SES San Francisco: Spy vs. Spy - Competitive Research
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Justin Freid's presentation from SES San Francisco on competitive analysis.
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SES San Francisco: Spy vs. Spy - Competitive Research
- 1. Spy vs. Spy Competitive Research Justin Freid TPG, An Omnicom Company Director 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 | #sessf What 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 | #sessf Ghostery • 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 | #sessf Ghostery @Justin_Freid
- 7. 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
- 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 | #sessf How 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 | #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
- 13. 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
- 14. 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
- 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 | #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
- 18. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research Tools • SEMRush and Spyfu @Justin_Freid
- 19. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research • SpyFu - Combat Tool • Keywords your competitors are utilizing • Opportunities • Products/Services @Justin_Freid
- 20. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research @Justin_Freid
- 21. San Francisco | August 13–17, 2012 | #sessf SpyFu Combat Tool BOOM – Use Export New Ad SpyFu Keywords Groups @Justin_Freid
- 22. 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
- 23. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research @Justin_Freid
- 24. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
- 25. 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
- 26. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid
- 27. 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
- 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 | #sessf Oh 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 | #sessf It’s About Money @Justin_Freid
- 33. San Francisco | August 13–17, 2012 | #sessf Tools: 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