Hi there! This is SEMrush –
a powerful online visibility
and content marketing platform
that covers various areas of your online presence –
from SEO to Content Marketing,
Social Media, and much more.
In this session, I’ll be walking you
through our comprehensive Advertising Toolkit.
The variety of features offered in our toolkit
can sometimes be overwhelming,
and at a first glance, it’s hard to grasp
what SEMrush is truly capable of.
So, this video will show you
how to navigate through the Advertising toolkit
and make sure you don’t miss a thing.
SEMrush Advertising toolkit is comprised of various workflows.
You can run a competitive analysis
(as in, analyze your competitor’s
online advertising strategies and tactics),
keyword research (see which keywords you should target
to yield fruitful results from your ad campaigns),
or create ad campaigns from scratch.
Are you ready? Let’s get the ball rolling.
Crafting the perfect advertising strategy for your business
always starts with looking at the competitive landscape.
And Advertising Research can help you capture that information.
This tool helps you analyze your competitors’ advertising strategies
on various levels – domain, subdomain, or URL.
Choose a location and a device type,
and either examine live data
or select a certain timeframe you’re interested in.
And if you want to understand
how your competitors appeal to their audience,
explore our archive of the actual ad copies,
available in the Ad Copies report.
Being a masterful scrapbook,
this report contains headlines and Call-to-Actions
your rivals have used in their ads,
along with the keywords they target,
and the landing pages they direct paid traffic to.
For your convenience, the ads are already sorted
in the number of their efficiency
and the number of keywords they target.
With Ad History report
you have access to competitors’ overall advertising strategy
for the last 12 months.
This archive of invaluable data
gives you an opportunity to find out
how and when they run their ads,
which keywords they use
and how much traffic it brings to them.
Pay special attention to those ads
that have been up for a while –
if a competitor has been using them
for more than a couple of months,
they must have earned them a lot of business.
Or, see if you can spot any seasonality trends
and use these insights for your own advertising strategy.
The next go-to tool is Keyword Gap.
This is where you will get a 360-degree overview
of how your domain compares against competitors.
All you have to do is pick five biggest rivals
and use the chart view to identify any common or unique keywords.
Watch out for the section that shows unique keywords
to review any missing keyword opportunities
for your organic or paid search strategy.
Yes, Keyword Gap doesn't just cover your organic keywords –
you can gather insights on paid or PLA keywords too.
If you don’t care about any advertiser in particular,
and rather need to scope out the potential
of a specific state or region
in terms of cost per click
and search demand for your services,
use the CPC Map.
The tool will help you identify
the industry's most expensive
and high-volume keywords
and compare local PPC costs
and search volumes across multiple industries.
These numbers will help you quickly evaluate
a ballpark figure of advertising in your region of choice.
Besides researching text ads,
SEMrush also provides you with a unique set of tools
for display ads and Shopping ads analysis.
Display Advertising provides a helicopter view
of competitors’ display advertising strategy.
It gives you an idea of a competitor’s recent activity
and their target audience.
One way to approach website analysis
is to find out its advertising strategy,
and what type of ads it hosts as a publisher.
You can segment the ads by location and by device type.
The Ads tab dissects each ad individually
and convenes your competitors’ display ads data
by sorting them based on their type – media, html or text.
You can check when and where
the ad campaign was aired
and what creatives and copies they used.
As a nice bonus feature,
you can review your competitors’ biggest publishers
and see if you are missing any opportunities
for your own ad placements.
If your competitor is in eCommerce,
you’d want to discover
which of their product listing ads or shopping ads
showed up for different keywords
along with their recent position changes.
This is when you go to PLA research.
With the help of this report,
you can uncover what your competitors' PLAs look like
and analyze their components.
You can discover the titles and prices of promoted products
and if you filter the list of copies by the number of keywords,
you can deduce what products
they’re placing their biggest bets on.
Don’t stop perfecting your ad campaigns.
Use the report to reverse-engineer your own campaigns
to understand which keywords triggered your ads
to appear in Google’s Shopping ads section.
Once the intel has been collected
and the competitive landscape of paid search has been canvassed,
it’s time to start setting up your own ad campaign.
When it comes to paid search,
keywords are integral to success.
But with SEMrush, you have all the tools
for an efficient and smart keyword strategy at your disposal.
When you are choosing your bid keywords,
make sure they address the search intent
relevant to your advertising goals.
Enter your target keyword,
and look at semantic groups
to pick the ones that best address your advertising goals.
Filtering keyword groups and questions in Keyword Magic Tool
will help you identify the most high-volume keywords
with the right intent.
