how to outsmart your ppc competition to outsmart your ppc... · 2016. 7. 20. · •ppc & seo...

How to Outsmart Your PPC Competition

Jon Lisbin – Founder

Maria Nikishyna – Sr. Client Manager

December 16’nd, 2009

Presentation AgendaAbout 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 AgendaCompetitive Intelligence

• Bidding on Branded Terms: Yours and Theirs

• Google, Yahoo, Bing Trademark Policies

• Whitehat, grayhat, blackhat PPC

• Tools we recommend

Presentation AgendaToday’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 AgendaYour Branded Terms

Presentation AgendaBranded Terms - Mispells

Presentation AgendaSearch Engine Trademark Policies

Page 8

How Does it Look?

Organic resultsPaid Results

Page 9

Do you want their branded terms?

Page 10

What your competitors may do

Google Local

Blackhat PPC Examples

Presentation AgendaCompetitive Tools

Coverage & Rank

Jan 09

Presentation AgendaCompetitive Tools

Coverage & Rank

Feb 09

Presentation AgendaCompetitive Tools

Coverage & Rank

Mar 09

Presentation AgendaCompetitive Tools

Coverage & Rank

Apr 09

Presentation AgendaCompetitive Tools

Coverage & Rank

May 09

Presentation AgendaCompetitive Tools

Budget Comparison

Presentation AgendaCompetitive Tools

PPC VS SEO

Presentation AgendaCompetitive Tools

Spyfu KW Overlap

Presentation AgendaCompetitive Tools

Spyfu KW Overlap

Presentation AgendaCompetitive Insights

Compete.com

Presentation AgendaCompetitive Insights

Compete.com

Presentation AgendaCompetitive Insights

Google Apps for Salesforce

Presentation AgendaCompetitive Tools

GA Network Location Report

Presentation AgendaCompetitive 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

Q&A

Jon: JonL@pointit.comMaria: MariaN@pointit.com