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Turning Competitor Data into Actionable Visuals - SMX West 2018 - Maddie Cary

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It's not enough to be brilliant with your own SEM efforts. You need to know what your competitors are up to. That means identifying their keywords, their landing page and quality score strategies and their campaign management practices. In short, you need to know everything they're doing to enhance their visibility and diminish yours.

Attend this SEM session to learn how to apply time-tested techniques of competitive intelligence to your campaigns to sharpen your marketing edge and deliver the results you are seeking.

Published in: Marketing
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Turning Competitor Data into Actionable Visuals - SMX West 2018 - Maddie Cary

  1. 1. #SMX #33B @MaddieMarketer TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) TURNING COMPETITOR DATA INTO ACTIONABLE VISUALS Maddie Cary, VP of Client Service | Point It Digital Marketing
  2. 2. #SMX #33B @MaddieMarketer Hi, I’m Maddie! • VP of Client Service at Point It • US Search Award Winner: Best PPC Agency • Lead awesome multi-channel service team • 4th year in a row speaking at SMX
  3. 3. #SMX #33B @MaddieMarketer LET’S WALK THROUGH A SCENARIO…
  4. 4. #SMX #33B @MaddieMarketer Kevin gets an email from his boss
  5. 5. #SMX #33B @MaddieMarketer WHAT DOES IT ACTUALLY MEAN? TRENDS OPPORTUNIT Y STORY
  6. 6. #SMX #33B @MaddieMarketer The brain processes visual information 60,000 times faster than text
  7. 7. #SMX #33B @MaddieMarketer
  8. 8. #SMX #33B @MaddieMarketer
  9. 9. #SMX #33B @MaddieMarketer In the words of the great Olivia Newton John… LET’S GET VISUAL, VISUAL!
  10. 10. #SMX #33B @MaddieMarketer WHAT WE’LL COVER TODAY VOLUME how many total competitors are in your auction over time? 1 FREQUENCY how consistently is a competitor in your auction? 2 MONITORING how do you stay ahead of sudden auction changes? 3
  11. 11. #SMX #33B @MaddieMarketer COMPETITO R VOLUME
  12. 12. #SMX #33B @MaddieMarketer Quarter Avg Impr Share Number of Competitors Q1 2015 86% 8 Q2 2015 84% 8 Q3 2015 85% 7 Q4 2015 93% 4 Q1 2016 87% 8 Competitor Volume = Your Avg Impr Share vs. # Competitors in Your Auction PIVOT CHART Your Avg Impr Share Your Avg CPC # of Competitors: =COUNTIF(range,criteria)
  13. 13. #SMX #33B @MaddieMarketer Competitor Volume = Your Avg Impr Share vs. # Competitors in Your Auction PIVOT CHART Your Avg Impr Share Your Avg CPC # of Competitors: =COUNTIF(range,criteria) Quarter Avg CPC Number of Competitors Q1 2015 $4.89 8 Q2 2015 $3.42 8 Q3 2015 $3.12 7 Q4 2015 $2.10 4 Q1 2016 $3.54 8
  14. 14. #SMX #33B @MaddieMarketer COMPETITO R FREQUENCY
  15. 15. #SMX #33B @MaddieMarketer Day Display url domain Impr. share Avg. position Overlap rate Position above rateTop of page rateOutranking share 1/1/2016 Competitor 1 83.87% 1 83.87% 0.00% 96.15% 100.00% 1/2/2016 Competitor 1 47.37% 2.2 49.54% 0.00% 64.81% 95.61% 1/3/2016 Competitor 2 50.66% 2.2 52.38% 1.30% 74.03% 96.05% 1/4/2016 Competitor 2 51.59% 2.2 53.74% 1.27% 59.26% 92.99% 1/5/2016 Competitor 2 44.03% 2.2 44.16% 0.00% 70.00% 96.86% 1/6/2016 Competitor 2 39.31% 2.6 39.58% 0.00% 70.18% 99.31% 1/7/2016 Competitor 3 44.44% 2.2 44.44% 0.00% 75.00% 100.00% 1/8/2016 Competitor 3 37.58% 2.3 37.58% 0.00% 66.07% 100.00% 1/9/2016 Competitor 3 43.75% 2.1 43.75% 0.00% 61.22% 100.00% 1/11/2016 Competitor 3 52.74% 2.1 53.10% 0.00% 70.13% 99.32% 1/12/2016 Competitor 3 48.65% 2.7 49.51% 0.00% 55.65% 86.97% 1/13/2016 Competitor 3 51.41% 2.7 52.49% 0.00% 55.26% 85.79% Competitor URL Days In Auction Competitor Frequency You Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor Frequency = # of Days Competitor In Auction # of Days in Pulled Date Range DAYS IN AUCTION: =COUNTIF(range,criteria) DAYS PULLED: 90 Days Competitor URL Days In Auction Competitor Frequency You 90 100% Competitor 1 90 100% Competitor 2 84 93% Competitor 3 5 6% Competitor 4 5 6% Competitor 5 56 62%
  16. 16. #SMX #33B @MaddieMarketer Competitor URL Days In Auction Competitor Frequency Average Impr Share Threat? You 90 100% 89% - Competitor 1 90 100% 34% Take Action Competitor 2 84 93% 16% Monitor Competitor 3 5 6% 16% Monitor Competitor 4 5 6% 14% Monitor Competitor 5 56 62% 13% Monitor =IF(AND Comp Frequency > 50% AND Avg Imp Share > 25% IF TRUE = “Take Action” IF FALSE = “Monitor” Conditional Logic =AVERAGE(IF Range, Criteria, Avg Range Average FormulaConditional Formatting DATA BAR Gradient Fill
  17. 17. #SMX #33B @MaddieMarketer COMPETITO R MONITORING
  18. 18. #SMX #33B @MaddieMarketer • Estimated Traffic & Spend • Domain vs. Domain • Keyword Overlap • Ad Copy Comparison • First & Last Seen Ad Dates • Top Performing Ads • Ad URLs with tracking params • Top Competitors (Paid vs. Organic) • Shopping Overlap • Banner Pulls So many free tools!
  19. 19. #SMX #33B @MaddieMarketer NEW ADWORDS UI AUCTION INSIGHT VISUALS
  20. 20. #SMX #33B @MaddieMarketer POWERBI + AUTOMATED DATA
  21. 21. #SMX #33B @MaddieMarketer Share these #SMXInsights on your social channels! #SMXInsights  Identify issues faster with visualization  Leverage simple Excel formulas to measure competitor volume & frequency  Use Competitor Tool data directionally  Dump or import raw auction insight data into Power BI to create richer visuals
  22. 22. #SMX #33B @MaddieMarketer THANK YOU! TWITTER: @MaddieMarketer WANT TO WORK WITH US? info@pointit.com FREE EXCEL TEMPLATE: bit.ly/lets-get-visual-visual

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