This document outlines 10 strategies for generating more profit by spying on competitors. It discusses spying on competitors' placement strategies, top ads and creatives, split testing results, profitable traffic sources, mobile publishers, and keywords. Speakers from iSpionage and WhatRunsWhere provide insights and examples from ChristianMingle.com, BeyondDiet.com, Audible.com, and Zoosk to illustrate how to apply these strategies to an organization's own marketing. The strategies are meant to help cut costs and optimize performance by learning from competitors' testing and successes.

1. 10 Spying Strategies To Generate
More Profit
Presented by:
iSpionage & WhatRunsWhere
Featured Speakers:
Conrad Bach, Account Executive at WhatRunsWhere
Jamie Smith, VP of Growth at iSpionage Inc.
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2. Learn More at:
www.whatrunswhere.com
Learn More at:
www.ispionage.com
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3. Today’s Presenters
Featured Speakers:
Conrad Bach, Account Executive at WhatRunsWhere
Jamie Smith, Acting VP of Growth at iSpionage Inc.
10 Spying Stretegies To Generate More Profit 3

4. What we will be discussing...
• What steps to take to stay proactive against competition
• How to see what’s working for your competition
• How to use their marketing insights to get ahead
• Where to look for profitable traffic sources and keywords
• How you can cut down split testing, while still optimizing
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5. 10 Spying Strategies To Generate
More Profit
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Learn More at:
www.whatrunswhere.com
Learn More at:
www.ispionage.com

6. Strategy #1:
Spy On Competitor’s Placement Strategy
What are your competitor’s top traffic sources?
Pay attention to...
• Which ones they have been using the longest
• Where they are running the majority of their ads
• Sites they are currently testing
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7. Take a Look at ChristianMingle.com’s Most Recent
Traffic Sources...
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extracine.com - Running ads here for over almost 2 years
- Very high prevalence
- They are currently running ads on this site
10 Spying Stretegies To Generate More Profit

8. Strategy #2:
Spy On Top Ad Creatives And Ad Copy
Gain inspiration from your competitions top ads...
• Look for common elements in your competition’s top ad
creatives – color choices, images used, etc.
• Get new ideas for ad copy from your competitor's top text
ads
• See what landing pages are connected to these top ads
Test and optimize with their successful ads
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9. Take a look at these top performing ads from
BeyondDiet.com...
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• Notice that the ‘Never Eat’ call to action
is in each of these ads followed an
arrow
• Each and every one of this advertisers
ads uses very bright eye catching
colours
• ‘5 Foods to Never Eat’ is the ad copy for
the majority of their ads
10 Spying Stretegies To Generate More Profit

10. Strategy #3:
Spy On Your Competitor’s Split Tests
Test, optimize and repeat. Learn from the testing of your
competitors to reduce your own...
• Pick up the pieces of your competitors campaigns
• Where did they find success
• Where did they fail
• Apply your findings and repeat
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11. Audible.com‘s Top Display Ads
Notice how they all have the same Call to Action?
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12. Traffic Source Audible.com Is Currently Testing...
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They have been running ads on
threemonkeysonline.com for almost 3 years

13. Strategy #4:
Buy Directly From Their Profitable Traffic Sources
Now that you know their top traffic source, why not cut
out the middle man?
• Go to their top traffic source & inquire about their
advertising
• Lower your CPM/CPC, while still testing optimal traffic
sources
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14. Strategy #5:
Uncover Top Performing Mobile & App Publishers
Spend less time and money testing what works on
mobile...
• Uncover what your competitors are testing
• Gain added insight from the large scale campaigns of
reputable advertisers (On their dollar!)
• Find new traffic sources
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15. Zoosk’s Mobile Campaign
Top Mobile Web Traffic Source:
JoystickDivision.com
Top In-App Traffic Source:
Power Flashlight
Top Mobile Ad:
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16. 4 Components to measure
Visibility
Creative
Continuity
Conversion
Who is my competition and how do they compare?

17. Benchmark Competitors

18. Strategy #6 Keywords & Domains

19. Strategy #6 Keywords & Domains

20. Keyword Position & Bid Strategy

21. Strategy #7 (KEI) Keyword Effectiveness Index

22. Strategy #8 Crowdsourcing for Ads

23. Strategy #9 Reverse engineer campaign structure

24. Strategy #10 Competitor & Keyword Alerts

25. BONUS STRATEGY: Competition Killer!
How do you win the battle?

26. Operation Camouflage

27. Planning & Strategy Organization
Visibility
Creative
Continuity
Conversion

28. Summary
 Target Market Research First
 Start with keywords, domains and ads
 Strategy Organization for Bigger Profits
 Spy on competition for ad and landing page insights
 Set up Alerts for software to do the spying for you
 Operation camouflage

29. Thanks from iSpionage & WhatRunsWhere!
What questions can we answer?
Use the ‘Questions’ tool in your GoToWebinar panel.
Contact us to get the intelligence you need to
improve your 2014 online advertising.
Jamie Smith
Acting VP of Growth at iSpionage Inc.
jamie@ispionage.com
Conrad Bach
Account Executive at WhatRunsWhere
conrad@whatrunswhere.com
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