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Step away from
the tools:
How to get a big-picture
view of your competition
Purna Virji
#SMX | #32B | @PurnaVirji
#SMX | #32B | @PurnaVirji
WRITER SPEAKER
All of the job titles
SENIOR TRAINER AND
DEVELOPMENT MANAGER MOM
@PurnaVirji
#SMX | #32B | @PurnaVirji
#SMX | #32B | @PurnaVirji
1.  How big is the
opportunity?
2.  Who is your fringe
competition?
3.  What is the competition
actually up to?
3 big-pict...
1. How big is the opportunity?
#SMX | #32B | @PurnaVirji
The size of the
opportunity
impacts your:
Budget
setting
CreativeTargeting
Bidding Impressions
7#SMX | #32B | @PurnaVirji
How big is the opportunity?
#SMX | #32B | @PurnaVirji
What’s the annual
spend on this
product?
Are my sales goals
reasonab...
Are my sales goals possible?
#SMX | #32B | @PurnaVirji
Geographical
limitations
Infrastructure
limitations
Legal/regulatio...
Geographical
limitations
#SMX | #32B | @PurnaVirji
Infrastructure
limitations
#SMX | #32B | @PurnaVirji
Legal/
regulatory
limitations
#SMX | #32B | @PurnaVirji
Legal/regulatory
limitations
#SMX | #32B | @PurnaVirji
#SMX | #32B | @PurnaVirji
Can I make the opportunity bigger?
Halloween
Costume
Halloween
costume
Seasonal
keywords
+
#SMX | #32B | @PurnaVirji
Can I make the opportunity bigger?
Mast climbing
gear
Mast repair
Mast climbing
equipment
New ma...
#SMX | #32B | @PurnaVirji
q Population research
q Market research
q Annual spend on this product
q Infrastructure limi...
2. Who is your fringe
competition?
#SMX | #32B | @PurnaVirji
Your fringe
competition
impacts your: Creative Impressions
18#SMX | #32B | @PurnaVirji
Bidding
#SMX | #32B | @PurnaVirji
#SMX | #32B | @PurnaVirji
#SMX | #32B | @PurnaVirji
#SMX | #32B | @PurnaVirji
q Think critically about who uses your product
•  Market research
•  Survey current customers
q...
3. What is your competition
actually up to?
#SMX | #32B | @PurnaVirji
Your
competition’s
activity impacts
your:
Budgeting Targeting
24#SMX | #32B | @PurnaVirji
Ad testing BiddingLanding
page
t...
What this tells you:
= The effort you need to make to beat them
How complex or simple their SEM
strategy is
25Presentation...
What this tells you:
= how much time you have to beat them
How much attention their SEM campaign is
getting
26Presentation...
What this tells you:
= how to anticipate changes and adjust your
own campaign earlier
What they react to: seasonal, market...
= how to match or best their selling points and
offers
What their selling points are, and how often
they change offers
28P...
Making big-picture analysis
part of your routine
#SMX | #32B | @PurnaVirji
30
Use specific
milestones
• New client pitch
• Monthly report
• Quarterly review
#SMX | #32B | @PurnaVirji
31
Create benchmark data
#SMX | #32B | @PurnaVirji
1.  How big is the
opportunity?
2.  Who is your fringe
competition?
3.  What is the competition
actually up to?
Re-cap:
3 ...
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered tr...
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Step Away From The Tools: How to Get a Picture View of Your Competition By Purna Virji

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Competitive Research For SEM. PRESENTATION: Step Away From The Tools: How to Get a Picture View of Your Competition - Given by Purna Virji, @purnavirji - Microsoft, Senior Client Training and Development Manager. #SMX #32B

Published in: Marketing
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Step Away From The Tools: How to Get a Picture View of Your Competition By Purna Virji

