1. Do you do competitor research? If so, what tools do you use?
Answer: Yes. We conduct competitor research for every pay per click campaign we create. We usually use Keyword Spy, just for the simplicity of the program, but there are other great tools out there as well. As consultants, we strongly advise NOT setting up a new ppc campaign to simply mirror that of a major competitor. You want to use the research as a guide, NOT to create a carbon copy!
We also love to use competitor research to take a look at all of the ad copy that is already running for your key terms. We want to stand out. We want to differentiate your product or service. The best way to do that is to take a look at what others are saying… Then, go say it BETTER!!