How to Measure Up Competitors on Google AdWords
How it is possible to test which competitors are worth watching out for, and which don’t really have a clue? There are ways to test:
Poorly written adverts
It’s usually possible to spot those competitors who are running their PPC campaigns themselves. Look out for adverts with misspellings, or for adverts which mention the company name, or for uncapitalised words. In AdWords, each word should be in sentence case as this has been proven to increase Click Through Rate. Nearly all PPC agencies are aware of this, so an advert with no capitalisation surely means they are managing it themselves.
Well written adverts
Those competitors to watch out for are using well written adverts, including pricing or special offers, and change their adverts regularly.
No landing pages
Any competitors worth their salt will have set up landing pages on their website where they detail the particular product or service. You should never be taken straight to the homepage unless they are offering only one type of service.
Split testing adverts
Hit the refresh key (F5) and look out for any adverts that change. All savvy competitors will be split testing different adverts to get Click Through Rate up, as well as appealing to a range of potential clients.
Frequency of ads showing
The ones to watch out for are running their ads all day, every day. In certain markets, they pause them in the evenings. The ones that have been running them for many months are certainly making a profit, and are the ones to watch!
So – measure up your competitors today and decide which ones you need to keep an eye on….
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