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Competitive Intelligence for Paid Search Advertising By Matt Van Wagner

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"From the SMX East 2014 Conference in New York City, NY. SESSION: Competitive Research For SEM. PRESENTATION: Competitive Intelligence for Paid Search Advertising
- Given by Matt Van Wagner, @MVanWagner, President - Find Me Faster. #SMX #13B"

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Competitive Intelligence for Paid Search Advertising By Matt Van Wagner

  1. 1. Compe&&ve Intelligence for Paid Search Adver&sing Search Marketing Expo East, New York, NY Sep 29, 2014 © Copyright 2014. Find Me Faster Nashua, NH. All Rights Reserved.
  2. 2. Paid Search Compe//ve Analysis You can't outrun a hungry bear Study Your Compe/tors ­What they are doing now ­What they are likely to do ­When they will likely do it Understand Your Compe/tors ­Know their weaknesses ­Know their strengths Eat Their Lunch ­Before they eat yours
  3. 3. Things You Want to Know What They Say -­‐ Same old, same old, or sparkly new copy? -­‐ How do you need to counter? What They Pay -­‐ Are they spending more or less than you? -­‐ Are they increasing or decreasing investment? Where They Play -­‐ Are they harvesCng more ferCle grounds? -­‐ Search, Display, TV, radio, print? What They’ll Do ACer Today -­‐ What can you discover about future plans?
  4. 4. SEM Compe//ve Analysis How We Use Compe//ve Analysis • Benchmarking • ForecasCng • Forensics Go Beyond the Obvious Ques/ons: • "What keywords are they buying?" • "Why are they always posiConed above us?" • "How much are they bidding?" Ask More Strategic Ques/ons: • "How big is our opportunity?" • "How profitable are our compeCtors?" • "How much more can we invest in paid search?“ • “What are they up to?”
  5. 5. SEM Compe//ve Analysis Free & Paid Tools Focus on Display Ads Other Cool Places to Find Things Out Ethical Considera/ons
  6. 6. Compe//ve Intelligence Tools
  7. 7. AdGooroo
  8. 8. AdGooroo
  9. 9. AdGooroo SEM Insight
  10. 10. SEMRush
  11. 11. AdBeat See Ads, Spend Data, and Trends for Display adverCsers. Drill in deeper for specific site and publishers
  12. 12. AdBeat Drill in deeper for specific pages where – helpful for tacCcal discovery of new placements for GDN, or opportuniCes for direct buys.
  13. 13. AdBeat Get a feel for an adverCsers success in various display networks. Here we see that they are spending $3587 for a direct buy and about the same on GDN.
  14. 14. AdBeat
  15. 15. WhatRunsWhere
  16. 16. MixRank
  17. 17. MixRank
  18. 18. Accelerator | San Diego | Feb 9, 2012 | #SESAcc SearchMetrics
  19. 19. SearchMetrics
  20. 20. SearchMetrics
  21. 21. Accelerator | San Diego | Feb 9, 2012 | #SESAcc SearchMetrics
  22. 22. Accelerator | San Diego | Feb 9, 2012 | #SESAcc iSpotTV
  23. 23. @mvanwagner Forensic Intelligence Calling Out Bad Behavior ­Ad Double Serving ­Illegal Trademark Use in Ads ­Not Playing By Rules ­Quality Score Sniffing ­Duplica Cng Your Content Tools and Resources ­DomainTools. com ­Screaming Frog to spider through sites. ­Adobe Acrobat Reader (snapshot of sites) ­Link Analysis Tools: SEMRush, MOZ, MajesCc etc
  24. 24. Domain Tools
  25. 25. Analyzing Domain Porkolios Get a Snapshot of Current Online Presence Buy a Domains Report Do a Link Analysis Keep an Eye on PorVolio Changes Look at newly acquired Domains – may signal new product launches Understand where they will launch new products via TLDs (.com, .de, .au) Domain names omen give product names they want to protect New domains may be “parked” or “inacCve” status unCl launch. Ping frequently. Set up news and twiner alerts on new product names. Check USPTO.gov for related trademark applicaCons. Domains registered for longer periods can signal which products, services and sites are central to their longer-­‐term online strategy. Domains you didn’t know existed May be used for offline purposes and lead fulfillment for direct mail, newspaper and magazine inserts, TV, radio, etc.
  26. 26. Track Changes in Compe/tor Domain PorVolios
  27. 27. Other Tools Other Free Research Methods ­Search on your CompeCtor's URL and terms ­Setup News Alerts on CompeCtor's name ­Keep an eye on Twiner ­Read SEC Filings ­Conference PresentaCons Interes/ng Things We've Discovered for Free ­Compe Ctor preparing whole new site (link analysis) ­Profitability on paid search (press releases) ­Corporate prioriCes and investment (SEC 8K/ 10K Filings) ­Allega Cons of Board Room Romances & Double Crossing
  28. 28. PACER
  29. 29. SEC Info Forms: 10-­‐Q, 8-­‐K
  30. 30. Be Sensible, Stay Good Be Sensible ­Don't Obsess on CompeCtors ­Worry More About Benering Yourself Be Aware of Intelligence Limita/ons/ Blind Spots ­Manual searches on keywords ­Geographic ad presentaCon Be Ethical ­Resist the temptaCon to click on other people's ads ­Use the Golden Rule
  31. 31. Thank You Matt Van Wagner matt@findmefaster.com @mvanwagner Search Marketing Expo East, New York, NY Oct 2, 2012 © Copyright 2012. Find Me Faster Nashua, NH. All Rights Reserved.
  32. 32. Compe&&ve Intelligence for Paid Search Adver&sing Matt Van Wagner Search Marketing Expo East, New York, NY Oct 2, 2012 © Copyright 2012. Find Me Faster Nashua, NH. All Rights Reserved.

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