As the landscape of search changes it becomes increasingly necessary for a robust traffic portfolio to include pay per click visitors. But how can you tell when you are looking at a “soft phrase” ripe to be exploited qualified visitors?
I am a fan of Vespa scooters — especially the Granturismo. So I am going to use several terms from my life to show you how to determine the competition of your PPC phrases.
Let’s begin with a general phrase, Vespa.
The phrase returns high relevance organic results so I usually expect to see more results in the paid links. I admit this is a slightly anomalous result, but is is a good example. Both results here are the same — large volume buyers who are employing keyword insertion in both title and description. This suggests that there is little competition.
Next, Vespa Scooter.
These results are more diverse but you can see that result #1, 2 and 5 are the same kind of mass media buyer with template test and keyword insertion. #1 is of special concern. MeetUp has a particularly broadly worded ad and apparently is bidding on “scooter” as a broad term. I have done this search several times and MeetUp is always the top. Here is our first indication of what the price competition may be. Since 3 of the top 5 results are mass media buyers we may find that either: This term is a being bid particularly high for the amount of ad competition or the more specialized companies are not bidding high at all.
The two ads that are showing from retailers both feature a state name, suggesting that they are Geo-Targeted.
Last “Vespa Granturismo 200”
Based on these results it looks like this space has little, if any, use of exact phrases and few competing companies. None of the searches that I ran went beyond 10 paid results.
At first glance this looks like a soft group of terms. Next time I will cover the some quick ways to bring search volume and click cost into your assessment of PPC competition.
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