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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 …

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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Transcript

  • 1. How to Outsmart Your PPC Competition Jon Lisbin – Founder Maria Nikishyna – Sr. Client Manager December 16th, 2009
  • 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. Competitive Intelligence Presentation Agenda
  • 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. 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. Branded TermsAgenda Presentation - Mispells
  • 7. Presentation AgendaSearch Engine Trademark Policies
  • 8. How Does it Look? Paid ResultsOrganic results Page 8
  • 9. Do you want their branded terms? Page 9
  • 10. What your competitors may do Page 10
  • 11. Google Local
  • 12. Blackhat PPC Examples
  • 13. Competitive ToolsPresentation&Agenda Coverage Rank Jan 09
  • 14. Competitive ToolsPresentation&Agenda Coverage Rank Feb 09
  • 15. Competitive ToolsPresentation&Agenda Coverage Rank Mar 09
  • 16. Competitive ToolsPresentation&Agenda Coverage Rank Apr 09
  • 17. Competitive ToolsPresentation&Agenda Coverage Rank May 09
  • 18. Competitive ToolsPresentation Agenda Budget Comparison
  • 19. Competitive ToolsPresentationSEO PPC VS Agenda
  • 20. Competitive ToolsPresentation Agenda Spyfu KW Overlap
  • 21. Competitive ToolsPresentation Agenda Spyfu KW Overlap
  • 22. Competitive InsightsPresentation Agenda Compete.com
  • 23. Competitive InsightsPresentation Agenda Compete.com
  • 24. Competitive InsightsPresentation AgendaGoogle Apps for Salesforce
  • 25. Competitive Tools Presentation AgendaGA Network Location Report
  • 26. Competitive Tools Presentation AgendaGA Network Location Report
  • 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. 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. Q&AJon: JonL@pointit.comMaria: MariaN@pointit.com