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• Traffic estimation and Competition study

Based on your objectives, and your product-promotion-geography range, we start to work on two things – researching the keywords including their demand estimation and costing and ascertain the competition, their bid ranges, ad text and USPs promoted.

This is sometimes judgmental. It also depends on the time, resources and smartness committed to the project. It is never perfect as the competition is dynamic in PPC environment with any new player can start a campaign in 5 minutes and it’s a live auction 24/7. Nevertheless, a relative study can be made as to the keywords, their demand, the cost and the competitive scope.

For keyword research, ValuePitch uses Yahoo, Google sandbox, Wordtracker and MSN along with your and your competitors’ sites. We use some handy, home-grown tools to expand these keywords. We then eliminate irrelevant keywords, use the relevant ones to proceed on further.

The relevant keyphrases will then be used for estimation purposes. Google traffic estimator, Yahoo, MSN and Wordtracker will again be asked for help.  The estimations are never accurate (as with life J), but a relative estimate based on judgment can be made with reasonable confidence. The estimates can also be made at different cost levels.

The estimates above are for the search volume. But for clicks to happen and traffic to come through to your site, we do a competitive study. If we are ‘just another ad’ we may get the industry average click thrus or less. If we have some ‘juice on our ad’, we may pull double the visitors in the same time. This is a tricky issue, carrots (offers, promos, giveaways, freebies etc) work in getting clicks, but people may click only for offers and could be the wrong target audience. The USPs, differentiators will help in better click thru rates for ads.

The market and competitive turf determines largely what and how much one can expect from a PPC campaign. Valuepitch helps you understand this and make use of the intelligence gained.

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