Speaker 1: When it comes to ad copy and creative planning, you can learn much faster and more cost-effectively by seeing what resonates with your audience before you spend. What does that mean? It means understanding what's performing best within your competitor's messaging and imagery so you can leverage that intel in your own ad strategy, adjusting a bit of course to ensure you're differentiated. Let's pretend I'm on the marketing team at Harry's and I'm wanting to do some ad copy and creative planning. I'll start in the Search Ads tool found under Keyword Analysis. By entering a keyword like shaving, I can immediately understand who I'm competing with in the SERPs and what their ad copy approach is. For example, I see Art of Shaving emphasizes free shipping and a $30 off $100 order offer. From the ad creative shown here, we can notice that Gillette takes a much more informational approach by using a search ad and associated landing page aimed at educating people on how to shave. This might be something for us to test at Harry's. If you already know who your competitors are and you don't have many SKUs, I recommend using the Search Ads tool under PPC Competitor Analysis in the left sidebar. Here we can enter the competitor's website instead of a keyword. From this view, we can see the ads themselves, traffic share, the keywords that triggered these ads, estimated search volume for those, the positions, and the landing pages. In this view, it's really easy to start identifying patterns in competitor ad copy. Three of the top six ads by traffic share mention bundling and either a free shower hanger or a free razor cover. Five of the six mention a six-blade razor in the ad copy. So that's something we at Harry's could consider emphasizing in our own ads if we have that same feature in our razors. From this same view, I can drill down further by excluding or including certain keywords. Let's analyze ads Dollar Shave Club is running against our branded keywords by going to Include, Harry. Here, Dollar Shave Club seems to emphasize being the quote-unquote original shave club. And the offer here is a bit more mysterious, $10 razor set with a free gift. With one click, we can bring up the associated landing page and see that it is in fact the same free shower hanger. But maybe using the more generic free gift wording versus spelling out free shower hanger has worked better for Dollar Shave Club in their competitive ads. Regardless, it's clear that Dollar Shave Club has a creative strategy that incorporates matching landing pages for their ads. Now that is a smart strategy. Next, let's head to the product ads tool under the PPC competitor analysis. Product ads often get overlooked, but if you see your competitor using them, that signals they found an effective channel that you're not currently in. In their product ads, Dollar Shave Club seems to place a strong emphasis on razor refills and starter kits. I can even see the keywords associated with these product ads and notice that many of these product ads are being shown when people search for Harry's. Sometimes you can even learn more about how your competitors are structuring their campaigns by analyzing the syntax of their URLs. For example, D to C would infer direct to consumer. DR is direct response. This kind of stuff gives you extra context about how they're targeting these campaigns. You can also search product ads by keyword. For example, if we look at the word shave, we can see that the product photos for blade refills or starter packs almost always have a white background versus being shown on a real bathroom counter. And that the blade refills are always stacked vertically next to the razor itself. These are useful principles as we develop our own product imagery because we can piggyback on what already seems to be working. In summary, I hope you see how SimulaWeb Digital Marketing Intelligence can bring your ad copying creative planning to the next level. You'll be able to discover countless insights that'll lead to high-performing campaigns. Want to see how SimulaWeb Digital Marketing Intelligence can help your campaigns? Try it for free. Check out the link in the description.