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Justin Freid's presentation from SES San Francisco on competitive analysis.
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San Francisco| August 13–17
Spy vs. SpyCompetitive Research
Justin FreidTPG, An Omnicom CompanyDirector Of Digital Media
(speaker logo)
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
What Is This Dude Talking About?
• Tags
• URL’s
• Page Modifications
• Paid Research Tools
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Ghostery
• Utilize Ghostery to easily see which pixels fire when you land on a page
• Plugin available for Firefox and Chrome
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Ghostery
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Ghostery
• What software your competitors are using to run campaigns
• What partners your competitors are advertising with
• What your competitors consider a conversion
• No need to dig through code to find tracking pixels or conversion tags
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
How Can This Help?
• Account Structure
• Geo-targeting
• Top performing search terms
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Wouldn’t it be great if you could..
• Keep an eye on your competitors homepage
• Are they adding new links?
• Has their title tag changed?
• Did they add new content?
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Wouldn’t it be great if you could..
• Keep track of changes competitors make to deep high ranking pages
• Changes to content
• Anchor text alterations
• Changes to html/tags etc..
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
What about landing pages?
• Was the CTA changed?
• Was a new button color utilized?
• Has a form been shortened?
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Have you ever asked yourself..
• What KW’s are being used by competitors?
• How much are competitors spending each month?
• What CTA is used most by my competitors?
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Paid Search Competitive Research Tools
• SEMRush and Spyfu
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Paid Search Competitive Research
• SpyFu - Combat Tool
• Keywords your competitors are utilizing
• Opportunities
• Products/Services
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Paid Search Competitive Research
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
SpyFu Combat Tool
@Justin_Freid
Use SpyFu
Export Keywords
BOOM – New Ad Groups
San Francisco | August 13–17, 2012 | #sessf
Paid Search Competitive Research
• SpyFu Combat Tool
• Ad Text
• What CTA’s are being used
• Is pricing/sales/%’s being utilized?
• How brand heavy is the creative?
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Paid Search Competitive Research
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Paid Search Competitive Research
• SemRush
• How much your competitors are spending?
• What will it take to be competitive?
• How many visitors they are driving each month?
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
Paid Search Competitive Research
• SemRush
• Who are my competitors?
• Who else is ranking and targeted my terms?
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
Oh hey ad text…
San Francisco | August 13–17, 2012 | #sessf
• SEO and SEM are more then ‘ranking for keywords’ or ‘buying traffic’
@Justin_Freid
San Francisco | August 13–17, 2012 | #sessf
@Justin_Freid
It’s About Money
San Francisco | August 13–17, 2012 | #sessf
Tools:
• www.ghostery.com
• www.copernic.com
• www.spyfu.com
• www.semrush.com
@Justin_Freid
Connect:
• @Justin_Freid
• Linkedin.com/in/justinfreid
• www.slideshare.net/Justin_Freid