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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Chapter 1. Researching the Market and Competition and Setting Goals

In this chapter, we will cover the following:

  • Focusing on relevance
  • Identifying your competitors using Google search results
  • Using third-party tools to research competitors
  • Analyzing budgets and bids to determine market saturation
  • Setting advertising goals
  • Predicting if AdWords will be profitable and calculating potential returns

Introduction

This chapter covers the basic research we should conduct as we consider advertising with AdWords. Before we start competing in an online ad auction, we need to understand how saturated the market is and what our competition is doing in the online ad space. The first recipe explains how to identify our pay-per-click (PPC) competitors, while the next ...

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