Join Adriaan Brits for an in-depth discussion in this video Using Google AdWords to measure the competition, part of Online Marketing Foundations: Digital Marketing Research.
- Google Ad's can tell us a lot about…how competitive markets are in…different countries and industries.…In most cases, there is a direct corallation…between the indicative cost per click…that a market is prepared to pay…and the level of competition.…This like consumer spending power.…However, there can be exceptions.…In some industries the lifetime value of the customer…is much higher and for that reason…even with little competion companies are willing…to pay a lot more per click.…Let's look at an example of this:…A university that sells a three year degree program…would value students total spend at approximately…$70,000 over three years.…
Hence, it would be willing to pay around $25 per click…to attract students.…A college on the other hand that sells…a one day Excel course…would value the students initial spend…at perhaps $100 and maybe…another $150 over the next 3 years.…Hence, they might be willing a maximum…of only 25 cents or 45 cents a click…to attract students.…Now, let's look at how to measure the competition…
Adriaan Brits consults with organizations all over the world at improving their market research practices. Here, he shares his knowledge with you. Using data from big (and free) online ecosystems such as Google, Facebook, and LinkedIn, Adriaan shows how you can measure consumer demand, trends, market competitiveness, and direct competition. He also introduces some premium toolsets used by professional marketers. By the end of the course, you'll have the skills to conduct your own independent research and investigate your customers and competitors online.
- Explain how to conduct ethical research.
- Identify the benefits of digital research.
- Use Google AdWords to measure demand.
- Leverage LinkedIn to measure the competition.
- Distinguish tools from Google, Amazon, LinkedIn, and Facebook.
Skill Level Appropriate for all
Q. This course was updated in 12/2017. What topics were updated?
A. The following topics were part of the update: professional research tools, SEMrush, and SimilarWeb.