's the handle similar.

299
00:16:17,200 --> 00:16:20,700
Web, we had then have Ashton
clock responded, question to

300
00:16:20,700 --> 00:16:24,300
saying in each platform auction
insights and add transparency

301
00:16:24,300 --> 00:16:28,000
features, like going to their
social page and reviewing what

302
00:16:28,000 --> 00:16:32,500
ads are running outside of that.
Mainly use semrush not sure if

303
00:16:32,500 --> 00:16:35,300
this is a tool, but simply
searching our keywords or

304
00:16:35,300 --> 00:16:38,000
reviewing the serps is helpful
to.

305
00:16:38,000 --> 00:16:40,900
Yeah, a lot of people have
mentioned that as well, and

306
00:16:40,900 --> 00:16:43,100
here's an answer that I love
from ector.

307
00:16:43,100 --> 00:16:47,300
She goes, yes, I use so many
tools for competitors research

308
00:16:47,300 --> 00:16:52,700
real reference to the tools list
and she did give one from either

309
00:16:52,700 --> 00:16:56,500
last week or two weeks ago as
chat and she goes semrush,

310
00:16:56,500 --> 00:17:04,599
spyfu, spark Toro.
Cor oh yes @g to at Kappa Terre

311
00:17:04,900 --> 00:17:09,200
crunchbase Google News.
Google Alerts of course similar

312
00:17:09,200 --> 00:17:15,700
web product hunt meet Apollo
meta, add Library Reddit groups

313
00:17:16,000 --> 00:17:20,099
Zoom info.
I'll I'll learn ink.

314
00:17:20,099 --> 00:17:25,400
Fowler ink, 20 wle are Inc.
Those are all handles that I

315
00:17:25,400 --> 00:17:28,300
gave apart from Google Alerts
meta ads library and read each

316
00:17:28,300 --> 00:17:31,600
group all of those.
We're a lot, Twitter handles.

317
00:17:32,000 --> 00:17:35,800
And yeah, many more.
She uses a lot of tools which I

318
00:17:35,808 --> 00:17:40,000
think is useful to be in this
this industry, this was not

319
00:17:40,000 --> 00:17:41,300
quite a question, an answer to a
question.

320
00:17:41,300 --> 00:17:43,500
But Robert.
Brady puts poses a very

321
00:17:43,500 --> 00:17:46,600
interesting vote are going.
Does anyone else have the

322
00:17:46,608 --> 00:17:50,200
situation where a client's list
of competitors is entirely

323
00:17:50,200 --> 00:17:54,000
different than auction insights
or other tools?

324
00:17:54,000 --> 00:17:56,200
And yes this is what I was
saying at the very beginning,

325
00:17:56,200 --> 00:17:58,900
what you think your competitors
are my know, I should be where

326
00:17:58,908 --> 00:18:00,800
your competitors are.
Because competitors are the

327
00:18:00,800 --> 00:18:05,500
people in the same field of the
keywords that your your clients

328
00:18:05,500 --> 00:18:08,400
are bidding on.
So there are two list of

329
00:18:08,400 --> 00:18:11,100
competitors that you definitely
should have a my Legos.

330
00:18:11,100 --> 00:18:13,100
Yes.
And I chalk it up to those other

331
00:18:13,100 --> 00:18:16,000
companies not understanding
Google ads or match types,

332
00:18:16,000 --> 00:18:18,600
especially in local areas.
Yes, it could be that as well.

333
00:18:18,600 --> 00:18:21,200
It's not who offers the same
service, its who's your

334
00:18:21,200 --> 00:18:24,200
competition in the auction?
Apparently?

335
00:18:24,200 --> 00:18:26,600
Yeah.
Perfectly Julie responds saying

336
00:18:26,600 --> 00:18:31,000
yes, often the competitors.
Our brand thinks They have are

337
00:18:31,000 --> 00:18:34,700
not the same as who they are
actually competing with in the

338
00:18:34,700 --> 00:18:38,900
digital space and they don't
often ever even think there

339
00:18:38,900 --> 00:18:42,900
might be a difference in what is
happening in the digital space.

