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
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Step Away From The Tools: How to Get a Picture View of Your Competition By Purna Virji
- 1. Step away from the tools: How to get a big-picture view of your competition Purna Virji #SMX | #32B | @PurnaVirji
- 2. #SMX | #32B | @PurnaVirji
- 3. WRITER SPEAKER All of the job titles SENIOR TRAINER AND DEVELOPMENT MANAGER MOM @PurnaVirji #SMX | #32B | @PurnaVirji
- 4. #SMX | #32B | @PurnaVirji
- 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. 1. How big is the opportunity? #SMX | #32B | @PurnaVirji
- 7. The size of the opportunity impacts your: Budget setting CreativeTargeting Bidding Impressions 7#SMX | #32B | @PurnaVirji
- 8. How big is the opportunity? #SMX | #32B | @PurnaVirji What’s the annual spend on this product? Are my sales goals reasonable?
- 9. Are my sales goals possible? #SMX | #32B | @PurnaVirji Geographical limitations Infrastructure limitations Legal/regulation limitations
- 10. Geographical limitations #SMX | #32B | @PurnaVirji
- 11. Infrastructure limitations #SMX | #32B | @PurnaVirji
- 12. Legal/ regulatory limitations #SMX | #32B | @PurnaVirji
- 13. Legal/regulatory limitations #SMX | #32B | @PurnaVirji
- 14. #SMX | #32B | @PurnaVirji Can I make the opportunity bigger? Halloween Costume Halloween costume Seasonal keywords +
- 15. #SMX | #32B | @PurnaVirji Can I make the opportunity bigger? Mast climbing gear Mast repair Mast climbing equipment New market keywords +
- 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. 2. Who is your fringe competition? #SMX | #32B | @PurnaVirji
- 18. Your fringe competition impacts your: Creative Impressions 18#SMX | #32B | @PurnaVirji Bidding
- 19. #SMX | #32B | @PurnaVirji
- 20. #SMX | #32B | @PurnaVirji
- 21. #SMX | #32B | @PurnaVirji
- 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. 3. What is your competition actually up to? #SMX | #32B | @PurnaVirji
- 24. Your competition’s activity impacts your: Budgeting Targeting 24#SMX | #32B | @PurnaVirji Ad testing BiddingLanding page testing
- 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. 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. 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. = 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. Making big-picture analysis part of your routine #SMX | #32B | @PurnaVirji
- 30. 30 Use specific milestones • New client pitch • Monthly report • Quarterly review #SMX | #32B | @PurnaVirji
- 31. 31 Create benchmark data #SMX | #32B | @PurnaVirji
- 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. © 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