Bidding Promotion Tutorial: How to Systematically Analyze Competitors?

We often say: "Know yourself and know your enemy, and you can fight a hundred battles with no danger of defeat." But in bidding promotion, do we really understand our competitors? I pay close attention to my competitors and will check to see if they have any new ideas or landing pages. Sometimes we even click on their ads. I would like to say that this is not the correct way to analyze competitors! Come, let’s learn today: How to systematically analyze competitors and understand their strengths!

Bidding Promotion Tutorial: How to Systematically Analyze Competitors?

Strength is what we must understand:
The budget determines what measures we take. If the enemy is strong and we are weak, it is recommended to enter the market as a lurker and avoid direct conflict;
If the two teams are evenly matched, it will undoubtedly be a positional battle, and the competition will be about bidding ranking and user acquisition rate;
If the enemy is weak and we are strong, then the strategy can be whatever we want.

Generally, if we want to understand a competitor’s budget, we can make an estimate based on his bidding promotion ranking, advertising online time, etc.

Competitors' promotion strategies

The bidding promotion account strategy is also a necessary analysis factor because it determines the promotion direction of our bidding account, as well as the account word selection, bidding, etc.

Account strategies can generally be analyzed from two aspects: directional level and operational level.

Direction level: time period, region, promotion channel, equipment

Understand which time periods your competitors are promoting and how they rank in different time periods. Based on the areas where your competitors are advertising, analyze the areas with better conversions and use this to determine your own advertising direction.

▲ Bidding promotion channels

Analyze which platforms competitors use to place advertisements, such as 360, Shenma, etc., which can be used as a reference. We can monitor our competitors to understand which devices they have deployed in which time period and prepare for our later stages.
Operation level: keywords, creatives, landing pages

▲Keywords

Including keyword selection, bidding, matching and ranking.

Keyword selection can be mainly divided into: general words, competitor words, product words, brand words, price words, intention words, related words, etc. We can query these types to understand which words competitors are promoting, so as to infer its traffic strategy.

For example, if competitors mainly promote general words, then it can be basically judged that it is a low-price broad strategy; if they mainly promote price words, then it can be basically judged that it is a medium-price phrase strategy; if they mainly promote brand words, then it can basically be judged that it is a high-price precise strategy.

Like keyword bidding and ranking, they are often related, and the bid can be inferred based on the ranking of competitors.
As for keyword matching, it goes without saying that based on the red results, you can roughly understand which keyword content is being promoted.

▲Creativity, landing page
I will combine creativity and landing pages.
Because they are inseparable.
The competitor has a new creative idea. What does this creative idea mainly express? How is it written? What kind of landing page is it based on? What is the format of the landing page? What is the style of the landing page? What content does the landing page contain?
For example.
I found that my competitor had a new idea, as shown in Figure 1. Through analysis, I learned that he adopted the writing method of "proposing a problem that I really want to solve + solution". I clicked on the creative idea and found that the bidding landing page actually adopted the story format, as shown in Figure 2. After reading it carefully, the story is quite attractive. I think it is very good...
So, do you know what we are analyzing when analyzing creativity and landing pages?
Why do users click on your ad but buy your competitor's product? That's why conversion ability is so important!

1. Conversion mode settings

Conversion models usually include conversion tools, and here we also include conversion points.
That is: conversion tools and conversion points. Conversion tools: like forms, phone calls, etc., what conversion tools have competitors set up on the landing page, and how are they set up? Conversion points: How do competitors set conversion points on the landing page? Is there a conversion point per screen or only one conversion point at the end? For example, the figure below. The design uses a bright red background, and the copy uses words such as "free", "tailor-made", and "laptop computer draw" to attract users.

2. Customer service and sales communication skills

Customer service is the closest to users, so their conversion skills cannot be ignored. We can understand our competitors’ language by looking at their automatic replies to customer service and communicating with customer service. For example, in the picture below, the automatic reply is a content similar to the course introduction.

Would users be willing to read such a long content? If the promotion effect declines, the account must be analyzed. Competitors are also one of the factors we must analyze.

For example, if your competitor diss a selling point on your landing page, or your competitor's product is having an event, etc., it will have a certain impact on our conversion.

If the traffic changes and we don't make any major adjustments, we need to consider whether our competitors have made changes.

The number of impressions has decreased. Is there a new competitor?

The click-through rate has decreased. Is it because the competitor has adjusted the price? The display volume and click-through rate have not changed, but the conversation rate is low. Click on the competitor's page to see if he has made major adjustments. The transaction rate has dropped. Has the competitor optimized the conversion strategy?

Competitors are an important factor that we need to analyze when placing advertisements. On the one hand, we can understand our competitors and gain more information about users and placements, etc.; on the other hand, by analyzing our competitors, we can make our bidding promotion strategy more perfect.