340
00:18:43,100 --> 00:18:46,000
Learns Chase goes, yes, you and
Julie advice already said it but

341
00:18:46,000 --> 00:18:49,400
it can be very different
digitally versus traditionally.

342
00:18:49,400 --> 00:18:53,800
And sometimes oddly, a lot of
times brands have no idea who a

343
00:18:53,800 --> 00:18:56,900
lot of their competition are
Delirious goes.

344
00:18:56,900 --> 00:18:59,600
Yes, it's partially due to the
nature of the industry.

345
00:18:59,800 --> 00:19:02,900
A digital competitors as opposed
to Industry competitors.

346
00:19:03,200 --> 00:19:06,800
Choose a good brand name.
Folks, stop using just generic

347
00:19:06,800 --> 00:19:10,300
terms without a vowel for your
down, dumpster, hot dog.

348
00:19:10,900 --> 00:19:13,700
So me going PBC live UK is that
bad brand name?

349
00:19:13,700 --> 00:19:17,400
Julie Voice?
I feel bad, Ashton clock goes,

350
00:19:17,400 --> 00:19:21,200
yes, we see this all the time
and whenever it happens I make

351
00:19:21,200 --> 00:19:25,100
sure to discuss it on the next
call so that they get those

352
00:19:25,100 --> 00:19:28,600
insights and can determine next
steps from their joint big

353
00:19:28,600 --> 00:19:32,000
Tangles frequently.
Always the, this is who I we

354
00:19:32,000 --> 00:19:35,400
identify as our competitors
versus this is who is actually

355
00:19:35,400 --> 00:19:38,800
competing with you.
Yeah, some goes sometimes other

356
00:19:38,800 --> 00:19:40,600
times.
It's a result of very stupid

357
00:19:40,600 --> 00:19:43,500
competition.
I have an orthopedic client that

358
00:19:43,500 --> 00:19:48,200
constantly sees competition from
dentists strange because they've

359
00:19:48,200 --> 00:19:51,100
never bothered to exclude non
relevant terms and because

360
00:19:51,100 --> 00:19:55,100
Google things Orthopedics are
the same thing thing as

361
00:19:55,100 --> 00:19:59,600
Orthodontics, Orthopedics and
orthodontist.

362
00:19:59,800 --> 00:20:02,300
Eggs are not the same Diana
goes.

363
00:20:02,300 --> 00:20:05,400
Yes, it happens to me as well.
Catherine, Romero goes in my

364
00:20:05,400 --> 00:20:07,700
work with Brands.
There are brand competitors.

365
00:20:07,700 --> 00:20:10,300
The listed provide them, there
are sub competitors.

366
00:20:10,500 --> 00:20:13,600
Those are often two very
different lists, Damon respond

367
00:20:13,600 --> 00:20:16,300
saying, yes, see it all the time
as well.

368
00:20:16,300 --> 00:20:20,000
Sometimes it's niche players in
big spaces, sometimes it's

369
00:20:20,000 --> 00:20:22,000
auction, insights, just being
weird.

370
00:20:22,000 --> 00:20:25,200
And a lot of times, they just
don't, truly know the full

371
00:20:25,200 --> 00:20:28,800
breadth of their competitors on
a given term.

372
00:20:28,800 --> 00:20:31,100
So, yes.
Predators can be brand

373
00:20:31,100 --> 00:20:34,300
competitors, or search term
competitors.

374
00:20:34,300 --> 00:20:38,800
That's is what really mainly
leads to driving cpc's up and

375
00:20:38,800 --> 00:20:41,100
then we have Sean, Elliott
getting back onto the here.

376
00:20:41,100 --> 00:20:43,200
Answer to the question.
Shown any response to question

377
00:20:43,200 --> 00:20:46,900
to sing semrush auction inside
ad preview tool can be helpful

378
00:20:47,200 --> 00:20:50,800
if you are running ads in
different Gio's and Angela takes

379
00:20:50,800 --> 00:20:54,200
us on to question three going,
are there areas that you find

380
00:20:54,200 --> 00:20:57,300
matter, matter more now than in
years?

