Jamie Smith, co-Founder, Engine Ready, Acting VP of iSpionage Competitive PPC Data How To Get a Nearly Unfair Advantage with Competitive Data Jamie Smith is the co-founder of Engine Ready, and acting VP of Growth for iSpionage. Jamie has more than 15 years of Internet marketing experience. He is an author for popular blogs and frequently speaks at industry conferences around the world. Jamie has been quoted in the New York Times, Wall Street Journal and other publications as a leading technology and marketing thought leader. In 1998, Smith began his venture on the island of Martha’s Vineyard offering Internet Marketing services. Under his tenure, Engine Ready grew from a local marketing firm into a full service Agency which was sold last year. Jamie now focuses on strategic marketing software including competitive intelligence, call analytics, data visualization and reporting automation. A few clients over 15 years that help develop these strategies Strategies you can use today with competitive PPC data Competitors Keywords Ads Landing Pages. Components to measure / 3 C’s Visibility Creative Continuity Conversion Know my business, customers & how to measure strategy Visibility (Impressions) Creative, Continuity, Conversion Know The Enemy Where do you get this data? Competitive Analysis Tools WHERE DO I START? #1 Using Keyword Research to Quickly Find Profitable Keywords 1 Keyword Research & Analysis Start Research using Search Suggestions Adwords Keyword Planner Tool New Adwords Keyword Planner Tool (Est. Conv. & CPA) Competitive Intelligence = Quicker Insights Research Tool = Quicker Insights Keyword Effectiveness Index (KEI) helps find Profitable Keywords Competitor using 1. How long has this keyword been used? 2. Was it used recently? 3. What is the average position? Narrow Keyword List Using Filters Keyword Filter #2 Keyword Position & Bidding Strategy for Maximum Profit 2 Why do you change bids? Adwords Bid Simulator Click & Cost Estimate #3 Uncover Competitor’s PPC Strategy with Domain Research 3 Find Competitor URL’s using Auction Insights Campaign, Adgroup or KW Auction Insights PPC Auction Insights Spend, Keywords, Ads & LP’s Not using BING/YAHOO Look into competitor strategy Reverse Engineer Keyword Groupings & Account Structure Keyword Grouping #4 Stand Out from the Crowd with Unique Ads, Offers & Landing Pages 4 What Ads & Offers are Being Shown? What Ads & Offers are Being Shown? What Ads are Working for my Competition? Ad Effectiveness Index (AEI) 1. How long has this Ad been used? 2. Was this Ad used recently? 3. What is the average position? Competitor top Performing Ads (AEI) Top Performing Ads, Offer & Landing Pages #5 Guard Profitable Keywords & Gain Unfair Advantage by Monitoring Comp