On this second part of our series, we’ll be digging deep into the KeywordSpy Tracking module by looking further into advertisers on the Competitors Tab. This feature summarizes the domains bidding on the keywords currently being monitored for a campaign.
Right off the bat, the Overview function gives you a quick glance at the competition level for your campaign group. Of course, it is important to remember that these domains are all based on the keywords you are tracking. So ensuring you are monitoring the right type and amount of keywords will better the results.
The Top Competitors ranks the domains according to percentage of Coverage. In this case, these are the top advertisers bidding on Google Adwords. Depending on the countries you have selected for this campaign, this could also include Top Competitors on Yahoo! and MSN advertising systems. If you are also advertising considerably on your monitored keywords, you should see your domain on this list. You’ll be able to visually compare your rankings to other domains and see where you stand. Are you one of the gray dots lost in the crowd, or hanging out with the cool guys up top?
Aside from advertisers, the Competitors tab also lists the number of indexed keywords and ads for these domains that you can study further. With a saturated market such as this one, you can concentrate on a few competitors by filtering out the data as you please to show results you would like to focus on like showing domains with a few thousand keywords only or more. As discussed on the previous post of this series, you can also get a list of competitors for each keyword in your campaign by clicking on the keywords in the Keywords Tab. To understand a particular advertiser, simply click on their domain on the list.
If you are an advertiser monitoring the effectiveness of your campaign, knowing your effective keywords through average position is important. Over here we have top keywords for the advertiser justflowers.com. Though these are top keywords, we can see that much improvement is necessary as ads for these keywords are not getting much visibility. That’s a good place to start.
If this is your competitor, you can also determine where you stand in comparison to this or any other domain with respect to average Ad Position. But of course, further analysis on this competitor’s keywords would also help with your campaign.
The keywords for an advertiser, be it you or the competition, will show you the effectiveness or ineffectiveness of a campaign. If a keyword is generating too low a position for ads, conversions could be less and the probable reason is there are not enough competitive bids for that keyword. If your bid for a keyword is significantly lower than its average CPC, your ads might go to the bottom of the barrel and you might as well waste money for that keyword.
The premise of following the lead of your worthy competitors is to take their already proven strategies and find out how it works for your website. When it comes to ad variations, one of the closest things you can get is to see how long their ads have been working for them. If you’re looking at months old data, trying to figure out how long an ad has been showing for a keyword, there is one little problem: sure that ad has been effective back then when the data was collected, but the bigger question is, is it still effective right now? That is why real-time monitoring of ads and their landing page data comes in handy. You have to be able to track effective ads soon enough to follow before the trail gets cold.
Lastly, monitoring is all about keeping things in check. If you are looking at your own domain, there may be keywords that your ads are also showing for or if you are analyzing the competition, keywords that you have missed or new keywords entering in the market, its best to check if these terms are worth studying, monitoring, and advertising on in the future.
Click here for Part 1 of this series: What Your Keywords Are Telling You
Click here for more details on KeywordSpy Tracking 2.0
Right off the bat, the Overview function gives you a quick glance at the competition level for your campaign group. Of course, it is important to remember that these domains are all based on the keywords you are tracking. So ensuring you are monitoring the right type and amount of keywords will better the results.
The Top Competitors ranks the domains according to percentage of Coverage. In this case, these are the top advertisers bidding on Google Adwords. Depending on the countries you have selected for this campaign, this could also include Top Competitors on Yahoo! and MSN advertising systems. If you are also advertising considerably on your monitored keywords, you should see your domain on this list. You’ll be able to visually compare your rankings to other domains and see where you stand. Are you one of the gray dots lost in the crowd, or hanging out with the cool guys up top?
Aside from advertisers, the Competitors tab also lists the number of indexed keywords and ads for these domains that you can study further. With a saturated market such as this one, you can concentrate on a few competitors by filtering out the data as you please to show results you would like to focus on like showing domains with a few thousand keywords only or more. As discussed on the previous post of this series, you can also get a list of competitors for each keyword in your campaign by clicking on the keywords in the Keywords Tab. To understand a particular advertiser, simply click on their domain on the list.
If you are an advertiser monitoring the effectiveness of your campaign, knowing your effective keywords through average position is important. Over here we have top keywords for the advertiser justflowers.com. Though these are top keywords, we can see that much improvement is necessary as ads for these keywords are not getting much visibility. That’s a good place to start.
If this is your competitor, you can also determine where you stand in comparison to this or any other domain with respect to average Ad Position. But of course, further analysis on this competitor’s keywords would also help with your campaign.
The keywords for an advertiser, be it you or the competition, will show you the effectiveness or ineffectiveness of a campaign. If a keyword is generating too low a position for ads, conversions could be less and the probable reason is there are not enough competitive bids for that keyword. If your bid for a keyword is significantly lower than its average CPC, your ads might go to the bottom of the barrel and you might as well waste money for that keyword.
Lastly, monitoring is all about keeping things in check. If you are looking at your own domain, there may be keywords that your ads are also showing for or if you are analyzing the competition, keywords that you have missed or new keywords entering in the market, its best to check if these terms are worth studying, monitoring, and advertising on in the future.
Click here for Part 1 of this series: What Your Keywords Are Telling You
Click here for more details on KeywordSpy Tracking 2.0
Comments (0)
Post a Comment