381
00:20:57,300 --> 00:20:59,500
Past are there areas that you
find?

382
00:20:59,800 --> 00:21:02,900
Matter more now than in years
past.

383
00:21:02,900 --> 00:21:06,700
If so what areas tend to be most
impactful in competitive

384
00:21:06,800 --> 00:21:11,100
reporting and then, yeah, Daniel
body responds examples of what

385
00:21:11,100 --> 00:21:14,800
competitors are doing in Social,
has become more prevalent.

386
00:21:14,800 --> 00:21:18,500
Sometimes it's hard to tell our
clients, we need better ads.

387
00:21:18,500 --> 00:21:22,500
Compare and contrast is really
visually strong and he continues

388
00:21:22,500 --> 00:21:24,500
at.
Also add, when looking at paid

389
00:21:24,500 --> 00:21:28,600
social, we also look a lot more
now at their organic socials as

390
00:21:28,600 --> 00:21:30,900
well.
A lot of Times clients will

391
00:21:30,900 --> 00:21:34,600
think it's all about paid but
they have to engage a lot more

392
00:21:34,600 --> 00:21:38,200
than just with ads.
So we compare what they do to

393
00:21:38,200 --> 00:21:42,100
competitors Rush response other
than copy offers and targeting.

394
00:21:42,100 --> 00:21:45,300
I look at user experience and
the way competitors are

395
00:21:45,300 --> 00:21:49,100
monetizing traffic, very
interesting and some of them are

396
00:21:49,100 --> 00:21:51,700
very clever, Steve Gibson
response know.

397
00:21:51,700 --> 00:21:54,700
It still offers copy and funnels
and is response.

398
00:21:54,700 --> 00:21:58,000
Yeah, the mega Trends have
become more important, you know

399
00:21:58,000 --> 00:22:01,100
pandemics War climate.
Jax likes.

400
00:22:01,100 --> 00:22:04,200
Whoa, when you live in a
volatile uncertain, complex and

401
00:22:04,200 --> 00:22:08,400
ambiguous world, you have to
look at the bigger picture actor

402
00:22:08,400 --> 00:22:10,300
goes.
Yeah, then you have so many

403
00:22:10,300 --> 00:22:13,400
factors influencing outside the
advertising platform to

404
00:22:13,400 --> 00:22:15,700
consider.
Sometimes it goes in the

405
00:22:15,700 --> 00:22:18,800
opposite ways as well.
If you have ever experienced

406
00:22:18,800 --> 00:22:22,600
competitors, click frauds
attacks, or your competitors

407
00:22:22,600 --> 00:22:27,100
using different tactics to
sustain and is good.

408
00:22:27,100 --> 00:22:29,600
Oh absolutely.
I'm expecting a lot of Allah.

409
00:22:29,900 --> 00:22:32,700
Of that in the future.
As the platform's grow more

410
00:22:32,700 --> 00:22:36,300
opaque fraud is likely to
flourish, unfortunately, I took

411
00:22:36,300 --> 00:22:38,100
us.
Yeah, you can use various tools

412
00:22:38,100 --> 00:22:41,700
like click guard or block IPS,
but you will still get so many

413
00:22:41,700 --> 00:22:44,100
irrelevant data in lead
generation.

414
00:22:44,400 --> 00:22:48,200
Simply especially from
countries, you can't exclude on

415
00:22:48,300 --> 00:22:51,400
ad platforms and then we have
Julia voice responding to

416
00:22:51,400 --> 00:22:54,500
question three saying.
This is pretty me specific but

417
00:22:54,500 --> 00:22:58,500
election transparency ads are
add life in the public sector.

418
00:22:58,500 --> 00:23:02,500
So fraught So very, very fraught
at a response.

