Best Ad Campaign Management Services Delaware: Exploring how to research competitors for local PPC campaign
If you’re a PPC agency or consultant, seeing who runs Google Ads (a.k.a Google AdWords) in local areas is a crucial advantage for finding new prospects in your region and creating insightful competitor reports that convert your lead into a paying client.
You’ll learn how to do PPC competitor research on a truly local level with the best ad campaign management services in Delaware. You can see who is winning and losing — and structure your local campaigns to challenge the best in your target area.
How You Can Access Hyper-Local Search Marketing Research
Let’s use the example of a nationwide business doing PPC research on a local market. Say we’re representing Bank of America, and we want to see who is competing for “business bank account” and associated keywords (e.g. “corporate account”) in the thriving economic hub of New York City.
In this case, we know our competitors nationally, but we want to see who is active and profitable in New York’s SERPs. In just a few easy phases, we can set up a project in iSpionage with our list of keywords, competitors, and locations — town, city, region, or country.
You can add multiple locations in one project, perhaps if you’re targeting a city and its various satellite towns — but for this example, let’s focus on business banks using PPC to target ‘New York’ customers only.
Local PPC Competitor Data: What You Need to Know
You can see some key PPC performance metrics from your list of local competitors. These include:
Average Impression Share:
The average number of impressions each local advertiser has received, divided by the number of prints they could have received. This metric shows whether a PPC advertiser is maximizing their potential — or being outperformed by competitors.
Average Ad Position:
This shows the middle position across all the ads for the selected keywords in your chosen geolocation. The higher the figure, the better the campaigns are performing for that target keyword. However, you can simultaneously have a high average position and a low impression share—this means your ad is shown high. Still, it’s not being shown regularly enough to capture enough impressions. This would suggest you need to adjust your bidding strategy or increase your budget to allow your ads to be shown in those high positions more often.
New Ad Copy & New Landing Pages:
As the label suggests, this section shows you the number of new ad copy and landing page creatives for each local competitor. You can click through to see these for all the competitors you’re tracking and understand when they’ve started and stopped different ads. This allows you to monitor the A/B testing process of your competitors — in almost real-time.
SERP Overview for Keywords, Locations, and Dates
SEM Campaign Watch allows you to monitor the first page of the SERPs results for your selected PPC keywords in a specific area — on a certain date.
This is another way for you to stay on top of new competitors. If you’ve decided to track multiple geolocations in one project (e.g., franchises in New York, San Francisco, and San Diego), you can cycle through them in one dashboard to track each local SERP.
Local Landing Page Insights:
Seeing landing page designs and local competitor offers is unique to users of iSpionage. No other PPC competitor analysis tool offers this view within the tool, including SpyFu. Landing pages are a critical part of any PPC campaign because it’s where your competitor converts the user who has clicked.
By seeing the complete user journey from start to finish, you can track landing page designs and visuals, match (or beat) offers, and understand how competitor landing pages align with their PPC ad copy.
How to Track Localized “Near Me” PPC Keywords
With the SEM Campaign tool, you can track who competes for variants of “near me” and “nearby” keywords in specific locations. This is particularly useful for local businesses like cafes, restaurants, hotels, and salons — and it also enables marketplaces (e.g. Airbnb) or franchise businesses (e.g. McDonald’s) to research which competitors are running ads in their target locations.
Let’s say I’m the primary hotel booking website, Hotels.com. I want to attract people who are searching for “hotel(s) near me” while they’re located in London, UK. So, I need to know what my competitors are doing, who is winning, and how competitors are running profitable PPC campaigns for this keyword.
How to Get a Quick Snapshot of Localized Keywords
SEM Campaign Watch helps you track the performance and activity of specific competitors over time, and this is where the hyper-local data is available. Of course, this isn’t the whole story — because PPC campaigns are often set up to show ads for top-level keywords (e.g. “Attorney”) in specific geolocations. So, we still recommend that you rely on the best ad campaign management services in Delaware for a deeper level of data, but this is also an option for gaining a baseline understanding.
The devil is in the detail of PPC strategy, and the slightest tweak can make a massive difference to the profitability of a campaign. These local insights — including ad copy and landing pages — help you understand how competitors approach local PPC for top-level commercial or “near me” keywords in certain geolocations. This can speed up your learning process and help you optimize to improve your impression share and ad position — essential parts of a profitable local PPC campaign.