Competition In Paid Search

Competition in paid search, requires campaigns to have a systematic development process, with each new campaign we look for opportunities to refine our process.

Digital Ad Platform

Shopping Campaign Competitive Assessment

Each product search entered into a search engine creates one or more electronic auctions where advertisers bid for available ad slots on the Shopping ad “carousel being” being served to the prospective buyer.

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 competitive websites we can extract entire product feeds to examine feed attribute details. During this process we gain a level of understanding which is uniquely useful in structuring and configuring Shopping campaigns.

Digital Ad Platform

Video Campaign Competitive Assessment

In our video campaign competitive assessment process, we look at and characterize the competitive environment the campaign will operate in.  Many campaigns need to rely upon video keywords that either overlap with other business sectors, have low click volume, or prohibitively expensive clicks — and other intrinsic issues. Those issues influence how we structure search campaigns.

Each YouTube search query creates one or more electronic auctions where they bid for available ad slots on the search result page (SERP) being generated. Some bidders may represent advertisers with quite different business models. We call this “keyword silo overlap”.

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.

Digital Ad Platform

Display Campaign Competitive Assessment

In our display campaign competitive assessment process, we familiarize ourselves with how competitors’ products are positioned, and the competitive environment the campaign will operate in.

We examine your competitor’s advertising history, ad copy, ad spend, and market positioning. We use tools to examine their display advertising history.

The display campaign competitive analysis process dovetails into our campaign targeting work.

Digital Ad Platform

Search Campaign Competitor Assessment

Once a search campaign project is onboarded, we study your website, products, and services then begin our paid search competitor assessment.

The outcomes are:

• Identify the significant direct and indirect competitors.
• Familiarize with their products, services, and positioning in the market.
• Familiarize with advertising history, ad copy, ad spend.
• Identify significant competitive trends.

This provides us with an understanding of how our campaign will be positioned in the competitive environment. We need to understand how your product is positioned and your unique selling proposition, including the most significant benefits, features, and differentiation.

If you are interested in discussing an effective approach to customized your digital advertising challenges Blastoff Labs can provide you a no obligation 30 minute assesment via Zoom.
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CASE STUDIES & REVIEWS

» Retailer Goes To #2 Nationwide

We created a baseline of the performance and segmented it by brand & model. Using our proprietary feed analysis tools …

» Video Campaigns Hit Home Runs

With the client’s permission, we resequenced the video content resulting in a 700% increase in …

» Search & Display Drive $50M

After optimization & moving to automated bidding, the account shows a 600% average return on ad spend …

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