419
00:23:02,500 --> 00:23:04,700
Gives another answer to question
2 saying, you want to see the

420
00:23:04,700 --> 00:23:08,000
full funnel competitors
marketing plan, feel free to try

421
00:23:08,000 --> 00:23:11,400
this hack, I have a burner
email, use it, use it to sign up

422
00:23:11,400 --> 00:23:13,600
to their newsletters.
You can use it to see all the

423
00:23:13,600 --> 00:23:16,100
different messaging and audience
segments.

424
00:23:16,200 --> 00:23:19,500
I'm not sure how you see the
segments if you continue since

425
00:23:19,500 --> 00:23:21,600
you have visited your
competitors website, they will

426
00:23:21,600 --> 00:23:24,700
Target you on their website and
you can see their ads, say the

427
00:23:24,700 --> 00:23:28,000
ad, if you see it on the socials
or click few times so that you

428
00:23:28,000 --> 00:23:31,200
can go in there top retarget.
Next from there.

429
00:23:31,200 --> 00:23:33,100
You can monitor everything that
you want.

430
00:23:33,100 --> 00:23:36,600
Sometimes you can use some tools
to extract some interesting

431
00:23:37,000 --> 00:23:39,200
data, interesting word, all
those tools.

432
00:23:39,500 --> 00:23:40,800
Yeah.
Lawrence Chase response saying

433
00:23:40,800 --> 00:23:43,700
sorry Greg had me down the
rabbit hole with that link.

434
00:23:43,800 --> 00:23:47,700
I think it has been same overall
for me we have we wanted to see

435
00:23:47,700 --> 00:23:50,900
if brands are pushing harder
their offers copy imagery.

436
00:23:51,100 --> 00:23:54,600
New players in the market.
New products, Julie, response in

437
00:23:54,600 --> 00:23:56,600
comparing.
Messaging is so important today,

438
00:23:56,600 --> 00:24:00,700
and it always has been but
saturation and Petition are much

439
00:24:00,700 --> 00:24:04,600
higher these days you have to
assume potential customer will

440
00:24:04,600 --> 00:24:08,300
see ads and landing pages for at
least one competitor.

441
00:24:08,600 --> 00:24:12,500
You need to be better more
compelling and then we've then

442
00:24:12,500 --> 00:24:14,500
got Alex.
Nicole responding to question 3

443
00:24:14,500 --> 00:24:17,800
saying, not really, to be
honest, despite how much PPC has

444
00:24:17,800 --> 00:24:19,800
changed since.
I started my competitive

445
00:24:19,800 --> 00:24:22,700
analysis has remained pretty
much the same.

446
00:24:22,900 --> 00:24:26,200
Still looking at things like
potential keywords and add

447
00:24:26,400 --> 00:24:29,500
messaging Ashton clock response
to question 3 saying it.

448
00:24:29,700 --> 00:24:32,500
Share or position above rating
auction.

449
00:24:32,500 --> 00:24:36,100
Insights is usually an impactful
one for clients.

450
00:24:36,200 --> 00:24:39,300
Seen that a competitor is
showing more often or higher

451
00:24:39,300 --> 00:24:42,800
than us likes a bit of a fire to
make adjustments.

452
00:24:43,000 --> 00:24:46,500
Test new strategies ad budgets
Etc.

453
00:24:47,600 --> 00:24:49,800
And then we have a vector
responding to question 3, seen,

454
00:24:49,800 --> 00:24:53,300
if you're asking for
specifically PPC, I check for

455
00:24:53,300 --> 00:24:58,700
main metrics topic and interest
12 vacation 3 by intent of their

456
00:24:58,700 --> 00:25:01,900
keywords for Or offer and
messaging versus the location.

457
00:25:02,100 --> 00:25:06,100
If you're working with different
locations for the same brand,

458
00:25:06,200 --> 00:25:10,000
Julie goes in response to and as
way said, yeah, the mega Trends

459
00:25:10,000 --> 00:25:12,800
have become more important.
You know, pandemics will climate

460
00:25:13,100 --> 00:25:15,400
when you live in a volatile
uncertain complex world.

461
00:25:15,400 --> 00:25:18,200
You have to look the look at the
bigger picture Julie goes.

