It's not enough to be brilliant with your own SEM efforts. You need to know what your competitors are up to. That means identifying their keywords, their landing page and quality score strategies and their campaign management practices. In short, you need to know everything they're doing to enhance their visibility and diminish yours. Attend this SEM session to learn how to apply time-tested techniques of competitive intelligence to your campaigns to sharpen your marketing edge and deliver the results you are seeking.

1. #SMX #33B @MaddieMarketer
TITLE SLIDE ALTERNATIVE LAYOUT
w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
TURNING COMPETITOR DATA
INTO ACTIONABLE VISUALS
Maddie Cary, VP of Client Service | Point It Digital Marketing

2. #SMX #33B @MaddieMarketer
Hi, I’m Maddie!
• VP of Client Service at Point It
• US Search Award Winner: Best PPC Agency
• Lead awesome multi-channel service team
• 4th year in a row speaking at SMX

3. #SMX #33B @MaddieMarketer
LET’S WALK
THROUGH A
SCENARIO…

4. #SMX #33B @MaddieMarketer
Kevin gets an email from his boss

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WHAT
DOES IT
ACTUALLY
MEAN?
TRENDS
OPPORTUNIT
Y
STORY

6. #SMX #33B @MaddieMarketer
The brain processes visual
information
60,000 times faster
than text

7. #SMX #33B @MaddieMarketer

8. #SMX #33B @MaddieMarketer

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In the words of the great
Olivia Newton John…
LET’S GET
VISUAL, VISUAL!

10. #SMX #33B @MaddieMarketer
WHAT WE’LL COVER TODAY
VOLUME
how many total
competitors are in your
auction over time?
1
FREQUENCY
how consistently
is a competitor
in your auction?
2
MONITORING
how do you stay
ahead of sudden auction
changes?
3

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COMPETITO
R
VOLUME

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Quarter Avg Impr Share Number of Competitors
Q1 2015 86% 8
Q2 2015 84% 8
Q3 2015 85% 7
Q4 2015 93% 4
Q1 2016 87% 8
Competitor Volume =
Your Avg Impr Share
vs.
# Competitors in Your Auction
PIVOT CHART
Your Avg Impr Share
Your Avg CPC
# of Competitors:
=COUNTIF(range,criteria)

13. #SMX #33B @MaddieMarketer
Competitor Volume =
Your Avg Impr Share
vs.
# Competitors in Your Auction
PIVOT CHART
Your Avg Impr Share
Your Avg CPC
# of Competitors:
=COUNTIF(range,criteria)
Quarter Avg CPC Number of Competitors
Q1 2015 $4.89 8
Q2 2015 $3.42 8
Q3 2015 $3.12 7
Q4 2015 $2.10 4
Q1 2016 $3.54 8

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COMPETITO
R
FREQUENCY

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Day Display url domain Impr. share Avg. position Overlap rate Position above rateTop of page rateOutranking share
1/1/2016 Competitor 1 83.87% 1 83.87% 0.00% 96.15% 100.00%
1/2/2016 Competitor 1 47.37% 2.2 49.54% 0.00% 64.81% 95.61%
1/3/2016 Competitor 2 50.66% 2.2 52.38% 1.30% 74.03% 96.05%
1/4/2016 Competitor 2 51.59% 2.2 53.74% 1.27% 59.26% 92.99%
1/5/2016 Competitor 2 44.03% 2.2 44.16% 0.00% 70.00% 96.86%
1/6/2016 Competitor 2 39.31% 2.6 39.58% 0.00% 70.18% 99.31%
1/7/2016 Competitor 3 44.44% 2.2 44.44% 0.00% 75.00% 100.00%
1/8/2016 Competitor 3 37.58% 2.3 37.58% 0.00% 66.07% 100.00%
1/9/2016 Competitor 3 43.75% 2.1 43.75% 0.00% 61.22% 100.00%
1/11/2016 Competitor 3 52.74% 2.1 53.10% 0.00% 70.13% 99.32%
1/12/2016 Competitor 3 48.65% 2.7 49.51% 0.00% 55.65% 86.97%
1/13/2016 Competitor 3 51.41% 2.7 52.49% 0.00% 55.26% 85.79%
Competitor URL Days In Auction Competitor Frequency
You
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor Frequency =
# of Days Competitor In Auction
# of Days in Pulled Date Range
DAYS IN AUCTION:
=COUNTIF(range,criteria)
DAYS PULLED:
90 Days
Competitor URL Days In Auction Competitor Frequency
You 90 100%
Competitor 1 90 100%
Competitor 2 84 93%
Competitor 3 5 6%
Competitor 4 5 6%
Competitor 5 56 62%

16. #SMX #33B @MaddieMarketer
Competitor URL Days In Auction Competitor Frequency Average Impr Share Threat?
You 90 100% 89% -
Competitor 1 90 100% 34% Take Action
Competitor 2 84 93% 16% Monitor
Competitor 3 5 6% 16% Monitor
Competitor 4 5 6% 14% Monitor
Competitor 5 56 62% 13% Monitor
=IF(AND
Comp Frequency > 50% AND
Avg Imp Share > 25%
IF TRUE = “Take Action”
IF FALSE = “Monitor”
Conditional Logic
=AVERAGE(IF
Range, Criteria,
Avg Range
Average FormulaConditional Formatting
DATA BAR
Gradient Fill

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COMPETITO
R
MONITORING

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• Estimated Traffic & Spend
• Domain vs. Domain
• Keyword Overlap
• Ad Copy Comparison
• First & Last Seen Ad Dates
• Top Performing Ads
• Ad URLs with tracking params
• Top Competitors (Paid vs. Organic)
• Shopping Overlap
• Banner Pulls
So many free tools!

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NEW
ADWORDS UI
AUCTION
INSIGHT VISUALS

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POWERBI
+
AUTOMATED
DATA

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Share these #SMXInsights on your social channels!
#SMXInsights
 Identify issues faster with visualization
 Leverage simple Excel formulas to measure
competitor volume & frequency
 Use Competitor Tool data directionally
 Dump or import raw auction insight data into Power
BI to create richer visuals

22. #SMX #33B @MaddieMarketer
THANK YOU!
TWITTER:
@MaddieMarketer
WANT TO WORK WITH US?
info@pointit.com
FREE EXCEL TEMPLATE:
bit.ly/lets-get-visual-visual