How to Outsmart Your PPC Competition

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http://www.pointit.com - This presentation covers the elements of piloting a successful PPC campaign while getting ahead of your competitors. You'll learn how to bid on branded terms, trademark policy issues, and tools we recommend.

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How to Outsmart Your PPC Competition

  1. 1. How to Outsmart Your PPC Competition Jon Lisbin – Founder Maria Nikishyna – Sr. Client Manager December 16th, 2009
  2. 2. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC & SEO• 12 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  3. 3. Competitive Intelligence Presentation Agenda
  4. 4. Today’s Agenda Presentation Agenda• Bidding on Branded Terms: Yours and Theirs• Google, Yahoo, Bing Trademark Policies• Whitehat, grayhat, blackhat PPC• Tools we recommend
  5. 5. Your Branded Terms Presentation AgendaWhy bid on your branded terms? • Drive other listings lower on the page • Ensure you have the correct messaging • Drive traffic to the right landing page • Capture misspells • Avoid Affiliate Arbitrage • Branded terms are usually cheap
  6. 6. Branded TermsAgenda Presentation - Mispells
  7. 7. Presentation AgendaSearch Engine Trademark Policies
  8. 8. How Does it Look? Paid ResultsOrganic results Page 8
  9. 9. Do you want their branded terms? Page 9
  10. 10. What your competitors may do Page 10
  11. 11. Google Local
  12. 12. Blackhat PPC Examples
  13. 13. Competitive ToolsPresentation&Agenda Coverage Rank Jan 09
  14. 14. Competitive ToolsPresentation&Agenda Coverage Rank Feb 09
  15. 15. Competitive ToolsPresentation&Agenda Coverage Rank Mar 09
  16. 16. Competitive ToolsPresentation&Agenda Coverage Rank Apr 09
  17. 17. Competitive ToolsPresentation&Agenda Coverage Rank May 09
  18. 18. Competitive ToolsPresentation Agenda Budget Comparison
  19. 19. Competitive ToolsPresentationSEO PPC VS Agenda
  20. 20. Competitive ToolsPresentation Agenda Spyfu KW Overlap
  21. 21. Competitive ToolsPresentation Agenda Spyfu KW Overlap
  22. 22. Competitive InsightsPresentation Agenda Compete.com
  23. 23. Competitive InsightsPresentation Agenda Compete.com
  24. 24. Competitive InsightsPresentation AgendaGoogle Apps for Salesforce
  25. 25. Competitive Tools Presentation AgendaGA Network Location Report
  26. 26. Competitive Tools Presentation AgendaGA Network Location Report
  27. 27. Free ToolsGoogle and Yahoo Alerts – Competitor insights that you may have otherwise overlooked and not been aware of.Keyword Typo Generator – Great for creating misspells of branded terms.
  28. 28. Paid Tools• Compete.com – Free Trial, Pricing starts at $199/month.• AdGooroo.com – Depends on the # of keywords you monitor. Trademark monitoring is more expensive.• Spyfu.com – Monthly Subscription $59.95, Annual $395
  29. 29. Q&AJon: JonL@pointit.comMaria: MariaN@pointit.com

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