462
00:25:18,200 --> 00:25:20,700
This is a great point.
You need to weave the macro into

463
00:25:20,700 --> 00:25:24,100
your competitive analysis, I
think is another answer, the

464
00:25:24,100 --> 00:25:25,800
question 3.
Seen others have mentioned this

465
00:25:25,800 --> 00:25:29,100
to but looking at messaging or
creative on social is a big one

466
00:25:29,100 --> 00:25:31,800
as well.
That said I try not to focus as

467
00:25:31,800 --> 00:25:35,600
much on that because I don't
want to just do what everyone

468
00:25:35,600 --> 00:25:39,900
else is doing and then we have
meet Cabaret, respondents

469
00:25:39,900 --> 00:25:42,700
question threes and looking at
what creative looks like on

470
00:25:42,700 --> 00:25:46,300
Facebook, side of things has
become increasingly increasingly

471
00:25:46,300 --> 00:25:48,500
important.
Some brands are doing some

472
00:25:48,500 --> 00:25:50,800
really cool stuff.
Also looking at messaging ad,

473
00:25:50,800 --> 00:25:55,100
copy and landing page language
delivers goes, yes I work with

474
00:25:55,100 --> 00:25:58,300
an appliance retailer and while
Amazon doesn't actually sell

475
00:25:58,500 --> 00:25:59,500
major appliances.
Yeah.

476
00:25:59,600 --> 00:26:03,300
Yet there in my auction.
Oh yeah, the live long, the

477
00:26:03,300 --> 00:26:07,800
livelong day, oh, they're ill
there in my auction, all the

478
00:26:07,800 --> 00:26:12,000
live long day and my Curious,
our client is not McDonald's.

479
00:26:12,000 --> 00:26:15,200
So by definition competitive,
and then I'm going to give

480
00:26:15,200 --> 00:26:18,100
Julie's question for and
question 5 because I think they

481
00:26:18,100 --> 00:26:21,700
go well together.
And yeah, Twitter tweet deck has

482
00:26:21,700 --> 00:26:24,200
been annoying in terms of
showing the questions in order.

483
00:26:24,300 --> 00:26:28,500
Anyway, so question for goes, do
you provide PPC services for a

484
00:26:28,500 --> 00:26:30,600
highly competitive industry?
Fuel Industries.

485
00:26:30,600 --> 00:26:33,800
If so what is your biggest
challenge, competitively?

486
00:26:34,100 --> 00:26:37,000
And then to question, five
sheets goes if you are doing

487
00:26:37,000 --> 00:26:40,600
PPC, for more Niche or less
competitive, or less established

488
00:26:40,600 --> 00:26:43,300
industry.
What are your biggest challenges

489
00:26:43,500 --> 00:26:47,400
competitively to question for?
Ya Rush answers?

490
00:26:47,700 --> 00:26:49,700
Yes, I do.
Finance is one of the most

491
00:26:49,700 --> 00:26:52,300
competitive Industries with
insane, CPC.

492
00:26:52,600 --> 00:26:54,400
The biggest challenge is the
spike in average.

493
00:26:54,400 --> 00:26:58,000
CPC finding a middle.
Ground keeps me on my toes all

494
00:26:58,200 --> 00:27:01,300
the time, learning skills.
Finances, super competitive

495
00:27:01,300 --> 00:27:03,900
year, especially like an
insurance life insurance.

496
00:27:03,900 --> 00:27:07,800
I've seen CPC has been like 20
pounds, ridiculous finances.

497
00:27:07,800 --> 00:27:10,700
Super competitive, big budgets,
and Deep Pockets for the biggest

498
00:27:10,700 --> 00:27:13,400
players.
Definitely not for the

499
00:27:13,400 --> 00:27:16,500
weak-hearted LOL or she goes.
Oh yeah.

500
00:27:16,500 --> 00:27:19,300
Lawrence three-digit.
Cpc's is normal and a couple

501
00:27:19,300 --> 00:27:23,500
hundred thousand spent per day
is not abnormal three-digit

502
00:27:23,500 --> 00:27:24,700
cpcs.
Wow.

