In our display campaign competitive assessment process, we become familiar with the competitive environment the campaign will operate in online. Some display campaigns need to rely upon audience targeting that either overlap with other business sectors, has low impression volume, or prohibitively expensive clicks or other intrinsic issues. And of course, we familiarize with how competitors products are positioned. All of this can influence how we structure a display campaign.
We identify direct and indirect competitors, familiarizing ourselves with their products, services, and positioning in the market. We look at the advertising history, ad copy, ad spend, and market positioning of the most significant online competition. While spidering their websites we gain a level of understanding which is uniquely useful in structuring and configuring search campaigns.
Website landing page spider
What we’re after is a qualitative and quantitative understanding of the competition for the campaign. We want need to understand how your product is positioned against competitors; your unique selling position, and most effective features, benefits, and characteristics.
We use tools to identify average click costs and conversion rates in the sector, vertical, and geo target the campaign will run in, along with other key performance indicators (KPI’s). Click cost data allows us to ballpark a daily ad spend recommendation.
Search ad campaigns operate in a competitive environment online which is often different from the actual direct business competition. Often the same keywords and audience targeting are shared by different vertical markets, services, or products. This “overlap” phenomena strongly impacts many ad auctions. The online competitive environment is usually different than the offline competitive environment. In PPC, whoever shows up at your auctions is in effect a competitor because they are putting pressure on bids.
The display campaign competitive analysis process dovetails into our campaign targeting work.