Analysis of PPC competition in search results
PPC | Filip Podstavec
Inspiration from the competition in PPC can be a great foundation for creating your own campaigns. But who is the biggest competitor from the paid search results' point of view? What ads do they use? Which of them work and why? Marketing Miner, with the help of SERP Ads Miner, offers user data on advertisers and advertisements in paid search results that can be used to answer those questions and help with their own campaigns.Step 1
Import of phrases, for which a user wants to collect data on ads in search results
To collect data on ads in search results, it is necessary to first specify queries, from which a miner should collect data. To do this, a user uses the section Keyword Miners, where they import dataset of phrases using one of the methods of import.
It is useful to give the report a name, by clicking on Dataset name that makes it easy to be identified. In case a user wants to save input dataset for future use for different purposes, they can check the box Save dataset.
Then, a user selects the country, for which he wants to collect data, by clicking on the flag next to the button Select Miners and by clicking on it, they get to the miner selection
Selection of SERP Ads miner and data collection
In the miner selection section, a user selects SERP Ads Miner, which will scan individual phrases and collects data on ads, displayed about given queries, from search engines.
User then clicks on Get data, which will move them into data processing section. Based on data volume, they are processed in the background and once completed, results are emailed to a user.
A user gets two list at output, and they are AdWords Ads a Sklik Ads depending on the location of the source the ads were found in.
List: AdWords Ads
List: Sklik Ads
Both of the list have the same columns:
|Phrase||Phrase, for which the data on advertisers were collected|
|Position||Ad position (Header, Sidebar, Footer)|
|Rank||Ad ranking (arranged form ranking number 1))|
|Visible URL||Visible URL of the ad for a user|
|URL||Real URL, where a user gets to, after clicking on the ad|
An output can then be analyzed by the user with a use of tools that can work with XSLX outputs. We recommend these step-by-step instructions of analysis below:
|Excel instructions||Link to download tool|
|OpenRefine instructions||Link to download tool|
|Tableau Public instructions||Link to download tool|