SES San Francisco: Spy vs. Spy - Competitive Research

San Francisco| August 13–17

Spy vs. SpyCompetitive Research

Justin FreidTPG, An Omnicom CompanyDirector Of Digital Media

(speaker logo)

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

@Justin_Freid


What Is This Dude Talking About?

• Tags

• URL’s

• Page Modifications

• Paid Research Tools

@Justin_Freid


@Justin_Freid


Ghostery

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

• Plugin available for Firefox and Chrome

@Justin_Freid


Ghostery

@Justin_Freid


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


@Justin_Freid


How Can This Help?

• Account Structure

• Geo-targeting

• Top performing search terms

@Justin_Freid


@Justin_Freid


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


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


What about landing pages?

• Was the CTA changed?

• Was a new button color utilized?

• Has a form been shortened?

@Justin_Freid


@Justin_Freid


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


Paid Search Competitive Research Tools

• SEMRush and Spyfu

@Justin_Freid


Paid Search Competitive Research

• SpyFu - Combat Tool

• Keywords your competitors are utilizing

• Opportunities

• Products/Services

@Justin_Freid



@Justin_Freid


SpyFu Combat Tool

@Justin_Freid

Use SpyFu

Export Keywords

BOOM – New Ad Groups



• 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



@Justin_Freid



• SemRush

• How much your competitors are spending?

• What will it take to be competitive?

• How many visitors they are driving each month?

@Justin_Freid


@Justin_Freid



• SemRush

• Who are my competitors?

• Who else is ranking and targeted my terms?

@Justin_Freid


@Justin_Freid


@Justin_Freid

Oh hey ad text…


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

@Justin_Freid


@Justin_Freid

It’s About Money


Tools:

• www.ghostery.com

• www.copernic.com

• www.spyfu.com

• www.semrush.com

@Justin_Freid

Connect:

• [email protected]

• @Justin_Freid

• Linkedin.com/in/justinfreid

• www.slideshare.net/Justin_Freid

http://www.ghostery.com/

http://www.copernic.com/

http://www.spyfu.com/

http://www.semrush.com/

mailto:[email protected]

http://www.slideshare.net/Justin_Freid

SES San Francisco: Spy vs. Spy - Competitive Research

Technology

Transcript of SES San Francisco: Spy vs. Spy - Competitive Research