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How can you use competitive data to improve your paid search campaigns? In Part 2 of her multipart series on SEM growth hacks, columnist Lori Weiman explains how competitive ad monitoring helps marketers make more informed strategic decisions. Welcome back to my eight-part series providing marketers with growth hacks for their paid search campaigns. I began the series last month by focusing on how brand protection in paid search has become a quick way for search marketers to drive meaningful campaign revenue. Today, I will focus on an SEM growth hack that uses competitive data to grow your paid search results in a big way. My focus today will be on text search ads only. Stay tuned for Part 6 for tips on improving shopping ads. Let’s jump right into how to achieve monster growth in PPC using competitive data. This is basically written like a recipe, so follow each step: Step 1: Identify your top keywords In order to use competitive data in the most productive way, you need ...