Fix My Photos – Competitor Analysis PPC Case Study
Summary
- Focus on more extensive PPC keyword research and finding PPC niche search terms
- Found keywords that competitors were using and we could add to our keyword list
- PPC Conversions almost doubled as a result of the competitor keyword analysis
Background
FixMyPhotos.com had already done PPC keyword research, going wide and deep using the Wordtracker and Google keyword tools. But, we believed there were more PPC keyword opportunities out there.
The Solution
There are some very powerful competitor research tools available. In this case, we used SpyFu.
By systematically running SpyFu searches on each of this client’s main competitors, we compiled a new competitor keyword list
To do this, go to www.SpyFu.com and enter your own domain name. In the results page, you will see a box that looks like this:
Spyfu Competitors Box
It’s important to cut and paste these competitors into a separate document because there is a fundamental difference between your real competitors and your ad competitors – even if an ad competitor is operating in a different space, they may offer you inspiration for ‘wide’, niche search terms.
1. Go to the SpyFu Kombat tool at http://www.spyfu.com/Kombat/
2. Enter 1 or 2 competing sites from your list against your own (don’t use the ‘www.’ when you type in the URL – just yourdomain.com)
3. Check out the results:
From this we can see that picwash.com have a huge amount more keyword reach than FixMyPhotos. We knew that already but, when you click on the relevant part of this Venn diagram, you can find out which keywords SpyFu has been able to detect as being in Picwash’s keyword list but not FixMyPhotos’.
4. Ideally, this process should be done while creating new campaigns from scatch. At this point, you would categorise each keyword into ‘wide’ categories and then conduct ‘deep’ keyword research on each (as usual).
5. If you are doing this on an existing campaign and don’t want to rock the boat too much, you could de-dupe this list against your existing keyword list and use Speed PPC to create a nice keyword-stacked campaign in just a few minutes.
The results
Fix My Photos PPC Results
Above you can see how the Fix My Photos’ PPC campaign’s output was almost doubled from something that was very quick and easy to do. The competitor keyword research has made a real difference to FixMyPhotos’ PPC campaign.
