PPC advertisers can learn a whole lot from just two metrics. Mike Fleming of Pole Position Marketing illustrates this in a post for Search Engine Guide, where he looks at impression share and average position for the top five advertisers for a keyword in the past six months. Using just these two metrics, Fleming shares a wealth of competitive insights.
For instance, Advertiser 1 had an average impression share of 100 percent and an average position of 1.16. If you were competing against this advertiser, Fleming says that you might want to test the content in their ads to see if it yields better results than the content you’re using. If not, you can confidently conclude that they’re ready to bid to the skies to retain that No. 1 spot. If you were this advertiser, you should run tests to find a bidding sweet spot.
On the other hand, Advertiser 5 had an average impression share of 59 percent with an upward trend and an average position of 5.92. If you’re competing against this advertiser, you’d want to keep an eye on them and take note of their tests with ads and landing pages. If you’re this advertiser, you’d want to test your ads and bids to see the effects of getting into the higher positions on clicks, conversions and costs.
To learn more, see the full post on Search Engine Guide.
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