SEMer should not only master data analysis, but competitor analysis is more important!

I wrote an article before about the daily work flow of bidders. Today, Dongguan Feng Chao will talk about our competitor, the friend whom we both dislike but also long to get to know. As the saying goes, knowing yourself and your enemy ensures victory in a hundred battles. And it determines our promotion strategy and account optimization direction to a certain extent. So, Dongguan Feng Chao wants to ask you: For your competitors, how many times do you know that someone clicks on their ads without a specific purpose? Therefore, today Dongguan SEM Feng Chao will talk about different situations and what kind of analysis should be done on competitors from the following four situations.

SEMer should not only master data analysis, but competitor analysis is more important!

Before project promotion
Before starting a project, competitors are an indicator that we have to understand, as it determines our promotion strategy.
Usually, we can proceed from the following points:
1. Strength
Strength is what we must understand: what is its budget>
It determines what measures we take. If the enemy is strong and we are weak, it is recommended that we enter the market as a lurker and avoid head-on conflict; if we are evenly matched, it will undoubtedly be a positional war, and the competition will be about ranking and user acquisition rate; if the enemy is weak and we are strong, then the strategy can be decided at will.
2. Account strategy analysis
Account strategy is also a necessary analysis factor because it determines the direction of our account promotion.
Usually, analysis can be conducted from the following four dimensions: time period, keywords, region, promotion channel, and equipment.
The ranking of different keywords can be determined by viewing different time periods.

Generally speaking, you can search by time period, so that you can basically understand the competitor's advertising time. They mainly invest in the morning, and their offline time can be monitored.

Keywords
Observe the rankings of competitors through the time periods with better conversions in your own industry; or analyze the time periods with better conversions through the rankings of competitors. Analyze the areas with better conversions based on the areas where competitors are placed, and use this to determine the direction of your own placement.

Promotion Channels
Analyze which platforms competitors use to place advertisements, such as 360, Shenma, etc., which can be used as a reference.

Delivery equipment
We can monitor our competitors to understand which devices they have deployed in which time period and prepare for our later stages.
In addition to the above dimensions, we can also combine different dimensions when analyzing. For example, time period + region, time period + equipment, to analyze which time period in which region and in which season should be focused on, or which equipment should be focused on in which time period.

3. Selling point analysis
In addition to strength and strategy, we also need to focus on analyzing the "landing page". The essence of knowing yourself and knowing your enemy, and winning a hundred battles is to know the strengths and weaknesses of both the enemy and yourself, so that you can better formulate strategies to attack the enemy.

When analyzing a landing page, we can focus on observing: what selling points different keywords have and how they are connected (layout).
Search for competitors based on different search terms, check the relevance of their pages to the parts of speech, and conduct comparative analysis.
If all words point to the homepage, then you can basically ignore this competitor; if brand words point to the homepage, product words point to the special page, industry words point to the column page, and long-tail words point to the content page, then we have to be careful.

Conventional analysis
Competitor analysis is one of the daily tasks for bidders. I originally planned not to do too much analysis in this case, but since some novices may not understand it very well, I will briefly talk about it. But I would like to remind everyone that when doing analysis, you must be purposeful and periodic, rather than doing it randomly.

Check the keyword ranking based on two indicators: different keywords and different time periods. Always keep an eye on your competitors to see if they have any better ideas.

Landing Page
It determines the traffic carrying capacity. We must always pay attention to its conversion points, copywriting, activities, etc. to avoid a big gap with competitors.

Customer Service Talk
It is recommended to chat with the customer service girl of your competitor when you have nothing to do. Ask the customer service of your competitor the questions that users often ask or some difficult and complicated problems, and try out the communication skills and techniques of the other party to learn from each other.

Adjust account strategy
If you want to adjust your account strategy, in addition to considering your own factors, competitors are also one of the factors that must be considered.

Since there are many directions and methods for adjusting account strategies, such as increasing or decreasing budgets, competing for the rankings of certain keywords, optimizing pages, etc., we need to conduct targeted analysis of a certain issue.
For example, if I want to increase my account budget, we can analyze our competitors from the following points:
1. Which time period should you add to when competition is not so fierce?
PC or mobile, which one is your competitor's weakness.
3. Add products that are ignored by competitors or in which you have an advantage.
4. Add to which region the opponent is stronger.
5. Add keywords with lower cost or higher conversion rate. What are the fluctuations in the bids and rankings of competitors for these keywords?

If the promotion effect decreases, 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 decreases. Is there a new competitor? Is the competitor adjusting its price? The conversion rate is low. Click on the competitor's page to see if he has made major adjustments. Conversion strategy is an important factor to analyze in advertising. On the one hand, we can obtain more user information, delivery information, etc. by understanding our competitors; on the other hand, by analyzing our competitors, we can make our promotion strategy more perfect.