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SES San Francisco: Spy vs. Spy - Competitive Research
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SES San Francisco: Spy vs. Spy - Competitive Research

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Justin Freid's presentation from SES San Francisco on competitive analysis.

Justin Freid's presentation from SES San Francisco on competitive analysis.

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  • 1. Spy vs. SpyCompetitive ResearchJustin FreidTPG, An Omnicom CompanyDirector Of Digital Media(speaker logo)San Francisco| August 13–17
  • 2. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 3. San Francisco | August 13–17, 2012 | #sessfWhat Is This Dude Talking About?• Tags• URL’s• Page Modifications• Paid Research Tools @Justin_Freid
  • 4. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 5. San Francisco | August 13–17, 2012 | #sessfGhostery• Utilize Ghostery to easily see which pixels fire when you land on a page • Plugin available for Firefox and Chrome @Justin_Freid
  • 6. San Francisco | August 13–17, 2012 | #sessfGhostery @Justin_Freid
  • 7. San Francisco | August 13–17, 2012 | #sessfGhostery• 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
  • 8. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 9. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 10. San Francisco | August 13–17, 2012 | #sessfHow Can This Help?• Account Structure• Geo-targeting• Top performing search terms @Justin_Freid
  • 11. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 12. San Francisco | August 13–17, 2012 | #sessfWouldn’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
  • 13. San Francisco | August 13–17, 2012 | #sessfWouldn’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
  • 14. San Francisco | August 13–17, 2012 | #sessfWhat about landing pages?• Was the CTA changed?• Was a new button color utilized?• Has a form been shortened? @Justin_Freid
  • 15. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 16. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 17. San Francisco | August 13–17, 2012 | #sessfHave 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
  • 18. San Francisco | August 13–17, 2012 | #sessfPaid Search Competitive Research Tools• SEMRush and Spyfu @Justin_Freid
  • 19. San Francisco | August 13–17, 2012 | #sessfPaid Search Competitive Research• SpyFu - Combat Tool• Keywords your competitors are utilizing • Opportunities • Products/Services @Justin_Freid
  • 20. San Francisco | August 13–17, 2012 | #sessfPaid Search Competitive Research @Justin_Freid
  • 21. San Francisco | August 13–17, 2012 | #sessfSpyFu Combat Tool BOOM – Use Export New Ad SpyFu Keywords Groups @Justin_Freid
  • 22. San Francisco | August 13–17, 2012 | #sessfPaid 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
  • 23. San Francisco | August 13–17, 2012 | #sessfPaid Search Competitive Research @Justin_Freid
  • 24. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 25. San Francisco | August 13–17, 2012 | #sessfPaid 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
  • 26. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 27. San Francisco | August 13–17, 2012 | #sessfPaid Search Competitive Research• SemRush• Who are my competitors? • Who else is ranking and targeted my terms? @Justin_Freid
  • 28. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 29. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
  • 30. San Francisco | August 13–17, 2012 | #sessfOh hey ad text… @Justin_Freid
  • 31. San Francisco | August 13–17, 2012 | #sessf• SEO and SEM are more then ‘ranking for keywords’ or ‘buying traffic’ @Justin_Freid
  • 32. San Francisco | August 13–17, 2012 | #sessfIt’s About Money @Justin_Freid
  • 33. San Francisco | August 13–17, 2012 | #sessfTools: Connect:• www.ghostery.com • jfreid@tpgphl.com• www.copernic.com • @Justin_Freid• www.spyfu.com • Linkedin.com/in/justinfreid • www.slideshare.net/Justin_Freid• www.semrush.com @Justin_Freid