SEA is known for its fierce competition. Valuable keywords are sometimes advertised on by dozens of other advertisers which drives up the price and makes it more difficult to gain top positions. Because of the fierce competition it is very relevant to utilize competitive intelligence for this channel and to use the insights to enhance your SEA or PPC strategy.
SEA: Channel Characteristics
Similar to SEO, SEA is a channel based around gaining traffic from relevant search queries in search engines. Contrary to SEO, the traffic has to be paid for on a pay per click basis. Advertisers can select their desired keywords, target specific audiences based on countless characteristics, write their own ad copy to engage with the searcher and select the most relevant landing page. The channel is most often utilized to gain top positions on high value search terms with the goal of attracting new leads or clients.
SEA: Competitive insights
Below are examples of competitive insights with regards to SEA that can be derived from using the available data in LinkBundle.
- What are the paid search budgets in the market?
Considering that SEA is a paid channel most companies work with a budget. Our tool provides insights into the estimated paid search budgets for all the players in the market. Should you increase your paid search budget in order to compete at the top of the market or are you perhaps overspending when compared to your competition?
- What is my competitors paid focus?
By showing which keywords are advertised on by which companies in the market it is possible to provide insight into the paid focus of your competition. If they are spending significant amounts of money advertising on product X but nobody is advertising on product Y, this might alter your strategic decision making as to where you want to spend your hard earned money.
- Are there specific periods when spend is de/increased?
By showing the paid search spend in the market per company it is also possible to show specific periods during the year where advertising spend is decreased or increased in your market. Do you want to keep up with the competition during the busy seasons or save your money for when competition is lowest? It starts with understanding the seasonality in the market.
Examples of search engines and datapoints measured:
- Paid search budget
- Paid search traffic
- Paid search ranking per keyword
Benefits of competitive intelligence in SEA
Competitive intelligence in SEA has several benefits. It allows you to benchmark your budget and gain insights into the focus of competitors and the seasonality in the market. Facilitating you to enhance your strategic decision making process and get the most out of your paid budget.
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