503
00:27:25,200 --> 00:27:28,400
Lawrence goes, if you work for
finance or legal, no other PPC

504
00:27:28,400 --> 00:27:31,600
account, seems more Expensive
anymore.

505
00:27:31,800 --> 00:27:34,100
Delivers Goes Pro tip local
plumbers.

506
00:27:34,100 --> 00:27:37,300
You will Swoon at the cost of
these clicks, truly you'll get

507
00:27:37,300 --> 00:27:39,500
the vapors.
Robert goes Professional

508
00:27:39,500 --> 00:27:43,000
Services, like HVAC are insane.
To Julie goes.

509
00:27:43,000 --> 00:27:46,400
I had a client in that space
years ago in the cpc's went on

510
00:27:46,400 --> 00:27:48,700
real.
I can only imagine what they are

511
00:27:49,000 --> 00:27:50,900
now they've really goes goes
right?

512
00:27:50,900 --> 00:27:55,900
But getting the one class action
mesothelioma list mesothelioma,

513
00:27:56,400 --> 00:27:58,200
that sounds like a health
condition.

514
00:27:58,200 --> 00:28:02,400
That's a Whole thing.
So really interesting.

515
00:28:02,400 --> 00:28:04,300
Answers there.
What are some more answers to

516
00:28:04,300 --> 00:28:07,800
question for Daniel body goes?
I think every industry we're

517
00:28:07,800 --> 00:28:09,900
going to be honest competitive
to be honest.

518
00:28:10,100 --> 00:28:13,300
If there isn't competition you
got a deal likely with low

519
00:28:13,300 --> 00:28:17,000
search volume and awareness the
really high competition you're

520
00:28:17,000 --> 00:28:20,200
dealing with more with
increasing cpcs while having

521
00:28:20,200 --> 00:28:24,200
less Insight with less levers
and then Julia voice response to

522
00:28:24,200 --> 00:28:27,600
question for saying yes I work
with an appliance retailer and

523
00:28:27,600 --> 00:28:31,300
while Amazon doesn't actually
sell Appliances yet, they're in

524
00:28:31,300 --> 00:28:36,400
my auction, all the live long
day and my Q Sr client is not

525
00:28:36,400 --> 00:28:39,800
McDonald's.
So by definition competitive,

526
00:28:39,800 --> 00:28:41,300
John can you respond saying,
yes?

527
00:28:41,300 --> 00:28:44,900
But the onslaught of competition
is very seasonal example, flu

528
00:28:44,900 --> 00:28:48,500
season for hospital hospital
networks, Medicare for insurance

529
00:28:48,500 --> 00:28:52,600
accounting for tax season, yeesh
device response.

530
00:28:52,600 --> 00:28:57,000
Question 5 as well as in also,
yet my public sector or utility

531
00:28:57,000 --> 00:28:59,400
clients are very Niche and have
specific.

532
00:28:59,600 --> 00:29:04,400
Needs in terms of communication
ever flight, or for search or

533
00:29:04,400 --> 00:29:08,200
volume against conspiracy
theorist, they have all the time

534
00:29:08,200 --> 00:29:11,500
in the world to question.
Five, John Keegan goes accepting

535
00:29:11,500 --> 00:29:14,600
the obscene inflation.
We've seen from the engines on

536
00:29:14,600 --> 00:29:17,500
CPCC since April.
Like there's literally no

537
00:29:17,500 --> 00:29:21,000
logical reason for our brand
cpc's to be increasing, three

538
00:29:21,000 --> 00:29:25,400
times when there is actually no
competition, Julie then goes on

539
00:29:25,400 --> 00:29:27,800
to question fighting.
Even if your industry isn't

540
00:29:27,800 --> 00:29:30,900
highly competitive you'll see
people He's a likely Rising,

541
00:29:31,100 --> 00:29:34,900
which kind of defies logic.
What automation is pushing cpc's

542
00:29:34,900 --> 00:29:38,000
higher.
Don't see Trend stopping being

543
00:29:38,000 --> 00:29:40,500
judicious about what you're
targeting.

