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Solomon lyena ppc-analyticscompetitoranalysis

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This document summarizes Lyena Solomon's presentation on competition analysis for ad optimization at the SMX East conference in New York. The presentation provides tips on analyzing competitors' ads to understand who they target and what benefits they emphasize. It also recommends testing different ad strategies, measuring performance, and acting on insights to improve ads. The overarching message is that ads should tell compelling stories, connect with users emotionally, and stand out from best practices by being original and unexpected.

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Competition Analysis for Ad Optimization SMX East, New York Lyena Solomon . @YoYoSEO . YoYoSEO.com October, 2012 @lyena
SERPs
Stand Out, Be Awesome Image credit: cbs.com Best practices make you average. Stand out by being creative. @lyena #SMX
Dominate Query Space @lyena #SMX Write better ads, tell a better story Know the searcher, make them care Test, measure, act Be creative when using best practices. Relate to the searcher. Test, fail fast, improve.
Analyze Your Competition @lyena #SMX In competitive analysis for ads, summarize features, benefits, advantages.
Who Are You? @lyena #SMX Large Selection Free shipping High Quality The secret to ad success lies in knowing the searcher and the ads ability to speak to what they care about.
Think Different @lyena #SMX Selection iPod. One thousand songs in your pocket. - Steve Jobs, Oct. 23, 2001 Shipping When it absolutely, positively has to be there overnight. - FedEx, 1970s Quality A diamond is forever. - De Beers, 1948 Make the same offer, but tell a better story. Be credible and emotional; simple and unexpected.
Be Different @lyena #SMX Selection Think small. - Volkswagen, 1959 Shipping You deserve a break today. - McDonalds, 1971 Quality M&Ms, melts in your mouth, not in your hands. - Mars, 1954 Make your offer different, cover more benefits, compel them to click on your ad.
Work With Feelings @lyena #SMX Fear and Anxiety Curiosity Suspicions Dreams Failures Enemies For more effective ads, focus on feelings of fear, anxiety, curiosity. Fight common enemies, encourage dreams, justify failures.
Make Your Ads Stand Out Adults + Children @lyena #SMX Urgency Learning Uniqueness Exclusivity Unexpected For better CTR, make your ads stand out, be funny, unexpected, over the top.
Landing Page @lyena #SMX Relevant? Value? Action? Landing page. Relevant to the search query? Communicates value clearly? Calls to action?
SWOT Strength Weakness Outdated, busy design @lyena #SMX Large selection Free puzzles Frequent updates Too many choices Unfocused Opportunity Threat Modern-looking page Focused on learning Unique, eclectic High volume Low prices Customization Perform SWOT analysis on competitors landing pages. Discover opportunities.
Ad Optimization Process @lyena #SMX Competitors Ads Offer Benefits Searcher Persona Why? Action Our Ads Offer Benefits Analyze competitors ads: what is the offer and benefits? Who are they targeting? What action they want a searcher to take?
Takeaways @lyena #SMX 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 Image Credit: http://www.flickr.com/photos/sonofgroucho/1436844248/ Learn from competition. Be different. Fail fast. Experiment, measure, succeed.
Lyena Solomon Web Optimization Analyst Yo! Yo! SEO Agency 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

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Solomon lyena ppc-analyticscompetitoranalysis

  • 1. Competition Analysis for Ad Optimization SMX East, New York Lyena Solomon . @YoYoSEO . YoYoSEO.com October, 2012 @lyena
  • 3. Stand Out, Be Awesome Image credit: cbs.com Best practices make you average. Stand out by being creative. @lyena #SMX
  • 4. Dominate Query Space @lyena #SMX Write better ads, tell a better story Know the searcher, make them care Test, measure, act Be creative when using best practices. Relate to the searcher. Test, fail fast, improve.
  • 5. Analyze Your Competition @lyena #SMX In competitive analysis for ads, summarize features, benefits, advantages.
  • 6. Who Are You? @lyena #SMX Large Selection Free shipping High Quality The secret to ad success lies in knowing the searcher and the ads ability to speak to what they care about.
  • 7. Think Different @lyena #SMX Selection iPod. One thousand songs in your pocket. - Steve Jobs, Oct. 23, 2001 Shipping When it absolutely, positively has to be there overnight. - FedEx, 1970s Quality A diamond is forever. - De Beers, 1948 Make the same offer, but tell a better story. Be credible and emotional; simple and unexpected.
  • 8. Be Different @lyena #SMX Selection Think small. - Volkswagen, 1959 Shipping You deserve a break today. - McDonalds, 1971 Quality M&Ms, melts in your mouth, not in your hands. - Mars, 1954 Make your offer different, cover more benefits, compel them to click on your ad.
  • 9. Work With Feelings @lyena #SMX Fear and Anxiety Curiosity Suspicions Dreams Failures Enemies For more effective ads, focus on feelings of fear, anxiety, curiosity. Fight common enemies, encourage dreams, justify failures.
  • 10. Make Your Ads Stand Out Adults + Children @lyena #SMX Urgency Learning Uniqueness Exclusivity Unexpected For better CTR, make your ads stand out, be funny, unexpected, over the top.
  • 11. Landing Page @lyena #SMX Relevant? Value? Action? Landing page. Relevant to the search query? Communicates value clearly? Calls to action?
  • 12. SWOT Strength Weakness Outdated, busy design @lyena #SMX Large selection Free puzzles Frequent updates Too many choices Unfocused Opportunity Threat Modern-looking page Focused on learning Unique, eclectic High volume Low prices Customization Perform SWOT analysis on competitors landing pages. Discover opportunities.
  • 13. Ad Optimization Process @lyena #SMX Competitors Ads Offer Benefits Searcher Persona Why? Action Our Ads Offer Benefits Analyze competitors ads: what is the offer and benefits? Who are they targeting? What action they want a searcher to take?
  • 14. Takeaways @lyena #SMX 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 Image Credit: http://www.flickr.com/photos/sonofgroucho/1436844248/ Learn from competition. Be different. Fail fast. Experiment, measure, succeed.
  • 15. Lyena Solomon Web Optimization Analyst Yo! Yo! SEO Agency 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