Paid Search Optimization

The purpose of this guide is to help you to reduce your cost per acquisition and maximize your conversion rates.  You will learn how to analyze your competitors' search strategy and reveal competitors’  paid search terms, creatives, landing pages, and ad networks to find the best search ads strategy for you.

Follow the guide to learn how to better invest in your next Search campaign.

Here are the steps we recommended taking in order to build and optimize your Paid Search strategy:

Step 1: Identify your competition

Step 2: Understand your position

Step 3: Identify your best-performing keywords

Step 4: Use your keyword list to find out who your main competitors are

Step 5: Find new potential long-tail keywords

Step 6: Gain ideas for your next campaign by looking at your competitors’ ads and landing pages

 

Step 1: Identify your competition

Find the industry leaders in search and analyze the quality of their paid traffic by using Search Leaders.

Analyze domains by Traffic Share to determine the split of paid search traffic between the category players.

  1. On the SimilarWeb Home Screen, hover over Research, and select “Web Category Analysis”.
  2. Within this view, create a new category with your competitors’ domains. If you already saved a category in the past, click the arrow next to All Categories to see all of your saved categories
  1. Once you have your category set, in the left-hand navigation under the “rankings” drop-down, select “Search Leaders”.

 

PRO TIP

Look at your competitors’ Bounce Rate and Visit Duration to understand the quality of their traffic.

 

Step 2: Understand your position 

Benchmark against your top competitors to optimize your paid search strategy by analyzing Marketing Channels  

  1. On the SimilarWeb Home Screen, hover over Research, and select Website Analysis. Within this view, type your domain into the search bar.
  2. Select your targeted country filter and your desired time frame. i.e Last 28, 1 Month, 3 Months, but for now, let's stick with 3 months.
  3. In the top bar, add your top competitors
  4. In the left-hand navigation under the “Traffic” drop-down, select Marketing Channels.

See where you stand against your competitors and understand who your top competitors are. You can scroll down to Traffic Sources to see the platform with the most traffic share and to understand the quality of the traffic from each channel by looking at the Avg Visit Duration, Pages per visit and Bounce Rates.

 

Step 3: Identify your best-performing keywords

Identify your best performing keywords by looking at the paid keywords that have the highest volume and that are highly ranked on Google. If you already have a keyword group that you would like to use, you can skip to step 4 (add link).  

  1. Stay in the “Website Analysis” section (under the Research tab)
  2. In the left-hand menu, scroll down to Search Traffic  Keywords
  3. Choose the desired time period and country to focus your analysis.
  4. In order to see only the paid keywords that are leading to the websites, filter by Paid Keywords

 

By looking at search volumes, rankings, and website visitors, you will be able to understand the potential of each keyword and how much traffic it generates for you or your competitors’ site.

INSIGHT

look at non-branded keywords to get a deeper understanding of the most searched products or services

PRO TIP

You can also do this analysis on one of your competitors to identify their strongest keywords.

 

Step 4: Use your keyword list to find out who your main competitors are

If you already have a list of keywords, you can use SimilarWeb to analyze which websites receive traffic from these keywords. This is another great way to find out your main competitors online.

  1. In the Research module, navigate to Search Keyword Analysis
  2. Start by typing a keyword in the search bar. Use the New Keyword Group to create a group based on your keywords, once you are done, click Save and View Group
  3. In the navigation panel, choose Paid Competitors to analyze the competition.
  4. Find the leading competitors for this keyword group by looking at the traffic share column. Which companies are getting most of the traffic from your keywords?
  5. Use these companies as your competitors in the next steps.

 

 

Step 5: Find new high potential long-tail keywords

Find new long-term keywords that are generating traffic to other sites that you can add to your campaigns. 

  1. Stay in the  Website Analysis section
  2. Navigate to Search Traffic  Keywords
  3. Use the compare button and add up to 4 additional domains (based on the analysis from the previews steps).
  4. Set the filters to Non-Branded and Questions to see all the long-term keywords that are generating traffic to the analyzed sites.
  5. Search for new/trending keywords to find new opportunities for keyword targeting.
  6. Use the Competitive Traffic Share column to identify keywords that are generating more traffic for you than your competitors and vice-versa.

PRO TIP

  • Use the Search bar to focus your analysis on one product or search term, and compare your traffic share for keywords relevant to that product/term. Toggle between % and # to see the value of this traffic in terms of website visits.
  • Filter by Organic Traffic to find high potential keywords that might be worth investing more budget into for your paid campaigns.

Step 6: Gain ideas for your next campaign by looking at your competitors’ ads and landing pages

Learn from your competitors’ marketing strategies by looking at the campaigns they are running for each keyword. You will be able to see their special offers that might give you ideas for your next campaign.

      1. Under Search Traffic, navigate to Ads.
      2. Pick the company that you would like to analyze.
      3. Search for keywords you are bidding on to see what your competition looks like.
      4. You can also search your brand to see if your competitors are targeting your brand name.
      5. Click on the Landing page to discover where they are leading the audience too.

INSIGHT

Looking at the Keywords column for each and can help you better understand your competitors’ ad group structure. This might give you ideas on how you should structure your ad sets.

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