544
00:29:40,500 --> 00:29:44,800
Becomes more important research.
Helps eliminate lines then goes

545
00:29:44,800 --> 00:29:46,900
on to question for saying,
Lawrence answers.

546
00:29:46,900 --> 00:29:49,300
Question for even saying, oh,
yeah, big time budgets.

547
00:29:49,300 --> 00:29:51,300
And offers can be pretty
competitive.

548
00:29:51,400 --> 00:29:54,900
We have all seen big retailers
like Amazon and Walmart to sell

549
00:29:55,100 --> 00:29:58,900
for less and take the loss to
gain market, share, also, their

550
00:29:58,900 --> 00:30:01,000
advertising.
Spends are massive.

551
00:30:01,000 --> 00:30:04,900
So, yeah, competitive spaces
with companies that do not care

552
00:30:04,900 --> 00:30:08,500
about profit, that's always
tough actor goes, yes.

553
00:30:08,500 --> 00:30:11,300
I do rise in CPC and CPL
concerns.

554
00:30:11,300 --> 00:30:14,900
But I work with highly volatile
Industries those which are not

555
00:30:14,900 --> 00:30:18,200
usually freely allowed on the ad
platforms here.

556
00:30:18,200 --> 00:30:22,100
The main competitors concern is
they have heck a lot of money to

557
00:30:22,100 --> 00:30:26,100
spend and do everything to
defame your brand to defame?

558
00:30:26,500 --> 00:30:28,800
What are people doing?
Steve Gibson response?

559
00:30:28,800 --> 00:30:31,100
Yes.
The Biggest challenge is having

560
00:30:31,100 --> 00:30:34,600
a client to a are simply being
outbid by competitors and be

561
00:30:34,900 --> 00:30:37,700
don't have the willingness to
address the reasons why.

562
00:30:37,800 --> 00:30:40,200
And then actor response to
question five saying, the main

563
00:30:40,200 --> 00:30:43,600
concern with this is that you
have to scratch the ground, burn

564
00:30:43,600 --> 00:30:46,700
your money and resources to
figure out what works.

565
00:30:46,700 --> 00:30:48,700
Yes, that she's got a right on
the money.

566
00:30:48,700 --> 00:30:51,900
I feel like to really really is
getting this paid search thing.

567
00:30:51,900 --> 00:30:54,800
Huge, I'd love her to give a
talk anyway.

568
00:30:54,800 --> 00:30:57,400
Less competition means
opportunity as well as unknown

569
00:30:57,400 --> 00:30:59,100
risks.
You get to find the best.

570
00:30:59,500 --> 00:31:03,300
And tackle the worst to get the
maximum profits and they've

571
00:31:03,300 --> 00:31:06,900
Gallegos response.
I second Rising cpc's being

572
00:31:06,900 --> 00:31:11,100
exported exporting Walled Garden
audiences, to other platforms,

573
00:31:11,100 --> 00:31:15,700
to remarket, to bring the
overall CPAs down button, and

574
00:31:15,700 --> 00:31:17,300
then Ashton clock response to
question.

575
00:31:17,300 --> 00:31:21,000
Five saying, other than higher,
cbc's close variant matching is

576
00:31:21,000 --> 00:31:23,600
challenging.
It's not necessarily because

577
00:31:23,600 --> 00:31:27,300
auctions are more competitive,
but it seems like a lot more

578
00:31:27,600 --> 00:31:29,400
competitor queries are matching
too.

579
00:31:29,600 --> 00:31:34,500
Keywords, including branded
terms have to be very on top of

580
00:31:34,500 --> 00:31:38,100
our negatives.
And with that last answer, there

581
00:31:38,100 --> 00:31:40,900
we have come to the end of this
chat and, yes, I'm really a

582
00:31:40,900 --> 00:31:42,500
great insights about
competition.

