How to Outsmart Your PPC Competition
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How to Outsmart Your PPC Competition Jon Lisbin – Founder Maria Nikishyna – Sr. Client Manager December 16th, 2009
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http://www.pointit.com - This presentation covers the elements of piloting a successful PPC campaign while getting ahead of your competitors. You'll learn how to bid on branded terms, trademark policy issues, and tools we recommend.
Transcript of How to Outsmart Your PPC Competition
How to Outsmart Your PPC Competition
Jon Lisbin – Founder
Maria Nikishyna – Sr. Client Manager
December 16th, 2009
Presentation Agenda About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC & SEO
• 12 team members, 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
Presentation Agenda Competitive Intelligence
• Bidding on Branded Terms: Yours and Theirs
• Google, Yahoo, Bing Trademark Policies
• Whitehat, grayhat, blackhat PPC
• Tools we recommend
Presentation Agenda Today’s Agenda
Why bid on your branded terms?
• Drive other listings lower on the page
• Ensure you have the correct messaging
• Drive traffic to the right landing page
• Capture misspells
• Avoid Affiliate Arbitrage
• Branded terms are usually cheap
Presentation Agenda Your Branded Terms
Presentation Agenda Branded Terms - Mispells
Presentation Agenda Search Engine Trademark Policies
Page 8
How Does it Look?
Organic results Paid Results
Page 9
Do you want their branded terms?
Page 10
What your competitors may do
Google Local
Blackhat PPC Examples
Presentation Agenda Competitive Tools
Coverage & Rank
Jan 09
Presentation Agenda Competitive Tools
Coverage & Rank
Feb 09
Presentation Agenda Competitive Tools
Coverage & Rank
Mar 09
Presentation Agenda Competitive Tools
Coverage & Rank
Apr 09
Presentation Agenda Competitive Tools
Coverage & Rank
May 09
Presentation Agenda Competitive Tools
Budget Comparison
Presentation Agenda Competitive Tools
PPC VS SEO
Presentation Agenda Competitive Tools
Spyfu KW Overlap
Presentation Agenda Competitive Tools
Spyfu KW Overlap
Presentation Agenda Competitive Insights
Compete.com
Presentation Agenda Competitive Insights
Compete.com
Presentation Agenda Competitive Insights
Google Apps for Salesforce
Presentation Agenda Competitive Tools
GA Network Location Report
Presentation Agenda Competitive Tools
GA Network Location Report
Free Tools
Google and Yahoo Alerts – Competitor insights that you may have otherwise overlooked and not been aware of.
Keyword Typo Generator – Great for creating misspells of branded terms.
Paid Tools
• Compete.com – Free Trial, Pricing starts at $199/month.
• AdGooroo.com – Depends on the # of keywords you monitor. Trademark monitoring is more expensive.
• Spyfu.com – Monthly Subscription $59.95, Annual $395
![WordStream & SEMrush Present: 4 Steps to Outrank the PPC Competition [Webinar]](https://static.fdocuments.net/doc/165x107/547e68e8b4af9f9b158b56d6/wordstream-semrush-present-4-steps-to-outrank-the-ppc-competition-webinar.jpg)