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

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