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.