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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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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.
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
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?
Go Beyond the Obvious Ques/ons: • "What keywords are they buying?" • "Why are they always posiConed above us?" • "How much are they bidding?"
How We Use Compe//ve Analysis • Benchmarking • ForecasCng • Forensics
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?”
SEM Compe//ve Analysis
Free & Paid Tools Focus on Display Ads Other Cool Places to Find Things Out Ethical Considera/ons
SEM Compe//ve Analysis
Compe//ve Intelligence Tools
AdGooroo
AdGooroo
AdGooroo SEM Insight
SEMRush
AdBeat
See Ads, Spend Data, and Trends for Display adverCsers. Drill in deeper for specific site and publishers
AdBeat
Drill in deeper for specific pages where – helpful for tacCcal discovery of new placements for GDN, or opportuniCes for direct buys.
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.
AdBeat
WhatRunsWhere
MixRank
MixRank
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
SearchMetrics
SearchMetrics
SearchMetrics
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
SearchMetrics
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
iSpotTV
@mvanwagner
Forensic Intelligence Calling Out Bad Behavior Ad Double Serving Illegal Trademark Use in Ads Not Playing By Rules Quality Score Sniffing DuplicaCng 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
Domain Tools
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.
Track Changes in Compe/tor Domain PorVolios
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 CompeCtor preparing whole new site (link analysis) Profitability on paid search (press releases) Corporate prioriCes and investment (SEC 8K/ 10K Filings) AllegaCons of Board Room Romances & Double Crossing
PACER
SEC Info Forms: 10-‐Q, 8-‐K
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
Thank You Matt Van Wagner
@mvanwagner
Search Marketing Expo East, New York, NY Oct 2, 2012 © Copyright 2012. Find Me Faster Nashua, NH. All Rights Reserved.
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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