Use advanced filters to spot low-hanging fruits
with the least competition and CPC.
Once you’ve selected keywords
you want to analyse more thoroughly,
add them to the Keywords Analyser
and get real-time data on primary metrics you have to review.
Now your keywords are ready
to be transferred to the PPC Keyword Tool
that will further optimize your PPC campaigns
for the target keywords.
PPC Keyword tool will be your side-kick
in fine-tuning your keywords list
and preparing for a campaign launch.
It will help you organize keywords at a campaign
and ad group level, quickly define negative keywords
and export the campaign plan
to seamlessly import it into Google Ads.
The tool is similar to Google Ads:
you can segment your keywords into groups,
campaigns, or groups with keywords and metrics.
For local campaigns,
PPC keyword tool will display such metrics as CPC
and search volumes for a particular location,
which is an essential part of the process.
You can always add more keywords you’d like to work with
by using SEMrush's suggestions
or uploading the keywords from your existing campaign.
SEMrush will analyze your keywords
and give you a list of recommendations for optimization –
whether you should clean your keywords,
remove duplicates, cross-group negatives
or remove empty groups
to make sure you are not wasting your ad budget.
Once you are done with campaign optimization,
you can easily export your keywords list
and upload it directly to the Google Ads editor.
This concludes the most demanding part of the ordeal,
with all the legwork now being completed.
You’ve looked at the competitive landscape in your advertising niche,
looked under the hood of your competitors’ ads,
and compiled a keyword list
that you’d like to target with your ad campaign.
Now, it’s time for action.
To avoid wasting your time
on manually transferring all the data to Google Ads
we have a set of tools to help you gear up
for your ad campaign launch.
To start creating ad copies for each of your ad groups,
use the Ad Builder.
You don’t have to upload anything –
Ad Builder automatically syncs with the PPC Keyword tool
and mirrors your keyword list in its entirety.
Here you can go through an entire cycle of crafting the ad –
from competitors research to selecting relevant ad extensions.
You can explore the ads
that run for your competitors’ domain
within the Ad Research tab.
Just add their domain
and the location you are particularly interested in.
If you stumble upon an ad
you just can’t stop thinking about,
save it as a template for your future ad.
Don’t forget to add your personal touch
to the ad copy by tweaking the text
while the Ad Builder makes sure you stay
within the character limit
Look at the instant ad preview
to see how your ad will appear in the SERPs.
If you change your mind
and want to base your ad off of a different template,
check out the Ideas for your ads
and use the one you like best.
Ad Builder also features a Display ads constructor.
Once again, you can research what display ads
your competitors are running,
and create a display ad of your own –
simply edit the copy and include a new image.
If you are using ad extensions (which is a good idea
because it makes your ad
even more relevant to various search queries),
you can also manage them within the tool –
whether you want to add a callout, a sitelink,
a structured snippet or a phone call extension.
Once you are done crafting the ads for your ad campaign,
export it as a Google-Ads-compatible file
and upload it to your Google Ads Editor.
Or, export it as an excel file
to review the entire campaign or present it to your colleagues or clients.
Now, you’re geared up to start working with SEMrush’s Advertising toolkit.
But before I let you go to explore its diverse features,
I’d love to introduce you to a very special part of our powerful suite,
which has been designed to streamline
your management and collaboration processes.
Your first step here is to get acquainted with Projects
which is a bundle of different tools
that cover your online visibility.
Projects provide a 360-degree view
of the progress of your work,
facilitate your team’s cooperation
and keep your clients in the loop.
You can easily share the project for view or edit
with anyone in your company or outside of it.
If your boss or a client prefer to have
a hands-on experience on a regular basis,
My Reports will help you create custom reports
that cover data from various tools.
Make use of a wide range of our pre-defined templates,
or build your own report.
You can always brand it or use a white-label option.
All you have to do is simply add
the relevant Advertising widgets you’d like to share
and show your progress.
Once you’ve fetched the report, email it to your client
and choose how frequently you’d like it to go out.
Make sure you save your brand-new report
as a custom template to use it later.
That’s it, folks!
You now know what Advertising with SEMrush looks like!
This was a very quick run-through of our Advertising toolkit.
But once you start working on your project,
you'll realize that there’s always something new to discover,
along with a continuous flow of new features.
Need more time before you embark on a journey of using SEMrush?
Go to our Academy page that provides a detailed overview
of our Advertising toolkit
and allows you to challenge your knowledge of SEMrush.
If you ever feel lost or unsure which page to go to for answers,
navigate to the Help page.
It is a database of articles that contains user manuals,
FAQs, definitions and workflows.
Just type in your question into a search bar
and get a complete answer.