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