583
00:31:42,500 --> 00:31:46,200
Great tools, shed.
And we are just like, you know,

584
00:31:46,200 --> 00:31:49,700
if you has a with for those
working in finance with Finance

585
00:31:49,700 --> 00:31:53,200
Brands Finance clients or
accounting client?

586
00:31:53,200 --> 00:31:54,900
Anyone?
Yeah, anyway Finance.

587
00:31:55,300 --> 00:31:58,700
Good luck with those students
ridiculous cpcs.

588
00:31:58,800 --> 00:32:01,400
But yeah, I hope you I've taken
some great takeaways from that

589
00:32:01,400 --> 00:32:04,900
chart and the hope you'll join
us for Thursday's to to the

590
00:32:04,900 --> 00:32:06,700
spaces.
Again, we're back to Thursday's

591
00:32:06,700 --> 00:32:09,700
for Twitter spaces.
You can continue the chat on

592
00:32:09,700 --> 00:32:12,600
there, if you'd like to leave
any feedback about the podcast,

593
00:32:12,600 --> 00:32:15,600
or even some corrections, or
anything that has been shared,

594
00:32:15,600 --> 00:32:17,400
do get in.
Touch with me, on my Twitter,

595
00:32:17,400 --> 00:32:21,400
DM's are slightly open.
I started getting added to

596
00:32:21,408 --> 00:32:24,500
random group chats about people
trying to offer me, you know,

597
00:32:24,500 --> 00:32:27,700
Amazon side hustles and I'm
like, okay, I need to stop that.

598
00:32:27,700 --> 00:32:31,000
So asked me.
Open up my DMs to you.

599
00:32:31,000 --> 00:32:34,200
If it's a, if it's a worthwhile
query about anything.

600
00:32:34,200 --> 00:32:37,600
I've said on this, I will be
happy to hear from you.

601
00:32:37,900 --> 00:32:41,500
We also do have a PVC chat
around up group on LinkedIn.

602
00:32:41,500 --> 00:32:44,500
So if you'd like to join us on
there, too, we'd love to hear

603
00:32:44,500 --> 00:32:47,400
your thoughts will also be great
for long-standing members and

604
00:32:47,400 --> 00:32:50,500
brand new listeners to give the
podcast original reviewed,

605
00:32:50,500 --> 00:32:52,400
really helps for the growth
strategy.

606
00:32:52,800 --> 00:32:55,300
And yeah you can do it on
Spotify apple or Spotify.

607
00:32:55,300 --> 00:32:58,400
You can just you know leave a
rating 4 out of 5 father after

608
00:32:58,400 --> 00:33:02,800
5:00 we'd like And so just go
under that will be much

609
00:33:02,900 --> 00:33:07,400
appreciated and also got a plug.
The PVC live UK that has

610
00:33:07,400 --> 00:33:12,000
happened on it happening on the
24th of November is at The

611
00:33:12,000 --> 00:33:14,600
Shard.
Again, it was such a brilliant

612
00:33:14,600 --> 00:33:18,300
turnout, last time we've got
another brilliant full speakers,

613
00:33:18,500 --> 00:33:22,800
pettier, Carolina, Torres,
Russell my Kathy, Nicholas

614
00:33:22,800 --> 00:33:26,500
Huber.
So yeah, some great talks there.

615
00:33:26,500 --> 00:33:30,500
Two of them are CEOs of
companies, Russell has Giving me

616
00:33:30,500 --> 00:33:33,300
inside the, he's going to be
talking about lifetime value and

617
00:33:33,300 --> 00:33:35,800
how you can Implement that in
your ego organization, and

618
00:33:35,800 --> 00:33:39,500
figure out what, like, the
important lifetime value metrics

619
00:33:39,700 --> 00:33:43,300
for your clients.
Anyway, finally remember for

620
00:33:43,300 --> 00:33:46,000
your campaigns and businesses to
Glide smoothly, there's a lot of

621
00:33:46,000 --> 00:33:48,100
hard work needed beneath the
surface.

622
00:33:48,100 --> 00:33:51,400
So keep your songs kicking by
and speak to you next week.