The strategy focuses on establishing benchmarks for a successful paid search conquesting campaign. It involves analyzing competitor performance to gain insights into their strengths and weaknesses. For example, identifying top competitors and evaluating their ad copy and landing page strategies can reveal opportunities for improvement. Additionally, analyzing historical performance data helps establish baseline metrics crucial for setting realistic benchmarks.
Setting SMART goals is another key component, ensuring objectives are specific, measurable, achievable, relevant, and time-bound. For instance, setting target metrics for impression share growth and click-through rates helps track campaign success. Clear goals aligned with business objectives facilitate focused efforts and evaluation.
The strategy also emphasizes data-driven optimizations, utilizing regular data reviews to identify trends and adjust campaigns accordingly. For example, performing A/B testing on ad copy and leveraging audience data enable more effective targeting. Incorporating negative keywords prevents irrelevant appearances, and geo-targeting enhances localized performance. This iterative process of optimization ensures the campaign remains competitive and effective over time.
The strategies
⛳️ Strategy 1: Analyse competitor performance
- Identify top competitors in your market
- Research competitors' paid search campaigns and keywords
- Analyse competitors' ad copy and landing page strategies
- Use competitive analysis tools to evaluate competitors' search impression share
- Monitor competitors' average position and ad rank
- Assess competitors' click-through rates over time
- Evaluate the quality score of competitors' ads compared to your own
- Track competitors' changes in strategy over time
- Analyse historical performance data to establish baseline metrics
- Compile insights into a report to identify opportunities and threats
⛳️ Strategy 2: Set SMART goals
- Define specific objectives for the conquesting campaign
- Ensure goals are measurable through KPIs like CTR, conversion rate, and CPA
- Make sure goals are achievable based on historical data and resources
- Ensure objectives are relevant to company business goals
- Set a specific timeframe for achieving these goals
- Determine target metrics for impressions share growth
- Establish desired benchmarks for click-through rates
- Develop a target for cost per acquisition from the campaign
- Define improvements in ad positioning as a goal
- Create a method for continuous review and adjustment of benchmarks
⛳️ Strategy 3: Utilise data-driven optimisations
- Regularly review campaign data to identify trends and patterns
- Analyse ad performance by adjusting bids based on keyword performance
- Perform A/B testing on ad copy and landing pages to determine effectiveness
- Incorporate audience data to refine targeting strategies
- Use negative keywords to prevent irrelevant ad appearances
- Adjust budgets based on peak performance times identified in data
- Monitor conversion rates to ensure optimal keyword targeting
- Use geo-targeting to enhance localised ad performance
- Leverage demographic data to tailor ad creative to specific audiences
- Create an iterative process for continuous campaign optimisation based on data insights
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
