PPC Advertising Competitor Analysis

Pay-Per-Click Evaluation Buyer Stage: Research & Consideration

PPC is effective because advertisers can target very specific searches with very relevant messages & 89% of web traffic generated is attributed to paid Advertising.

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AXIOM ADVISING

PPC … WHAT IS IT… …AND WHY DOES IT WORK?

PAY-PER-CLICK ADVERTISING PPC is an online advertising format that allows advertisers to display ads for their goods or services when buyers enter search queries that are relevant to their business It’s called “pay-per-click” because advertisers are only charged when a buyer clicks on their ad.

Due to the platform’s inherent complexity, and ever evolving nature, most any advertisers lack the bandwidth (time) to develop a holistic understanding of PPC strategy. Resulting impactful revenue generating opportunities for which their direct competitors’ become benefactors.

PPC STRUCTURE Budget Targeting By goal or buyer stage

Campaign Level

Match types All KW related to ad group theme

Bid Ad Copy theme

Ad Group 1

Keyword 1

Keyword 2

Ad Group 2

Keyword 3

Keyword 1

Keyword 2

Keyword 3

PPC UX ANALYSIS

Step 1: User Query We target search queries using keywords

keyword: A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many Web sites offer advertising targeted by keywords, so an ad will only show when a specific keyword is entered.

Step 2: Search Engine Results Page Google populates ads based off of who bid the highest and who’s ad is the most relevant

Step 3: Landing Page Buyer clicks on a link and is directed to your site

Step The 4:buyer Conversion requestes a demo, or leaves the site.

FACT Businesses with 7 or more landing pages get 4X more leads than those with only a few landing pages.

PPC UX OPTIMIZATION TOP 5 IMPROVEMENTS More Relevant Landing Pages Note: UnBounce has a scalable way to create a large amount of landing pages and allows for dynamic keyword insertion directly into the landing page.

Tweak headline user intent, to match your ads.

HEADLINE. TOUR MODEL HOMES FROM HOMESUBTEXT: EXPEAINCE EASTMARK. TAKE OUR ONLINE TOUR!

Streamline page structure Replace ads with new slight variants of best performing live ads.

Optimize Bid Strategy: the messaging and CTA can be aligned in a horizontal or traditional cascade structure a CTA and anchor button that directs user to the tour.

Eliminate graphics to lessen page distraction Minimize header and navigation bar for all paid visitors. Then add EastMark’s logo within the webpage.

COMPETITIVE PPC ANALYSIS

DELTEK

ONSCHEDULE

PROCORE

$9,500 Est. Monthly Budget

$2,170 Est. Monthly Budget

$19,400 Est. Monthly Budget

312 Est. Keywords

80 Est. Keywords

1,880 Est. Keywords

11/17 Est. Avg. Ad position

7/10 Est. Avg. Ad position

6/17 Est. Avg. Ad position

935 Avg. Monthly Clicks

312 Avg. Monthly Clicks

10,200 Avg. Monthly Clicks

Note: PPC Estimates The keywords we show you below are sorted by "domain’s most valuable" at the top. That means that the first set you see could be responsible for 40% of the domain’s clicks even though they are just a tenth of its total keywords. As you view more results at the bottom of the page, you will see the subtotals grow along with the number of results. Since we don’t start with all of these results at once, these roll-up numbers are a projection of what the combined totals will be. These are meant to help you compare the clicks and spending of one group of landing pages to another.

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KEYWORD & AD COPY ANALYSIS Your top performing ad copy is delivered less than 45% of the time. And the third best performing ad has an average position of 5. This flaw significantly impacts CTRs.

Ads most likely triggered from broad match keywords

GOOGLE KEYWORD ESTIMATES Competition

Suggested Bid

Avg. Monthly Searches

construction project management software

99

$19.41

8,558

general contractor project management software

100

$11.63

633

construction schedule software

100

$34.37

3,556

construction scheduling program

85

$28.68

128

construction planning software

94

$32.14

1,255

construction scheduling software

100

$7.46

7,105

cloud construction software

100

$32.37

470

cloud based construction software

100

$36.42

240

Keyword

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MULTI-LOCATION TARGETING MULTIPLE DMAs County Los Angeles County

State California

California Orange County San Francisco County California Texas Harris County Illinois Cook County

King County

Washington

Santa Clara County DuPage County Will County Brazoria County

California Illinois Illinois

Texas

SEARCH VISUALIZATION

SINGLE LOCATION TARGETING HOUSTON DMA County Harris County Brazoria County Montgomery County Fort Bend County Galveston County Liberty County Grimes County

Chambers County Waller County

SEARCH VISUALIZATION

PPC OPTIMIZATION SOLUTION TOP 5 Campaign Structure & Management IMPROVEMENT Strategy

1 Pause Poor Keywords perform a weighted quality score analysis

Add Negative keywords Negative KW/ KW Match Tip: analyze search query report.

Excel pivot tables come in handy

Create More Ad Groups Will improve ad copy and landing page relevancy; Will improve Quality Score, therefore lowing CPC due to improved UX.

Pause underperforming ads Replace ads with new slight variants of best performing live ads.

Optimize Bid Strategy:

5

Aim for the 2nd to 3rd ad slot. It Will lower CPC. Thus lowing CPL and CPA

RESTRUCTURE YOUR MCC Create campaigns by objective. Create ad groups by keyword themes then buying stage