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. 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