SES San Francisco: Spy vs. Spy - Competitive Research
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Justin Freid gave a presentation about using competitive research tools like Ghostery, SpyFu and SemRush to analyze competitors' digital strategies. These tools allow users to view tags and pixels on webpages, see keywords, ad text, spending and traffic for competitors. Understanding how competitors structure accounts and target geo locations can provide opportunities. Freid emphasized that SEO and SEM are about driving money through traffic and conversions, not just rankings.
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 1317
- 2. San Francisco | August 1317, 2012 | #sessf @Justin_Freid
- 3. San Francisco | August 1317, 2012 | #sessf What Is This Dude Talking About? Tags URLs Page Modifications Paid Research Tools @Justin_Freid
- 4. San Francisco | August 1317, 2012 | #sessf @Justin_Freid
- 5. San Francisco | August 1317, 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 1317, 2012 | #sessf Ghostery @Justin_Freid
- 7. San Francisco | August 1317, 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 1317, 2012 | #sessf @Justin_Freid
- 9. San Francisco | August 1317, 2012 | #sessf @Justin_Freid
- 10. San Francisco | August 1317, 2012 | #sessf How Can This Help? Account Structure Geo-targeting Top performing search terms @Justin_Freid
- 11. San Francisco | August 1317, 2012 | #sessf @Justin_Freid
- 12. San Francisco | August 1317, 2012 | #sessf Wouldnt 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 1317, 2012 | #sessf Wouldnt 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 1317, 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 1317, 2012 | #sessf @Justin_Freid
- 16. San Francisco | August 1317, 2012 | #sessf @Justin_Freid
- 17. San Francisco | August 1317, 2012 | #sessf Have you ever asked yourself.. What KWs 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 1317, 2012 | #sessf Paid Search Competitive Research Tools SEMRush and Spyfu @Justin_Freid
- 19. San Francisco | August 1317, 2012 | #sessf Paid Search Competitive Research SpyFu - Combat Tool Keywords your competitors are utilizing Opportunities Products/Services @Justin_Freid
- 20. San Francisco | August 1317, 2012 | #sessf Paid Search Competitive Research @Justin_Freid
- 21. San Francisco | August 1317, 2012 | #sessf SpyFu Combat Tool BOOM Use Export New Ad SpyFu Keywords Groups @Justin_Freid
- 22. San Francisco | August 1317, 2012 | #sessf Paid Search Competitive Research SpyFu Combat Tool Ad Text What CTAs are being used Is pricing/sales/%s being utilized? How brand heavy is the creative? @Justin_Freid
- 23. San Francisco | August 1317, 2012 | #sessf Paid Search Competitive Research @Justin_Freid
- 24. San Francisco | August 1317, 2012 | #sessf @Justin_Freid
- 25. San Francisco | August 1317, 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 1317, 2012 | #sessf @Justin_Freid
- 27. San Francisco | August 1317, 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 1317, 2012 | #sessf @Justin_Freid
- 29. San Francisco | August 1317, 2012 | #sessf @Justin_Freid
- 30. San Francisco | August 1317, 2012 | #sessf Oh hey ad text @Justin_Freid
- 31. San Francisco | August 1317, 2012 | #sessf SEO and SEM are more then ranking for keywords or buying traffic @Justin_Freid
- 32. San Francisco | August 1317, 2012 | #sessf Its About Money @Justin_Freid
- 33. San Francisco | August 1317, 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