SES San Francisco: Spy vs. Spy - Competitive Research

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Justin Freid

Justin Freid's presentation from SES San Francisco on competitive analysis.

Technologie Business Divertissement et humour

San Francisco | August 13–17, 2012 | #sessf

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

What Is This Dude Talking About?

• Tags
• URL’s
• Page Modifications
• Paid Research Tools

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Ghostery

• Utilize Ghostery to easily see which pixels fire when you land on a page

• Plugin available for Firefox and Chrome

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Ghostery

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Ghostery

• What software your competitors are using to run campaigns

• What partners your competitors are advertising with

• What your competitors consider a conversion

• No need to dig through code to find tracking pixels or conversion tags

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

How Can This Help?

• Account Structure

• Geo-targeting

• Top performing search terms

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Wouldn’t it be great if you could..

• Keep an eye on your competitors homepage
• Are they adding new links?
• Has their title tag changed?
• Did they add new content?

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Wouldn’t it be great if you could..

• Keep track of changes competitors make to deep high
ranking pages
• Changes to content
• Anchor text alterations
• Changes to html/tags etc..

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

What about landing pages?

• Was the CTA changed?

• Was a new button color utilized?

• Has a form been shortened?

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Have you ever asked yourself..

• What KW’s are being used by competitors?

• How much are competitors spending each month?

• What CTA is used most by my competitors?

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Paid Search Competitive Research Tools

• SEMRush and Spyfu

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Paid Search Competitive Research

• SpyFu - Combat Tool

• Keywords your competitors are utilizing
• Opportunities
• Products/Services

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Paid Search Competitive Research

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

SpyFu Combat Tool

BOOM –
Use Export
New Ad
SpyFu Keywords
Groups

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Paid Search Competitive Research

• SemRush
• How much your competitors are spending?
• What will it take to be competitive?
• How many visitors they are driving each month?

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Paid Search Competitive Research

• SemRush
• Who are my competitors?
• Who else is ranking and targeted my terms?

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Oh hey ad text…

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

• SEO and SEM are more then ‘ranking for keywords’ or
‘buying traffic’

@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

It’s About Money
@Justin_Freid

San Francisco | August 13–17, 2012 | #sessf

Tools: Connect:

• www.ghostery.com • jfreid@tpgphl.com

• www.copernic.com • @Justin_Freid

• www.spyfu.com • Linkedin.com/in/justinfreid
• www.slideshare.net/Justin_Freid
• www.semrush.com

@Justin_Freid

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SES San Francisco: Spy vs. Spy - Competitive Research

1. Spy vs. Spy Competitive Research Justin Freid TPG, An Omnicom Company Director Of Digital Media (speaker logo) San Francisco| August 13–17

2. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

3. San Francisco | August 13–17, 2012 | #sessf What Is This Dude Talking About? • Tags • URL’s • Page Modifications • Paid Research Tools @Justin_Freid

4. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

5. San Francisco | August 13–17, 2012 | #sessf Ghostery • Utilize Ghostery to easily see which pixels fire when you land on a page • Plugin available for Firefox and Chrome @Justin_Freid

6. San Francisco | August 13–17, 2012 | #sessf Ghostery @Justin_Freid

7. San Francisco | August 13–17, 2012 | #sessf Ghostery • What software your competitors are using to run campaigns • What partners your competitors are advertising with • What your competitors consider a conversion • No need to dig through code to find tracking pixels or conversion tags @Justin_Freid

8. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

9. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

10. San Francisco | August 13–17, 2012 | #sessf How Can This Help? • Account Structure • Geo-targeting • Top performing search terms @Justin_Freid

11. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

12. San Francisco | August 13–17, 2012 | #sessf Wouldn’t it be great if you could.. • Keep an eye on your competitors homepage • Are they adding new links? • Has their title tag changed? • Did they add new content? @Justin_Freid

13. San Francisco | August 13–17, 2012 | #sessf Wouldn’t it be great if you could.. • Keep track of changes competitors make to deep high ranking pages • Changes to content • Anchor text alterations • Changes to html/tags etc.. @Justin_Freid

14. San Francisco | August 13–17, 2012 | #sessf What about landing pages? • Was the CTA changed? • Was a new button color utilized? • Has a form been shortened? @Justin_Freid

15. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

16. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

17. San Francisco | August 13–17, 2012 | #sessf Have you ever asked yourself.. • What KW’s are being used by competitors? • How much are competitors spending each month? • What CTA is used most by my competitors? @Justin_Freid

18. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research Tools • SEMRush and Spyfu @Justin_Freid

19. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research • SpyFu - Combat Tool • Keywords your competitors are utilizing • Opportunities • Products/Services @Justin_Freid

20. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research @Justin_Freid

21. San Francisco | August 13–17, 2012 | #sessf SpyFu Combat Tool BOOM – Use Export New Ad SpyFu Keywords Groups @Justin_Freid

22. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research • SpyFu Combat Tool • Ad Text • What CTA’s are being used • Is pricing/sales/%’s being utilized? • How brand heavy is the creative? @Justin_Freid

23. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research @Justin_Freid

24. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

25. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research • SemRush • How much your competitors are spending? • What will it take to be competitive? • How many visitors they are driving each month? @Justin_Freid

26. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

27. San Francisco | August 13–17, 2012 | #sessf Paid Search Competitive Research • SemRush • Who are my competitors? • Who else is ranking and targeted my terms? @Justin_Freid

28. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

29. San Francisco | August 13–17, 2012 | #sessf @Justin_Freid

30. San Francisco | August 13–17, 2012 | #sessf Oh hey ad text… @Justin_Freid

31. San Francisco | August 13–17, 2012 | #sessf • SEO and SEM are more then ‘ranking for keywords’ or ‘buying traffic’ @Justin_Freid

32. San Francisco | August 13–17, 2012 | #sessf It’s About Money @Justin_Freid

33. San Francisco | August 13–17, 2012 | #sessf Tools: Connect: • www.ghostery.com • jfreid@tpgphl.com • www.copernic.com • @Justin_Freid • www.spyfu.com • Linkedin.com/in/justinfreid • www.slideshare.net/Justin_Freid • www.semrush.com @Justin_Freid

SES San Francisco: Spy vs. Spy - Competitive Research

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