  1. 1. Step away from the tools: How to get a big-picture view of your competition Purna Virji #SMX | #32B | @PurnaVirji
  2. 2. #SMX | #32B | @PurnaVirji
  3. 3. WRITER SPEAKER All of the job titles SENIOR TRAINER AND DEVELOPMENT MANAGER MOM @PurnaVirji #SMX | #32B | @PurnaVirji
  4. 4. #SMX | #32B | @PurnaVirji
  5. 5. 1.  How big is the opportunity? 2.  Who is your fringe competition? 3.  What is the competition actually up to? 3 big-picture competitive analysis questions #SMX | #32B | @PurnaVirji
  6. 6. 1. How big is the opportunity? #SMX | #32B | @PurnaVirji
  7. 7. The size of the opportunity impacts your: Budget setting CreativeTargeting Bidding Impressions 7#SMX | #32B | @PurnaVirji
  8. 8. How big is the opportunity? #SMX | #32B | @PurnaVirji What’s the annual spend on this product? Are my sales goals reasonable?
  9. 9. Are my sales goals possible? #SMX | #32B | @PurnaVirji Geographical limitations Infrastructure limitations Legal/regulation limitations
  10. 10. Geographical limitations #SMX | #32B | @PurnaVirji
  11. 11. Infrastructure limitations #SMX | #32B | @PurnaVirji
  12. 12. Legal/ regulatory limitations #SMX | #32B | @PurnaVirji
  13. 13. Legal/regulatory limitations #SMX | #32B | @PurnaVirji
  14. 14. #SMX | #32B | @PurnaVirji Can I make the opportunity bigger? Halloween Costume Halloween costume Seasonal keywords +
  15. 15. #SMX | #32B | @PurnaVirji Can I make the opportunity bigger? Mast climbing gear Mast repair Mast climbing equipment New market keywords +
  16. 16. #SMX | #32B | @PurnaVirji q Population research q Market research q Annual spend on this product q Infrastructure limitations q Number of competitors q Survey current users q Identify weaknesses in your competition
  17. 17. 2. Who is your fringe competition? #SMX | #32B | @PurnaVirji
  18. 18. Your fringe competition impacts your: Creative Impressions 18#SMX | #32B | @PurnaVirji Bidding
  19. 19. #SMX | #32B | @PurnaVirji
  20. 20. #SMX | #32B | @PurnaVirji
  21. 21. #SMX | #32B | @PurnaVirji
  22. 22. #SMX | #32B | @PurnaVirji q Think critically about who uses your product •  Market research •  Survey current customers q Study the fringe competition to understand how they position themselves q Bid on the fringe competition keywords
  23. 23. 3. What is your competition actually up to? #SMX | #32B | @PurnaVirji
  24. 24. Your competition’s activity impacts your: Budgeting Targeting 24#SMX | #32B | @PurnaVirji Ad testing BiddingLanding page testing
  25. 25. What this tells you: = The effort you need to make to beat them How complex or simple their SEM strategy is 25Presentation title — edit on Slide Master using Insert > Header & Footer#SMX | #32B | @PurnaVirji How many ads are they running?
  26. 26. What this tells you: = how much time you have to beat them How much attention their SEM campaign is getting 26Presentation title — edit on Slide Master using Insert > Header & Footer#SMX | #32B | @PurnaVirji How quickly do they react to your copy changes?
  27. 27. What this tells you: = how to anticipate changes and adjust your own campaign earlier What they react to: seasonal, market trends, holidays 27Presentation title — edit on Slide Master using Insert > Header & Footer#SMX | #32B | @PurnaVirji When do they put new ads into the rotation?
  28. 28. = how to match or best their selling points and offers What their selling points are, and how often they change offers 28Presentation title — edit on Slide Master using Insert > Header & Footer#SMX | #32B | @PurnaVirji Landing pages: How many? What are the calls to action? How often updated? What this tells you:
  29. 29. Making big-picture analysis part of your routine #SMX | #32B | @PurnaVirji
  30. 30. 30 Use specific milestones • New client pitch • Monthly report • Quarterly review #SMX | #32B | @PurnaVirji
  31. 31. 31 Create benchmark data #SMX | #32B | @PurnaVirji
  32. 32. 1.  How big is the opportunity? 2.  Who is your fringe competition? 3.  What is the competition actually up to? Re-cap: 3 big-picture questions #SMX | #32B | @PurnaVirji
  33. 33. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION. Thank you! @purnavirji

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