Module 1- During Discovery, we align on key business objectives, and uncover important insights about our market and our stakeholders.

Discovery means asking the right questions about your organization and your industry. We spend this time identifying key audiences, dissecting the shopping journey, and spying on your competitors' strategy.

Table of Contents

1.1 Questions You Need to Ask About Your Business

A thorough business discovery process can help you find gaps in your strategy and identify opportunities in your market. 

The information that you gather during discovery will lay the foundation for your PPC strategy. It’s important that you understand what questions to ask and why it’s important to ask them. 

Feel free to use our checklists.

1.2 How to conduct Market Research. Start with your completitors.

We’re big fans of not reinventing the wheel. 

If you sell a product or service, then there’s likely a competitor selling it better. If you’re already the best at selling your product or service, then there’s likely a competitor looking to take your throne.

Using 3 just research tools — Google Ads, BuiltWith & SEMRush — we can identify who our competitors are, what PPC tactics they are using and what appears to be working for them.

1. Start with the Free Ad Preview & Diagnosis Tool available in your Google Ads account

Google Ads is free to sign up for an account. Once you access Google Ads, there are free planning and research tools available in the platform. One of these is the Ad Preview & Diagnosis Tool, which we use to help us identify our PPC competition.


Use this to identify competitors in your space. 

(If you’re doing this research on Google, DO NOT click on your competitor’s ads. Your competitor will get charged for this click. No need to play dirty)

What does your competitor offer its users in exchange for their information? Whitepaper, guide, infographics, email list, etc…

What does your competitor do better than everyone else? What do they say that they do really well? Are there similar USPs among different competitors.

What certifications, associations, badges or client logos does your competitor use to highlight trustworthiness? What is stopping you from obtaining the same certifications?

What does your competitor’s site structure look like? Footers often show you a competitor’s website outline, which can tell you plenty about their content and audience strategy.

What keywords is your competitor using in their headlines and descriptions? Look at the H1, H2 & meta-description tags for an idea of the SEO strategy your competitor is building their website around.

Use the free Google Pagespeed Insights Tool to measure your competitor’s website speed. A fast website, with high scores across core web vitals is a good indication of a strong SEO department.

What social media networks do your competitors maintain an active profile? Look for recent activity and engagement from followers. 

Blogs, videos, podcasts, whitepapers, case studies, guides, tools, widget…pretty much every medium that your competitor uses to tell customers about talk about themselves.

What roles are your competitors hiring for? Are there openings in the marketing department? This says a lot about what your competitor might see as a priority for their business strategy or a gap in expertise.

What cities, states and countries does your competitor operate in? Who do they primarily serve?

What do others have to say about your competition? We recommend Google Alerts, where you can track internet mentions for a specific brand or topic. 

How do your prices compare to the competition? Are there competitors that disrupt the traditional pricing model for your industry, for example a SaaS that automates a key tasks or service.

Google Trends can help uncover market opportunities, like trending topics and seasonal peaks for your industry.

1.3 Dissecting the customer shopping journey

I like to play a game called, “Spot the CTA”. Next time that you see a button on a website, pay attention to the text inside of it. 

This is the call to the action (CTA). CTAs often give away the stage of the customer shopping journey that is being targeted.

See the examples below to get a better understanding of what this means.

1. Top of the Funnel CTAs

Top of funnel CTAs usually identify where the relationship building process begins. It’s often a soft commitment (subscribe, follow, like) in exchange for more access to your creative access and channels.

2. Middle of the Funnel CTAs

Middle of the funnels CTAs seek to guide you towards information, processes and/or creatives assets that drive the decision making process, such as whitepapers, demos, and webinars.

3. Bottom of the Funnel CTAs

Bottom of the funnels CTAs get you started with the sales, onboarding or intake process. Look for request a quote, contact us, start a trial, or call now. For e-commerce, this can mean checkout or buy now.

Module 2: Website

Module 3: Setup

Module 4: Optimization