AdWords brings you insight about the competitive landscape

Thursday, July 1, 2010 | 10:59 AM

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As agencies managing AdWords accounts, you know your clients are not alone in the auction -- any number of advertisers may be using AdWords to offer some of the same goods and services as them. You can monitor their performance and use optimisation tools to improve ROI, but you still might not know how they're performing as compared to similar advertisers. We’re aiming to bring more transparency to AdWords with the launch of Analyze competition in the Opportunities tab. For now, this feature is only available to a small number of advertisers using the English language AdWords interface, but we'll expand this to more advertisers in the near future.

‘Analyze competition’ examines an account’s activity over the past two weeks and lists categories that represent the products or services a client is advertising. Categories are based on actual Google.com search terms and are matched up against a client's keywords, ad text, and landing page text. For each category associated with a client's account, you’ll see a bar graph, which shows individual performance compared to the average performance of other advertisers in the same category.

When you hover over the data in the 'Competitive Range' column, you'll be able to see more details such as the exact size of the competitive range, the mean and median performance levels for this range, as well as data on the absolute top and bottom performers.

In the case below, you’ll see that we’ve chosen to evaluate our performance based on how our CTR compares with that of other advertisers. In addition to CTR, you’ll also be able to look at competitive data for impressions, clicks, and average position, and you can segment data by advertiser location.



As with other areas of the Opportunities tab, you’ll be able to export information from ‘Analyze competition’ to a .csv file.

It’s important to remember that data in ‘Analyze competition’ is anonymous, and as part of our commitment to protect your clients' privacy, we don't reveal information about any advertiser's identity.

Now that you know what ‘Analyze competition’ does, here are some tips on how to make the most of this data:

* Take action. Click the ‘Explore ideas’ button to see customised keyword, bid, and budget ideas for your clients' accounts.
* Consider clients' advertising goals and focus on the most relevant metrics. It’s not always a bad thing to perform below competitors on a metric that’s not important to clients.
* If you see that one campaign is performing poorly in comparison to the competition, you can get insight into changes you can make to improve that campaign.

Just like the other areas of the Opportunities tab, we hope that ‘Analyze competition’ will help you uncover new opportunities to improve your clients' AdWords performance. To learn more about this feature, visit the Help Center, or watch this short video.



To read more about and submit feedback on 'Analyze competition,' as well as discover other new developments in AdWords, visit the Ad Innovations page.

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