We’ve mentioned before just how important it is to keep tabs on what your competitors are doing. One space where this is particularly important is in pay per click advertising. Because PPC advertising often goes up in price when more people are competing for it, you should ensure that you’re aware of who else could be using your keywords to advertise.
Of course, figuring out your competitors’ strategies isn’t simple. They’re obviously not going to publish what they’re doing online for you to see. However, you don’t need to be Sherlock Holmes to figure out how you can beat your competition. Here are just a few ways that you can uncover what’s going on behind your competitors’ pay per click marketing – without using third-party services. Once you know what’s going on behind the scenes, you’ll be able to do a little better with your own PPC advertising.
Does the ad copy match the landing page?
One incredibly simple thing you can look for when checking out competitors’ ads is whether or not their landing pages and their ad copy match. It may seem simple, but it’s a great way to ensure that customers know they’re in the right spot. If your competitors aren’t doing this, make sure you take the time to optimize your landing pages to match your keywords.
See where they’re sending their customers
Of course, some places don’t even have landing pages for their PPC visitors. Rather, they just send them to the home page. Are your competitors doing this? If so, it’s simple enough to set up landing pages – make sure yours are optimized and tested! If not, you can blow them out of the water with beautiful, conversion-friendly landing pages.
Check to see if they’re tracking URLs
One easy way to get a leg up on the competition is to use tracking URLs. This simple method involves adding a unique number to URLs to see where these customers are going, and where they came from. If you don’t spot these URLs in your competitors’ sites, make sure you add them yourself. It’s a great way to find out if your ads are converting.
When are they advertising
Figuring out when your competitors are advertising may help you determine when to run your own ads. If they’re skipping out on nights and weekends, it could be a ripe opportunity for you to jump in with your own pay per click marketing. Don’t let the chance to make a conversion pass you by – even if you don’t operate 24/7, many customers won’t expect an immediate response. Use this to your advantage and pick up your competitors’ “off hours”.
Now, take a look at the ad itself. If your competitors aren’t producing quality ads, here’s your chance to win the day. The headline is one of the most important parts of your ad copy, so make sure yours is better than the competition to pick up visitors. You should also focus on the call to action – make sure it’s compelling so that people will want to click.
Land swiftly and surely
How fast are your competitors’ landing pages? If they’re slow as molasses, swoop in and speed yours up. Faster landing pages make a huge difference for conversions. Sluggish landing pages create bounces – get a leg up on the competition with a speedier landing page.
Finding your own unique niche in the PPC advertising world can be challenging. Fortunately, your competitors are there to help guide you. While you shouldn’t mimic what they’re doing with their advertisements, you can use them as a way to learn where you can get the competitive edge on the competition.