4. PPC Campaign Intelligence  


Campaign Intelligence provides information on search terms that your competition may be bidding on as part of their search engine marketing efforts.

It enables you to analyze your competitor's campaigns so that you can identify new search terms and to better compete for the same keywords.

Example:

In the last two examples, you have identified what the top search queries are that drive traffic to business.com and which engines are responsible for the bulk of the traffic for their TOP search term "business directory".

We can now have a look at the business.com Campaign Intelligence, to identify which terms business.com is paying for.




The full report will tell you that business.com are running a very comprehensive search engine marketing campaign on Overture / Yahoo Search Marketing, and are paying to have their URL listed in the top 10 search results for hundreds of different search terms.

At the time of this report, business.com had no paid listings on Google.

Finally, business.com had no paid listings for the term "business directory". This means that their best performing search term, is due to organic search engine results.


How to use the Campaign Intelligence data

1. If you know what search terms your competitors are paying for, you can place higher bids on the same search terms. This will dilute the amount of traffic that your competitor's receive, while at the same time increasing your own traffic share.

2. Every listing has a DATE. This tells you when your competitor received the last click from the paid listing, or when the ad has last appeared. This information in itself is quite valuable, because it identifies the search terms that your competitor is no longer bidding for.

The reason why it is valuable, is that it can indicate poorly performing keywords with low ROI that your competitors have abandoned.

3. You can avoid many costly mistakes by learning from your competitor's past campaign history.

For example: an autoweb.com paid listing for "Buick Estate Vehicles" shows up for "realestate" related searches on Overture. Issues like these you can pick up either by analyzing your competitor's Campaign Intelligence, or your own log files AFTER you have paid for the clicks.

4. Because the Campaign Intelligence reports include the RANK and the number of competing ads, you can use the data to quickly spot niche terms. It also provides a good indication as to which terms your competitors value more highly, as ads that perform well tend to be ranked higher.

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